JP5996134B2 - Distribution device, terminal device, distribution method, and distribution program - Google Patents

Description

  The present invention relates to a distribution device, a terminal device, a distribution method, and a distribution program.

  In recent years, advertisement distribution via the Internet has been actively performed. For example, advertising content related to a company, a product, or the like is displayed at a predetermined position on a web page. The advertisement content is, for example, an icon such as a still image, a moving image, or text data, and is a hyperlink (hereinafter simply referred to as “link”) to a web page provided by the advertiser (hereinafter referred to as an advertiser page). Is written). When the advertisement content is clicked by the user, the advertiser page is displayed. As a technique related to such advertisement display, a technique has been proposed in which information content is displayed on a first layer and advertisement content is displayed on a second layer behind the information content.

JP 2003-022042 A JP 2012-137805 A

  However, with the above-described conventional technology, it is difficult to improve the advertising effect of content. Specifically, in the conventional technique for displaying the advertising content on the second layer, the advertising content is merely displayed behind the information content. For this reason, when this conventional technology is used, the advertising content is not easily seen by the user, and the expected advertising effect may not be exhibited.

  The present application has been made in view of the above, and an object thereof is to provide a distribution device, a terminal device, a distribution method, and a distribution program that can improve the advertising effect of content.

  The distribution device according to the present application includes a distribution unit that distributes control information to a terminal device that receives first content and second content displayed together with the first content, and the control information includes the first content, A display procedure for displaying the second content distributed to the terminal device in response to a distribution request transmitted from the terminal device when displaying the first content, and the first content displayed on the terminal device A detection procedure for detecting a user operation performed on the content, and a change that highlights the second content relative to the first content when the user operation is detected by the detection procedure. And the procedure is executed by the terminal device.

  According to one aspect of the embodiment, there is an effect that the advertising effect of the content can be improved.

FIG. 1 is a diagram illustrating an example of display processing according to the embodiment. FIG. 2 is a diagram illustrating a configuration example of the advertisement distribution system according to the embodiment. FIG. 3 is a diagram illustrating a configuration example of the advertisement distribution server according to the embodiment. FIG. 4 is a diagram illustrating an example of an advertisement database according to the embodiment. FIG. 5 is a diagram illustrating a configuration example of the content distribution server according to the embodiment. FIG. 6 is a diagram illustrating a configuration example of the terminal device according to the embodiment. FIG. 7 is a sequence diagram illustrating a distribution processing procedure by the advertisement distribution system according to the embodiment. FIG. 8 is a flowchart illustrating a processing procedure performed by the terminal device according to the embodiment. FIG. 9 is a diagram illustrating an example of display processing according to the modification. FIG. 10 is a diagram illustrating an example of display processing according to the modification. FIG. 11 is a flowchart illustrating a processing procedure by the terminal device according to the modification. FIG. 12 is a diagram illustrating an example of display processing according to the modification. FIG. 13 is a diagram illustrating an example of display processing according to the modification. FIG. 14 is a hardware configuration diagram illustrating an example of a computer that realizes the function of the advertisement distribution server.

  Hereinafter, a mode for carrying out a distribution device, a terminal device, a distribution method, and a distribution program according to the present application (hereinafter referred to as “embodiment”) will be described in detail with reference to the drawings. Note that the distribution device, the terminal device, the distribution method, and the distribution program according to the present application are not limited by this embodiment. In the following embodiments, the same portions are denoted by the same reference numerals, and redundant description is omitted.

[1. Display processing)
First, an example of display processing according to the embodiment will be described with reference to FIG. FIG. 1 is a diagram illustrating an example of display processing according to the embodiment. FIG. 1 shows an example in which the web page W10 and the advertising content C10 are displayed by the terminal device 100.

  The terminal device 100 illustrated in FIG. 1 is a mobile terminal device such as a smartphone. The terminal device 100 includes an output unit 130 such as a liquid crystal display. The terminal device 100 is assumed to employ a touch panel. That is, the user of the terminal device 100 performs various operations by touching the display surface of the output unit 130 with a finger or a dedicated pen.

  The web page W10 is content for a portal site on which various information such as news is posted. Here, it is assumed that the vertical size of the web page W10 is longer than the vertical display size of the output unit 130 of the terminal device 100.

  Such a web page W10 includes an input field for inputting a search keyword, links to other web pages, and the like. In the case of the example in FIG. 1, “new news” displayed on the web page W <b> 10 and each news topic described in a bulleted list under the “news list” are linked to other web pages. Corresponds to the anchor text. In addition, “auction”, “sports”, “Q & A”, and “route” displayed on the web page W10 correspond to buttons or images with links to other web pages.

  The web page W10 includes an advertisement frame 50 that is a display area for displaying advertisement content distributed separately from the web page W10. In the example illustrated in FIG. 1, the terminal device 100 displays the web page W10 and the advertising content C10 in a range corresponding to the advertising space 50 included in the web page W10.

  The advertising content C10 is, for example, a still image or a moving image, and is provided by, for example, an advertiser related to eating and drinking. In the example illustrated in FIG. 1, the advertising content C <b> 10 is an image having the same size as the advertising space 50, and a beverage to be advertised is displayed. The embodiment is not limited to this, and the advertising content C10 may be an image in which an advertiser's logo and other arbitrary information are arranged.

  Here, the terminal device 100 performs the following processing in order to improve the advertising effect of the advertising content C10. First, the terminal device 100 displays both the web page W10 and the advertising content C10 on the output unit 130. Since the terminal device 100 cannot display the entire web page W10, the terminal device 100 displays the web page W10 from the top in the initial state.

  Subsequently, the terminal device 100 performs a scroll operation that is an operation of moving the web page W10 by the user, and changes the color of the web page W10 excluding the advertising content C10 while the web page W10 is moved. Specifically, the terminal device 100 changes the web page W10 to a display without color. That is, the terminal device 100 displays the web page W10 only in white and black shades. Hereinafter, this display may be referred to as “monochrome display”.

  FIG. 1 shows an example in which a scroll operation is performed with the user's finger F10. In this case, the terminal device 100 detects that the scroll operation is being performed. While such a state is detected, the terminal device 100 displays the web page W10 other than the advertising content C10 displayed in the advertising space 50 in black and white.

  Thereafter, it is assumed that the scroll operation is not performed by the user. That is, the terminal device 100 detects that the user's finger F10 is stationary. In this case, as shown in FIG. 1, the terminal device 100 returns the display mode of the web page W10 to the original state. Specifically, the terminal device 100 returns the color of the web page W10 other than the advertisement content C10 displayed in black and white to the original state.

  That is, in the example of FIG. 1, the terminal device 100 displays the web page W10 in a normal display mode while the scroll operation is not performed, and a web other than the advertising content C10 while the scroll operation is performed. The page W10 is displayed in black and white. In other words, while the scroll operation is being performed, the terminal device 100 displays only the advertising content C10 in the web page W10 in a state where the color is maintained. This means that the terminal device 100 relatively highlights the advertising content C10 as compared to when the scroll operation is not performed.

  Here, it can be said that the user who is performing the scroll operation is unlikely to stare at the moving web page W10 itself. Furthermore, the advertising content C10 displayed by the terminal device 100 is just one element that constitutes the web page W10, as is the article and the like posted on the web page W10. That is, it is considered that the advertising content C10 is buried in the web page W10 displayed by the terminal device 100 and is not easily noticed by the user.

  Therefore, the terminal device 100 according to the embodiment relatively highlights the advertising content C10 by maintaining the color of the advertising content C10 in the web page W10 displayed in black and white while the scroll operation is performed by the user. To do. That is, the terminal device 100 according to the embodiment can display the advertisement content C10 so that the user can easily recognize it without being buried in the web page W10. Thus, the terminal device 100 according to the embodiment can improve the visibility of the advertising content C10.

  Thereby, the terminal device 100 according to the embodiment can make the advertising content C10 notice the user who is performing the scroll operation. Moreover, the terminal device 100 according to the embodiment can cause the user to be interested in the advertisement content C10 by relatively highlighting the advertisement content C10 each time the user performs a scroll operation. As a result, the terminal device 100 according to the embodiment can improve the advertising effect of the advertising content C10.

