CN112446731A

CN112446731A - Device and method for detecting number of people who contact advertisement media

Info

Publication number: CN112446731A
Application number: CN202010699464.1A
Authority: CN
Inventors: 中山诚; 石川江里; 神野樱
Original assignee: Kaisheng Co ltd
Current assignee: Kaisheng Co ltd
Priority date: 2019-08-27
Filing date: 2020-07-20
Publication date: 2021-03-05
Also published as: JP6853404B2; JP2021039733A

Abstract

The invention relates to an advertisement media contact person number detection device and an advertisement media contact person number detection method. The device for detecting the number of people contacting the advertising media comprises a visual identification range calculating unit, a block extracting unit, a block excluding unit, a range specifying unit and a number of people contacting the advertising media calculating unit, wherein the number of people contacting the advertising media is calculated by acquiring the data of the floating population through the number of people contacting the advertising media calculating unit. According to the present invention, the number of media contacts in any period can be detected accurately and easily at any time without actually conducting traffic volume survey.

Description

Device and method for detecting number of people who contact advertisement media

Technical Field

The present invention relates to an apparatus and a method for detecting the number of persons who contact an advertisement medium, which are used to detect the number of persons who contact an OOH (out of home) medium such as an advertisement medium, particularly an outdoor advertisement medium.

Background

OOH media, such as outdoor advertising media and traffic advertising media, are considered to be more difficult to measure the number of people exposed to the advertising media than other advertising media. For example, the audience ratings in television media and broadcast media, the number of releases in newspaper and magazine media, and the number of clicks in web advertising media can all be considered the number of contacts for each media, but OOH media is the only one and not "active visual recognition" but "forced visual recognition" or "passive visual recognition", and therefore the visual recognition number (number of contacts) cannot be calculated unless the number of passes in the exposed area can be measured. Therefore, most of the conventional traffic surveys are performed by visual counting, which requires a lot of manpower, and thus it is impossible to measure the number of persons in contact with all of numerous OOH media.

On the other hand, recently, a location information service based on GPS (global positioning system) data of a smartphone has been developed considerably, and the number of smartphones (smartphone application users) present around media can be detected. However, the number of people detected in this way is the number of smartphone application users, not the number of people around the media. Further, even if the number of people around the medium is detected, the number of people in contact with the medium cannot be accurately known.

Patent document 1 discloses a means for estimating the number of people who focus on an advertisement without performing a people number survey as an advertisement response prediction system for predicting the number of times a media user responds to an advertisement, but in this case, the advertisement medium is not an OOH medium but an advertisement medium posted in a newspaper. Therefore, in patent document 1, the advertisement attention number is calculated with respect to the number of subscribers based on the rate at which the advertisement attention number depends on the advertisement placement format.

Documents of the prior art

Patent document

[ patent document 1 ] patent No. 3673193

Disclosure of Invention

Problems to be solved by the invention

Although the method of estimating the number of people who pay attention to advertisements described in patent document 1 is effective for advertisement media published in newspapers, it cannot be applied at all to the detection of the number of people who come into contact with media in OOH media.

Therefore, an object of the present invention is to provide an advertising media exposure amount detecting apparatus and an advertising media exposure amount detecting method, which can accurately detect the amount of media exposure of an OOH media without actually conducting an amount survey.

Means for solving the problems

According to the present invention, there is provided an advertising medium contact person number detection apparatus, comprising: a visual recognition range calculation unit that calculates a visual recognition range of an advertising medium by a position and a height from a ground of the advertising medium as a subject and an orientation of an advertising surface of the advertising medium; a block extraction unit that extracts a block within a passable area among a plurality of blocks included within the visual recognition range calculated by the visual recognition range calculation unit; a block excluding unit that excludes a block, from which the advertisement medium cannot be visually recognized, from the blocks extracted by the block extracting unit; a range specifying unit that specifies a range including the blocks remaining after the elimination by the block eliminating unit; and a contact count calculation unit that acquires floating population data moving in the direction of the advertising medium in a specified range and calculates the advertising medium contact count.

