JP6792694B1 - Equipment, methods and programs for evaluating the effects of TVCM - Google Patents

Abstract

PROBLEM TO BE SOLVED: To enable more detailed evaluation of a unit in a method for evaluating the effect of TVCM. A device 100 calculates a difference Δi in the number of accesses before and after N past time points ti (S201). Next, the device 100 divides N time points ti and calculates the standard deviation of the distribution of the number of access increases for each division (S202). Then, the device 100 acquires the broadcast time t of the TVCM that is the target of the table (S203). The device 100 additionally acquires the identifier of the TVCM, and determines the website 110 used for the evaluation of the TVCM from the association between the identifier of the TVCM and the identifier of the website. The device 100 calculates the difference Δ of the number of accesses before and after the broadcast time t of the acquired TVCM (S204). The device 100 evaluates the effect of TVCM by comparing the access increase number Δ for the website 110 with the standard deviation σ determined for the website 110 (S205). [Selection diagram] Fig. 2

Description

The present invention relates to an apparatus, a method and a program for evaluating the effect of TVCM.

Although the market size of Internet advertising (Japan) has grown significantly toward the market size of about 2 trillion yen for commercials broadcast on TV (hereinafter referred to as "TVCM"), TV still has the greatest influence. It is a medium with. It is possible to give a strong impression to the viewer by repeatedly transmitting the message by voice and video.

It is presumed that the effect of TVCM is influenced by which program was broadcast in connection with it, but it is not possible to measure the effect of TVCM at such a resolution at present. Then, the inventors have noted that in order to measure the effect at such a resolution, it is necessary to evaluate the effect in a finer unit rather than in a daily unit or the like.

The present invention has been made in view of such problems, and an object of the present invention is to enable more detailed evaluation of units in a device, a method, and a program for evaluating the effect of TVCM. It is in.

In order to achieve such an object, the first aspect of the present invention is a method for a computer to evaluate the effect of TVCM, which is a step of receiving the airing time of the TVCM to be evaluated. , The step of acquiring one or more standard deviations of the website associated with the TVCM for one or more categories corresponding to the airing day or its attribute and time zone or at least one of the attributes determined from the airing time. And the difference Δ between the number of accesses to the website in the first period after or after the airing time and the number of accesses to the website in the second period before or before the airing time. The one or more standard deviations obtained include one or more standard deviations or a step of evaluating the effect of the TVCM in comparison to a value σ determined using the one or more standard deviations. the N time t _{i (N} is an integer of 1 or more, i is 1 or more N is an integer not less than.) subsequent or the first of the N time the number of accesses to the web site for the period after distribution of respective differences delta _i between the number of accesses to said website in the second period of the previous or previous t _i, the a N number values calculated for each segment obtained by dividing the time t _i of It is characterized in that the computer is audibly stored.

Further, the second aspect of the present invention is characterized in that, in the first aspect, the comparison is a determination as to whether or not Δ−σ> 1.5σ is satisfied.

A third aspect of the present invention is characterized in that, in the first or second aspect, the first and second periods are represented by a predetermined unit of fractions or a predetermined number of seconds. ..

A fourth aspect of the present invention is characterized in that, in the third aspect, the first and second periods are expressed in units of 1 minute to 5 minutes.

In addition, a fifth aspect of the present invention is characterized in that, in any one of the first to third aspects, the step of receiving the broadcast area of the TVCM is further included.

A sixth aspect of the present invention is a program for causing a computer to execute a method for evaluating the effect of TVCM, in which the method receives the airing time of the TVCM to be evaluated. Obtain one or more standard deviations of the website associated with the TVCM for one or more categories corresponding to the step and at least one of the airing day or attribute and time zone or the attribute determined from the airing time. The difference Δ between the step to be performed and the number of accesses to the website in the first period after or after the airing time and the number of accesses to the website in the second period before or before the airing time was acquired. The one or more standard deviations obtained include the step of evaluating the effect of the TVCM in comparison with the one or more standard deviations or the value σ determined using the one or more standard deviations. of N time t _{i (N} is an integer of 1 or more, i is 1 or more N an integer.) subsequent or number of accesses to the web site in the first period after the said N distribution of respective differences delta _i between the number of accesses to said website in the previous or the second period before the time point t _i, the a N number values calculated for each classification the time t _i obtained by dividing the , The computer is readable and stored.

