Abstract:
An advertisement content providing apparatus receives moving body information for specifying a moving body and route information for specifying a route, from a business operator of moving body and selects at least one of advertisement contents to be provided, from at least two or more advertisement contents based on a profit efficiency determined by multiplying a click rate for the moving body, a click rate for the route and a bid price of an advertiser. According to this configuration, by using past achievements and distributing only advertisement suitable to a destination of the moving body and display unit of advertisement contents, it is possible to reduce distribution costs of the moving body which is difficult to have constant access, and increase a click rate of the advertisement.

Description:
FIELD OF THE INVENTION 
       [0001]    The present disclosure relates to an advertisement content providing apparatus and an advertisement content providing method which increase advertising effectiveness and raise revenue obtained from the advertisement, when providing advertisement to passengers on a moving body. 
       DESCRIPTION OF THE RELATED ART 
       [0002]    Conventionally, when displaying advertisement contents on a webpage on the Internet, online advertisement service providers select advertisement related to a main subject of online content, attract users&#39; attention by displaying the advertisement on users&#39; display terminals and increase a click rate of the advertisement. 
         [0003]    Meanwhile, it is the mainstream that an advertiser tags contents of advertisement by self-reported. Therefore, it is difficult to evaluate validity of the tags, and when a higher bid price is set, advertisement which does not necessarily relate to a main subject of online content is selected or displayed. Therefore, it is not possible to increase the click rate. 
         [0004]    In order to solve such a problem, PTL 1 discloses a method of selecting and displaying one from a plurality of candidates of advertisement contents based on not only a tag and a bid price but also a profit efficiency of a predetermined time period. 
         [0005]    However, when a user is in a moving body such as an airplane, a train or a car, there are time characteristics different from those of a normal life due to restriction such as transportation conditions or a time difference. Therefore, the profit efficiency is not determined in a period in at least time units such as day or night. 
         [0006]    In addition, it is difficult to use service provided by a general online advertisement service provider through a network in real time in a moving body such as an airplane, a train or a car, and therefore it is necessary to construct a limited network available in the moving body. However, enormous time, data storage space and cost are required to install statistical data and all advertisement data per time period in such a limited network. 
         [0007]    The present disclosure provides, to passengers, advertisement which increases a click rate in consideration of a profit efficiency under a situation where communication is not always stable as in an airplane, a train or a car. 
       CITATION LIST 
     Patent Literature 
       [0008]    PTL 1: Japanese Patent No. 4431058 
       SUMMARY OF THE INVENTION 
       [0009]    An advertisement content providing apparatus according to the present disclosure includes: advertisement selecting unit which receives moving body information for specifying a moving body and route information for specifying a route, and selects a plurality of advertisement contents for the specified moving body and the specified route; and click rate counting unit which counts a click rate for each of the advertisement contents clicked by passengers for the moving body and a click rate for each of the advertisement contents clicked by the passengers for the route, and at least one of the advertisement contents selected by the advertisement selecting unit is selected from at least two or more advertisement contents based on a profit efficiency for a pair of the moving body and the route, and the profit efficiency is determined by multiplying the click rates and a bid price of an advertiser. 
         [0010]    An advertisement content providing system according to the present disclosure can select advertisement contents suitable to a moving body or a route even in a moving body such as an airplane, a train or a car, and increase a click rate. Further, it is possible to distribute efficient minimal advertisement data for each route, and consequently reduce time, data storage space and cost required for distribution and installation under a situation where communication is not always stable as in a moving body. 
     
    
     
       BRIEF DESCRIPTION OF DRAWINGS 
         [0011]      FIG. 1  is a view illustrating an advertisement providing system according to a present exemplary embodiment. 
           [0012]      FIG. 2  is a view illustrating an advertisement content providing apparatus illustrated in  FIG. 1 . 
           [0013]      FIG. 3  is a view illustrating an example of a user interface used by an advertiser to register new advertisement contents through the Internet. 
           [0014]      FIG. 4  is a view illustrating an example of a user interface used by a business operator of moving body to register route information. 
           [0015]      FIG. 5  is a view illustrating an example of a user interface used by the business operator of moving body to register, check and correct advertisement display areas for each route. 
           [0016]      FIG. 6  is a view illustrating an example of contents of advertisement content database illustrated in  FIG. 1 . 
           [0017]      FIG. 7  is a view illustrating an example of actual result database of advertisement contents for each moving body/route. 
           [0018]      FIG. 8  is a view illustrating an example of moving body/route information database illustrated in  FIG. 1 . 