First, a visual recognition range of the advertising medium is calculated from the position and height of the advertising medium and the orientation of the advertising surface, and blocks within a passable area among a plurality of blocks included in the visual recognition range are extracted. Then, a block in which the advertisement medium cannot be visually recognized is excluded from the extracted blocks, and a range including the remaining blocks after the exclusion is specified. The floating population data moving in the direction of the advertising medium in the specified range is acquired and the number of persons exposed to the advertising medium is calculated accordingly. Here, the floating population data is an estimated value of a change in the flow of people based on the position information data provided by the data provider, and such an estimated value may be acquired from the data provider in a range of a certain shape (e.g., single or multiple grid units). There are certain differences in the methods and forms of data collection of this available floating population data, depending on the data supplier. As described above, since the range of the visually recognizable advertisement medium is specified and the number of persons who are in contact with the advertisement medium is obtained from the floating population data moving in the direction of the advertisement medium in the range, even for OOH media in which the number of persons who are in contact with the advertisement medium is difficult to detect, the number of persons who are in contact with the advertisement medium can be detected accurately and easily at any time without actually conducting a traffic survey.

Preferably, the range specifying unit is a mesh specifying unit that specifies at least one mesh including the blocks remaining after the exclusion by the block excluding unit.

Preferably, the contact person number calculation unit may be a unit that calculates floating population data by pedestrians or vehicles that are likely to visually recognize the advertisement medium.

Preferably, the contact person number calculation unit may be a unit that calculates floating population data that moves in the direction of the advertisement medium at a speed corresponding to a speed range of a moving speed of a pedestrian or a moving speed of a vehicle.

Preferably, the contact count calculation unit may be a unit that calculates floating population data moving in a plurality of orientations (for example, 5 orientations out of 8 orientations of north, northeast, east, southeast, south, southwest, west, and northwest) decided by the orientation of the advertising surface of the advertising medium.

Preferably, the mesh specifying unit may be a unit that specifies at least one mesh including a center point of the block remaining after the exclusion by the block excluding unit.

Preferably, the visual recognition range calculation unit may be a unit that performs calculation by: when an intersection between a line of a vertical line of an advertisement surface passing through the center of the advertisement surface of an advertisement medium and a ground surface at a first predetermined angle downward based on a human gaze stabilized field of view is set as an optimal visual recognition position, and an intersection between a line of a vertical line of the advertisement surface and a ground surface at a second predetermined angle downward based on a human top maximum field of view is set as a closest visual recognition position, and a position away from a distance between the optimal visual recognition position and the closest visual recognition position in a direction opposite to the center of the advertisement surface is set as a farthest visual recognition position, an arc range between an arc passing through the closest visual recognition position with the center of the advertisement surface as an arc center and an arc passing through the farthest visual recognition position with the center of the advertisement surface as an arc center is calculated.

At this time, more preferably, the visual recognition range calculating means calculates a circular arc range within an angular range of 45 degrees to the left and right from the center of the advertisement surface.

More preferably, the first predetermined angle is 20 degrees and the second predetermined angle is 50 degrees.

Preferably, the block extraction unit may also be a unit that refers to the map data and extracts a block within an area equivalent to a road among a plurality of blocks included in the visual recognition range.

Preferably, the block excluding unit may further be a unit comparing a height of a building in a block calculated by referring to the map data with a height of a line segment in the block among blocks through which the line segment connecting the center of the extracted block and the center of the advertising surface passes, and excluding the extracted block when the height of the building is higher than the height of the line segment.

Preferably, each of the plurality of blocks may be a square grid.

According to the present invention, there is also provided an advertising medium contact count detection method for calculating a visual recognition range of an advertising medium from a position and a height from the ground of the advertising medium as a target and an orientation of an advertising surface of the advertising medium, extracting blocks in a passable area among a plurality of blocks included in the calculated visual recognition range, designating a range including blocks remaining after excluding the blocks in which the advertising medium cannot be visually recognized from the extracted blocks, acquiring floating population data moving in a direction of the advertising medium in the designated range, and calculating an advertising medium contact count.

