JP7168803B1 - Advertisement Space Transaction Support System, Advertisement Space Transaction Support Method, and Computer Program - Google Patents

Abstract

An object of the present invention is to assist a user in selecting a desired advertising space from among a plurality of advertising spaces of different media. An advertising space transaction support system includes a disclosure unit, a calculation unit, and a presentation unit. The publishing unit is configured to publish information on a plurality of advertising spaces related to reservation-type advertisements and having different media from each other on the network. The calculation unit is configured to calculate a common index for each of the plurality of advertising spaces. The presentation unit is configured to present at least one of the plurality of ad slots to the user based on the common index. A common index is an index that represents the effectiveness and/or efficiency of an advertising space, and is an index that is commonly used for a plurality of advertising spaces that use different media. [Selection drawing] Fig. 6

Description

The present disclosure relates to an ad space transaction support system, an ad space transaction support method, and a computer program that support the transaction of an ad space.

Patent Literature 1 discloses a system that publishes information on a plurality of advertising spaces across a plurality of advertising media on a network and accepts purchase requests for advertising spaces from users.

JP-A-2001-357294

By the way, there are a wide variety of types of advertising media and advertising spaces. Therefore, in the system of Patent Document 1, it is not easy for the user to select a desired advertising space.

One aspect of the present disclosure aims to allow a user to select a desired advertising space from among multiple advertising spaces of different media.

One aspect of the present disclosure is an advertising space trading support system that supports trading of advertising spaces, and includes a publishing unit, a calculating unit, and a presenting unit. The publishing unit is configured to publish information on a plurality of advertising spaces related to reservation-type advertisements and having different media from each other on the network. The calculation unit is configured to calculate a common index for each of the plurality of advertising spaces. The presentation unit is configured to present at least one of the plurality of ad slots to the user based on the common index. A common index is an index that represents the effectiveness and/or efficiency of an advertising space, and is an index that is commonly used for a plurality of advertising spaces that use different media.

According to such a configuration, it is possible to assist the user in selecting a desired advertising space from among a plurality of advertising spaces of different media.
In one aspect of the present disclosure, the advertising space transaction support system may include a target acquisition unit. The target obtaining unit is configured to obtain a condition regarding the target segment. Then, the calculation unit may calculate, as a common index, the degree of contact of the advertisements placed in the advertisement space for the target segment.

According to such a configuration, the user can select an advertising space from among a plurality of advertising spaces based on the contact degree of each advertising space.
In one aspect of the present disclosure, the calculation unit may calculate the common index using the advertisement attention rate of the advertisement placed in the advertisement space.

According to such a configuration, it is possible to calculate a common index that appropriately reflects the effect of the advertising space, compared to the case where the common index is not calculated using the advertisement attention rate.
In one aspect of the present disclosure, the advertising space transaction support system may include the target acquisition unit. Then, the calculation unit may calculate the cost efficiency as a common index. The cost efficiency is a value obtained by dividing the degree of contact of an advertisement placed in an advertising space with respect to a target segment or the amount calculated based on the degree of contact by the charge for the advertising space.

According to such a configuration, the user can select an advertising space from among a plurality of advertising spaces based on the cost efficiency of each advertising space.
In one aspect of the present disclosure, the calculator may calculate the attitude change contribution index as the common index. The attitude change contribution index is an index representing how much the advertisement placed in the advertisement space contributes to the attitude change.

According to such a configuration, the user can select an advertising space from among a plurality of advertising spaces based on the attitude change contribution index.
In one aspect of the present disclosure, the advertising space transaction support system may include an industry category acquisition unit. The industry category acquisition unit is configured to acquire a target industry, which is a target industry, or a target category, which is a category of target products or services. Then, the calculation unit calculates, as a common index for the advertising space, the composition ratio of the advertising volume for the target industry or the target category, out of the total advertising volume for the advertising space. good.

According to such a configuration, the user can select an advertising space from among a plurality of advertising spaces based on the composition ratio.
In one aspect of the present disclosure, the advertising space transaction support system may include the industry category acquisition unit. Then, for each of the plurality of advertising slots, the calculation unit calculates the amount of advertisements placed in relation to the target industry or category using the advertisement slots, or the total amount of advertisements placed in relation to the target industry or category. may be calculated as a common indicator of the advertising space.

According to such a configuration, the user can select an ad space from among a plurality of ad spaces based on the amount of advertisements placed in relation to the target industry or target category using the ad space or the composition ratio. .

In one aspect of the present disclosure, the advertising space transaction support system may include the target acquisition unit. Then, the calculation unit may calculate the target content ratio as the common index. The target content rate is the ratio of contact persons belonging to the target segment to all contact persons of the advertisement placed in the advertisement frame.

According to such a configuration, the user can select an ad space from among a plurality of ad spaces based on the target content rate of each ad space.
Another aspect of the present disclosure is an advertising space trading support method for supporting trading of advertising spaces, wherein information of a plurality of advertising spaces related to reservation-type advertisements and having different media is published on a network. calculating a common metric for each of the plurality of ad slots; and presenting at least one of the plurality of ad slots to the user based on the common metric.

Another aspect of the present disclosure is a computer program that causes a computer to function as the disclosure unit, the calculation unit, and the presentation unit.
According to these aspects, the same effects as those of the advertising space transaction support system described above can be obtained.

FIG. 1 is an explanatory diagram of the overall configuration of the advertising space transaction support system. FIG. 2 is a block diagram showing the configuration of the advertising space transaction support device. FIG. 3 is a diagram showing an example of the My Page screen. FIG. 4 is a diagram showing an example of a search screen. FIG. 5 is a diagram showing an example of an advertisement space information output screen. FIG. 6 is a flowchart of common index search processing. FIG. 7 is a flowchart of calculation processing according to the first embodiment. FIG. 8 is a diagram showing an example of a search condition input screen according to the first embodiment. FIG. 9 is a diagram showing an example of a search result output screen. FIG. 10 is a diagram showing an example of a search condition input screen according to the second embodiment. FIG. 11 is a flowchart of first calculation processing according to the second embodiment. FIG. 12 is a flowchart of second calculation processing according to the second embodiment.

Hereinafter, embodiments of the present disclosure will be described with reference to the drawings.
[1. First Embodiment]
[1-1. Constitution]
The advertising space transaction support system 100 shown in FIG. 1 is a system for supporting advertising space transactions performed on a network N such as the Internet.

An advertising space transaction is a transaction between an advertising space provider who provides an advertising space and an advertising space user who uses the advertising space. Transactions between advertising space providers and advertising space users include not only direct transactions between advertising space providers and advertising space users, but also Transactions that are conducted indirectly through a third party with the user of the quota are also included.

Here, the advertising space is a transaction object, and refers to a space for inserting advertisements in media such as newspapers, magazines, radios, televisions, outdoor media, and digital (in other words, the Internet). Advertisement space users can place advertisements in the ad space acquired through the transaction. Outdoor media (hereinafter referred to as “ODM”) is a general term for media that come into contact with places other than home, such as transportation advertising media that come into contact with people in stations, trains, buses, etc. It includes outdoor advertising media that come into contact with the outdoors such as facilities.

In this embodiment, the advertising space provider is a media company or an advertising company acting on behalf of the media company's advertising space sales activities. Also, the advertising space user is an advertiser or an advertising company acting on behalf of the advertiser's advertising activities.