  Furthermore, the terminal device 100 according to the embodiment can perform the display process without reducing usability. Specifically, the terminal device 100 according to the embodiment displays the web page W10 other than the advertising content C10 in black and white while the scroll operation is performed. This means that although the web page W10 has no color, the contents such as articles described in the web page W10 can be visually recognized. Thereby, the user can confirm the content of the article etc. of the web page W10 even while the scroll operation is being performed. Therefore, the display process by the terminal device 100 according to the embodiment can be performed without reducing usability.

  From the above, the terminal device 100 according to the embodiment can improve the advertising effect of the advertising content C10 by increasing the visibility of the advertising content C10 without reducing usability.

  Hereinafter, the terminal device 100 and the like that realize the display processing described above will be described. In addition, although description was abbreviate | omitted above, the control information which controls the display mode of the web page W10 is contained in the advertisement content C10 mentioned above. And the terminal device 100 performs the display process mentioned above according to control information. Such control information will be described later. In the following, when the state transition of the terminal device 100 is illustrated, the state may be expressed as a first state, a second state,...

[2. Configuration of advertisement distribution system)
Next, the configuration of the advertisement distribution system 1 according to the embodiment will be described with reference to FIG. FIG. 2 is a diagram illustrating a configuration example of the advertisement distribution system according to the embodiment. As shown in FIG. 2, the advertisement distribution system 1 includes a terminal device 100, an advertiser terminal 10, an advertisement distribution server 20, and a content distribution server 30. The terminal device 100, the advertiser terminal 10, the advertisement distribution server 20, and the content distribution server 30 are connected via a network N so that they can communicate with each other by wire or wirelessly. The advertisement distribution system 1 shown in FIG. 2 includes a plurality of terminal devices 100, a plurality of advertiser terminals 10, a plurality of advertisement distribution servers 20, and a plurality of content distribution servers 30. Also good.

  The terminal device 100 is an information processing device used by a user who browses a web page. For example, the terminal device 100 is a mobile phone such as a smartphone, a tablet terminal, a PDA (Personal Digital Assistant), a desktop PC (Personal Computer), a notebook PC, or the like. The terminal device 100 acquires a web page from the content distribution server 30 according to an operation by the user, and displays the acquired web page. Further, when an advertisement acquisition command to be described later is included together with the advertisement content, the terminal device 100 acquires the advertisement content from the advertisement distribution server 20 and displays the acquired advertisement content together with the web page.

  The advertiser terminal 10 is an information processing device used by the advertiser. For example, the advertiser terminal 10 is a desktop PC, a notebook PC, a tablet terminal, a mobile phone, a PDA, or the like. The advertiser terminal 10 submits the advertisement content to the advertisement distribution server 20 according to the operation by the advertiser. For example, the advertiser terminal 10 has a URL (Uniform Resource Locator) for accessing an advertiser page distributed by an advertiser server managed by an advertiser as a still image, a moving image, text data, or an advertiser server as advertisement content. And the like are submitted to the advertisement distribution server 20.

  Note that an advertiser may request an agency to submit advertising content. In this case, it is the agency that submits the advertisement content to the advertisement distribution server 20. In the following, the notation “advertiser” is a concept including not only the advertiser but also the agency, and the notation “advertiser terminal” refers to the agency device used by the agency as well as the advertiser terminal 10. It is a concept that includes.

  The advertisement distribution server 20 is a distribution apparatus that distributes advertisement content submitted from the advertiser terminal 10 and has a server function. For example, the advertisement distribution server 20 distributes the advertisement content to the terminal device 100 when accessed from the terminal device 100. Further, the advertisement distribution server 20 gives control information for instructing the display mode of the web page on which the advertisement content is displayed and the advertisement content to be distributed, or for causing the terminal device 100 to execute the display process described above. Delivered to the terminal device 100 together with the advertisement content. This control information is described in a script language such as JavaScript (registered trademark) or CSS (Cascading Style Sheets).

  The content distribution server 30 is a distribution device that distributes a web page to the terminal device 100 and has a web server function. For example, the content distribution server 30 relates to a portal site, news site, auction site, weather forecast site, shopping site, finance (stock price) site, route search site, map providing site, travel site, restaurant introduction site, web blog, etc. Deliver various web pages.

  The web page distributed by the content distribution server 30 is formed by, for example, an HTML file described in HTML (HyperText Markup Language), an XML file described in XML (Extensible Markup Language), or the like.

  The web page distributed by the content distribution server 30 includes an advertisement acquisition command. For example, the URL or the like of the advertisement distribution server 20 is described as an advertisement acquisition command in an HTML file or the like that forms a web page. In this case, the terminal device 100 acquires the advertisement content from the advertisement distribution server 20 by accessing the URL described in the HTML file or the like.

  Various data distributed from the content distribution server 30 to the terminal device 100 is actually an HTML file or an image forming a web page, but in the following, it is distributed from the content distribution server 30 to the terminal device 100. Various data may be referred to as a “web page”.

[3. Configuration of advertisement distribution server]
Next, the configuration of the advertisement distribution server 20 according to the embodiment will be described with reference to FIG. FIG. 3 is a diagram illustrating a configuration example of the advertisement distribution server according to the embodiment. As illustrated in FIG. 3, the advertisement distribution server 20 includes a communication unit 21, a storage unit 22, and a control unit 23.

  The communication unit 21 is realized by, for example, a NIC (Network Interface Card). The communication unit 21 is connected to the network N in a wired or wireless manner, and transmits and receives information to and from the terminal device 100, the advertiser terminal 10, and the content distribution server 30.

  The storage unit 22 is realized by, for example, a semiconductor memory element such as a RAM (Random Access Memory) or a flash memory, or a storage device such as a hard disk or an optical disk. And the memory | storage part 22 memorize | stores the advertisement database 24 which is a database in which the various information regarding the advertising content submitted from the advertiser terminal 10 was stored.

  Here, FIG. 4 is a diagram illustrating an example of information stored in the advertisement database according to the embodiment. In the example illustrated in FIG. 4, the advertisement database 24 includes items such as “advertiser ID”, “advertisement content”, “bid price”, “CTR (Click Through Rate)”, and “display instruction”.

  The “advertiser ID” indicates identification information for identifying the advertiser or the advertiser terminal 10. “Advertising content” indicates the advertising content submitted from the advertiser terminal 10. FIG. 4 shows an example in which conceptual information such as “C11” is stored in “advertising content”, but actually, a still image, a moving image, text data, a URL, or a file indicating the storage location thereof. Stores path names and so on.

  “Bid price” indicates an advertising fee designated when an advertiser submits advertising content. For example, the “bid price” corresponds to a unit price paid from the advertiser to the advertisement distributor (for example, the administrator of the advertisement distribution server 20 or the content distribution server 30) when the advertisement content is displayed once on the web page. . Further, for example, “bid price” corresponds to a unit price paid from the advertiser to the advertisement distributor when the advertisement content is clicked once by the user.

  “CTR” indicates a value obtained by dividing the number of times the advertising content is clicked by the number of times the advertising content is displayed. The CTR of advertising content that has never been distributed to the terminal device 100 includes a predetermined fixed value, an average value of CTR for all advertising content, and the same advertising category (for example, car, travel). The average value of CTR and the like for all the advertising contents belonging to is stored. Further, “CTR” may store a predicted CTR predicted from a CTR prediction model or the like. Such a predicted CTR is predicted based on, for example, the type of advertising content, the type of web page on which the advertising content is displayed, and the like.

  “Display instruction” indicates the presence or absence of a display instruction to be described later for the advertisement content. As shown in FIG. 4, the item “display instruction” is indicated by “0” or “1”. Here, “0” indicates that there is no display instruction. “1” indicates that there is a display instruction.

  That is, FIG. 4 shows an example in which the advertiser identified by the advertiser ID “B10” designates the bid price “100” and submits the advertising content “C11”. Further, an example is shown in which the CTR of the advertising content “C11” is “0.02” and the display instruction is “present”.

  Returning to FIG. 3, the description will be continued. The control unit 23 is realized by, for example, a CPU (Central Processing Unit), an MPU (Micro Processing Unit), or the like executing various programs stored in a storage device inside the advertisement distribution server 20 using the RAM as a work area. Is done. The control unit 23 is realized by an integrated circuit such as an application specific integrated circuit (ASIC) or a field programmable gate array (FPGA).