First, a visual recognition range of the advertising medium is calculated from the position and height of the advertising medium and the orientation of the advertising surface, and blocks within a passable area among a plurality of blocks included in the visual recognition range are extracted. Then, a block in which the advertisement medium cannot be visually recognized is excluded from the extracted blocks, and a range including the remaining blocks after the exclusion is specified. Thereby, the floating population data moving in the direction of the advertising medium in the specified range is calculated as the advertising medium exposure number. Here, the floating population data is an estimated value of population passage based on the position information data provided by the data provider, and such an estimated value may be acquired from the data provider in a range of a certain shape (e.g., single or multiple grid units). There are certain differences in the methods and forms of data collection of this available floating population data, depending on the data supplier. The number of persons who contact the advertisement medium is calculated by acquiring the floating population data moving in the direction of the advertisement medium in the specified range, so that even for OOH media in which the number of persons who contact the advertisement medium is difficult to detect, the number of persons who contact the advertisement medium can be accurately and easily detected at any time without actually conducting traffic volume survey.

Preferably, the specifying of the range includes specifying at least one mesh including a block remaining after excluding the block from which the advertisement medium cannot be visually recognized from the extracted blocks.

Preferably, the calculation of the number of persons exposed may also include calculating floating demographic data by pedestrians or vehicles that are likely to visually identify the advertising medium.

Preferably, the calculation of the number of persons in contact may further include calculating floating population data moving in the direction of the advertising medium at a speed corresponding to a speed range of the moving speed of the pedestrian or the moving speed of the vehicle.

Preferably, the calculation of the number of persons exposed may further comprise calculating floating demographic data moving in the direction of the advertising medium in a predetermined speed range in the specified range.

Preferably, the calculation of the number of contacts may also calculate floating demographic data moving in a plurality of orientations (e.g., 5 of 8 orientations of north, northeast, east, southeast, south, southwest, west, and northwest) determined by the orientation of the advertising surface of the advertising medium.

Effects of the invention

According to the present invention, even for an OOH medium whose number of media contacts is difficult to detect, the number of media contacts in an arbitrary period can be accurately and easily detected at any time without actually conducting traffic volume survey.

Drawings

Fig. 1 is a block diagram schematically showing the overall configuration of an advertising media exposure amount detection apparatus according to an embodiment of the present invention.

FIG. 2 is a flow diagram schematically illustrating an advertising media exposure detection operational flow according to the embodiment of FIG. 1.

Fig. 3A to 3D are diagrams illustrating an advertisement medium as an object and its surrounding environment in the embodiment of fig. 1.

Fig. 4 is a diagram illustrating a visual recognition distance when calculating a visual recognition range in the embodiment of fig. 1.

Fig. 5A and 5B are diagrams illustrating human visual fields used in the embodiment of fig. 1.

Fig. 6 is a diagram illustrating a visual recognition range calculated in the embodiment of fig. 1.

Fig. 7 is a diagram showing a state of a grid-shaped cell overlapping with the visual recognition range in the embodiment of fig. 1.

Fig. 8 is a diagram showing a state in which squares existing in a human-passable area are extracted in the embodiment of fig. 1.

Fig. 9 is a diagram showing a process of excluding a pane in which an advertisement medium cannot be visually recognized from the extracted panes in the embodiment of fig. 1.

Fig. 10A and 10B are diagrams illustrating a process of excluding a square where an advertisement medium cannot be visually recognized from the extracted squares in the embodiment of fig. 1.

Fig. 11 is a diagram showing a range in which squares that cannot be visually recognized are excluded from the extracted squares in the embodiment of fig. 1.

Fig. 12 is a diagram showing a range in which the boundary line is smoothed as compared with the range of fig. 11.

Fig. 13 is a diagram showing a grid including squares remaining after excluding visually unrecognizable squares in the embodiment of fig. 1.

Fig. 14 is a diagram showing selected moving directions in each grid in the embodiment of fig. 1.

Fig. 15A and 15B are diagrams for explaining an operation of selecting a movement direction in each grid in the embodiment of fig. 1.

