ADVERTISEMENT DISTRIBUTING SYSTEM AND ADVERTISEMENT DISTRIBUTING METHOD

• US 20070136309A1
• Filed: 11/16/2006
• Published: 06/14/2007
• Est. Priority Date: 11/17/2005
• Status: Active Grant

• Current Assignee: NTT Docomo Incorporated (Nippon Telegraph and Telephone Corporation)
• Original Assignee: NTT Docomo Incorporated (Nippon Telegraph and Telephone Corporation)
• Inventors: Miura, Akira, Akinaga, Yoshikazu, Ihara, Takeshi, Sasaki, Jun
• Granted Patent: US 7,899,824 B2
• Time in Patent Office: Days
• US Class Current: 1/1
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0251 Targeted advertisements

Abstract

An objective is to appropriately distribute an advertisement about a communication service. A cluster extractor 11 extracts a plurality of clusters, based on communication records between communication terminals 30. A clustering coefficient calculator 12, an average path length calculator 13, and a degree distribution calculator 14 calculate a clustering coefficient, an average path length in an advertisement distribution target cluster, and a degree distribution, respectively, based on communication records between communication terminals belonging to an advertisement distribution target cluster. An advertising strategy determiner 15 determines an advertising strategy, based on the clustering coefficient and the average path length, and a distribution target determiner 16 determines a distribution target terminal, based on the degree distribution and the advertising strategy. A determined target notifier 17 notifies a communication management device 20 of the distribution target terminal and the advertising strategy and an advertisement distributor 21 distributes an advertisement according to the advertising strategy to the distribution target communication terminal.

Claims

1. An advertisement distributing system comprising:

cluster extracting means for extracting a plurality of clusters, based on communication records between nodes at a plurality of nodes;

clustering coefficient calculating means for, based on communication records between nodes belonging to one cluster extracted by the cluster extracting means, calculating a clustering coefficient indicating a use state of communication in said one cluster;

average path length calculating means for calculating an average path length between the nodes belonging to said one cluster, based on the communication records between the nodes belonging to the one cluster;

degree distribution calculating means for calculating a degree distribution indicating node counts for respective correspondent counts of the nodes belonging to said one cluster, based on the communication records between the nodes belonging to the one cluster;

advertising strategy determining means for selecting and determining at least one advertising strategy from a plurality of advertising strategies, based on the clustering coefficient calculated by the clustering coefficient calculating means and the average path length calculated by the average path length calculating means;

distribution target determining means for selecting and determining a distribution target node as a target for distribution of an advertisement from the nodes belonging to the one cluster, based on the degree distribution calculated by the degree distribution calculating means and the advertising strategy determined by the advertising strategy determining means; and

distributing means for distributing the advertisement corresponding to the advertising strategy determined by the advertising strategy determining means, to the distribution target node determined by the distribution target determining means.

2. An advertisement distributing system according to claim 1, wherein the advertising strategy determining means selects the advertising strategy including a factor to enable the clustering coefficient calculated by the clustering coefficient calculating means and the average path length calculated by the average path length calculating means to become closer to respective predetermined values.

3. An advertisement distributing system according to claim 1, wherein the predetermined values are the clustering coefficient and the average path length in a cluster whose node count is maximum, out of the other clusters extracted by the cluster extracting means.

4. An advertisement distributing method comprising the following steps executed by a computer:

a cluster extracting step of extracting a plurality of clusters, based on communication records between nodes at a plurality of nodes;

a clustering coefficient calculating step of, based on communication records between nodes belonging to one cluster extracted in the cluster extracting step, calculating a clustering coefficient indicating a use state of communication in said one cluster;

an average path length calculating step of calculating an average path length between the nodes belonging to said one cluster, based on the communication records between the nodes belonging to the one cluster;

a degree distribution calculating step of calculating a degree distribution indicating node counts for respective correspondent counts of the nodes belonging to said one cluster, based on the communication records between the nodes belonging to the one cluster;

an advertising strategy determining step of selecting and determining at least one advertising strategy from a plurality of advertising strategies, based on the clustering coefficient calculated in the clustering coefficient calculating step and the average path length calculated in the average path length calculating step;

a distribution target determining step of selecting and determining a distribution target node as a target for distribution of an advertisement from the nodes belonging to the one cluster, based on the degree distribution calculated in the degree distribution calculating step and the advertising strategy determined in the advertising strategy determining step; and

a distributing step of distributing the advertisement corresponding to the advertising strategy determined in the advertising strategy determining step, to the distribution target node determined in the distribution target determining step.