           [0019]      FIG. 9  is a view illustrating an example of database of advertisement display areas for each route illustrated in  FIG. 1 . 
           [0020]      FIG. 10  is a view illustrating content providing apparatus in moving body illustrated in  FIG. 1 . 
           [0021]      FIG. 11A  is a view illustrating an example of displaying advertisement contents. 
           [0022]      FIG. 11B  is a view illustrating an example of displaying advertisement contents. 
           [0023]      FIG. 12  is a view illustrating a flowchart of selecting contents to be displayed. 
       
    
    
     DETAILED DESCRIPTION OF THE PREFERRED EMBODIMENT 
       [0024]    An exemplary embodiment will be described in detail below optionally with reference to the drawings. However, the exemplary embodiment will not be described in detail more than necessary in some cases. For example, in some cases, matters which have already been well known will not be described in detail, and substantially the same components will not be described again. This is to prevent the following description from being redundant more than necessary, and help one of ordinary skill in the art easily understand the following description. 
         [0025]    In addition, the applicant provides the accompanying drawings and the following description to make it easy for one of ordinary skill in the art to sufficiently understand the present disclosure, and does not intend to limit the subject matters recited in the claims. 
       First Exemplary Embodiment 
       [0026]    The first exemplary embodiment will be described below with reference to  FIGS. 1 to 12 . The exemplary embodiment of the present disclosure discloses an advertisement content providing system and an advertisement content providing method for a moving body based on a profit efficiency for each pair of moving body and route. 
         [0027]      FIG. 1  illustrates an example of an entire configuration of an advertisement content providing system. Advertiser  1  connects to advertisement content providing apparatus  4  through communication channel  3 , and registers advertisement contents which advertiser  1  wishes to display in a moving body. Advertiser  1  may be an advertisement holder, or may be an advertising agency which unifies a plurality of advertisement holders. In both cases, a plurality of advertisers  1  can individually register advertisement contents in advertisement content providing apparatus  4 . 
         [0028]    Communication channel  3  may use an http network based on wired or wireless connection or a safer https network, or may use the mail or e-mail. Advertisement contents registered by advertiser  1  are stored in advertisement content database  5 . 
         [0029]    Business operator of moving body  2  connects to advertisement content providing apparatus  4  through communication channel  3 , and registers information of a moving body in which advertiser  1  wishes to display advertisement contents and route information of the moving body. Business operator of moving body  2  includes an airline company, a railroad company, a ship company, a bus company and the like. Business operator of moving body  2  may further include a sales and service company or a transportation company, for a car and a bicycle targeted at individuals. In any of these case, each of a plurality of business operators of moving body  2  can individually register moving body information and route information of the moving body, in which the business operator of moving body  2  wishes to display advertisement contents, in advertisement content providing apparatus  4 . 
         [0030]    The moving body information and the route information of the moving body registered by business operator of moving body  2  are stored in moving body/route information database  6 . Advertisement content providing apparatus  4  extracts optimal advertisement contents for each pair of moving body and route which are stored in moving body/route information database  6 , from advertisement content database  5  based on information stored in actual result database  12 , and lists the optimal advertisement contents before the optimal advertisement contents are transferred to the moving body. 
         [0031]    Advertisement content providing apparatus  4  transfers actual data of the listed the advertisement contents, to route-specific advertisement content database  9  connected to content providing apparatus in moving body  8  connected through communication channel  7 . Although a transfer timing is preferable while the moving body is parked or is maintained, it may be acceptable while the moving body is moving. Communication channel  7  may use an http network based on wired or wireless connection, a local connection based on SCSI or another connection by unique standards defined for each moving body. 
         [0032]    Content providing apparatus in moving body  8  provides advertisement contents in route-specific advertisement content database  9  to passengers  11  who get on the moving body, through communication channel  10 . Provided manners includes a manner for a plurality of passengers using displays located in decks or vehicles, and a manner for an individual passenger using displays located in a passenger compartment, a passenger seat or a smartphone and a tablet computer which the passenger owns. Communication channel  10  uses an http network based on wired or wireless connection. In case of a smartphone or a tablet computer which the passenger owns, using an http network based on wireless connection is preferable for convenience of compatibility. 
         [0033]    Content providing apparatus in moving body  8  holds actual results of clicks or actions by passengers through communication channel  10 , and transfers the actual results to advertisement content providing apparatus  4  through communication channel  7  during maintenance of the moving body or the like. Advertisement content providing apparatus  4  stores actual results counted for each moving body and actual results counted for each route (e.g. actual results of a number of views, a number of times of clicks and a click rate) in actual result database  12 . 
