KR20100090903A

KR20100090903A - Method for measuring the effect of internetadvertisement

Info

Publication number: KR20100090903A
Application number: KR1020090010127A
Authority: KR
Inventors: 장진규
Original assignee: 주식회사 아시아컴
Priority date: 2009-02-09
Filing date: 2009-02-09
Publication date: 2010-08-18

Abstract

Disclosed is a method for measuring advertisement effect. The method includes selecting a male and female panel client having an analysis target advertisement and a predetermined age range among advertisements broadcast over the airwaves; Providing an electronic questionnaire including query information related to the selected advertisement to the selected panel client at an operation server; Receiving, by the operation server, an electronic questionnaire including response information about the query information and performing validation to construct an advertisement database; And calculating an advertisement effect based on the response information stored in the advertisement database, wherein calculating the advertisement effect comprises: a) a number of a crush panel client responding to the selected advertisement by the number of actual population; Converting to the likeable population with reference to; b) calculating a cumulative average cost per consumer's mind (CPCM) by dividing the average cumulative advertising cost of the selected advertising sector by the cumulative population; c) calculating the CM value by multiplying the converted crush population by the calculated industry average CPCM; And d) calculating a return on investment (ROI) based on the calculated CM value and the advertisement cost executed for the selected advertisement.

Description

Method for measuring the effect of internetadvertisement}

The present invention relates to a method for measuring the advertising effect, and more particularly, to a method for measuring the advertising effect that can effectively measure the advertising effect by calculating the effective advertising costs.

In general, in order to contribute to brand loyalty, commercial advertisements, including TV advertisements, are more important than whether they are advertisements that appeal to consumers to induce purchases rather than simple cognitive reactions by consumers. In addition, because consumers are indiscriminately exposed to commercial advertisements of various products, they may be buried by better commercial advertisements in other industries, even if they are superior to competitors' commercial advertisements in recognition.

In this respect, there is a need for an objective tool to measure how much commercial advertising has reached and maintained the consumer's mind, that is, how much of it it is.

In this regard, although Korean Patent Publication No. 2007-29350 proposes a method of measuring advertising effect, it is not specifically presented how to analyze the cost-to-favorability of the advertising being executed based on the integrated database. Only the abstract process is described.

Therefore, there is a need for an advertisement effect measuring method capable of objectively measuring the advertisement effect based on the consumer's attractiveness to the commercial advertisement being executed as the advertisement effect.

An object of the present invention is to provide an advertising effect measuring method that can objectively measure the advertising effect by quantifying the likelihood through the calculation of the effective advertising cost.

The above object is to select a male and female panel client of a predetermined age range and the analysis target advertisement among advertisements broadcast over the airwaves; Providing an electronic questionnaire including query information related to the selected advertisement to the selected panel client at an operation server; Receiving, by the operation server, an electronic questionnaire including response information about the query information and performing validation to construct an advertisement database; And calculating an advertisement effect based on the response information stored in the advertisement database, wherein calculating the advertisement effect comprises: a) a number of a crush panel client responding to the selected advertisement by the number of actual population; Converting to the likeable population with reference to; b) calculating a cumulative average cost per consumer's mind (CPCM) by dividing the average cumulative advertising cost of the selected advertising sector by the cumulative population; c) calculating the CM value by multiplying the converted crush population by the calculated industry average CPCM; And d) calculating a return on investment (ROI) based on the calculated CM value and the advertisement cost executed on the selected advertisement.

Preferably, after step a), the method may further include calculating a MRP (Mind Rating Point) by dividing the converted crush population by the total population of the predetermined age range based on the population census of the year. .

In addition, the process of removing unsatisfactory response information from the response information, authenticating the responding consumer panel client, verifying the coding result of the response information, and filtering by an expert is further performed. can do.

According to the above configuration, the advertising effect can be analyzed objectively and reliably by quantifying the advertising effect.

Hereinafter, with reference to the accompanying drawings will be described an embodiment of the present invention.

1 is a diagram showing a network configuration to which the measuring method of the present invention can be applied.

The operation server 10 has a configuration related to performing the advertising effect measuring method according to the present invention, for example, may be provided with a program module corresponding to various functions such as analysis or calculation, or a server performing each function may be installed. have. This configuration problem is a conventional technique for those skilled in the art, so a detailed description thereof will be omitted.

The operation server 10 includes an advertisement information database 12. The advertisement information database 12 includes an advertisement execution status database, a consumer panel information database, a survey information database, a response information database, or an analysis information database. As a result, various databases may be included. The advertisement information database 12 may be networked to the operation server 10 as a separate advertisement information server.

The consumer panel client may be a computer system 20, a set top box 22, or a wireless terminal device 24. The consumer panel client may be connected to the operation server 10 through a network such as the Internet.

2 is a flowchart illustrating a method for measuring advertisement effect according to the present invention.

First, an analysis target advertisement is selected from the advertisements broadcast through the airwaves (step S10). The setting of the analysis target advertisement may be selected at the request of the advertiser, or arbitrarily selected for mutual comparison of the advertisements within the corresponding industry. There is no particular limitation on the selection of the analysis target advertisement, but considering the cost-effective aspect, for example, a program advertisement or a stub broadcast on the national or metropolitan area through the MBC, SBS, and KBS2 channels may be used as the analysis target advertisement.

Subsequently, age and region ranges and the number of people, survey methods, survey periods, etc. for the consumer panel are selected (step S20).