  As shown in FIG. 3, the control unit 23 includes a submission receiving unit 25, a request receiving unit 26, an extraction unit 27, and a distribution unit 28, and realizes information processing functions and operations described below. Or run. Note that the internal configuration of the control unit 23 is not limited to the configuration illustrated in FIG. 3, and may be another configuration as long as information processing described later is performed. Further, the connection relationship between the processing units included in the control unit 23 is not limited to the connection relationship illustrated in FIG. 3, and may be another connection relationship.

  The submission receiving unit 25 receives submission of advertising content from the advertiser terminal 10. Specifically, the submission accepting unit 25 accepts a bid price as well as a URL for accessing an advertiser page distributed by an advertiser server managed by the advertiser as advertising content. Then, the submission receiving unit 25 stores the received bid price and advertisement content in the advertisement database 24 in association with the advertiser ID corresponding to the advertiser of the submission source.

  In addition, the submission accepting unit 25 accepts the designation of the display mode of the advertisement content together with the submission of the advertisement content. Here, the designation of the display mode of the advertisement content corresponds to the display instruction described above. Specifically, the submission receiving unit 25 according to the embodiment receives a display instruction indicating that the web page on which the advertisement content is displayed is displayed in black and white in a predetermined case together with the advertisement content. In such a case, the submission receiving unit 25 according to the embodiment stores in the advertisement database 24 the presence / absence of a display instruction associated with the advertisement content.

  The request receiving unit 26 receives an advertisement content acquisition request from the terminal device 100. For example, the request reception unit 26 receives an HTTP request as an advertisement content acquisition request.

  When the request reception unit 26 receives an advertisement content acquisition request, the extraction unit 27 selects a distribution candidate advertisement content from the advertisement database 24. For example, the extraction unit 27 preferentially selects advertisement content with a high bid price or CTR or advertisement content with a high bid price and CTR from among the advertisement contents registered in the advertisement database 24. Then, the extraction unit 27 outputs the selected advertisement content to the distribution unit 28.

  The extraction unit 27 may use an advertisement distribution method called content matching that extracts advertisement content related to a web page when selecting the advertisement content. Further, when the web page is a search page, the extraction unit 27 may use an advertisement distribution method called a search-linked advertisement that extracts advertisement content that matches the search keyword specified in the search page. The extraction unit 27 may use an advertisement distribution method called targeting distribution that extracts advertisement content that matches user attribute information (such as psychographic attributes and demographic attributes).

  The distribution unit 28 distributes control information that causes the terminal device 100 to perform display control together with the advertisement content selected by the extraction unit 27. Specifically, when receiving the advertisement content selected by the extraction unit 27, the distribution unit 28 extracts a display instruction included in the received advertisement content. And the delivery part 28 produces | generates the control information for displaying advertising content with the display mode which the extracted display instruction | indication shows. Thereafter, the distribution unit 28 distributes the advertising content including the generated control information to the terminal device 100.

  Hereinafter, as a specific example, a case where the distribution unit 28 according to the embodiment distributes the advertising content C10 to the terminal device 100 that displays the web page W10 will be described. First, the distribution unit 28 according to the embodiment receives the advertising content C10 extracted by the extraction unit 27. And the delivery part 28 which concerns on embodiment extracts the display instruction matched with the advertising content C10. Next, when the scroll operation is performed on the terminal device 100, the distribution unit 28 according to the embodiment generates control information for displaying the web page W10 displayed on the terminal device 100 other than the advertising content C10 in black and white. Thereafter, the distribution unit 28 according to the embodiment distributes the advertising content C10 including the generated control information to the terminal device 100.

  Here, the control information according to the embodiment includes a display procedure, a detection procedure, and a variation procedure. Hereinafter, a specific example will be described. The display procedure is, for example, a processing procedure for displaying the web page W10 and the advertising content C10 on the terminal device 100. The detection procedure is, for example, a processing procedure for detecting whether or not the terminal device 100 is in a scroll operation state. The change procedure is, for example, a process procedure for changing the web page W10 other than the advertising content C10 to black and white display when it is detected by the detection procedure that the terminal device 100 is being scrolled.

[4. Configuration of distribution device]
Next, the configuration of the content distribution server 30 according to the embodiment will be described with reference to FIG. FIG. 5 is a diagram illustrating a configuration example of the content distribution server 30 according to the embodiment. As shown in FIG. 5, the content distribution server 30 includes a communication unit 31, a content storage unit 32, and a control unit 33.

  The communication part 31 is implement | achieved by NIC etc., for example. The communication unit 31 is connected to the network N by wire or wireless, and transmits / receives information to / from the terminal device 100 and the advertisement distribution server 20.

  The content storage unit 32 is realized by, for example, a semiconductor memory device such as a RAM or a flash memory, or a storage device such as a hard disk or an optical disk. And the content memory | storage part 32 memorize | stores the web page which is an example of a content. For example, the content storage unit 32 stores an HTML file that forms a web page, a still image or a moving image displayed on the web page. Note that the web page stored in the content storage unit 32 includes an advertisement acquisition command for acquiring advertisement content.

  The control unit 33 is realized, for example, by executing various programs (corresponding to an example of a distribution program) stored in a storage device inside the content distribution server 30 using the RAM as a work area by a CPU, an MPU, or the like. . The control unit 33 is realized by an integrated circuit such as an ASIC or FPGA, for example.

  As illustrated in FIG. 5, the control unit 33 includes a reception unit 34 and a distribution unit 35, and realizes or executes information processing functions and operations described below. The internal configuration of the control unit 33 is not limited to the configuration illustrated in FIG. 5, and may be another configuration as long as the information processing described later is performed. In addition, the connection relationship between the processing units included in the control unit 33 is not limited to the connection relationship illustrated in FIG. 5, and may be another connection relationship.

  The accepting unit 34 accepts a web page acquisition request from the terminal device 100. For example, the reception unit 34 receives an HTTP request as a web page acquisition request.

  The distribution unit 35 distributes the web page to the terminal device 100 when the reception unit 34 receives a web page acquisition request. Specifically, the distribution unit 35 acquires the acquisition request target web page from the content storage unit 32 and distributes the acquired web page to the terminal device 100. As described above, the web page stored in the content storage unit 32 includes an advertisement acquisition command for acquiring advertisement content, and the terminal device 100 sends an advertisement distribution request to the advertisement distribution server 20. Will be sent.

[5. Configuration of terminal device]
Next, the configuration of the terminal device 100 according to the embodiment will be described with reference to FIG. FIG. 6 is a diagram illustrating a configuration example of the terminal device 100 according to the embodiment. As illustrated in FIG. 6, the terminal device 100 includes a communication unit 110, an input unit 120, an output unit 130, and a control unit 140.

  The communication unit 110 is realized by a NIC or the like, for example. The communication unit 110 is connected to the network N by wire or wireless, and transmits / receives information to / from the advertisement distribution server 20 and the content distribution server 30.

  The input unit 120 is an input device that receives various operations from the user. For example, the input unit 120 is realized by a keyboard, a mouse, an operation key, or the like. The output unit 130 is a display device for displaying various information. For example, the output unit 130 is realized by a liquid crystal display or the like. In addition, when a touch panel is employ | adopted for the terminal device 100, the input part 120 and the output part 130 are integrated.

  The control unit 140 is realized, for example, by executing various programs (corresponding to an example of a display program) stored in a storage device inside the terminal device 100 using the RAM as a work area by a CPU, an MPU, or the like. For example, these various programs correspond to application programs called web browsers. The control unit 140 is realized by an integrated circuit such as an ASIC or FPGA, for example.

  As illustrated in FIG. 6, the control unit 140 includes a request unit 141, a reception unit 142, and a display control unit 143, and realizes or executes functions and operations of information processing described below. The internal configuration of the control unit 140 is not limited to the configuration illustrated in FIG. 6, and may be another configuration as long as the information processing described below is performed. In addition, the connection relationship between the processing units included in the control unit 140 is not limited to the connection relationship illustrated in FIG. 6, and may be another connection relationship.

  The request unit 141 transmits a web page acquisition request to the content distribution server 30 in accordance with a user operation received via the input unit 120. The request unit 141 transmits an advertisement content acquisition request to the advertisement distribution server 20 when an advertisement acquisition command is included in the web page received by the reception unit 142.

  The reception unit 142 receives a web page and advertisement content. Specifically, the reception unit 142 receives a web page from the content distribution server 30 that responds to the web page acquisition request transmitted by the request unit 141. At this time, if the web page includes an advertisement acquisition command, the reception unit 142 instructs the request unit 141 to transmit an advertisement content acquisition request. Then, the reception unit 142 receives the advertisement content from the advertisement distribution server 20 that has responded to the advertisement content acquisition request transmitted by the request unit 141.