         [0034]    Advertisement content providing apparatus  4  provides the actual results for each of route information such as a destination of the moving body, stored in actual result database  12 , to advertiser  1 . By obtaining numerical values of actual results, for example, advertiser  1  can automatically control to set advertisement contents intensively for a route to San Francisco International Airport, since the advertisement of advertiser  1  has a high effect in the route to San Francisco International Airport, or to replace advertisement contents, since the advertisement of advertiser  1  has a low effect in the route to San Francisco International Airport. 
         [0035]    Advertisement content providing apparatus  4  provides actual results with respect to each of provided manners for displaying advertisement contents in a moving body, stored in actual result database  12 , to business operator of moving body  2 . Business operator of moving body  2  can recognize an effect of advertisement at a glance by obtaining the actual values. For example, when advertisement contents is displayed on a menu screen or a playback screen in VOD (Video On Demand) playback in an IFE (In Flight Entertainment) system in a moving body, advertisement content providing apparatus  4  adds color to frame of advertisement displayed during operation of IFE system for each actual result (for example, encircling a higher number of views in green and encircling a lower number of views in red). Business operator of moving body  2  can check at a glance which advertisement has a higher number of views. Consequently, it is possible to make a countermeasure of changing a position, a size and a provided manner, for an advertisement of a lower number of views. 
         [0036]    Further, advertisement content providing apparatus  4  provides past actual results, which are stored in actual result database  12 , which are obtained before advertisement contents are replaced or sizes of advertisement are corrected. By providing the past actual results, advertiser  1  and business operator of moving body  2  can recognize an effect brought by replacing the advertisement contents or correcting sizes of the advertisement. 
         [0037]    In addition, in the present exemplary embodiment, advertisement content providing apparatus  4  provides the actual results for each of route information to advertiser  1  and provides actual results with respect to each provided manner for displaying advertisement contents to business operator of moving body  2 . This is a result of considering effectiveness, however providing destinations are not limited. 
         [0038]      FIG. 2  illustrates details of advertisement content providing apparatus  4 . Advertisement content providing apparatus  4  includes advertisement acceptance managing unit  21 . Advertisement acceptance managing unit  21  accepts registration of advertisement contents which advertiser  1  wishes to display in the moving body. Acceptable advertisement content includes texts, sounds, images, banner images, moving images, pop-up images, and rich media using HTML5. They may be adopted international standards such as IAB (Interactive Advertising Bureau) for convenience of compatibility. It is possible to set an arbitrary campaign period (posting period) and freely set a bid price to advertisement content. Further, it is possible to set an operation when advertisement content such as a banner image is clicked, and an operation example is a link jump to a detailed homepage or playback start of moving image advertisement. Further, it is possible to add to advertisement an advertisement tag indicating an advertisement genre. For example, in case of advertisement of a restaurant, by setting an advertisement tag of gourmet, it is possible to perform targeting of, such as, providing this advertisement before or after the evening or providing this advertisement to passengers who are watching gourmet programs in the moving body. In addition, inputting payment information of a bank may be simultaneously performed to register advertisement contents, yet will not be described in the exemplary embodiments of the present disclosure. 
         [0039]    Advertisement content providing apparatus  4  includes operation information managing unit  24 . Operation information managing unit  24  accepts registration of information of a moving body information and route information of the moving body, in which business operator of moving body  2  wishes to display advertisement contents. The moving body information includes a moving body ID for specifying a moving body, a model number for specifying a display, having a moving body, which can display advertisement, a display ID for specifying the display, and version information of displaying software. The route information includes a place of departure, a place of relay, a place of arrival, a passing point, a departure/arrival date, a timing of meals, a lights-out time and a delay time. In addition, registration may be manual inputs by a dedicated GUI using a web browser or may be an automatic transfer from a dedicated database which business operator of moving body  2  owns. 
         [0040]    Further, advertisement content providing apparatus  4  includes advertisement frame managing unit  26 . Advertisement frame managing unit  26  accepts information indicating which area of a display in the moving body (frame of advertisement) and a timing, which business operator of moving body  2  wishes to display advertisement contents, or a genre of advertisement contents which business operator of moving body  2  does not wish to display advertisement contents. In addition, in case of the IFE system in a moving body, the frame of advertisement is part of a menu screen, a selection screen of a VOD, a lateral side of an operation panel of the VOD or a VOD screen before or after viewing of the VOD. 