The advertising space trading support system 100 supports the trading of advertising spaces for reserved advertisements among the advertising spaces. A reserved advertisement is an advertisement in which a specific advertisement space is reserved in advance, purchased, and placed. The reserved advertisement may be, for example, an advertisement in which the amount of money to be placed, the place to place the advertisement, the period of time to place the advertisement (for example, the amount of money to be placed, the place to be placed, the period of time to be placed), etc., are determined in advance.

Reserved advertisements include, for example, television commercials, radio commercials, newspaper advertisements, magazine advertisements, four-square advertisements, ODM advertisements (hereinafter referred to as "ODM advertisements"), digital advertisements, and the like. ODM advertisements include transportation advertisements and outdoor advertisements.

The advertising space trading support system 100 thus supports the trading of advertising spaces of multiple media. In other words, trading of a plurality of advertising spaces with different media is supported.
The advertising space transaction support system 100 includes an advertising space transaction support device 1 , a provider side terminal 2 , a user side terminal 3 and a database 4 . For convenience of illustration, one provider terminal 2 and one user terminal 3 are shown in FIG. , there are a plurality of each.
<Ad space transaction support device>
The advertising space transaction support device 1 is a device that performs a central function of the advertising space trading support system 100, and supports advertising space transactions. The advertising space transaction support device 1 is configured by a computer, specifically a server computer, and includes a communication section 11, a storage section 12, and a control section 13, as shown in FIG.

The communication unit 11 is a communication interface. The advertising space transaction support device 1 is connected to a network N such as the Internet as shown in FIG. Send and receive.

The storage unit 12 is storage such as a hard disk drive or a solid state drive, and stores various data.
The control unit 13 is mainly composed of a well-known microcomputer having a processor 13a such as CPU, semiconductor memory such as RAM, ROM, and flash memory (hereinafter referred to as "memory 13b"). Various functions of the control unit 13 are realized by the processor 13a executing a program stored in a non-transitional material storage medium. In this example, the memory 13b corresponds to a non-transitional substantive storage medium storing programs. Also, by executing this program, a method corresponding to the program is executed. Note that the number of microcomputers constituting the control unit 13 may be one or more.

In the present embodiment, a program for generating the functions of the advertising space transaction support device 1 (hereinafter referred to as an advertising space trading support program) is pre-installed in the storage unit 12 . The ad space transaction support program is read and executed by the processor 13a, so that the data processing service (service related to the ad space transaction; hereinafter referred to as "ad space transaction service") by the ad space transaction support device 1 provided.
<Provider side terminal>
The provider-side terminal 2 is a terminal owned by an advertising space provider, and is configured by a communication device such as a PC, tablet, or smart phone. The advertising space provider transmits information about the advertising space to be provided (that is, advertising space information) to the advertising space transaction support device 1 through the provider-side terminal 2 . As a result, when the advertising space provider provides a new advertising space as an item to be traded, the advertising space provider informs the advertising space user, etc. of the advertising space information through the user-side terminal 3 and the advertising space transaction support device 1. is possible.
<User terminal>
The user-side terminal 3 is a terminal owned by an advertising space user, and is configured by a communication device such as a PC, tablet, or smart phone having a browsing function. The user-side terminal 3 includes a display and an input device that receives a user's input operation for information displayed on the display. The advertising space user receives information on the advertising space provided by each advertising space provider through the user-side terminal 3, and displays the received information on the display for confirmation. In addition, the user of the advertising space can select and apply for purchase of the advertising space at the user-side terminal 3 .
<Database>
The database 4 stores various data relating to the advertising space trading service. In this embodiment, the database 4 stores advertising space master data.

The ad space master data includes information on ad spaces provided by each ad space provider. The advertisement space information is information about an advertisement space, and includes information such as a medium ID, a vehicle ID, a unit ID, and an advertisement space fee.

The medium ID is an ID that identifies the type (classification) of advertising media such as newspaper, magazine, radio, television, ODM, and digital. A vehicle ID is an ID that identifies a vehicle. Here, the vehicle is the brand of the advertising medium. For example, the vehicle is the individual brand "XX Newspaper" for the advertising medium "Newspaper". A unit ID is an ID that identifies a unit. Here, a unit is a unit of advertising space for which a price is set in an advertising medium and sold by an advertising space provider. For example, in the advertising medium "newspaper", the unit is a sales unit such as "all 15 columns monochrome" or "2 columns 1/2 monochrome". The unit may specify at least one of the position, size and color of the advertisement on the advertising medium.

Note that the advertising space information may include information other than the above, and may include, for example, an advertisement placement time (e.g., publication time), an advertising space purchase application deadline, and an advertisement submission deadline. .
The advertising space information is stored in the database 4 by each advertising space provider uploading data related to the advertising space via the provider-side terminal 2 .

In addition to ad space master data, the database 4 stores various data used to calculate a common index, which will be described later. These data will be described later.
[1-2. function]
[1-2-1. Search/purchase application function]
Next, the advertising space search function and purchase application function, which are the basic functions of the advertising space transaction support system 100, will be described with reference to FIGS. 3 to 5. FIG. 3 to 5 are examples of screens displayed on the display of the user terminal 3. FIG. In the following description, it is assumed that an advertisement space user who owns the user-side terminal 3 is an advertising company that acts as an agent for advertisers' advertising activities.

First, the user, who is in charge of the advertising company, activates the user-side terminal 3 and accesses the website of the advertising space trading service provided by the advertising space trading support device 1 . Then, the user inputs authentication information such as a user ID and password to log in. Then, the My Page screen A1 shown in FIG. 3 is displayed on the display of the user terminal 3. FIG.

Various operation buttons are displayed on the My Page screen A1. Various operation buttons include a campaign creation button B1, a campaign search button B2, a purchase application button B3, and a search button B4. The campaign creation button B1 is a button for creating (registering) an advertiser's advertising campaign (hereinafter referred to as "campaign"). When the user operates the campaign creation button B1, a campaign creation screen (not shown) is displayed. A new campaign is registered by setting various information (for example, campaign name, advertiser name, advertiser's business type, advertised product or service category, campaign total budget and period, etc.) on the campaign creation screen. The registered campaign information is stored in the database 4, and the campaign name is displayed in the campaign display area R1 of the My Page screen A1. After that, the user adds an advertisement space or makes a purchase application for the registered campaign. Note that, in the present embodiment, the ad space is not purchased simply by adding the ad space to the campaign, but is purchased by making a purchase application for the ad space after adding the ad space.

The campaign search button B2 is a button for searching for a desired campaign from registered campaigns.
The purchase application button B3 is a button for making a purchase application for the advertising space added to the campaign. Here, in the advertising space display area R2 of the My Page screen A1, there are information about the advertising space added to the campaign (in this embodiment, information about the most recent advertising space added to the campaign) and a purchase application button B3. and is displayed. The displayed advertising space information includes, for example, a campaign name 21, a vehicle name 22, a unit 23, an empty space status 24, a specific image 25 of the advertising space, a fee 26, a purchase application deadline 27, and a submission deadline 28. information, etc. By operating the purchase application button B3, a purchase application for the advertising space displayed in the advertising space display area R2 is made.