  The display control unit 143 controls display of the web page and the advertisement content on the output unit 130 according to the control information included in the advertisement content received by the reception unit 142. As illustrated in FIG. 6, the display control unit 143 includes a display unit 144, a detection unit 145, and a variation unit 146. The display unit 144, the detection unit 145, and the variation unit 146 are realized by executing control information included in a web page by using a RAM as a work area by a CPU, an MPU, or the like, for example. That is, the display unit 144 is realized by the above-described display procedure, the detection unit 145 is realized by the above-described detection procedure, and the variation unit 146 is realized by the above-described variation procedure.

  The display unit 144 displays the web page received by the receiving unit 142 on the output unit 130 together with the advertisement content. Specifically, the display unit 144 displays the web page, specifies the display position of the advertisement content based on the position of the advertisement frame included in the web page, and displays the advertisement content at the display position. At this time, the display unit 144 can display the surface for displaying the web page and the surface for displaying the advertising content on the output unit 130 using different layers according to the control information included in the advertising content. Thereby, the changing unit 146 described later can change only the display of the web page without changing the display of the advertising content.

  The detection unit 145 detects a predetermined state in the terminal device 100. The detection unit 145 according to the embodiment detects a scroll operation on the web page in the terminal device 100 as an example of a predetermined state.

  The changing unit 146 changes the display mode of the web page when a predetermined state is detected by the detecting unit 145. The variation unit 146 according to the embodiment displays, for example, black and white web pages other than the advertisement content displayed by the display unit 144 while the scroll operation is detected by the detection unit 145. In other words, the changing unit 146 keeps the color of only the advertisement content while the scroll operation is performed by the user. Thereafter, when the scroll operation is no longer detected by the detection unit 145, the changing unit 146 returns the web page to the original state.

  Hereinafter, the variation process performed by the variation unit 146 according to the embodiment will be described. When the display unit 144 displays the surface on which the web page is displayed and the surface on which the advertising content is displayed on the output unit 130 using different layers, the changing unit 146 according to the embodiment only displays the web page. The above processing is realized by executing a filter function for changing the color. Such processing can also use the function of web browser software that causes the terminal device 100 to display a web page. That is, the control information included in the advertisement content includes a command for executing the filter function of the web browser, and the changing unit 146 implements the above processing by using the function of the web browser based on the control information. You can also.

  In addition, the process by the fluctuation | variation part 146 is not restricted to the said method. For example, when the display unit 144 displays the web page on the lowermost layer and the advertisement content on the uppermost layer on the output unit 130, the changing unit 146 sets the layer to be black and white as an intermediate layer. The above processing can also be realized by arranging the layers. In addition, when the display unit 144 does not display the surface on which the web page is displayed and the surface on which the advertising content is displayed on the output unit 130 using different layers, the changing unit 146 displays the display area related to the advertising content on the output unit. The above processing may be realized by recognizing the coordinate information in 130 and changing the color of the coordinates where the advertisement content is not displayed.

[6. (Processing flow of advertisement distribution system)
Next, the procedure of distribution processing by the advertisement distribution system 1 according to the embodiment will be described with reference to FIG. FIG. 7 is a sequence diagram illustrating a distribution processing procedure by the advertisement distribution system 1 according to the embodiment.

  As illustrated in FIG. 7, the terminal device 100 transmits a web page acquisition request to the content distribution server 30 in accordance with a user operation (step S101). Then, the content distribution server 30 distributes the web page to the terminal device 100 in response to the web page acquisition request (step S102). The web page distributed by the content distribution server 30 includes an advertisement acquisition command that is the URL of the advertisement distribution server 20 or the like.

  Subsequently, the terminal device 100 transmits an advertisement content acquisition request to the advertisement distribution server 20 based on the advertisement acquisition command included in the web page (step S103). Then, the advertisement distribution server 20 distributes the advertisement content including the control information to the terminal device 100 in response to the advertisement content acquisition request (step S104).

  And the terminal device 100 performs the display process which displays a web page and the advertising content received in step S104 according to the control information contained in the advertising content received in step S104 (step S105).

[7. Terminal device processing flow]
Next, a processing procedure performed by the terminal device 100 according to the embodiment will be described with reference to FIG. FIG. 8 is a flowchart illustrating a processing procedure performed by the terminal device 100 according to the embodiment.

  As illustrated in FIG. 8, the terminal device 100 determines whether a web page display operation has been received from the user (step S <b> 201). At this time, if the terminal device 100 has not received a display operation (step S201; No), the terminal device 100 stands by until a display operation is received.

  On the other hand, when receiving a display operation (step S201; Yes), the terminal device 100 transmits a web page acquisition request to the content distribution server 30 (step S202). Subsequently, the terminal device 100 determines whether a web page has been received from the content distribution server 30 (step S203). At this time, when the terminal device 100 has not received the web page (step S203; No), the terminal device 100 stands by until the web page is received.

  On the other hand, when receiving a web page from the content distribution server 30 (step S203; Yes), the terminal device 100 transmits an advertisement content acquisition request to the advertisement distribution server 20 in accordance with the advertisement acquisition request included in the web page. (Step S204). Subsequently, the terminal device 100 determines whether or not advertisement content has been received from the advertisement distribution server 20 (step S205). At this time, if the terminal device 100 has not received the advertising content (step S205; No), the terminal device 100 stands by until the advertising content is received.

  On the other hand, when receiving the advertising content from the advertising distribution server 20 (step S205; Yes), the terminal device 100 displays the web page and the advertising content (step S206). For example, the terminal device 100 displays a surface for displaying a web page and a surface for displaying advertisement content on the output unit 130 using different layers.

  Subsequently, the terminal device 100 determines whether or not a scroll operation for moving the web page has been performed (step S207). At this time, if the scroll operation is not performed (step S207; No), the terminal device 100 stands by until the scroll operation is performed.

  On the other hand, when the scroll operation is performed (step S207; Yes), the terminal device 100 changes the display mode of the web page displayed in step S206 (step S208). Specifically, the terminal device 100 performs display control so that a display other than the advertisement content in the web page is displayed in black and white.

  Further, the terminal device 100 determines whether or not the scroll operation has been completed (step S209). At this time, if the scrolling operation has not ended (step S209; No), the terminal device 100 stands by in a state where the display mode of the advertisement content is changed.

  On the other hand, when the scroll operation is finished (step S209; Yes), the terminal device 100 returns the display mode of the advertisement content (step S210). Specifically, the terminal device 100 returns the color of the web page changed in step S208. Thereafter, the terminal device 100 repeatedly performs the processing procedure in steps S207 to S210.

[8. (Modification)
The advertisement distribution system 1 according to the above-described embodiment may be implemented in various different forms other than the above-described embodiment. Hereinafter, another embodiment of the advertisement distribution system 1 will be described.

[8-1. (Blur processing)
The terminal device 100 which concerns on embodiment mentioned above showed the example which performs the display process which fluctuates the color of the web page W10, when scroll operation is performed. However, it is not restricted to the example of the said embodiment, The terminal device 100 may change the web page W10 to a different display mode, when scroll operation is performed. For example, when the scroll operation is performed, the terminal device 100 can change the display mode of the web page W10 by the blurring process that is a process of shifting the focal distance of the display target. This point will be described with reference to FIG.

  FIG. 9 is a diagram illustrating an example of display processing according to the modification. In the case of the example shown in the first state of FIG. 9, the terminal device 100 displays the web page W10 and the advertising content C10 in a range corresponding to the advertising space 50 included in the web page W10.

  Then, as shown in the second state of FIG. 9, when the scroll unit is detected by the detection unit 145, the change unit 146 changes the display other than the advertising content C10 in the web page W10 to a blurred display. .

  Further, as shown in the third state of FIG. 9, when the detecting unit 145 no longer detects the scroll operation, the changing unit 146 displays the blurred display other than the advertising content C10 in the web page W10. Return to the same display mode as in state 1.

  As described above, when the scroll operation is performed, the terminal device 100 changes the display mode of the web page W10 by the blurring process that is a process of shifting the focal length of the display target. Thereby, since the terminal device 100 can highlight the advertising content C10 relatively in the web page W10, the visibility of the advertising content C10 can be improved. As a result, the terminal device 100 can improve the advertising effect of the advertising content C10.