         [0041]    Advertisement content providing apparatus  4  includes click rate counting unit  25 . Click rate counting unit  25  counts a number of clicks, a number of impressions and a click rate, for each moving body, and a number of clicks, a number of impressions and a click rate, for each route, and stores the number of clicks, the number of impressions and the click rates in actual result database  12 . More specifically, moving body information has not only a moving body ID, but also in a model number of a display or version of displaying software, a type of a screen displayed upon clicking (the screen of an operation screen of a VOD, a screen of a map or the like), an operation of a passenger to click (a menu operation of a terminal in moving body or the like) and external environment upon clicking (the weather or the like) and internal environment upon clicking (a seat belt sign, a degree of congestion or the like). More specifically, route information has not only a place of departure, a place of arrival and a departure/arrival date, but also a passing point (a station, a boarder, a dateline or the like) and a time (before or after a lights-out time, before or after timing of in-flight meals or the like). The click rate is based on a CTR (Click Through Rate) that each of advertisement contents is clicked, and is calculated by dividing the number of clicks by the number of impressions (the number of times that each of advertisement contents is displayed). 
         [0042]    Advertisement content providing apparatus  4  includes advertisement content selecting unit  22 . Advertisement content selecting unit  22  lists optimal candidates of advertisement contents for each area where advertisement contents managed by advertisement frame managing unit  26  are displayed or optimal candidates of advertisement contents for each timing at when advertisement contents managed by advertisement frame managing unit  26  are displayed, based on the click rates of advertisement contents for each moving body and the click rates of advertisement contents for each route counted by click rates counting unit  25 , bid prices of the advertisement contents and moving body information and route information managed by operation information managing unit  24 . For example, when an airplane with airframe ID (corresponding to a moving body ID) NAL820 makes a flight from Kansai International Airport (KIX) to San Francisco International Airport (SFO), and then returns to KIX again, candidates of advertisement contents are listed for this airplane by taking into account both of advertisement contents whose CTR is higher in the airplane for SFO and advertisement contents whose CTR is higher in the airplane for KIX. 
         [0043]    Advertisement content providing apparatus  4  includes communication controller  23 . Communication controller  23  is used to establish a connection with advertiser  1  or business operator of moving body  2 , and transfer the listed advertisement contents to content providing apparatus in moving body  8 . In this regard, transfer manner may be transferring advertisement contents through a recording medium such as a hard disk instead of directly transferring advertisement contents. 
         [0044]      FIG. 3  is a view illustrating an example of a user interface used by advertiser  1  to register new advertisement contents through communication channel  3 . For example, when a travel company A advertises a tour for a limited time of the Golden Week holidays, advertiser  1  accesses input screen  30 , inputs “Golden Week Holiday Sale” to name input field  31  of a campaign name, “2013/4/26, 2013/5/10” to period input field  32 , “CPC, $0.5” to price input field  33 , a banner image of a specified size to banner image upload field  34 , and a linked site, to connect by clicking on the banner image, to linked URL input field  35  and selects an advertisement tag “travel” from advertisement tag menu  36 . 
         [0045]    In addition, as illustrated in  FIG. 3 , a payment method may be selected from a plurality of methods such as CPC (Cost Per Click) which is a charging system by clicking advertisement by users, CPA (Cost Per Action) which is a charging system by purchase/reservation and CPM (Cost Per Mille) which is a charging system by displaying advertisement, or a payment method may be limited to the CPC or the like. Further, the advertisement tag may be configured to be selected from candidate tags as in  FIG. 3 , and may be freely input. Furthermore, an advertisement tag may be configured to be selected automatically by analyzing the banner image or the linked site. 
         [0046]      FIG. 4  is a view illustrating an example of a user interface used to register route information in which business operator of moving body  2  wishes to display advertisement contents through communication channel  3 . For example, when airline company NAL wishes to display advertisement contents on a monitor of an IFE system placed on a seat back in a moving body from KIX to SFO, business operator of moving body  2  accesses input screen  40 , selects Kansai International Airport from departure entry  41 , selects San Francisco International Airport from arrival entry  42 , inputs 2013/5/1 16:30 and 2013/5/1 10:00 to date input field  43 , inputs NAL820 to airframe ID input field  44 , and inputs a model number of the IFE system used in NAL820, to IFE system input menu  45 . In addition, instead of using the user interface as in  FIG. 4 , route information may be registered automatically by using an automatic transfer system which links a dedicated database which business operator of moving body  2  owns. Alternatively, a specification that some of route information such as airframe ID are registered by using the user interface, and rest of route information are registered by using the automatic transfer system which links the dedicated database may be provided. 