On the other hand, the search button B4 is a button for searching for advertising space. When the user operates the search button B4, the screen transitions to the search screen A2 in FIG.
On the search screen A2, the user can select a search method for the advertising space. Media search, keyword search, conditional search, and common index search can be selected as search methods. The medium search is a search by medium, the keyword search is a search by keyword, and the conditional search is a search by conditions (for example, conditions such as target segment, total budget/period of campaign, area, etc.). The common index search is a characteristic function of the advertising space transaction support device 1, and will be described in detail later.

FIG. 4 shows an example of a screen when medium search is selected. In the medium search, when the user selects a medium from the medium selection area R3 on the left side of the screen, various vehicles corresponding to the selected medium are displayed in the vehicle display area R4. In the example shown in FIG. 4, "newspaper" is selected as the medium. When the user selects one of the vehicles in the vehicle display area R4, the screen transitions to the advertising space information output screen A3 shown in FIG.

Note that in this embodiment, when a keyword search or conditional search is performed, one or more vehicles matching the conditions are displayed. Then, when the user selects a vehicle from among the displayed one or more vehicles, the screen transitions to the advertising space information output screen A3 shown in FIG.

The advertising space information output screen A3 displays information about the advertising space related to the vehicle selected on the search screen A2. Specifically, a vehicle name 31, a medium company name 32, a vehicle description 33, a specific image 34 of an advertisement space, an advertisement space list 35, and the like are displayed on the advertisement space information output screen A3.

The advertising space list 35 displays a charge and add campaign button B6 for each of one or more units. The user selects an advertising space from the advertising space list 35 and operates the add campaign button B6. Then, a list of ongoing campaigns is displayed, and the user selects the campaign to which the advertising space is to be added from the displayed list. Then, the ad space is added to the selected campaign.

When an ad space is added, information on the added ad space is displayed in the ad space display area R2 of the My Page screen A1 shown in FIG. Then, when the user operates the purchase application button B3, a notice of placing an order for the advertising space is transmitted to the advertising space provider, and processing for purchasing the advertising space is performed.

[1-2-2. Common index search function]
Next, a common index search, which is a characteristic function of the advertising space transaction support device 1, will be described. A common index search is a search for an advertising space using a common index. A common index is an index that represents the effectiveness and/or efficiency of an advertising space, and is an index that is commonly used for a plurality of advertising spaces whose media are different from each other. A common index is calculated for each of a plurality of advertising spaces.

In this embodiment, the degree of contact with the target, the attitude change contribution index, and the cost efficiency are used as the common indexes.
The degree of contact with the target is the degree of contact with the advertisement placed in the advertisement space for the target segment. The target segment here is a target segment (a group having a common attribute). Attributes that specify segments include demographic attributes such as gender and age, geographic attributes such as prefectures of residence, psychographic attributes such as interests, and attributes related to purchase/use of products or services. The degree of contact is, for example, the number of people who have come into contact with the advertisement (that is, the number of people who have come into contact with it), their ratio (that is, contact rate), and the like.

The attitude change contribution index is an index that indicates how much an advertisement placed in an advertising space contributes to attitude change. Attitude change refers to the attitude of target users such as consumers and consumers toward advertisements, advertiser brands, advertised products and services, etc. (advertisement recognition, brand name recognition, brand understanding, interest, etc.). arousal, purchase intention, favorability, image recall, etc.) are transformed. In the present embodiment, the attitude change contribution index is the number or ratio of people whose attitudes change due to the advertisement placed in the advertisement frame. As will be described later, the attitude change contribution index is calculated based on the contact degree of the advertisement placed in the advertisement space.

The cost efficiency is a value obtained by dividing the degree of contact with the target or the amount calculated based on the degree of contact with the target by the charge for the advertising space. The amount calculated based on the degree of contact with the target includes, for example, the aforementioned attitude change contribution index.

In the common index search, one or more ad slots are presented to the user based on the common index selected by the user. First, various data stored in the database 4 and used for calculating the common index will be described below. After that, the common index search process executed by the control unit 13 of the advertising space transaction support device 1 will be described.
<Database>
The database 4 stores various types of data used to calculate the common index, in addition to the above-mentioned ad space master data, media contact survey data, ad attention rate survey data, attitude change contribution parameters, campaign information, and placement performance data. It is

The media contact survey data is data obtained by investigating the media contact status of survey subjects (that is, monitors). Media contact survey data includes monitor ID, monitor attributes, population weight and vehicle contact frequency for each monitor.

A monitor ID is an ID for identifying a monitor. A monitor attribute is an attribute of a monitor, such as a demographic attribute, a geographic attribute, a psychographic attribute, an attribute of purchase/usage status of goods or services, and the like.

Population weights are weights used for weight-back aggregation. Specifically, the population weight is a weight for correcting the population composition ratio by attribute of all monitors who conducted the survey to the population composition ratio by attribute of the population (for example, men and women throughout Japan).

Vehicle contact frequency is the contact frequency for each vehicle of the monitor, and specifically refers to how often the monitor contacted the vehicle within a given study period. For example, if the predetermined investigation period is 7 days and the monitor has been in contact with a vehicle named XX newspaper for 6 days, the vehicle contact frequency of the monitor for that vehicle is calculated as 6/7.

The media contact survey data is assumed to be collected by conducting a diary-type survey, but may be collected by implementing other surveys.
On the other hand, the advertisement attention rate research data is research data on the advertisement attention rate. The advertisement attention rate survey data is data in which monitor attributes, vehicle IDs, unit IDs, and advertisement attention rates are associated with each other. Advertisement attention rate is the ratio of people who have come into contact with a specific vehicle to pay attention to the advertisement of a specific unit in that vehicle (in other words, the advertisement placed in a specific advertising space in that vehicle). . The database 4 stores an advertisement attention rate for each monitor attribute for each unit (that is, each advertisement space) of each vehicle traded in the advertisement space trading service.

In this embodiment, various survey data such as media exposure survey data and advertisement attention rate survey data are to be provided from an external research agency or the like. However, the provider of the survey data is not particularly limited, and part of the survey data may be provided by the ad space provider or the ad space user.

On the other hand, the attitude change contribution parameter is a parameter used when calculating the attitude change contribution index. That is, in the present embodiment, in the target segment, an attitude change contribution index is calculated according to the target contact degree (for example, the target contact number) of the advertisement placed in the advertisement space. Specifically, the attitude change contribution index of a certain ad space is calculated by multiplying the degree of contact with the target (for example, the number of people in contact with the target) of the advertisement placed in that ad space by a parameter corresponding to the target segment. . This parameter is the attitude change contribution parameter.

In this embodiment, the attitude change contribution parameter is calculated for the following combinations of variables.
・Indicator type: Ad recognition, brand name, brand understanding, interest generation, purchase intention, degree of favorability, image recall, etc. ・Categories of products or services targeted for advertisement: automobiles, beverages, etc. ・Target segment: 30s, women, etc. ・Media Combination of type and unit: "newspaper" x "all 15 columns monochrome", etc. The attitude change contribution parameter may be determined as follows, for example. That is, first, an advertisement is placed once or a plurality of times in an advertisement space to be investigated (for example, an advertisement space of “newspaper”דall 15 columns monochrome”). When placing an advertisement multiple times, advertisements for different categories of products or services to be advertised (hereinafter referred to as "product service category") are placed multiple times. Then, for each advertisement, a questionnaire survey is conducted for people who have come into contact with the vehicle on which the advertisement is posted. The questionnaire includes questions about the attributes of the monitor (gender, age, etc.), questions about attitude changes (did you see the advertisement, did you know the brand related to the advertisement, did you want to purchase the advertised product, etc.), etc. Consists of Then, by comparing the responses of the people who have come into contact with the advertisement and the responses of the people who have not come into contact with the advertisement, the attitude change rate for each segment is calculated, and the calculated attitude change rate is determined as the attitude change contribution parameter. That is, in the present embodiment, the attitude change contribution index is calculated based on the attitude change rate. Note that the attitude change rate is a ratio indicating how many people have changed their attitude. In the present embodiment, such surveys are performed multiple times by changing the advertisement space to be surveyed, and attitude change contribution parameters for each product service category and segment are calculated for each advertisement space.