A seventh aspect of the present invention is a device for evaluating the effect of TVCM, which receives the broadcast time of the TVCM to be evaluated, and the broadcast day or its attribute determined from the broadcast time. For one or more divisions corresponding to at least one of the time zone or its attributes, obtain one or more standard deviations of the website associated with the TVCM and in the first period after or after the airing time. Using the one or more standard deviations or the one or more standard deviations obtained by obtaining the difference Δ between the number of accesses to the website and the number of accesses to the website in the second period before or before the airing time. compared to the value σ to the effect of said TVCM determined Te, the one or more standard deviations obtained in the past of the N time points t _{i (N} is an integer of 1 or more, i is 1 or more N is an integer not less than.) subsequent to or after the access number for the first said web site in the previous or the second period before the access number of N time t _i for the website for the period distribution of respective differences delta _i, wherein an N number values calculated for each segment obtained by dividing the time t _i of, characterized in that the device is retrievable stored.

In addition, an eighth aspect of the present invention is a method for a computer to evaluate the effect of TVCM, in which a step of receiving the broadcast time of the TVCM to be evaluated and a broadcast determined from the broadcast time. The step of acquiring one or more thresholds of the website associated with the TVCM for one or more categories corresponding to the day or its attribute and the time zone or at least one of the attributes, and after the airing time. Or, the one or more threshold values obtained by obtaining the difference Δ between the number of accesses to the website in the first period after that and the number of accesses to the website in the second period before or before the airing time. Alternatively, the obtained one or more thresholds include the step of evaluating the effect of the TVCM by comparing with the value ε determined by using the one or more thresholds, and the acquired one or more thresholds are the past N time points. t i _(N is an integer of 1 or more, i is 1 or more N is an integer not less than.) earlier said the number of accesses to the web site in the first period subsequent or after the N times t _i or for each value of the difference delta _i between the access number for the previous second of the web site in the period of the a N number values calculated for each segment obtained by dividing the time t _i of said computer acquires It is characterized by being memorized as possible.

A ninth aspect of the present invention is a program for causing a computer to execute a method for evaluating the effect of TVCM, in which the method receives the airing time of the TVCM to be evaluated. One or more thresholds of the website associated with the TVCM for one or more categories corresponding to the step and at least one of the airing day or attribute and time zone or the attribute determined from the airing time. Acquire the difference Δ between the step to be acquired and the number of accesses to the website in the first period after or after the airing time and the number of accesses to the website in the second period before or before the airing time. The one or more thresholds obtained, including the step of evaluating the effect of the TVCM in comparison with the one or more thresholds or the value ε determined using the one or more thresholds. threshold is _(a N is an integer of 1 or more, i is 1 or more N an integer.) past the N time t _i number of accesses to the web site in the first period of subsequent or later wherein for each value of the difference delta _i between the access number for the N the web site in the second period of the previous or preceding time t _i of, calculated for each segment obtained by dividing the N time t _i and It is characterized in that the value is stored so that the computer can acquire it.

A tenth aspect of the present invention is a device for evaluating the effect of a TVCM, which receives the broadcast time of the TVCM to be evaluated, and the broadcast day or its attribute determined from the broadcast time. For one or more divisions corresponding to at least one of the time zone or its attributes, one or more thresholds of the website associated with the TVCM are acquired and the first period after or after the airing time. The one or more threshold values or the one or more thresholds obtained by obtaining the difference Δ between the number of accesses to the website and the number of accesses to the website in the second period before or before the airing time. compared to the value ε determined using thresholds to evaluate the effect of the TVCM, the one or more thresholds are acquired, the past of the N time points t _{i (N} is 1 or more integer , i is an integer less than or equal to 1 or more N.) subsequent to or after the first number of accesses to the web site in a period and the of N time t _i before or before the web site in the second period for each difference Δ value of _i to the access number with respect to the a N number calculated values for each classification the time t _i obtained by dividing the, characterized in that the computer is obtainable stored ..

According to one aspect of the present invention, by evaluating the effect of the TVCM using the number of accesses recorded in a predetermined fractional unit or a predetermined number of seconds unit to the website associated with the TVCM to be evaluated. , It becomes possible to evaluate the broadcasting effect of each TVCM with high accuracy.