         [0047]      FIG. 5  is a view illustrating an example of a user interface used to register, check and correct an advertisement display area for each route in which business operator of moving body  2  wishes to display advertisement contents through communication channel  3 . For example, when airline company NAL wishes to set an advertisement frame to IFE system X3-122 with airframe ID NAL820, business operator of moving body  2  accesses input screen  50  and set a plurality of advertisement frames  51 . Further, business operator of moving body  2  checks actual advertisement frames like advertisement in action  52 , and corrects the advertisement when involuntary advertisement is selected just in case. Furthermore, it is possible to check actual results of CTR values as in result  53 , and replace an advertisement whose CTR is lower with another advertisement. In addition, it may be possible to check/correct actual advertisement and a result together with the interface of setting an advertisement frame as in  FIG. 5 , or check only a result using another interface. Further, a specification to register an advertisement frame through a GUI of a web browser or register an advertisement frame using a design development tool of display software, for example, in case of an IFE system in a moving body may be adopted. 
         [0048]      FIG. 6  illustrates database  60  which manages a list of advertisement contents registered by advertiser  1 , and the list is stored together with advertisement content data such as banner images in advertisement content database  5 .  FIG. 6  illustrates an example where company A registers three different advertisement contents of the same period with the same campaign name of “Golden Week Holiday Sale” and an advertisement content of another period with a campaign name of “Summer Vacation Early-Booking Discount”, and company B registers an advertisement content with a campaign name of “GW Holiday Special” which competes with “Golden Week Holiday Sale” of company A in the same period and an advertisement content with a campaign name of “Summer Special” which competes with “Summer Vacation Early-Booking Discount” of company A. In case of this example, bid prices of company B are higher than those of company A, and therefore the advertisement of company B is adopted when selection is simply made based only on bid prices. 
         [0049]      FIG. 7  illustrates database  70  which manages actual results such as CTRs of advertisement contents for each moving body and CTRs of advertisement contents for each route, and database  70  is stored in actual result database  12 . For example, a CTR value of advertisement ID  1219  (company A, “Golden Week Holiday Sale”, Half Banner version A) in moving body  1  is higher than a CTR value of advertisement ID  1219  in moving body  3 , and moving body  1  is effective in displaying the advertisement. Further, a CTR value of advertisement ID  1219  in route  2  is higher than a CTR value of advertisement ID  1219  in route  1 . Meanwhile, there is not a CTR value of advertisement ID  1643  (company A, “Summer Vacation Early-Booking Discount”, Half Banner version A) and nothing is effective in displaying the advertisement. 
         [0050]      FIG. 8  illustrates database  80  which manages route information registered by business operator of moving body  2 .  FIG. 9  illustrates database  90  which manages advertisement display areas (advertisement frames) for each of IFE systems, by using ID numbers, in which business operator of moving body  2  wishes to display advertisement contents, and database  90  is stored in moving body/route information database  6 . For example, as illustrated in  FIGS. 8 and 9 , route  1  is a flight of KAPPA226 departing from KIX and arriving at HNL, and KAPPA226 mounts a IFE system called X2-85, and includes and manages four types of advertisement frames which are prepared and assigned advertisement frame IDs  91  to  94 . 
         [0051]      FIG. 10  illustrates details of content providing apparatus in moving body  8 . Content providing apparatus in moving body  8  is connected with route-specific advertisement content database  9  which stores advertisement contents selected by advertisement content providing apparatus  4 , and route-specific content database  100  which stores contents (e.g. VOD contents for the IFE) other than the advertisement contents. Content providing unit  101  provides VOD contents or advertisement contents to display on a display of each passenger. Advertisement frame managing unit in moving body  102  manages only necessary information of each moving body among contents of the database in  FIG. 9 . Click rate storage  103  manages actual results of clicks of advertisement contents or actions by passengers. Communication controller  104  transmits contents including advertisement contents, for displays of passengers, and receives actual results of clicks of the advertisement contents. 
         [0052]      FIG. 11A  illustrates an example of displaying advertisement contents on a display provided in a moving body. When a passenger watches VOD content  112  on a monitor  111  placed on a seat back in a moving body, banner image  115  as an advertisement content is displayed next to display frame  113  including operation buttons, such as a pause button and a play button, and a progress bar. 