  In the example shown in FIG. 9, when the display unit 144 displays the web page display surface and the advertisement content display surface on the output unit 130 using different layers, The above processing is realized by executing a filter function that performs blurring processing only on the surface on which the page is displayed. In addition, the process by the fluctuation | variation part 146 is not restricted to the said method. For example, when the display unit 144 does not display the surface on which the display unit 144 displays the web page W10 and the surface on which the advertising content C10 is displayed on the output unit 130 using different layers, the display region for the advertising content C10 is displayed. Is recognized by the coordinate information in the output unit 130, and the above processing is realized using a conversion process that obscures the outline of an object (for example, a character or an image) that constitutes a coordinate portion where the advertising content C10 is not displayed. May be.

[8-2. (Display control by time)
The terminal device 100 which concerns on embodiment mentioned above showed the example which performs the display process which fluctuates the color of the web page W10, when scroll operation is performed. However, without being limited to the example of the above embodiment, the terminal device 100 may perform display processing for changing the color of the web page W10 when a different predetermined state is detected. Specifically, the terminal device 100 performs display processing for changing the color of the web page W10 when detecting a state in which no operation is received within a predetermined time after an arbitrary operation is performed on the terminal device 100. You may do. This point will be described with reference to FIGS.

  FIG. 10 is a diagram illustrating an example of display processing according to the modification. As illustrated in FIG. 10, the output unit 130 of the terminal device 100 in the first state, the second state, and the third state has elapsed time from time t10, time t11, and time t12 arranged on the time axis T. The transition of display at. That is, the first state indicates the state of the output unit 130 of the terminal device 100 at time t10. Similarly, a 2nd state shows the state of the output part 130 of the terminal device 100 in the time t11. Similarly, a 3rd state shows the state of the output part 130 of the terminal device 100 in the time t12.

  In the case of the example shown in the first state of FIG. 10, at time t10, the terminal device 100 displays the web page W10 and displays the advertising content C10 in a range corresponding to the advertising space 50 included in the web page W10. It is shown that. Here, the time t10 is assumed to be a time immediately after an arbitrary operation on the terminal device 100 is performed. Specifically, in the first state of FIG. 10, the user performs a scroll operation on the terminal device 100, and after the output unit 130 becomes the display shown in the first state of FIG. 10, the user scrolls to the terminal device 100. Indicates the state immediately after the operation is finished.

  At this time, the detection unit 145 measures an elapsed time in which the terminal operation 100 does not accept any operation from time t10. When the detection unit 145 detects that the terminal operation 100 remains in a state in which no operation is received for a predetermined time (for example, 1 minute) from the time t10, the output unit 130 of the terminal device 100 displays FIG. Transition to the display shown in the second state.

  In the case of the example shown in the second state of FIG. 10, the terminal device 100 indicates that the display of the web page W10 other than the advertising content C10 is displayed in black and white at time t11. That is, the changing unit 146 changes the display of the web page W10 other than the advertising content C10 to black and white display at time t11. Here, the time t11 is a time when a predetermined time has elapsed from the time t10 while the state in which the terminal operation 100 does not accept any operation is detected.

  After time t11, the detection unit 145 detects that the terminal device 100 is in a state where it does not accept any operation. When such detection continues, the output unit 130 does not change the display. Thereafter, when any operation is performed on the terminal device 100, the detection unit 145 detects that the operation has been performed. At this time, the output unit 130 of the terminal device 100 transitions to the display shown in the third state of FIG.

  In the case of the example shown in the third state of FIG. 10, the terminal device 100 indicates that the display of the web page W10 other than the advertising content C10 is returned to the original state at time t12. That is, the changing unit 146 changes the display of the web page W10 other than the advertising content C10 from the monochrome display to the original state at time t12. Here, the time t12 is a time at the moment when some operation is performed on the terminal operation 100 after the time t11 and the operation is detected by the detection unit 145. Specifically, time t12 is the time at which the detection unit 145 detects that the output unit 130 has been tapped with the user's finger F10 of the terminal device 100 after time t11.

  Next, the procedure of processing by the terminal device 100 according to the modification will be described with reference to FIG. FIG. 11 is a flowchart illustrating a processing procedure performed by the terminal device 100 according to the modification. Note that steps S301 to S306 shown in FIG. 11 correspond to steps S201 to 206 in FIG.

  After any operation is performed on the terminal device 100, the terminal device 100 determines whether or not a predetermined time has passed without accepting any operation (step S307). At this time, if the predetermined time has not elapsed (step S307; No), the terminal device 100 stands by until the predetermined time elapses.

  On the other hand, when the predetermined time has elapsed (step S307; Yes), the terminal device 100 changes the display mode of the web page displayed in step S306 (step S308). Specifically, the terminal device 100 performs display control so that a display other than the advertisement content in the web page is displayed in black and white.

  Thereafter, the terminal device 100 determines whether or not any operation has been performed on the terminal device 100 (step S309). At this time, if no operation is performed (step S309; No), the terminal device 100 stands by in a state where the display mode of the advertisement content is changed.

  On the other hand, when any operation is performed (step S309; Yes), the terminal device 100 returns the display mode of the advertisement content (step S310). Specifically, the terminal device 100 returns the color of the web page changed in step S308. Thereafter, the terminal device 100 repeatedly performs the processing procedure in steps S307 to S310.

  As described above, the terminal device 100 can perform display processing for changing the color of the web page W10 even when a predetermined time elapses without depending on the scroll operation or the like.

  Here, after a web page is displayed on the terminal device 100, when a predetermined time elapses without any operation, the user of the terminal device 100 is unlikely to stare at the web page W10 itself. It can be said. Therefore, in such a case, the terminal device 100 relatively highlights the advertising content C10 by setting only the advertising content C10 in the web page W10 in a state where the color is maintained. Thereby, the terminal device 100 makes it easy for a user who has a low degree of attention to the web page W10 to visually recognize the advertising content C10. Further, the terminal device 100 keeps only the advertising content C10 in a state in which the color is maintained until immediately before the user performs some operation on the terminal device 100 again, so that the advertising content C10 Can cause interest in. As a result, the terminal device 100 can improve the advertising effect of the advertising content C10.

[8-3. (Multiple inventory)
In addition, the terminal device 100 can display a web page provided with a plurality of advertising spaces for displaying advertisement content, and can also change the display mode of the web page based on the display processing described above. This point will be described with reference to FIGS.

  FIG. 12 is a diagram illustrating an example of display processing according to the modification. FIG. 12 illustrates an example in which the web page W11, the advertisement content C10, and the advertisement content C20 are displayed by the terminal device 100. The web page W11 includes two advertising spaces, an advertising space 51 and an advertising space 52. As shown in the first state of FIG. 12, the terminal device 100 displays the web page W11, displays the advertising content C10 in the range corresponding to the advertising space 51, and displays the advertising content C20 in the range corresponding to the advertising space 52. Is displayed.

  The advertisement content C20 is an image provided by an advertiser related to automobile sales, for example. In the example illustrated in FIG. 12, the advertising content C20 is an image having the same size as the advertising space 52, and displays a car to be advertised.

  Next, as illustrated in the second state of FIG. 12, the detection unit 145 detects a state in which the scroll operation is performed on the web page W11. Then, the changing unit 146 changes the color of the web page W11 excluding the advertising content C10 and the advertising content C20 to black and white display.

  Then, as shown in the third state of FIG. 12, the detection unit 145 detects that the user's finger F10 is stationary. In this case, the changing unit 146 returns the color displayed on the web page W11 to the first state.

  Thus, the terminal device 100 can similarly perform the above-described display process on a web page displaying a plurality of advertisement contents. In the example shown in FIG. 12, the terminal device 100 changes the display mode of the web page W11 during scrolling according to the control information distributed together with the advertising content C10 and the control information distributed together with the advertising content C20. Is controlled to do. Thereby, since the terminal device 100 can highlight and display a plurality of advertisement contents on the web page, the advertising effect of the plurality of advertisement contents can be improved.

  The terminal device 100 can also perform different display processing when a plurality of advertisement contents are arranged on a web page. This point will be described with reference to FIG. Note that the same description as in FIG. 12 is omitted.