It is a figure which shows the apparatus for evaluating the effect of TVCM which concerns on one Embodiment of this invention. It is a figure which shows the flow of the method for evaluating the effect of TVCM which concerns on one Embodiment of this invention. Is a diagram schematically showing the number of accesses before and after the last of the N time t _i is used in an embodiment of the present invention. It is a figure which shows the standard deviation for each day of the week and time zone of the access number to the website calculated in one Embodiment of this invention.

Hereinafter, embodiments of the present invention will be described in detail with reference to the drawings.

FIG. 1 shows an apparatus for evaluating the effect of TVCM according to an embodiment of the present invention. The device 100 evaluates the effect of the TVCM based on the airing time of the TVCM and the number of accesses to the website associated with the TVCM.

The device 100 includes a communication unit 101 such as a communication interface, a processing unit 102 such as a processor and a CPU, and a storage unit 103 including a storage device such as a memory and a hard disk or a storage medium, and provides a program for performing each process. It can be configured by running. The device 100 may also include one or more devices, a computer or a server, and the program may include one or more programs, and may be recorded on a computer-readable storage medium. It can be a transient program product. The program can be stored in a storage device or storage medium accessible from the storage unit 103 or the device 100, and executed in the processing unit 102.

The device 100 further includes a database 104 and stores a set of parameters calculated based on the number of accesses to the website 110. The effect of TVCM is evaluated using at least a part of the set of parameters. The set of parameters will be described later.

Although the example in which the database 104 is provided separately from the storage unit 103 is illustrated here, the data stored in the database 104 may be stored in the storage unit 103, and the computer network from the device 100. It may be stored in a storage device or storage medium accessible via.

The broadcast time of the TVCM to be evaluated can be received from the user terminal 120 capable of communicating with the device 100 via the computer network. A user of the TVCM effect evaluation service available on the website provided by the device 100 inputs the broadcast time of the TVCM to the website using the user terminal 120, or includes one or more broadcast times of the TVCM. It is conceivable that the user uploads the data from the user terminal 120 to the device 100. Further, it is conceivable that the device 100 receives data including one or a plurality of broadcast times of the TVCM from a server (not shown) that provides data related to the TVCM via a computer network, for example, using an API. As described above, various methods are conceivable in which the device 100 receives the broadcast time of the TVCM.

FIG. 2 shows the flow of a method for evaluating the effect of TVCM according to the embodiment of the present invention. First, the apparatus 100, from the database 104, _(a N is an integer of 1 or more, i is 1 or more N an integer.) Past the N time t _i in the first period of subsequent or later get the number of accesses to the web site 110 in the previous or the second period before the access number and the plurality of time points to the web site 110, at each time point t _i, the number of accesses and a second period in the first period calculating the difference delta _i between the access number (S201). As an example, represents the number of accesses in one minute increments, for the past each time point t _i, such as shown in FIG. 3, the number of accesses of the previous 3 minutes access number and the time t _i of each time point t _i after the 3 minutes Calculate the difference Δ _i from. The difference delta _i access number, it can be said that the number of accesses increases relative to the respective time point t _i.

Here, the inventors have found that the period until the TVCM viewer takes action on the Internet and appears as the number of accesses to the website 110 is about 3 minutes or the like, and is not necessarily limited to 3 minutes. However, the present invention focuses on a few minutes after the TVCM is aired.

Then, the apparatus 100, day or by dividing the N number of time t _i based on at least one of its attributes and time of day or its attributes, to calculate the standard deviation of the increase in the number of distribution accesses each category (S202 ). As an example, FIG. 4 shows standard deviations σ _{m, n} (m is an integer of 1 or more and 7 or less, and n is an integer of 0 or more and 23 or less) when divided by day of the week and hourly. Here, when m is 1, it corresponds to Sunday, and when n is 0, it corresponds to 0 o'clock. The standard deviation may be classified according to whether the attribute of the day of the week is a weekday or a holiday, or the attribute of the time zone is morning, noon, or night. The device 100 can store the standard deviation calculated in this way in the database 104 so that it can be acquired in the subsequent effect measurement.