         [0053]      FIG. 11B  illustrates an example of displaying advertisement contents on a display on a mobile terminal provided in a moving body, and illustrates that banner image  119  as an advertisement content is displayed next to display frame  118  including operation buttons, such as a pause button and a play button and a progress bar on attached display  117  of controller  116  which controls a monitor placed on a seat beck in a moving body. 
         [0054]      FIG. 12  is a view illustrating a flowchart in which advertisement content providing apparatus  4  selects advertisement contents to be displayed, from candidates of advertisement contents. 
         [0055]    First, advertisement content providing apparatus  4  checks a posting period of advertisement contents (step S 121 ). The flowchart will be described using an example to select and display one advertisement content in advertisement frame ID  91  (see  FIGS. 8 and 9 ) of the X2-85 system of KAPPA226 from KIX to HNL in route  1  on a flight of 2013/5/1, from six advertisement contents illustrated in  FIG. 6 . In this case, advertisement contents corresponding to advertisement IDs  1643  and  1659  are out of posting periods and therefore excluded. 
         [0056]    Next, advertisement content providing apparatus  4  checks an advertisement tag (step S 122 ). If an advertisement tag related to advertisement contents which business operator of moving body  2  does not wish to display is assigned, these advertisement contents are excluded at this step. 
         [0057]    After finishing the above check, advertisement content providing apparatus  4  extracts candidates of advertisement contents (step S 123 ). In case of a Half Banner having a size of 234×60 of advertisement frame ID  91 , advertisement contents corresponding to advertisement IDs  1219 ,  1221  and  1652  are candidates. 
         [0058]    In this step, when there is only one candidate (Yes in step S 124 ) advertisement content providing apparatus  4  selects this candidate (step S 128 ) and the flowchart ends. 
         [0059]    When there is a plurality of candidates (No in step S 124 ), advertisement content providing apparatus  4  checks CTR values (step S 125 ). In case of route  1 , a CTR value of advertisement ID  1219  is 1.2%, a CTR value of advertisement ID  1221  is 0.8% and a CTR value of advertisement ID  1652  is 0.8% as illustrated in  FIG. 7 . Further, when moving body  1  indicates advertisement frame ID  91 , a CTR value of advertisement ID  1219  is 1.2%, a CTR value of advertisement ID  1221  is 1.0% and a CTR value of advertisement ID  1652  is 0.3%. 
         [0060]    When there are CTR values (Yes in step S 125 ), advertisement content providing apparatus  4  compares multiplication values obtained by multiplying each of bid prices and each of CTR values (step S 127 ). Since a multiplication value of advertisement ID  1219  is 0.5×1.2×1.2=0.72, a multiplication value of advertisement ID  1221  is 0.5×0.8×1.0=0.4 and a multiplication value of advertisement ID  1652  is 0.7×0.8×0.3=0.168, advertisement ID  1219 , which is the highest multiplication value, is selected (step S 128 ). While a bid price of advertisement ID  1652  is $0.7 and is higher than a bid price $0.5 of advertisement IDs  1219  and  1221 , advertisement ID  1219  is selected as the most efficient advertisement content. In addition, the example shows a multiplication value of each advertisement ID obtained by multiplying both of a CTR value for route  1  and a CTR value for moving body  1 . However, it is allowed to use the multiplication value of each advertisement ID may obtain by multiplying only one of the CTR value or the weighting of 7:3 into the both of the CTR values. 
         [0061]    When a candidate is advertisement content such as advertisement ID  1643  which has not a CTR value (No in step S 125 ), advertisement content providing apparatus  4  uses an estimated value instead of the CTR value (step S 126 ). The estimated value uses a past CTR value of advertisement contents including the same advertisement tag in the same route. 
         [0062]    As described above, the accompanying drawings and the detailed description of the disclosure have been provided for the exemplary embodiment and another exemplary embodiment which the applicant thinks the best mode. These accompanying drawings and the detailed description of the disclosure are provided to exemplify the subject matters recited in the claims for one of ordinary skill in the art with reference to a particular exemplary embodiment. Accordingly, the components disclosed in the accompanying drawings and the detailed description of the disclosure include not only components which are required to solve the problem but also other components. Therefore, it should not be immediately understood that those components which are not required are necessary simply because these components which are not required are disclosed in the accompanying drawings and the detailed description of the disclosure. Further, the above exemplary embodiment can be variously changed, replaced, added and omitted in the range of the claims or the range equivalent to the claims.