  FIG. 13 is a diagram illustrating an example of display processing according to the modification. Here, the advertisement content C21 is the same as the advertisement content C20 in the image displayed on the output unit 130, but the advertisement content C21 is an advertisement content that is different in display instruction from the advertisement content C20. . Specifically, it is assumed that the advertisement content C21 is submitted without a display instruction for displaying the web page W11 in black and white.

  As shown in the first state of FIG. 13, the terminal device 100 displays the web page W11 and displays the advertising content C10 in the advertising space 51 and the advertising content C21 in the range corresponding to the advertising space 52.

  Next, as illustrated in the second state of FIG. 13, the detection unit 145 detects a state in which the scroll operation is performed on the web page W11. Then, the changing unit 146 changes the color of the web page W11 including the advertising content C21 to black and white display, except for the advertising content C10.

  And as shown in the 3rd state of Drawing 13, detection part 145 detects that user's finger F10 is in the state where it stopped. In this case, the changing unit 146 returns the color of the web page W11 including the advertising content C21 to the first state.

  Thus, the terminal device 100 can perform different display processing for each advertising content when a plurality of advertising content is displayed on the web page. In the example illustrated in FIG. 13, the terminal device 100 changes the display mode of the web page W11 so as to include the advertising space in which the advertising content other than the advertising content C10 is displayed according to the control information distributed together with the advertising content C10. It is assumed that the display process is controlled. In this case, the terminal device 100 regards the advertising content C21 included in the advertising space 52 as one content that constitutes the web page W11, and regards the display mode to be changed, and executes the above-described display processing.

  Thereby, the terminal device 100 can relatively highlight only the advertising content with a display instruction even when a plurality of advertising content is distributed to the same web page.

  In addition, although the example of the web page W11 including two advertisement frames is shown in the example of FIG. 13, the above display process may be performed on a web page including more advertisement frames. In addition, the submission receiving unit 25 may receive the submission of the advertisement content together with a display instruction that provides a difference in the handling of the advertisement content. In other words, the submission accepting unit 25 treats only specific advertisement content to be relatively highlighted preferentially when a plurality of advertisement contents are distributed on the same web page and display processing is performed on the web page. A display instruction indicating this may be received together with specific advertising content.

  The display instruction with a difference in the handling of the advertising content as described above may be determined by, for example, a difference in the bid price of the advertising content received by the submission receiving unit 25. Specifically, the submission accepting unit 25 accepts submission of a specific advertisement content presenting a high bid price together with a display instruction that is preferentially handled in the display process. In other words, the submission accepting unit 25 includes the advertising content other than the specific advertising content when the specific advertising content presenting a high bid price is displayed on a web page having a plurality of advertising spaces. The received manuscript is received together with a display instruction for performing a display process for changing the display mode. The timing for receiving the display instruction is not limited to the above example, and the submission receiving unit 25 may receive the display instruction after the submission.

  Thereby, the terminal device 100 can relatively highlight only the specific advertisement content submitted by an arbitrary advertiser even when a plurality of advertisement content is distributed to the same web page. As a result, the terminal device 100 can improve the advertising effect by increasing the visibility of specific advertising content.

[8-4. (Color change)
The terminal device 100 according to the embodiment described above shows an example in which display processing is performed to display a web page other than the advertising content in black and white when a scroll operation is performed. However, the terminal device 100 is not limited to the example of the above-described embodiment, and the terminal device 100 may perform display processing for changing the display mode to a different display mode instead of displaying the web page in black and white when the scroll operation is performed.

  For example, the terminal device 100 may perform display processing for changing the display of the web page to a different color tone when a scroll operation is performed. As a specific example, a case will be described in which the terminal device 100 displays advertisement content submitted from an advertiser having a corporate color that is a color that represents the advertiser. In this case, the terminal device 100 changes the color tone of the web page displaying the advertisement content to the color tone reminiscent of the corporate color by the display process described above. Thereby, since the terminal device 100 can associate the advertiser with the entire web page, the advertising effect by the advertising content can be improved.

  In addition, the display process which the terminal device 100 performs is not restricted to the said example. For example, the terminal device 100 can change the color tone of the web page displaying the advertising content to a color tone having affinity with the main colors and contents constituting the advertising content by the display processing described above. As a specific example, a case will be described in which the terminal device 100 displays advertisement content about coffee submitted from a food and drink related advertiser. In this case, the terminal device 100 changes the color tone of the web page displaying the advertisement content to a color tone (for example, sepia tone) having affinity with coffee by the display process described above. Thereby, since the terminal device 100 displays the entire web page so as to be related to the advertising content, it is considered that the user can be aware of the advertising content. As a result, the terminal device 100 can improve the advertising effect by the advertising content.

  Further, the terminal device 100 can also change the color tone of the web page displaying the advertisement content to the color tone corresponding to the complementary color of the main color constituting the advertisement content by the display process described above. Thereby, the terminal device 100 may be able to highlight the advertisement content more relatively than when displaying the web page in black and white.

[8-5. Control information)
In the advertisement distribution system 1 according to the above-described embodiment, the control information for the advertisement distribution server 20 to instruct the display mode of the advertisement content to be distributed or to cause the terminal device 100 to execute the display process described above. In the example shown in FIG. However, the device for distributing the control information is not limited to the advertisement distribution server 20 and may be the content distribution server 30. In this case, the content distribution server 30 distributes the control information to the terminal device 100 together with the web page to be distributed. The terminal device 100 performs the display process described above based on the control information. That is, whether the distribution source of the control information is the advertisement distribution server 20 or the content distribution server 30 does not affect the result of the display process performed by the terminal device 100. Thus, the terminal device 100 can perform the display process described above regardless of the distribution source of the control information.

[8-6. (Variation conditions)
Further, the terminal device 100 described above does not change the display mode of the advertising content when the scrolling speed is slower than the predetermined speed threshold, and when the scrolling speed is equal to or higher than the predetermined speed threshold, The display mode may be changed. Specifically, when detecting a scroll operation, the detection unit 145 detects the speed of the scroll operation. Or the detection part 145 detects the speed of the web page which moves according to this scroll operation, when scroll operation is detected. And the fluctuation | variation part 146 fluctuates the display mode of advertisement content, when the scroll speed detected by the detection part 145 is more than a speed threshold value.

  Thus, the terminal device 100 can prevent the visibility of the web page from being lowered by changing the display mode of the advertising content based on the scroll speed. Specifically, even a user who is performing a scroll operation may be staring at an article or the like posted on a web page when slowly scrolling the web page. Therefore, the terminal device 100 prevents the visibility of the web page from being lowered for the user browsing the web page by changing the display mode of the advertisement content only when the scroll speed is equal to or higher than the speed threshold. can do. As a result, the terminal device 100 can improve the usability of the web page.

  Moreover, although the example in which the web page is vertically scrolled is shown in the above embodiment, the present invention is not limited to this example. For example, the terminal device 100 may display a web page that can be scrolled horizontally, and when the web page is scrolled horizontally, the display mode of the advertisement content or the like may be changed. For example, the terminal device 100 displays a map page, which is a web page related to a map, and when a scroll operation for moving the map page in an arbitrary direction is performed, stores and buildings on the map are displayed. Content for explanation may be displayed.

[8-7. (Move operation)
Moreover, in the said embodiment, although scroll operation was mentioned as an example as movement operation to which a web page is moved, it is not restricted to this example. For example, the moving operation for moving the web page may be a reduction operation (for example, a pinch-in operation) for reducing and displaying the web page, or an enlargement operation (for example, a pinch-out operation) for expanding and displaying the web page. In addition, the movement target may not be a web page. For example, the above-described embodiments can be applied to a moving operation in which predetermined content (for example, an icon or a screen) is moved by a drag-and-drop operation or a scroll operation on a desktop screen or an application display screen.

[8-8. (Determination of web page to be changed)
Further, the terminal device 100 described above changes the display mode of the web page only when the content that configures the web page does not include the content that is set not to accept the variation procedure related to the control information. Also good. Specifically, the content that constitutes a web page may include an image or the like that must be maintained by contract rules, laws, or the like. In such a case, it is desirable that the terminal device 100 does not perform the display process described above in order not to modify the image or the like.

  Therefore, the terminal device 100 detects whether or not the content set to not accept the change procedure is included from the information of the web page distributed from the content distribution server 30 and only when it is not included. It is determined that the process of changing the display mode of the web page can be performed. The content set not to accept the change procedure means that, for example, the administrator of the advertisement distribution server 20, the administrator of the content distribution server 30, the web page creator, or the like does not allow modification of the display mode. It is an agreed image. Further, the present invention is not limited to this example, and the terminal device 100 can detect the copyright mark from the distributed web page, and can perform processing for changing the display mode of the web page only when such detection is not made. You may judge.