Further, the calculation of the standard deviation, Tokyo, may be beneficial to perform each region and Fukuoka, in addition to at least one of the N time points t _i a day or its attributes and the time zone or the attribute It may be classified based on the region. It may be possible to determine from which point or region the access to the website 110 was made from a terminal, and in such a case, the number of accesses to the website 110 can be classified by region.

Then, the device 100 receives the broadcast time t of the TVCM to be evaluated via the computer network (S203). It is preferable that the device 100 is acquired by adding the identifier of the TVCM. If the association between the TVCM identifier and the website identifier is stored, the device 100 determines the website to be used for measuring the effect of the TVCM based on the acquired TVCM identifier, and accesses the website. The standard deviation calculated using the numbers can be obtained. Alternatively, the device 100 may obtain the identifier of the website 110 associated with the TVCM directly from the user terminal 120 or other computer in addition to the broadcast time t of the TVCM.

Further, the device 100 has one or more of the website 110 associated with the TVCM for one or more categories corresponding to the day of the week or its attribute and the time zone or at least one of the attribute determined from the received broadcast time t. Acquire a plurality of standard deviations (S204).

When the standard deviation is stored for each day of the week and time zone as a set of parameters as shown in FIG. 4, the device 100 may acquire the values of the day of the week and the time zone corresponding to the received broadcast time t. .. Further, the device 100 determines whether the received broadcast time t is a weekday or a holiday, acquires the values of a plurality of days of the week corresponding to the weekday if it is a weekday, and uses this to obtain, for example, the average standard of the weekday. The deviation may be defined. Further, the device 100 determines whether or not the received broadcast time t is night, acquires values of a plurality of time zones corresponding to night if it is night, and uses this to obtain, for example, an average of night. A standard deviation may be set. Alternatively, if as a set of parameters, the standard deviation classified by the classification corresponding to the attribute of the day of the week such as weekday or holiday and the classification corresponding to the attribute of the time zone of morning, noon or night is stored. The device 100 can determine the attribute of the received airing time t and acquire the value of the corresponding category. Further, when the standard deviation is stored for each area, the device 100 can acquire the broadcasting area in addition to the broadcasting time t, and can acquire the standard deviation of the division corresponding to the broadcasting area.

The device 100 has the number of accesses to the website 110 in the first period after or after the acquired TVCM broadcast time t and the number of accesses to the website 110 in the second period before or before the time. The difference Δ from and is calculated (S205). Here, the broadcast time t can be expressed in units of 1 minute or several minutes or 1 second, several seconds or several tens of seconds. Further, the airing time t may be converted into 1 minute or several minutes in calculating the number of access increases by acquiring data expressed in units of 1 second, several seconds or several tens of seconds. Here, according to the findings of the inventors, "several minutes" is preferably 2 minutes or 3 minutes, but is not limited to this, and may be 4 minutes, 5 minutes, or the like. Further, "several seconds" may be 3 seconds, 5 seconds, etc., and "tens of seconds" may be 30 seconds, 50 seconds, etc. The airing time t can be broadly expressed in a predetermined unit of minutes or a predetermined number of seconds, and may be expressed in any unit of less than 10 minutes or less than tens of minutes, for example.

Then, the device 100 evaluates the effect of the TVCM by comparing the access increase number Δ with respect to the website 110 with one or more standard deviations of the website 110 or a value σ determined by using the one or more standard deviations. (S206). As an example, as represented by Δ> 1.5σ, if the access increase number Δ is larger than the value obtained by multiplying the standard deviation σ by a predetermined coefficient, it is evaluated as effective, and if it is less than that, it is evaluated as having no effect. Can be mentioned. Alternatively, a ratio represented by Δ / σ may be calculated, and if the ratio is larger than a predetermined value, it is effective, and if it is less than that, it is evaluated that there is no effect.

In the above description, the "access count" means the number of accesses made to the website 110, a page view that counts the number of pages viewed, and browsing by the same terminal even if a plurality of pages are viewed. If so, various counting methods such as the number of sessions counting as 1 are possible.

Further, in the above description, the presence or absence of the effect of TVCM is evaluated, but the probability that the effect of TVCM appears may be evaluated based on the comparison between the access increase number Δ and the standard deviation σ. Specifically, one or more threshold values are set for the comparison result between the access increase number Δ and the standard deviation σ, and if each threshold value is exceeded, the probability x of the effect is a <x ≦. It is conceivable to evaluate as b (a and b are numbers between 0 and 100).