Campaign information, on the other hand, is information about a campaign registered by the user. The campaign information includes information such as campaign name, advertiser name, advertiser's business type, advertised product service category, campaign total budget and period.

On the other hand, the placement performance data is data relating to past placement of advertisements. In the present embodiment, data relating to the placement of advertisements in which the advertising space is traded using the advertising space trading service provided by the advertising space trading support device 1 is stored as the past performance data. For each advertisement placed in the past, the past performance data includes advertisement space information (medium ID, vehicle ID, unit ID, etc.), advertiser information, advertised product or service information, and advertisement material related information. information is stored.
<Common Index Search Processing>
Next, the common index search processing executed by the control unit 13 of the advertising space transaction support device 1 will be described with reference to the flowcharts of FIGS. 6 and 7. FIG. The common index search process is executed by operating the common index search button B5 on the search screen A2 shown in FIG.

First, the control unit 13 acquires search conditions from the user-side terminal 3 in S101 (S represents a step) in FIG. 6 as follows. That is, the control unit 13 transmits data for displaying the search condition input screen A4 shown in FIG. Then, a search condition input screen A4 is displayed on the display of the user-side terminal 3 that has received the data, and the user sets various search conditions on the input screen A4.

Various search conditions include advertiser name, index type, campaign condition, target condition, area condition, medium condition, vehicle condition, unit condition, and the like. The index type is the type of common index. In this embodiment, the user selects an index from among multiple common indices. Specifically, the user selects an index from target contact degree, attitude change contribution index, cost efficiency based on target contact degree, and cost efficiency based on attitude change contribution index. In addition, when the attitude change contribution index is selected, an index is further selected from advertisement recognition, brand name recognition, brand understanding, interest arousal, purchase intention, favorability, image recall, and the like. A campaign condition is a condition relating to a campaign, and in this embodiment, a condition relating to the total budget and implementation period (start date and end date) of the campaign. The target condition is a condition regarding the target segment, and in this embodiment, a condition regarding the sex and age of the target. The area condition is a condition regarding an area in which an advertisement is to be placed. A medium condition is a condition related to a medium, and in this embodiment, a condition related to a medium type. Vehicle conditions and unit conditions are conditions relating to vehicles and units, respectively. The vehicle condition and unit condition selection items displayed on the search condition input screen A4 vary depending on the medium type selected in the medium condition. FIG. 8 shows vehicle conditions and unit conditions when "newspaper" is selected as the medium condition. Note that the user may set only some of these search conditions.

When the user sets search conditions, data indicating the search conditions is transmitted from the user-side terminal 3 to the advertising space transaction support device 1 . By receiving the data, the control unit 13 of the advertising space transaction support device 1 acquires the search condition.

Subsequently, in S102, the control unit 13 acquires from the ad space master data of the database 4 ad space information that matches the search conditions acquired in S101. Specifically, the control unit 13 acquires the advertising space information that matches the conditions set by the user among the search conditions, among the campaign conditions, area conditions, medium conditions, vehicle conditions, and unit conditions. Note that the advertising space that meets the campaign conditions is, for example, an advertising space whose fee is equal to or less than the total budget of the campaign, and/or even if the advertising time of the advertising space is included in the campaign implementation period. good. Note that in S102, advertising space information of a plurality of advertising spaces is generally acquired.

Subsequently, the control unit 13 executes calculation processing in S103. The calculation process is a process of calculating a common index for each of a plurality of advertising spaces related to the advertising space information acquired in S102. The control unit 13 sequentially sets each of the plurality of ad spaces as an ad space to be processed (hereinafter referred to as "target ad space"), and executes the calculation process for the target ad space. The calculation process will be described below with reference to the flowchart of FIG.
<Calculation processing>
First, in S201, the control unit 13 acquires monitor data (hereinafter referred to as "monitor data") that matches the search conditions acquired in S101 of FIG. Specifically, the control unit 13 acquires monitor data that matches the target condition, the area condition, and the like among the search conditions. For example, if the target age and gender are set to women aged 50 to 65, and the area conditions are set to Kanto and Kansai, monitor data for women aged 50 to 65 who live in Kanto or Kansai is obtained.

The control unit 13 repeats the following processing of S202 to S205 for each monitor data acquired in S201. Specifically, the control unit 13 sequentially identifies the monitor data to be processed, and executes the processes of S202 to S205. A monitor related to monitor data to be processed is hereinafter referred to as a "target monitor".

The control unit 13 acquires the vehicle contact rate in S202. The vehicle contact rate is the probability that the target monitor contacts the vehicle related to the target ad space. In S<b>202 , the control unit 13 first acquires the vehicle ID of the vehicle related to the target ad space from the ad space master data in the database 4 . For example, if the target ad space is "00 newspaper morning edition national edition, all 15 columns below the article monochrome", the vehicle ID of the vehicle "00 newspaper morning edition nationwide edition" is acquired. Then, the control unit 13 acquires the vehicle contact frequency corresponding to the frequency of contact of the target monitor with the vehicle of the vehicle ID from the media contact survey data in the database 4 as the vehicle contact rate.

Subsequently, in S203, the control unit 13 acquires the advertisement attention rate related to the target advertisement space from the advertisement attention rate survey data of the database 4. FIG.
Specifically, the control unit 13 acquires the medium ID and the unit ID related to the medium and unit relating to the target ad space from the ad space master data. For example, if the target ad space is "00 newspaper morning edition, all 15 columns below the article monochrome", the vehicle ID of the vehicle "00 newspaper morning edition nationwide edition" and the unit ID of the unit "15 columns below the article monochrome" are acquired. .

Further, the control unit 13 acquires the monitor attribute of the monitor ID of the target monitor from the media contact survey data. Then, the control unit 13 acquires the advertisement attention rate related to the vehicle ID and the unit ID of the monitor attributes from the advertisement attention rate survey data.

Subsequently, in S204, the control unit 13 multiplies the vehicle contact rate acquired in S202 by the advertisement attention rate acquired in S203 to calculate the ad frame contact rate. The ad frame contact rate is the probability that a monitor will come into contact with an advertisement placed in the target ad frame. For example, if the vehicle contact rate is 0.857 and the advertisement attention rate is 0.628, the ad frame contact rate is calculated as 0.857×0.628=0.538.

Subsequently, in S205, the control unit 13 calculates the contact degree of the advertisement placed in the target advertisement space. In this embodiment, the degree of contact is the number of people in contact.
Specifically, the control unit 13 acquires the population weight related to the monitor ID of the target monitor from the media contact survey data. Then, the control unit 13 multiplies the obtained population weight by the advertising space contact rate calculated in S204 to calculate the contact number of people. For example, if the population weight is 593 and the ad frame contact rate is 0.538, the contact number is calculated as 593×0.538=0.319.