  Note that the terminal device 100 is not limited to the example in which the content is set as described above, and may determine whether or not to perform processing for changing the display mode of the web page. Specifically, the terminal device 100 may always determine that the process of changing the display mode of the web page is not performed when the image constituting the web page includes an image. That is, even if the administrator of the advertisement distribution server 20 does not make a special agreement, the terminal device 100 can also determine that display processing that changes the image constituting the web page is not performed.

  Thereby, the terminal device 100 can select the web page determined to be able to change the display mode and perform the above-described display processing.

[8-9. Terminal device operation record)
In addition, the terminal device 100 described above may transmit to the advertisement distribution server 20 a record of how much the user has operated the terminal device 100 with respect to the web page on which the advertising content according to the embodiment is displayed. Good. Specifically, the detection unit 145 records a scroll operation performed by the user on the web page on which the advertisement content is displayed, an enlargement / reduction operation of the web page, and the like. Further, the detection unit 145 allows the user to execute a click operation on the advertisement content, the number of times the web page has been reloaded, a transmission operation from the terminal device for information specifying the advertisement content (for example, writing to the SNS, etc.) Various operations performed on 100 can also be recorded. Then, the communication unit 110 transmits information related to the operation history recorded by the detection unit 145 to the advertisement distribution server 20.

  Then, the advertisement distribution server 20 receives information related to the operation history of the terminal device 100 distributed from the terminal device 100. Further, the advertisement distribution server 20 aggregates the received information related to the operation history of the terminal device 100, and further acquires information obtained by analyzing the information. Specifically, the advertisement distribution server 20 compares the number of scroll operations and the advertising effect index such as CTR for the advertising content with the control information according to the embodiment and the advertising content without the control information. Get etc.

  Further, the advertisement distribution server 20 may transmit information related to the operation history of the terminal device 100 to the advertiser terminal 10. Here, the operation history for the web page on which the advertising content with the control information according to the embodiment is displayed can be an index indicating the advertising effect. That is, in the web page on which the advertisement content with the control information according to the embodiment is displayed, not only the advertisement content itself is clicked by the user but also the web page of the advertisement content destination is displayed. The operation history itself indicating how much the user has performed the scrolling operation (that is, how much the user has changed the display mode of the web page) can be said to be an index indicating the user's interest in the advertising content. Accordingly, the advertisement distribution server 20 transmits information related to the operation history of the terminal device 100 to the advertiser terminal 10, thereby providing a report indicating an advertisement effect index for the web page on which the advertisement content according to the embodiment is displayed. Can do.

  Thereby, the advertisement delivery server 20 can show the advertiser the usefulness of the display mode of the advertisement content with the control information according to the embodiment in the terminal device 100.

[8-10. Trafficking advertising content)
Moreover, in the said embodiment, the submission reception part 25 of the advertisement delivery server 20 may make an advertiser select the display mode of the web page in which the advertising content mentioned above is included. Specifically, the submission receiving unit 25 displays the display mode desired by the advertiser from some or all of the Web page display modes illustrated in FIGS. 1, 9, 10, 12, and 13. May be selected. Then, the submission receiving unit 25 stores the advertisement content in the advertisement database 24 together with the display instruction selected by the advertiser.

  As a result, the advertiser can grasp how the web page including the advertising content changes under what conditions when the advertising content is displayed on the terminal device 100 at the submission stage of the advertising content. it can.

[8-11. (Display instruction)
Moreover, in the said embodiment, the submission reception part 25 of the advertisement delivery server 20 showed the example which receives a display instruction | indication regarding the display mode of advertisement content with submission of advertisement content. However, the submission accepting unit 25 may not accept the display instruction together with the advertisement content submission. In this case, the distribution unit 28 according to the embodiment generates control information that causes the above-described display processing to be performed regardless of the display instruction. Thereafter, the distribution unit 28 distributes the advertising content including the generated control information to the terminal device 100. In this case, the item “display instruction” may not be present in the advertisement database 24 shown in FIG.

[8-12. Device configuration〕
In the above embodiment, the advertisement distribution system 1 includes the advertisement distribution server 20 and the content distribution server 30. However, the advertisement distribution server 20 and the content distribution server 30 are formed as one device. May be. In this case, the content distribution server 30 illustrated in FIG. 5 includes, for example, the storage unit 22, the advertisement database 24, the submission reception unit 25, and the extraction unit 27 illustrated in FIG. When the content distribution server 30 receives a web page acquisition request from the terminal device 100, the content distribution server 30 displays a web page that does not include an advertisement acquisition command together with the advertisement content extracted from the advertisement database 24 in the storage unit 22. Deliver to.

  In the above embodiment, the example in which the advertisement content is distributed from the advertisement distribution server 20 to the terminal device 100 has been described. However, the content distribution server 30 may acquire the advertisement content from the advertisement distribution server 20. In this case, the request reception unit 26 of the advertisement distribution server 20 receives an advertisement content acquisition request from the content distribution server 30. Further, the distribution unit 28 of the advertisement distribution server 20 distributes the advertisement content to the content distribution server 30. In addition, the distribution unit 35 of the content distribution server 30 distributes a web page that does not include an advertisement acquisition command to the terminal device 100 together with the advertisement content acquired from the advertisement distribution server 20.

[8-13. Others]
In addition, among the processes described in the above embodiment, all or part of the processes described as being automatically performed can be performed manually, or the processes described as being performed manually can be performed. All or a part can be automatically performed by a known method. In addition, the processing procedures, specific names, and information including various data and parameters shown in the document and drawings can be arbitrarily changed unless otherwise specified. For example, the various types of information illustrated in each drawing is not limited to the illustrated information.

  Further, each component of each illustrated apparatus is functionally conceptual, and does not necessarily need to be physically configured as illustrated. In other words, the specific form of distribution / integration of each device is not limited to that shown in the figure, and all or a part thereof may be functionally or physically distributed or arbitrarily distributed in arbitrary units according to various loads or usage conditions. Can be integrated and configured. For example, the request unit 141 and the reception unit 142 illustrated in FIG. 6 may be integrated.

  Moreover, each embodiment mentioned above can be combined suitably in the range which does not contradict a process content.

[8-14. Hardware configuration)
Further, the terminal device 100, the advertisement distribution server 20, and the content distribution server 30 according to the above-described embodiments are realized by a computer 1000 having a configuration as shown in FIG. 14, for example. Hereinafter, the content distribution server 30 will be described as an example. FIG. 14 is a hardware configuration diagram illustrating an example of a computer 1000 that implements the functions of the advertisement distribution server 20. The computer 1000 includes a CPU 1100, RAM 1200, ROM 1300, HDD 1400, communication interface (I / F) 1500, input / output interface (I / F) 1600, and media interface (I / F) 1700.

  The CPU 1100 operates based on a program stored in the ROM 1300 or the HDD 1400 and controls each unit. The ROM 1300 stores a boot program executed by the CPU 1100 when the computer 1000 is started up, a program depending on the hardware of the computer 1000, and the like.

  The HDD 1400 stores programs executed by the CPU 1100, data used by the programs, and the like. The communication interface 1500 receives data from other devices via the communication network 50 (corresponding to the network N shown in FIG. 2), sends the data to the CPU 1100, and transmits the data generated by the CPU 1100 to the other devices via the communication network 50. Send to.

  The CPU 1100 controls an output device such as a display and a printer and an input device such as a keyboard and a mouse via the input / output interface 1600. The CPU 1100 acquires data from the input device via the input / output interface 1600. In addition, the CPU 1100 outputs the generated data to the output device via the input / output interface 1600.

  The media interface 1700 reads a program or data stored in the recording medium 1800 and provides it to the CPU 1100 via the RAM 1200. The CPU 1100 loads such a program from the recording medium 1800 onto the RAM 1200 via the media interface 1700, and executes the loaded program. The recording medium 1800 is, for example, an optical recording medium such as a DVD (Digital Versatile Disc) or PD (Phase change rewritable disk), a magneto-optical recording medium such as an MO (Magneto-Optical disk), a tape medium, a magnetic recording medium, or a semiconductor memory. Etc.