Reference numerals

10 visual recognition range calculating unit

11 grid extraction unit

12-grid removing unit

13 grid designation cell

14 contact number calculating unit

20 advertisement media

20a advertising surface

21 best vision recognition position

22 nearest visual identification position

23 farthest visual identification position

24 visual recognition range

25. 261, 262, 263 square grid

26 squares present in the passable area

27 building

28 range of remaining squares

28' range with smooth contour

30 grid

30a mesh center

40. 41, 42 and 43 people

Detailed Description

Fig. 1 schematically shows the overall configuration of an advertising medium exposure amount detection apparatus according to an embodiment of the present invention, fig. 2 schematically shows an advertising medium exposure amount detection operation flow according to the embodiment of fig. 1, and fig. 3A to 3D illustrate an advertising medium as a target and its surrounding environment in the embodiment of fig. 1.

As shown in fig. 1 and fig. 3A to 3D, the advertising medium exposure amount detection device according to the present embodiment is basically configured by a computer controlled by a program, and includes a visual recognition range calculation unit 10. The visual recognition range calculating means 10 inputs position data and height data from the ground of the advertising medium 20 as a medium contact person number detection target and orientation data of the advertising surface 20a of the advertising medium 20, and calculates the visual recognition range of the advertising medium 20 on the map based on these input data. Moreover, the advertising media exposure detection device further comprises: a grid extracting unit 11 (corresponding to the block extracting unit of the present invention) that extracts a grid in a passable area from a plurality of grid-shaped grids included in the visual recognition range on the map calculated by the visual recognition range calculating unit 10; a square exclusion unit 12 (corresponding to the block exclusion unit of the present invention) that excludes squares from which the advertisement medium 20 cannot be visually recognized, from the squares extracted by the square extraction unit 11; a range specifying unit that specifies a range including the range of the squares remaining after the square exclusion unit 12 excludes them is a grid specifying unit 13 that specifies a grid in the present embodiment. The advertisement medium exposure amount detection device includes an exposure amount calculation unit 14, and the exposure amount calculation unit 14 acquires GPS floating population data moving in the direction of the advertisement medium 20 in a predetermined range (at least in one grid in the present embodiment) from a data supplier, and calculates and outputs the advertisement medium exposure amount.

The visual recognition range calculation unit 10 inputs position data indicating the position of the advertisement medium 20, height data H indicating the height of the advertisement medium 20 from the ground, and direction data of the direction in which the advertisement surface 20a of the advertisement medium 20 is oriented, as information of the target advertisement medium 20 (step S1 in fig. 2). The location data is the coordinates or longitude and latitude of the advertising medium 20 on the map. The height data H is the height of the center of the advertisement medium 20 from the ground, and in the present embodiment, the advertisement medium 20 is a building roof signboard located on the 7 th floor, and since the height of the signboard is 1.4m, H is 4m × 7+1.4m/2 (in a commercial building, the height of one floor is 4 m). I.e., H ═ 28.7 m. By subtracting the average viewpoint height of japanese from this height from the ground H of 1.56m, the height H' from the viewpoint of the person to the center of the advertisement medium 20 is: h 'is 28.7m to 1.56m is 27.14m (however, in the following description, for the sake of simplicity, H' is about 30 m). In addition, this value may be used if the height data H' on the advertisement medium 20 can be directly known from map data or the like. The direction data is given by the azimuth in which the advertising surface 20a faces, and in the present embodiment, since the advertising surface 20a faces south east, the direction data is azimuth data or angle data of 8 blocks corresponding to the south east azimuth. As a result, as shown in fig. 4, the visual recognition range calculating unit 10 calculates the optimal visual recognition position (optimal position), the closest visual recognition position, and the farthest visual recognition position on the ground on a line extending in the direction in which the advertising surface 20a of the advertising medium 20 faces.