The control unit 13 repeats the above processing of S202 to S205 until all the monitor data acquired in S201 are completed.
Subsequently, in S206, the control unit 13 calculates the target contact degree (target contact degree number of people in this embodiment) by totaling the contact degree (contact number of people) of all monitor data.

Subsequently, the control unit 13 acquires the attitude change contribution parameter from the database 4 in S207.
Specifically, the control unit 13, from the search conditions acquired in S101 of FIG. age, gender) and product service category. Further, the control unit 13 acquires a combination of a medium type and a unit (for example, “newspaper”דall 15-stage monochrome”) from the target ad space. Then, the control unit 13 acquires from the database 4 attitude change contribution parameters that match these acquired conditions. As for the product service category, in the campaign information stored in the database 4, the product service category linked to the advertiser name included in the search condition is acquired.

Subsequently, in S208, the control unit 13 calculates an attitude change contribution index by multiplying the target contact number calculated in S206 by the attitude change contribution parameter acquired in S207.
Subsequently, the control unit 13 calculates cost efficiency in S209.

Here, the control unit 13 calculates the cost efficiency based on the target contact number by dividing the target contact number calculated in S206 by the charge of the target advertising space. For example, the control unit 13 may calculate a value (CPM: Cost Per Mille) obtained by dividing the target contact number by the charge of the target advertisement space and multiplying by 1000 as the cost efficiency.

Further, the control unit 13 calculates cost efficiency based on the attitude change contribution index by dividing the attitude change contribution index calculated in S208 by the price of the target ad space.
After executing S<b>209 , the control unit 13 ends the calculation process of FIG. 7 .

Returning to FIG. 6, in S104, the control unit 13 executes presentation processing. The presentation process is a process of presenting at least one of a plurality of ad spaces to the user based on the common indicator.
Specifically, the control unit 13 generates data for sorting and displaying a list of a plurality of advertising spaces based on the common index, and transmits the data to the user-side terminal 3 . A search result output screen A5 shown in FIG. 9 is displayed on the display of the user-side terminal 3 that has received the data.

In the search result output screen A5, a plurality of advertising spaces 41 are displayed according to the ranking based on the common index. For example, the higher the value of the common index, the higher the advertisement space displayed on the output screen A5.
Various buttons B7 for resetting search conditions are also displayed on the search result output screen A5. Various buttons B8 are also displayed for switching the common index and re-sorting the plurality of advertising spaces. For example, when "Degree" and "Adreach" are selected from various buttons B8, sorting is performed based on the degree of target contact, and when "Efficiency" and "Adreach" are selected, sorting is performed based on cost efficiency based on the degree of target contact. . In addition, when one of the types of "degree" and "attitude change" (advertisement recognition, brand name, brand understanding, interest arousal, purchase intention, favorability, image recall, etc.) is selected, the selected attitude Sorting by transformation contribution index is performed. Further, when either type of "efficiency" or "attitude change" is selected, sorting is performed according to cost efficiency based on the attitude change contribution index.

In this embodiment, the value of the common index is not displayed on the search result output screen A5. That is, the common index is used on the backend side of the system to determine the order of placement of each ad space.
On the search result output screen A5, the user selects one of the plurality of ad slots 41 and adds it to the campaign. Then, the user operates the purchase application button B3 on the My Page screen A1 of FIG. 3 to purchase the corresponding advertising space.

After executing S104, the control unit 13 ends the common index search process shown in FIG.
[1-3. effect]
According to 1st Embodiment detailed above, there exist the following effects.

(1a) The control unit 13 calculates a common index for each of a plurality of advertising spaces. Then, the control unit 13 presents at least one of the plurality of advertising spaces to the user based on the common index. Therefore, it is possible to assist the user in selecting an advertising space from among a plurality of advertising spaces of different media.

In addition, indicators related to the effectiveness and efficiency of advertising spaces published in media materials published by advertising space providers such as media companies (for example, the number of circulations of newspapers and magazines, and the number of passengers in the case of transportation advertising) and is uneven. Therefore, it is not possible to compare the effects of a plurality of advertising spaces of different media with this alone. On the other hand, in the present embodiment, a common index that is commonly used for a plurality of advertising spaces of different media is calculated. Therefore, it is possible to compare the effects of a plurality of advertising spaces of different media and recommend the advertising space to the user.

(1b) The control unit 13 calculates the number of target contact persons as a common index. Therefore, the user can select an advertising space from among a plurality of advertising spaces based on the target contact number of people for each advertising space.

(1c) The control unit 13 calculates a common index using the advertisement attention rate. Therefore, compared to the case where the common index is not calculated using the advertisement attention rate, it is possible to calculate a common index that appropriately reflects the effect of the advertising space.

(1d) The control unit 13 calculates cost efficiency as a common index. Therefore, the user can select an advertising space from among a plurality of advertising spaces based on the cost efficiency of each advertising space.
(1e) The control unit 13 calculates an attitude change contribution index as a common index. Therefore, the user can select an advertising space from among a plurality of advertising spaces based on the attitude change contribution index.

In this embodiment, S101 corresponds to the processing of the target acquisition unit, S103 corresponds to the processing of the calculation unit, and S104 corresponds to the processing of the disclosure unit and the presentation unit. In addition, the advertising space transaction support program corresponds to a computer program, and the number of people in contact corresponds to the degree of contact. The value obtained by dividing the amount to be paid by the price of the advertising space”.

[2. Second Embodiment]
[2-1. Differences from First Embodiment]
Since the basic configuration of the second embodiment is the same as that of the first embodiment, differences will be described below. Note that the same reference numerals as in the first embodiment indicate the same configurations, and refer to the preceding description.

In the above-described first embodiment, the target contact degree, cost efficiency, and attitude change contribution index are used as common indexes. On the other hand, in the second embodiment, the following two common indicators (first share indicator and second share indicator) are used as common indicators. In the following description, the terms "target industry" and "target category" mean the target industry and the target product or service category, respectively, specified by the user.
・First share index The first share index of a certain ad space is the composition ratio of the ad placement volume related to the target industry or target category out of the total ad placement volume using that ad space ( share). In addition, in this embodiment, the number of times advertisements have been placed (number of times of placement) is exemplified as the amount of advertisements placed.

For example, when the target industry is an automobile manufacturer, the total amount of advertisements placed in the past using a certain advertising space A is 100 times, and the breakdown is that the advertiser's industry is an automobile manufacturer (i.e., It is assumed that the amount of advertisements for the target industry) is 40 times, the amount of advertisements for the advertiser's industry is a beverage manufacturer is 30 times, and so on. In this case, the first share index of the advertising space A when the target industry is an automobile manufacturer is calculated as 40 times/100 times=40%. The first share index is similarly calculated for other ad spaces.
・Second share index The second share index for a certain advertising space is the amount of advertisements placed in relation to the target industry or category using that ad space, or the total number of ads placed in relation to the target industry or target category. It is the composition ratio (that is, the share) of the placement amount of the advertisement space with respect to the placement amount of the advertisement.