  For example, when the computer 1000 functions as the advertisement distribution server 20 according to the embodiment, the CPU 1100 of the computer 1000 implements the function of the control unit 23 by executing a program loaded on the RAM 1200. The HDD 1400 stores data in the storage unit 22. The CPU 1100 of the computer 1000 reads these programs from the recording medium 1800 and executes them. However, as another example, these programs may be acquired from other devices via the communication network 50.

  When the computer 1000 functions as the terminal device 100 according to the embodiment, the CPU 1100 of the computer 1000 implements the function of the control unit 140 by executing a program loaded on the RAM 1200.

  When the computer 1000 functions as the content distribution server 30 according to the embodiment, the CPU 1100 of the computer 1000 implements the function of the control unit 33 by executing a program loaded on the RAM 1200.

[9. effect〕
As described above, the advertisement distribution server 20 according to the embodiment includes the distribution unit 28. The distribution unit 28 distributes the advertising content (an example of the second content) to be displayed on the advertising space of the web page (an example of the first content) to the terminal device 100 together with the control information. The control information includes a display procedure for displaying the web page and the advertising content, a detection procedure for detecting that a scroll operation for moving the web page is being performed in the terminal device 100, and a scroll operation according to the detection procedure. When it is detected that the terminal device 100 is in the state, the terminal device 100 is caused to execute a changing procedure for changing the color displayed on the web page.

  Thereby, the advertisement delivery server 20 according to the embodiment can improve the advertising effect of the advertising content.

  Moreover, the change procedure in the control information according to the embodiment causes the terminal device 100 to execute a process of displaying the web page and the advertising content in different layers.

  Further, the change procedure in the control information according to the embodiment changes the web page to black and white display when it is detected that the scroll operation is being performed.

  Further, the change procedure in the control information according to the embodiment changes the web page to a display subjected to the blurring process when it is detected that the scroll operation is being performed.

  Moreover, the detection procedure in the control information according to the embodiment detects a state in which no operation is accepted within a predetermined time after the scroll operation is performed. The change procedure in the control information according to the embodiment changes the color displayed on the web page when a state in which no operation is received within a predetermined time is detected.

  Moreover, the detection procedure in the control information according to the embodiment detects that the scroll operation has been completed after the scroll operation is performed and the color displayed on the web page is changed. The variation procedure in the control information according to the embodiment restores the color displayed on the web page when such a state is detected.

  Accordingly, the advertisement distribution server 20 according to the embodiment can improve the advertising effect of the advertising content by increasing the visibility of the advertising content without reducing the usability of the user of the terminal device 100.

  Further, the variation procedure in the control information according to the embodiment displays the web page when an image (an example of the third content) set not to vary the color displayed by the display process is not included in the web page. Change the color.

  Thereby, the advertisement delivery server 20 which concerns on embodiment can select the web page determined to be able to change a display mode, and can make the terminal device 100 perform a display process.

  As described above, some of the embodiments of the present application have been described in detail with reference to the drawings. However, these are merely examples, and various modifications, including the aspects described in the disclosure section of the invention, based on the knowledge of those skilled in the art, It is possible to implement the present invention in other forms with improvements.

  In addition, the above-mentioned “section (module, unit)” can be read as “means” or “circuit”. For example, the distribution unit can be read as distribution means or a distribution circuit.

DESCRIPTION OF SYMBOLS 1 Advertisement delivery system 20 Advertisement delivery server 21 Communication part 22 Storage part 23 Control part 24 Advertisement database 25 Submission reception part 26 Request reception part 27 Extraction part 28 Distribution part 30 Content distribution server 100 Terminal device 141 Request part 142 Reception part 143 Display Control unit 144 Display unit 145 Detection unit 146 Fluctuation unit

Claims (13)

The first content and the second content displayed in the display area included in the first content, and the provider that provides the second content displays the second content in a predetermined case. A distribution unit that distributes the control information to the terminal device that receives the second content that has received the setting for highlighting the content relatively ;
The control information is
A display procedure for displaying the first content and the second content distributed to the terminal device in response to a distribution request transmitted from the terminal device when displaying the first content;
A detection procedure for detecting a user operation performed on the first content displayed on the terminal device;
A variation procedure for highlighting the second content relative to the first content when an operation of the user is detected by the detection procedure;
The terminal device causes the terminal device to execute. The display procedure is as follows:
Displaying the first content and the second content in different layers;
The distribution apparatus according to claim 1. The variation procedure is:
When the user operation is detected by the detection procedure, the second content is relatively highlighted by changing the color of the first content.
The distribution apparatus according to claim 1, wherein the distribution apparatus is a distribution apparatus. The variation procedure is:
When the user's operation is detected by the detection procedure, the second content is relatively highlighted by changing the first content to display only in white and black shades.
The distribution apparatus according to claim 1, wherein the distribution apparatus is a distribution apparatus. The variation procedure is:
When the user's operation is detected by the detection procedure, the second content is relatively emphasized by changing the display mode of the first content by blurring processing that is processing for shifting the focal length of the display target. Display,
The distribution device according to claim 1, wherein the distribution device is a distribution device. The detection procedure includes:
Detecting a state in which a movement operation for moving the first content displayed by the display procedure is performed as the user's operation;
The variation procedure is:
When the state in which the moving operation is performed is detected by the detection procedure, the second content is highlighted relative to the first content.
The distribution apparatus according to claim 1, wherein the distribution apparatus is a distribution apparatus. The variation procedure is:
After the second content is highlighted relative to the first content by changing the display mode of the first content, the first state is detected when a predetermined state is detected by the detection procedure. Fluctuate the content display mode back to the original,
The distribution apparatus according to claim 1, wherein the distribution apparatus is a distribution apparatus. The variation procedure is:
When the first content does not include a predetermined third content, the second content is highlighted relative to the first content;
The distribution apparatus according to claim 1, wherein the distribution apparatus is a distribution apparatus. The variation procedure is:
The second content is highlighted relative to the first content when the predetermined third content does not include content that is set so as not to accept the variation procedure related to the control information;
The distribution device according to claim 8. A terminal device,
The first content and the second content displayed in the display area included in the first content, and the provider that provides the second content displays the second content in a predetermined case. A second receiving unit that receives a setting for relatively highlighting the content, and a receiving unit that receives control information;
The control information is
A display procedure for displaying the first content and the second content distributed to the terminal device in response to a distribution request transmitted from the terminal device when displaying the first content;
A detection procedure for detecting a user operation performed on the first content displayed on the terminal device;
A variation procedure for highlighting the second content relative to the first content when an operation of the user is detected by the detection procedure;
A terminal device that causes the terminal device to execute. A distribution method executed by a computer,
The first content and the second content displayed in the display area included in the first content, and the provider that provides the second content displays the second content in a predetermined case. A distribution step of distributing the control information to the terminal device that receives the second content that has received the setting for highlighting relative to the content ;
The control information is
A display procedure for displaying the first content and the second content distributed to the terminal device in response to a distribution request transmitted from the terminal device when displaying the first content;
A detection procedure for detecting a user operation performed on the first content displayed on the terminal device;
A variation procedure for highlighting the second content relative to the first content when an operation of the user is detected by the detection procedure;
To the terminal device. On the computer,
The first content and the second content displayed in the display area included in the first content, and the provider that provides the second content displays the second content in a predetermined case. A terminal device for receiving the second content that has received the setting for highlighting the content relatively, and executing a distribution procedure for distributing the control information;
The control information is
A display procedure for displaying the first content and the second content distributed to the terminal device in response to a distribution request transmitted from the terminal device when displaying the first content;
A detection procedure for detecting a user operation performed on the first content displayed on the terminal device;
A variation procedure for highlighting the second content relative to the first content when an operation of the user is detected by the detection procedure;
To the terminal device. The first content and the second content displayed in the display area included in the first content, and the provider that provides the second content displays the second content in a predetermined case. A distribution unit that distributes the control information to the terminal device that receives the second content that has received the setting for highlighting the content relatively ;
The control information is
A display procedure for displaying the first content and the second content distributed to the terminal device in response to a distribution request transmitted from the terminal device when displaying the first content;
A detection procedure for detecting a state in which a movement operation for moving the first content displayed by the display procedure is performed;
A variation procedure for highlighting the second content relative to the first content when a state in which the moving operation is performed is detected by the detection procedure;
The terminal device causes the terminal device to execute.

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