As shown in fig. 5A, the optimal visual recognition position is a position where the advertisement medium 20 can be visually recognized at an angle of 20 degrees upward from the horizontal direction, which is a steady view of the person in the vertical direction that can be reasonably seen by the movement of the eyeball and the head, and as shown in fig. 4, if the height H' from the viewpoint to the center of the advertisement medium 20 is about 30m, the optimal visual recognition position is a position 82m away from the advertisement medium 20. The closest visual recognition position is a position where the advertising medium 20 can be visually recognized at an angle of 50 degrees from the horizontal direction, which is the maximum view above the upward visibility limit, as shown in fig. 4, and if the height H' from the viewpoint to the center of the advertising medium 20 is about 30m, the closest visual recognition position is a position 25m away from the advertising medium 20. The farthest visual recognition position is a position of the largest distance at which the signboard can be visually recognized, and as shown in fig. 4, the farthest visual recognition position is a position distant from the best visual recognition position by a distance (57m) between the best visual recognition position and the nearest visual recognition position in a direction away from the advertising medium 20, that is, a position distant from the advertising medium 20 by 139m (82m +57 m).

As shown in fig. 6, when circles C21, C22, and C23 passing through the optimum visual recognition position 21, the closest visual recognition position 22, and the farthest visual recognition position 23 are drawn on the ground with the center of the advertising surface 20a of the advertising medium 20 as the center of the circle, the visual recognition range is an area obtained by removing an area (near area not visually recognizable) passing through the circle C22 having a radius of 25m at the closest visual recognition position 22 from an area passing through the circle C23 having a radius of 139m at the farthest visual recognition position 23. Further, as shown in fig. 5B, if the medium is not visible beyond the gaze stabilization field in the left-right direction of the person, that is, at a position within an angular range of 45 degrees (90 degrees in total) from the front left and right, the visual recognition range of the advertisement medium 20 is a circular arc range (gray-shaded portion) 24 within an angular range of 45 degrees from the center of the advertisement surface 20a of the advertisement medium 20 as shown in fig. 6. That is, the visual recognition range calculating unit 10 calculates an angular range of 90 degrees sandwiched between the circle C22 and the circle C23 as the visual recognition range 24 (step S2 in fig. 2).

As shown in fig. 7, the cell extraction unit 11 first sets a plurality of grid-shaped cells 25 (corresponding to the blocks of the present invention) covering the visual recognition range 24 thus calculated on the map. Each square 25 is, for example, a square (grid) of 1m × 1m, but is not necessarily a square, and may be a rectangle or another shape. In addition, the size of one side is also not limited to 1m × 1m, and the size may be set as appropriate so that the number of squares is the number corresponding to the processing capacity of the computer. The cell extraction unit 11 extracts the cells 26 existing in the human passable area such as a road from the thus set plurality of grid-shaped cells 25 (step S3 in fig. 2). Specifically, the coordinates or longitude and latitude of the road, the aisle, and the like set in the map are compared with the center coordinates or longitude and latitude of the grid-shaped cell 25, and as shown in fig. 8, only a cell 26 whose center position of the cell belongs to the position of the road, the aisle, and the like is extracted.

The square exclusion unit 12 excludes squares from the squares 26 extracted by the square extraction unit 11 in which the advertising medium 20 cannot be visually recognized (step S4 in fig. 2). Specifically, the height of the building and other buildings at the position of the grid-shaped cell 25 is acquired from the map data, and the height of the acquired building is compared with the height of the line of sight on each cell 25 through which the line of sight passes, which is a connecting line between the center of each extracted cell 26 (for example, the

cells

261, 262, 263 in fig. 9, etc.) and the center point of the advertising surface 20a of the advertising medium 20, to determine whether or not the height of the building is higher than the height of the line of sight, thereby blocking the line of sight. That is, as shown in fig. 10A, when the height of the line of sight from a certain square (for example, square 261 or 262) to all the squares of the advertisement medium 20 is higher than the height of the buildings 27 in these squares, it is determined that the line of sight is not blocked, and the advertisement medium 20 can be visually recognized. As shown in fig. 10B, when the height of the line of sight from a certain cell (for example, cell 263) to any cell of the advertisement medium 20 is lower than the height of the building 27 in the cell, it is determined that the line of sight is blocked, and the advertisement medium 20 cannot be visually recognized. As a result, the cell exclusion unit 12 excludes cells determined to be visually unrecognizable (for example, the cell 263 in fig. 9). Fig. 11 shows a range 28 formed by a plurality of cells remaining after excluding a cell (cell 263) that cannot be visually recognized, and these cells 28 become the final visual recognition range.