For example, if the target industry is an automobile manufacturer, assume that there are three advertisement slots A, B, and C in which advertisements for which the advertiser is an automobile manufacturer (i.e., ) are posted (all advertisement slots). do. Assume that the advertiser's business type is the target business type (automobile manufacturer), and the amount of advertisement placement is 50 times for advertising space A, 30 times for advertising space B, and 20 times for advertising space C, respectively. In this case, when the target industry is an automobile manufacturer, the second share index for each of the advertising spaces A, B, and C is 50 times, 30 times, and 20 times, respectively, or 50%, 30%, Calculated as 20%.

It should be noted that the “total amount of advertisements placed” in the first and second share indicators may not be the total amount of placed advertisements in a strict sense. It does not have to be the total ad placement amount in the strict sense, as long as the intended effect (supporting the selection of the ad space by the user) is achieved. In addition, in addition to the amount of advertisements placed using the Ad Space Trading Service, the amount of advertisements placed without using the Ad Space Trading Service is included in the "Total Ad Placement Volume". may be included.

In the second embodiment, the above two types of indices are used as common indices. The second embodiment will be described in detail below.
The hardware configuration of the advertising space transaction support system 100 of the second embodiment is the same as that of the first embodiment. On the other hand, in the second embodiment, the content of the common index search process executed by the control unit 13 of the advertising space transaction support device 1 is different from that in the first embodiment.

[2-2. function]
Next, the common index calculation process executed by the control unit 13 of the advertising space transaction support device 1 of the second embodiment will be described using the flowchart of FIG. 6 described above.

First, the control unit 13 acquires search conditions from the user terminal 3 in S101. S101 of the second embodiment is basically the same as S101 of the first embodiment, but the acquired search conditions are different.

In the second embodiment, a search condition input screen A6 shown in FIG. 10 is displayed on the display of the user terminal 3. FIG. The various search conditions set on the input screen A6 include advertiser information, indicator types, campaign conditions, and the like.

The advertiser information is advertiser information, such as the name of the advertiser, the type of business of the advertiser, and the category of products or services to be advertised. In this embodiment, when the user selects an advertiser name in the advertiser selection field 61, the advertiser's industry and product service category linked to the selected advertiser name are displayed in the industry selection field 62 in the campaign information of the database 4. and the category selection column 63 are automatically selected. Alternatively, the user may directly select a business type or product/service category in the business type selection field 62 or the category selection field 63 .

As for the indicator type, an indicator can be selected from two indicators (first share indicator and second share indicator). Campaign conditions are the same as in the first embodiment.
The control unit 13 acquires the above search conditions from the user terminal 3 . The business type and product/service category included in the search condition are the target business type and target category.

Subsequently, in S102, the control unit 13 acquires from the database 4 the advertising space information that matches the search conditions acquired in S101. Specifically, the control unit 13 acquires the advertising space information that matches the campaign conditions (for example, the total budget and implementation period of the campaign) among the search conditions.

Subsequently, the control unit 13 executes calculation processing in S103. The control unit 13 executes the first calculation process of FIG. 11 or the second calculation process of FIG. 12 as the calculation process according to the index type included in the search condition acquired in S101. The first and second calculation processes will be described in order below.
<First calculation process>
When the first share index is selected as the index type, the control unit 13 executes the first calculation process shown in FIG. 11 .

In the first calculation process, the control unit 13 sequentially sets each of the plurality of ad spaces related to the ad space information acquired in S102 of FIG. The process of S302 is executed.

First, in S301, the control unit 13 refers to the actual placement data regarding the target ad space in the database 4, and totals the placement amount for each type of industry or product service category for the placement of advertisements using the target ad space. As a result of the aggregation, for example, for the target ad space, the ad placement volume for each type of business of the advertiser is as follows: 40 ad placements for the automobile manufacturer, 30 ads for the beverage manufacturer, etc. and so on.

Subsequently, in S302, the control unit 13 calculates the composition ratio of the amount of advertisements related to the target business type or the target category in the total amount of advertisements placed using the target ad space as the first share of the target ad space. Calculated as an index. For example, if the total amount of advertisements placed using the target ad space is 100 times, and the amount of advertisements for which the advertiser's industry is the target industry is 40 times, the first The share index is calculated as 40 times/100 times=40%.

The control unit 13 changes the target ad space and executes the above-described processing of S301 to S302 for all the ad spaces acquired in S102.
<Second calculation process>
On the other hand, when the second share index is selected as the index type, the control unit 13 executes the second calculation process shown in FIG. 12 . In the second calculation process, unlike the first calculation process, the target ad space is set and the process is not executed for each ad space. S401-S402 are executed.

First, in S401, the control unit 13 acquires placement performance data of advertisements relating to the target industry or target category from the database 4. FIG. Here, the advertisement related to the target industry or target category is an advertisement in which the target industry is the advertiser's industry or the target category is the product service category to be advertised. In general, in S401, advertisement placement record data relating to a plurality of advertisement spaces is acquired.

Subsequently, in S402, the control unit 13 calculates, as a second share index, the placement amount of advertisements relating to the target industry or target category for each advertising space related to the placement performance data relating to the target industry or target category acquired in S401. Alternatively, the control unit 13 sets the composition ratio of the amount of advertisements related to the target industry or target category of each advertising space to the total amount of advertisements (total amount) of all advertisements related to the target industry or category acquired in S401 as a second share index. Calculate as

For example, it is assumed that three advertisement slots A, B, and C have been used to place advertisements related to the target industry in the past. Then, the total amount of advertisements for the target industry is 100 times, and the amount of advertisements for the target industry in each of the advertising spaces A, B, and C is 50 times, 30 times, and 20 times, or converted to the composition ratio In the case of 50%, 30%, and 20%, these values are calculated as the second share index for each of the advertising spaces A, B, and C. After executing S402, the control unit 13 ends the second calculation process.

Returning to FIG. 6, the control unit 13 executes presentation processing in S104. S104 of the second embodiment is basically the same processing as S104 of the first embodiment.
Also in the second embodiment, a search result output screen like the search result output screen A5 (FIG. 9) of the first embodiment is displayed. On the output screen, a plurality of ad spaces are displayed according to the ranking based on the first share index or the second share index calculated in S103. For example, the higher the first share index or the second share index, the higher the advertisement space displayed on the output screen.

In the second embodiment, as in the first embodiment, the value of the common index for each ad space is not displayed on the search result output screen.
After executing S104, the control unit 13 ends the common index search process shown in FIG.

[2-3. effect]
According to the second embodiment described in detail above, the effect (1a) of the first embodiment described above is obtained, and the following effects are also obtained.

(2a) The control unit 13 calculates the first and second share indices as a common index. Therefore, the user can select an advertising space from among a plurality of advertising spaces based on the first and second share indices.
In addition, the first and second share indices are calculated using advertisement placement record data of various advertisers. Therefore, the user can know which advertising spaces are frequently used by other advertisers (that is, advertisers other than the advertisers involved in the campaign), and can select advertising spaces based on that information.

It should be noted that in the present embodiment, S101 corresponds to processing by the industry category acquisition unit.
[3. Other embodiments]
Although the embodiments of the present disclosure have been described above, the present disclosure is not limited to the above-described embodiments, and can be implemented in various modifications.