Further, in the above description, the calculation of the standard deviation for each category is described as being performed by the device 100, but the calculation is performed by a device, computer or server different from the device 100, and the device 100 later acquires this. You may memorize it as much as possible.

Further, in the above description, the in the previous or the second period before the access number of N time t _i to the web site in the first period of subsequent or after the last of the N time t _i distribution of respective differences delta _i between the number of accesses to the web site, the have been described as storing the N pieces standard deviations calculated for each classification divided into time t _i of the past of the N time points each value of the difference delta _i between the number of accesses to said website in the previous or the second period before the subsequent or number of accesses to the web site in the first period after the said N time t _i of t _i for the stores N number threshold of the mean value, which is calculated the time t _i for each segment obtained by dividing the, which was acquired device 100 after, the broadcast time of TVCM an evaluation of the subject The threshold value or the threshold obtained by obtaining the difference Δ between the number of accesses to the website in the first period thereafter or later and the number of accesses to the website in the second period before or before the airing time. It is also conceivable to evaluate the effect of the TVCM by comparing it with the value ε determined by using the value.

If there is no description of "only" such as "based on XX only", "according to XX only", and "in the case of XX only", additional information is provided in this specification. Note that it is assumed that also can be considered. Also, as an example, it should be noted that the description "b in the case of a" does not necessarily mean "always b in the case of a" or "b immediately after a", except when explicitly stated. I want to be. Further, the description "each a constituting A" does not necessarily mean that A is composed of a plurality of constituent elements, but includes that the constituent elements are singular.

Further, just in case, even if some method, program, terminal, device, server or system (hereinafter referred to as “method”) has an aspect of performing an operation different from the operation described in the present specification, each of the present inventions The aspect is intended to be the same operation as any of the operations described in the present specification, and the existence of an operation different from the operation described in the present specification means that the method and the like are described in each of the present inventions. It is added that it is not outside the scope of the aspect.

100 Device 101 Communication unit 102 Processing unit 103 Storage unit 104 Database 110 Website 120 User terminal

Claims (8)