The final visual recognition range may be a range 28 of a plurality of squares as shown in fig. 11, or may be a range 28' having a smooth contour as shown in fig. 12 by smoothing the boundary lines of the range of squares.

As shown in fig. 13, the grid specifying unit 13 specifies the grid 30 in the area grid statistics including the range 28 made up of the squares remaining after the exclusion by the square exclusion unit 12 (step S5 in fig. 2). Specifically, in a grid specifying GPS floating population data provided by a GPS data provider, a grid 30 including the center points of a plurality of squares is specified.

GPS floating population data that can be purchased from a GPS data provider is created by acquiring GPS position information from a large number of users who have installed smartphone applications of their companies or affiliated companies and have agreed to use their own position information. The grid-type GPS floating population data is estimated data in which the number of applied users is converted into the total population size in japan, and the change in the converted number is expressed for each single or a plurality of grids for each month, day, and time period, and is provided in single or a plurality of grid units each of which divides the country of japan by each size. As the grid size, for example, 1km × 1km, 500m × 500m, 100m × 100m, and 50m × 50m can be specified in GPS traffic population data of Agoop corporation. Further, the GPS data provider includes a plurality of companies other than the aforementioned groop, and can use GPS floating population data of any one GPS data provider. However, there is a certain difference in the data form according to the GPS data supplier. In addition, GPS floating population data having a smoothly contoured range 28' as shown in fig. 12 may also be purchased from a GPS data provider.

Tables 1 and 2 show a portion of GPS floating population data per 1 hour for a grid size of 100m × 100m provided by the corporation's ago. Specifically, Table 1 shows the estimated values of the total population (number of people) for the month (representing 12 months), week (working day: 0, holiday: 1, all days: 2), time (representing 24 hours) of the specified grid (represented by the grid code and grid name). In addition, table 2 shows estimated values of population ratio (%) in the week (weekday: 0, holiday: 1, all days: 2), time (representing 24 hours), moving speed S (8 stages representing 0-100 km/h), moving direction C (8 directions representing 45 degrees per angular range) of the designated grid (represented by grid code and grid name). Wherein, regarding the moving speed S, it is expressed as "1" when S is 0km/h, "2" when S is 0km/h < S.ltoreq.10 km/h, "3" when S is 10km/h < S.ltoreq.20 km/h, "4" when S is 20km/h < S.ltoreq.40 km/h, "5" when S is 40km/h < 60km/h, "6" when S is 60km/h < S.ltoreq.80 km/h, "7" when S is 80km/h < S.ltoreq.100 km/h, and "8" when S is 100km/h < S. With respect to the moving direction C, 0 degrees < C < 22.5 degrees or 337.5 degrees < C (north orientation) is represented by "1", 22.5 degrees < C < 67.5 degrees (northeast orientation) is represented by "2", 67.5 degrees < C < 112.5 degrees (east orientation) is represented by "3", 112.5 degrees < C < 157.5 degrees (southeast orientation) is represented by "4", 157.5 degrees < C < 202.5 degrees (south orientation) is represented by "5", 202.5 degrees < C < 247.5 degrees (southwest orientation) is represented by "6", 247.5 degrees < C < 292.5 degrees (west orientation) is represented by "7", and 292.5 degrees < C < 337.5 degrees is represented by "8".