(3a) In each of the embodiments described above, the degree of contact with the target and the like were exemplified as the common index, but the common index is not limited to this. For example, the common index may be target content. The target content rate of a certain advertising space is the ratio of contacts belonging to the target segment to all contacts of the advertisement placed in the advertising space. Also, the target content rate may be a ratio in which the number of people contacted by the advertisement for the entire market is the denominator, and the number of people contacted by the advertisement for the target segment is the numerator. According to such a configuration, the user can select an ad space from among a plurality of ad spaces based on the target content rate of each ad space.

(3b) Combinations of common indexes that can be selected by the user are not limited to those of the above embodiments. For example, the common index may be selected from any one or more of the degree of contact with the target, the attitude change contribution index, the cost efficiency, the first share index, the second share index, the target content rate, and the like.

(3c) In the above-described second embodiment, the number of advertisement placements (number of advertisement placements) performed using a certain advertising space was exemplified as the amount of advertisement placement performed using a certain advertising space. The amount is not limited to this. For example, the amount of ad placement is the number of campaigns in which the ad was placed using that ad space, the amount of ad placement (advertising amount) that was placed using that ad space, and the amount of ad placed in that ad space It may be the number of contact times of an advertisement or the like. In addition, as the number of advertisement contact times, for example, GRP (Gross Rating Point), the number of advertisement exposure times, or the like may be used.

(3d) In the presentation process (S104) of each embodiment described above, a plurality of advertising spaces may be sorted based on a plurality of common indicators. Specifically, for example, when a plurality of ad spaces are sorted based on a first common index (e.g., degree of target contact) among the plurality of common indices, any two or more of the plurality of ad spaces When the value of the first common index for the advertising space is the same, any two of the above-described two common indices are selected based on a second common index (e.g., cost efficiency) different from the first common index among the plurality of common indices. One or more ad slots may be further sorted. In this case, for example, among ad spaces with the same degree of contact with the target, a plurality of ad spaces may be sorted in descending order of cost efficiency.

(3e) In the first embodiment, the attitude change contribution index is calculated by multiplying the degree of contact with the target by the attitude change contribution parameter (attitude change rate). In other words, the attitude change contribution index is calculated by linearly transforming the target contact degree. However, the calculation method of the attitude change contribution index is not limited to this.

For example, the attitude change contribution index may be calculated by non-linearly transforming the target contact degree. That is, the attitude change contribution index may be calculated as a function of the degree of contact with the target and the attitude change rate. In this case as well, the attitude change contribution index is calculated according to the degree of contact with the target.

Further, in the above-described first embodiment, the attitude change rate was exemplified as a parameter (attitude change contribution parameter) used when calculating the attitude change contribution index, but the attitude change contribution parameter may be other than this.

Further, for example, the attitude change contribution index may be calculated based on an index or the like other than the degree of contact with the target.
(3f) Regarding the calculation of the attitude change contribution index in the first embodiment, it is not necessary to calculate the degree of contact with the advertisement each time. For example, the attitude change contribution index may be calculated using contact degree data stored in advance in the database 4 .

(3g) The attitude change contribution index and the attitude change contribution parameter may be calculated by a method different from that of the first embodiment.
(3h) In the first embodiment described above, the common index may be calculated using the advertisement attention rate at a specific point in time (for example, a specific date and time). For example, if the advertisement placement date for the target ad space is at a specific time (for example, New Year's Day), the ad attention rate at that specific time may be used to calculate the common index for that ad space.

(3i) In each of the above-described embodiments, the higher the value of the common index, the higher the ad space displayed on the search result output screen A5 (FIG. 9). However, the method of displaying the ad space is not limited to this. For example, the user may be allowed to set a condition regarding the value of the common index (for example, the range of the value of the common index), and the advertising space that matches the set condition may be displayed.

(3j) In the search result output screen A5 (FIG. 9) of each of the above embodiments, the value of the common index for each advertising space may be displayed.
(3k) A plurality of functions possessed by one component in the above embodiment may be realized by a plurality of components, or a function possessed by one component may be realized by a plurality of components. . Also, a plurality of functions possessed by a plurality of components may be realized by a single component, or a function realized by a plurality of components may be realized by a single component. Also, part of the configuration of the above embodiment may be omitted. Moreover, at least part of the configuration of the above embodiment may be added or replaced with respect to the configuration of the other above embodiment.

(3l) In addition to the control unit 13 of the advertising space transaction support device 1 described above, an advertising space transaction support system 100 having the advertising space transaction support device 1 as a component, a program for causing a computer to function as the control unit 13, and this program The present disclosure can also be realized in various forms, such as a non-transitional substantive storage medium such as a semiconductor memory that stores , an advertising space transaction support method, and the like.

DESCRIPTION OF SYMBOLS 1...Advertising space transaction support apparatus, 2...Provider side terminal, 3...User side terminal, 4...Database,
100: Advertising frame transaction support system.

Claims (13)