Computers are a way to evaluate the effectiveness of TVCM
The step of receiving the broadcast time of the TVCM to be evaluated, and
With the step of acquiring one or more standard deviations of the website associated with the TVCM for one or more divisions corresponding to the day of the week or its attribute and time zone or at least one of the attributes determined from the airing time. ,
The one or acquired the difference Δ between the number of accesses to said website in the previous or the second period before the first of the broadcast time and the number of accesses to the web site in the period subsequent or after the broadcast time Including a step of evaluating the effect of the TVCM by comparing with a plurality of standard deviations or a value σ determined using the one or a plurality of standard deviations.
The one or more standard deviations are acquired, _(a N is an integer of 1 or more, i is an integer less than or equal to 1 or more N.) Past the N time t _i of subsequent or after the first of distribution of respective differences delta _i between the number of accesses to said website in the previous or the second period before the said access number for the website the N time t _i in the period, said N time t _i It is a value calculated for each division of the above, and is stored so that the computer can acquire it.
The first and second periods are represented by a predetermined unit of fractions or a predetermined number of seconds. The comparison is
Δ−σ> 1.5σ
The method according to claim 1, wherein the determination is whether or not the condition is satisfied. The method according to claim 1 or 2, further comprising the step of receiving the broadcast area of the TVCM. A program for causing a computer to execute a method for evaluating the effect of TVCM.
The step of receiving the broadcast time of the TVCM to be evaluated, and
With the step of acquiring one or more standard deviations of the website associated with the TVCM for one or more divisions corresponding to the day of the week or its attribute and time zone or at least one of the attributes determined from the airing time. ,
The one or acquired the difference Δ between the number of accesses to said website in the previous or the second period before the first of the broadcast time and the number of accesses to the web site in the period subsequent or after the broadcast time Including a step of evaluating the effect of the TVCM by comparing with a plurality of standard deviations or a value σ determined using the one or a plurality of standard deviations.
The one or more standard deviations are acquired, _(a N is an integer of 1 or more, i is an integer less than or equal to 1 or more N.) Past the N time t _i of subsequent or after the first of distribution of respective differences delta _i between the number of accesses to said website in the previous or the second period before the said access number for the website the N time t _i in the period, said N time t _i It is a value calculated for each division of the above, and is stored so that the computer can acquire it.
The first and second periods are represented by a predetermined unit of fractions or a predetermined number of seconds. It is a device for evaluating the effect of TVCM.
Receive the broadcast time of the TVCM that is the subject of evaluation,
Obtain one or more standard deviations of the website associated with the TVCM for one or more categories corresponding to the day of the week or its attributes and time zone or at least one of its attributes determined from the airing time.
The one or acquired the difference Δ between the number of accesses to said website in the previous or the second period before the first of the broadcast time and the number of accesses to the web site in the period subsequent or after the broadcast time The effect of the TVCM is evaluated by comparing with a plurality of standard deviations or a value σ determined using the one or a plurality of standard deviations.
The one or more standard deviations are acquired, _(a N is an integer of 1 or more, i is an integer less than or equal to 1 or more N.) Past the N time t _i of subsequent or after the first of distribution of respective differences delta _i between the number of accesses to said website in the previous or the second period before the said access number for the website the N time t _i in the period, said N time t _i It is a value calculated for each division of the above, and is stored so that the device can be acquired.
The first and second periods are represented by a predetermined unit of fractions or a predetermined number of seconds. Computers are a way to evaluate the effectiveness of TVCM
The step of receiving the broadcast time of the TVCM to be evaluated, and
For the corresponding one or more partitioned into at least one of the broadcast day or its attributes and the time zone or the attributes determined from the broadcast time, acquiring a website bookmarks threshold associated with the TVCM,
Hearing noted before acquired the difference Δ between the number of accesses to said website in the previous or the second period before the first of the broadcast time and the number of accesses to the web site in the period subsequent or after the broadcast time compared to the values determined by using the threshold marked values before or ε and a step of evaluating the effect of said TVCM,
Threshold noted before is acquired, _(a N is an integer of 1 or more, i is 1 or more N an integer.) Past the N time t _i the in the first period of subsequent or later for values of respective differences delta _i between the number of accesses to the web site in the previous or the second period before the access number of N time t _i to the web site, and dividing the N number of time t _i It is a value calculated for each category and is stored so that the computer can acquire it.
The first and second periods are represented by a predetermined unit of fractions or a predetermined number of seconds. A program for causing a computer to execute a method for evaluating the effect of TVCM.
The step of receiving the broadcast time of the TVCM to be evaluated, and
For the corresponding one or more partitioned into at least one of the broadcast day or its attributes and the time zone or the attributes determined from the broadcast time, acquiring a website bookmarks threshold associated with the TVCM,
Hearing noted before acquired the difference Δ between the number of accesses to said website in the previous or the second period before the first of the broadcast time and the number of accesses to the web site in the period subsequent or after the broadcast time compared to the values determined by using the threshold marked values before or ε and a step of evaluating the effect of said TVCM,
Threshold noted before is acquired, _(a N is an integer of 1 or more, i is 1 or more N an integer.) Past the N time t _i the in the first period of subsequent or later for values of respective differences delta _i between the number of accesses to the web site in the previous or the second period before the access number of N time t _i to the web site, and dividing the N number of time t _i It is a value calculated for each category and is stored so that the computer can acquire it.
The first and second periods are represented by a predetermined unit of fractions or a predetermined number of seconds. It is a device for evaluating the effect of TVCM.
Receive the broadcast time of the TVCM that is the subject of evaluation,
Wherein the corresponding one or more partitioned into at least one of the broadcast day or its attributes and the time zone or the attributes determined from broadcast time, to get the website Works threshold associated with the TVCM,
Hearing noted before acquired the difference Δ between the number of accesses to said website in the previous or the second period before the first of the broadcast time and the number of accesses to the web site in the period subsequent or after the broadcast time compared to the value ε determined using thresholds noted values or pre evaluated the effect of the TVCM,
Threshold noted before is acquired, _(a N is an integer of 1 or more, i is 1 or more N an integer.) Past the N time t _i the in the first period of subsequent or later for values of respective differences delta _i between the number of accesses to the web site in the previous or the second period before the access number of N time t _i to the web site, and dividing the N number of time t _i It is a value calculated for each category and is stored so that the device can be acquired.
The first and second periods are represented by a predetermined unit of fractions or a predetermined number of seconds.

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