For example, in consideration of cost-effectiveness, the age may be 10 to 59 years old and the area may be limited to Seoul and the metropolitan area, and the number of people may be limited to 1,200. In addition, the survey method provides a standardized electronic questionnaire, and the survey period may be repeatedly selected by selecting a specific period each month, or may be selected for a long period from several months to several months.

Next, the operation server 10 provides an electronic questionnaire including query information related to the selected advertisement to the selected panel client (20, 22, 24) (step S30).

In this case, the query information may be previously formatted and provided for efficient analysis of the advertising effect. In other words, the analysis of advertisement effects is preformed in consideration of various forms of analysis, including not only the cost-effectiveness analysis of the advertisement itself, but also the analysis of the attractiveness factors of the advertisement and the analysis of the advertisement model.

The consumer panel clients 20, 22, and 24 provided with the electronic questionnaire prepare response information about the query information and transmit the response information to the operation server 10, and the operation server 10 includes the response information about the inquiry information. Receiving the questionnaire and performing validation to build the advertisement database 12 (step S40).

Here, validation refers to a process of removing unsatisfactory response information, authenticating a responding consumer panel client, verifying a coding result of the response information, and filtering by an expert in an analysis process. Through this validation, the reliability of the response information can be improved by improving the reliability of the response information.

The operation server 10 calculates an advertisement effect based on the response information stored in the constructed advertisement database 12.

Hereinafter, the process of calculating the advertising effect will be described in detail.

Advertising effectiveness indicators can define MRP (Mind Rating Point) and CM Value (CM Value).

MRP (%) = Crush Population / Total Population

CM Value (KRW) = Crush Population × Industry Average CPCM

Specifically, the MRP means a ratio that remembers that the target advertisement is liked, and the crush population is divided by the total population. Here, the crush population refers to the number of respondents who responded by remembering that they liked the target advertisement among the respondents' panel, according to the actual population composition by age, and the total population was 10 to 59 based on the population census of the survey year. Refers to the entire male and female population of three.

In addition, the CM value refers to the cost of the advertising effect (MRP), that is, the effective advertising cost, and is calculated by multiplying the average population CPCM by the number of crush population. Here, CPCM (Cost Per Consumer's Mind) (KRW) is an advertisement efficiency index, which means the cost of a corresponding advertisement causing a crush on one consumer, and is calculated by dividing the execution advertisement cost by the number of crush population.

The advertising cost of the target advertisement was 11.34 million won, and among the 1,200 consumer panels surveyed from October 10, 2007 to March 2007, 112 voted that they liked the target advertisement, which was converted according to the actual population composition. The population was 3,034 thousand.

Meanwhile, since May 2005, the cumulative advertising cost of the industry to which the target advertisement belongs is 210 billion won, the cumulative population is 198 million, and the cumulative average CPCM is calculated based on this.

The industry's cumulative average CPCM = KRW 210bn / 198 million = 1,118 won.

Therefore, CM value (won) = 3,034 thousand x 1,118 won = 3,391 million won. In other words, if the advertising effect is converted into an amount, it would be 3,391 million won.

As a result, return on investment (ROI) is calculated by dividing the effective advertising cost by the actual advertising cost,

ROI = (3,391-1,134) / 1,134 × 100 = 199%.

After calculating the advertising effect as described above, it is possible to perform statistical analysis on the advertising effect between the calculated advertisements from various angles (step S60).

For example, by calculating the actual advertising cost, MRP, and CPCM for each brand to determine the ranking of advertising effectiveness, it is possible to provide brand information in the order of high advertising effectiveness regardless of the industry. In addition, the position of the target advertisement in the entire advertisement or the corresponding industry, the analysis of the advertising effect trend between competing brands, or the advertising execution share and the advertising share in the competition category can be analyzed. In addition, the degree of effect of the target target among the total consumers can be analyzed and compared with the competitors, and the favorable factors can be compared and analyzed for each advertisement of the competitive brand.

In the above description, the embodiment of the present invention has been described, but various changes can be made at the level of those skilled in the art. Therefore, the scope of the present invention should not be construed as being limited to the above embodiment, but should be interpreted by the claims described below.

Claims

Selecting a male and female panel client having an analysis target advertisement and a predetermined age range among advertisements broadcast over the airwave;

Providing an electronic questionnaire including query information related to the selected advertisement to the selected panel client at an operation server;

Receiving, by the operation server, an electronic questionnaire including response information about the query information and performing validation to construct an advertisement database; And

Calculating an advertisement effect based on the response information stored in the advertisement database;

Computing the advertising effect,

a) converting the number of crush panel clients responding to the selected advertisement into the crush population with reference to the actual population;

b) calculating a cumulative average cost per consumer's mind (CPCM) by dividing the average cumulative advertising cost of the selected advertising sector by the cumulative population;

c) calculating the CM value by multiplying the converted crush population by the calculated industry average CPCM; And

d) calculating a return on investment (ROI) based on the calculated CM value and the advertisement cost executed for the selected advertisement.

The method of claim 1, further comprising: calculating a Mind Rating Point (MRP) by dividing the converted crush population by the total population of the predetermined age range based on the population census of the year. Advertising effect measuring method, characterized in that.

The process of claim 1, wherein the validation process removes unsatisfactory response information from the response information, authenticates the responding consumer panel client, verifies a coding result of the response information, and filters by an expert. Advertising effect measuring method, characterized in that additionally performed.