An advertising space trading support system for supporting trading of advertising space,
a publishing unit configured to publish, on a network, information about a plurality of advertising slots related to reservation-type advertisements and having different media;
a calculation unit configured to calculate a common index for each of the plurality of ad slots;
a presentation unit configured to present at least one of the plurality of ad slots to a user based on the common indicator;
a target acquisition unit configured to acquire a condition for a target segment;
a database storing various data used to calculate the common index;
with
The common index is an index representing the effect and/or efficiency of the advertising space, and is an index commonly used for the plurality of advertising spaces of different media ,
The various types of data include media exposure survey data, which is data obtained by investigating the status of contact with the media for survey subjects, and advertisement attention, which is survey data regarding the advertisement attention rate of advertisements placed in the advertisement space. rate survey data; and
The media contact survey data includes a monitor ID for identifying the survey subject, a monitor attribute that is an attribute of the survey subject, a population weight that is a weight used for weight back aggregation, and a vehicle of the survey subject. includes the vehicle contact frequency, which is the contact frequency per
The advertisement attention rate is the percentage of people who have come into contact with a specific vehicle who pay attention to an advertisement placed in a specific advertising space in that vehicle,
The calculation unit uses the various data to calculate, as the common index, the degree of contact of the advertisement placed in the advertisement space with respect to the target segment.
Advertising space transaction support system. An advertising space trading support system for supporting trading of advertising space,
a publishing unit configured to publish, on a network, information about a plurality of advertising slots related to reservation-type advertisements and having different media;
a calculation unit configured to calculate a common index for each of the plurality of ad slots;
a presentation unit configured to present at least one of the plurality of ad slots to a user based on the common indicator;
a database storing various data used to calculate the common index;
with
The common index is an index representing the effect and/or efficiency of the advertising space, and is an index commonly used for the plurality of advertising spaces of different media,
The various data include attitude change contribution parameters used for calculating the attitude change contribution index,
The calculation unit uses the various data to calculate, as the common index, the attitude change contribution index, which is an index representing how much the advertisement placed in the advertising space contributes to the attitude change.
Advertising space transaction support system. The advertising space transaction support system according to claim 2,
The attitude change contribution parameter is an attitude change rate calculated by comparing the responses of people who have come into contact with the advertisement and the responses of people who have not come into contact with the advertisement,
The attitude change rate is a ratio indicating how much a person's attitude has changed,
Advertising space transaction support system. The advertising space transaction support system according to any one of claims 1 to 3,
a target acquisition unit configured to acquire a condition for the target segment;
Using the various data, the calculation unit divides the degree of contact of the advertisement placed in the advertising space with the target segment, or the amount calculated based on the degree of contact, by the fee for the advertising space. calculating as efficiency and calculating the cost efficiency as the common index;
Advertising space transaction support system. An advertising space trading support system for supporting trading of advertising space,
a publishing unit configured to publish, on a network, information about a plurality of advertising slots related to reservation-type advertisements and having different media;
a calculation unit configured to calculate a common index for each of the plurality of ad slots;
a presentation unit configured to present at least one of the plurality of ad slots to a user based on the common indicator;
a database storing various data used to calculate the common index;
an industry category acquisition unit configured to acquire a target industry, which is a target industry, or a target category, which is a category of target products or services;
with
The various types of data include advertisement performance data, which is data related to past advertisements,
The placement performance data includes a total placement amount of advertisements placed using the advertising space,
The calculation unit calculates, using the various data, the composition ratio of the amount of advertisements related to the target industry or the target category out of the total amount of advertisements placed using the advertising space, An advertising space transaction support system that calculates the common index for the space. An advertising space trading support system for supporting trading of advertising space,
a publishing unit configured to publish, on a network, information about a plurality of advertising slots related to reservation-type advertisements and having different media;
a calculation unit configured to calculate a common index for each of the plurality of ad slots;
a presentation unit configured to present at least one of the plurality of ad slots to a user based on the common indicator;
a database storing various data used to calculate the common index;
an industry category acquisition unit configured to acquire a target industry, which is a target industry, or a target category, which is a category of target products or services;
with
The various types of data include advertisement performance data, which is data related to past advertisements,
The placement performance data includes a total placement amount of advertisements placed using the advertising space,
The calculation unit uses the various data to determine, for each of the plurality of ad slots, the amount of advertisements placed in relation to the target industry or the target category performed using the ad slot, or the target industry or An advertising space transaction support system for calculating, as the common index of the advertising space, a composition ratio of the placement amount of the relevant advertising space with respect to the total advertising placement quantity of the advertising placements related to the target category. An advertising space trading support system for supporting trading of advertising space,
a publishing unit configured to publish, on a network, information about a plurality of advertising slots related to reservation-type advertisements and having different media;
a calculation unit configured to calculate a common index for each of the plurality of ad slots;
a presentation unit configured to present at least one of the plurality of ad slots to a user based on the common indicator;
a database storing various data used to calculate the common index;
a target acquisition unit configured to acquire a condition for a target segment;
with
The various types of data include advertisement performance data, which is data related to past advertisements,
The placement performance data includes a total placement amount of advertisements placed using the advertising space,
The calculation unit uses the various data to calculate, as a target content rate, a ratio of contact persons belonging to the target segment to all contact persons of the advertisement placed in the advertisement frame, and calculates the target content rate. Calculated as the common index,
Advertising space transaction support system. An advertising space trading support method for supporting trading of advertising spaces among computer operation methods, comprising:
Publishing on a network information about a plurality of advertising slots related to reservation-type advertisements and having different media;
calculating a common index for each of the plurality of ad slots;
presenting at least one of the plurality of ad slots to a user based on the common indicator;
obtaining conditions for the target segment;
storing in a database various data used to calculate the common index;
including
The common index is an index representing the effect and/or efficiency of the advertising space, and is an index commonly used for the plurality of advertising spaces of different media,
The various types of data include media exposure survey data, which is data obtained by investigating the status of contact with media for survey subjects, and advertisement attention, which is survey data regarding the advertisement attention rate of advertisements placed in the advertisement space. rate survey data; and
The media contact survey data includes a monitor ID for identifying the survey subject, a monitor attribute that is an attribute of the survey subject, a population weight that is a weight used for weight back aggregation, and a vehicle of the survey subject. includes the vehicle contact frequency, which is the contact frequency per
The advertisement attention rate is the percentage of people who have come into contact with a specific vehicle who pay attention to an advertisement placed in a specific advertising space in that vehicle,
Calculating the common index includes calculating, as the common index, the degree of contact of the advertisement placed in the advertising space with respect to the target segment, using the various data.
Advertising frame transaction support method. An advertising space trading support method for supporting trading of advertising spaces among computer operation methods, comprising :
Publishing on a network information about a plurality of advertising slots related to reservation-type advertisements and having different media;
calculating a common index for each of the plurality of ad slots;
presenting at least one of the plurality of ad slots to a user based on the common indicator;
storing in a database various data used to calculate the common index;
including
The common index is an index representing the effect and/or efficiency of the advertising space, and is an index commonly used for the plurality of advertising spaces of different media ,
The various data include attitude change contribution parameters used for calculating the attitude change contribution index,
Calculating the common index includes calculating, as the common index, the attitude change contribution index, which is an index representing how much the advertisement placed in the advertising space contributes to attitude change, using the various data. including
Advertising frame transaction support method. An advertising space trading support method for supporting trading of advertising spaces among computer operation methods, comprising:
Publishing on a network information about a plurality of advertising slots related to reservation-type advertisements and having different media;
calculating a common index for each of the plurality of ad slots;
presenting at least one of the plurality of ad slots to a user based on the common indicator;
storing in a database various data used to calculate the common index;
Acquiring the target industry, which is the target industry, or the target category, which is the category of the target product or service;
including
The various types of data include advertisement performance data, which is data related to past advertisements,
The placement performance data includes a total placement amount of advertisements placed using the advertising space,
Calculating the common index is performed by using the various data to calculate the composition ratio of the amount of advertisements related to the target industry or the target category, out of the total amount of advertisements placed using the advertising space. is calculated as the common index of the advertising space,
Advertising frame transaction support method. An advertising space trading support method for supporting trading of advertising spaces among computer operation methods, comprising:
Publishing on a network information about a plurality of advertising slots related to reservation-type advertisements and having different media;
calculating a common index for each of the plurality of ad slots;
presenting at least one of the plurality of ad slots to a user based on the common indicator;
storing in a database various data used to calculate the common index;
Acquiring the target industry, which is the target industry, or the target category, which is the category of the target product or service;
including
The various types of data include advertisement performance data, which is data related to past advertisements,
The placement performance data includes a total placement amount of advertisements placed using the advertising space,
Calculating the common index includes, for each of the plurality of advertising spaces, using the various data, the amount of advertisements placed in relation to the target industry or the target category using the relevant advertising space, or Calculating the composition ratio of the ad placement amount of the relevant ad space to the total ad placement amount of the ad placement related to the target industry or the target category as the common index of the ad space,
Advertising frame transaction support method. An advertising space trading support method for supporting trading of advertising spaces among computer operation methods, comprising:
Publishing on a network information about a plurality of advertising slots related to reservation-type advertisements and having different media;
calculating a common index for each of the plurality of ad slots;
presenting at least one of the plurality of ad slots to a user based on the common indicator;
storing in a database various data used to calculate the common index;
obtaining conditions for the target segment;
including
The various types of data include advertisement performance data, which is data related to past advertisements,
The placement performance data includes a total placement amount of advertisements placed using the advertising space,
Calculating the common index includes using the various data to calculate the ratio of contacts belonging to the target segment to all contacts of the advertisement placed in the advertising space as the target content rate, calculating the target content rate as the common index;
Advertising frame transaction support method. A computer program for causing a computer to implement the functions of the advertising space transaction support system according to any one of claims 1 to 7.

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