TABLE 1

TABLE 2

Grid code	Grid name	Week	Time	Speed of rotation	Orientation	Population ratio
							5	Central street 1	0	0	1	1	4％
5	Central street 1	0	0	1	2	3％
							5	Central street 1	0	0	1	3	3％
5	Central street 1	0	0	1	4	2％
							5	Central street 1	0	0	1	5	3％
5	Central street 1	0	0	1	6	4％
							5	Central street 1	0	0	1	7	3％
5	Central street 1	0	0	1	8	2％
							5	Central street 1	0	0	2	1	12％
5	Central street 1	0	0	2	2	6％
							5	Central street 1	0	0	2	3	8％
5	Central street 1	0	0	2	4	6％
							5	Central street 1	0	0	2	5	8％
5	Central street 1	0	0	2	6	8％
							5	Central street 1	0	0	2	7	10％
5	Central street 1	0	0	2	8	10％

With the contact person count calculation unit 14, the moving speed and the moving direction of the pedestrian in the grid 30 specified by the grid specification unit 13 are indicated, and GPS floating population data is acquired from a GPS data provider (Agoop), step S6 in fig. 2.

Regarding the moving speed of the pedestrian, since the average walking speed of the person is 4.8km/h, GPS floating population data (data of "2" of Table 2) of a moving speed of 0km/h < S.ltoreq.10 km/h is acquired. By limiting the moving speed to 0km/h < S.ltoreq.10 km/h, people moving by trams, cars, motorcycles, bicycles can be excluded.

With respect to the moving direction of the pedestrian, GPS floating population data is acquired which is correlated with 5 orientations determined according to the orientation of the advertising face 20a of the advertising medium 20 among the predetermined 8 orientations (north, northeast, east, southeast, south, southwest, west, northwest). That is, as shown in fig. 14, since the orientation of the advertising surface 20a of the advertising medium 20 is "southeast", the GPS floating population data of 5 azimuths, which are composed of the opposite azimuth "northwest" and the 4 azimuths "north", "west", "northeast" and "southwest" adjacent thereto, are acquired from the grid 30. Specifically, 5-azimuth GPS floating population data consisting of a "1" direction (the "north" azimuth) of 0 degrees < C < 22.5 degrees or 337.5 < C, a "2" direction (the "northeast" azimuth) of 22.5 degrees < C < 67.5 degrees, a "6" direction (the "southwest" azimuth) of 202.5 degrees < C < 247.5 degrees, a "7" direction (the "west" azimuth) of 247.5 degrees < C < 292.5 degrees, and a "8" direction (the "northwest" azimuth) of 292.5 degrees < C < 337.5 degrees are obtained from the grid 30. In addition, when the orientation of the advertising surface 20a does not completely match any of the 8 orientations, the closest orientation is selected. However, the above description is directed to the case where the predetermined azimuth is 8 azimuth, and of course, 16 azimuth is also possible.

As shown in fig. 15A, the visual recognition range of the advertising medium 20 is 90 degrees with respect to the orientation of the advertising surface 20a, while the visual recognition range of the person 40 at the optimal visual recognition position is 90 degrees with respect to the advertising surface 20 a. In addition, in the visual recognition range of the advertisement medium 20, since the angle ranges in which the

persons

41 and 42 located at both ends can see the advertisement medium 20 are 45 degrees, respectively, the maximum visual recognition angle of the person 43 in the visual recognition range of the advertisement medium 20 is 180 degrees, which is the above-mentioned 5 directions, as shown in fig. 15B.

In the present embodiment, the number of persons in contact with the advertisement medium is detected in relation to persons walking, but the number of persons in contact with the advertisement medium may be detected for persons riding on a vehicle such as a bicycle, a motorcycle, an automobile, or a train. For example, in the case of a bicycle, since the average moving speed is 14-15km/h, GPS floating population data is acquired with a moving speed of 10km/h < S ≦ 20 km/h. In the case of motorcycles, automobiles, or electric cars, GPS floating population data with a moving speed of 20km/h < S < 40km/h or 40km/h < S < 60km/h can be acquired. This makes it possible to detect the number of contacts of, for example, a roadside sign.

Specifically, the contact count calculation unit 14 first acquires the estimated value of the total population (number of people) at the relevant date and time in the relevant grid 30 from the GPS floating population data from the GPS data provider. Assuming that the grid code of grid 30 is "5" (grid name: center street 1), the estimated value of the general population at 0 o' clock of January is 8829.49482 persons from the data of the gray shaded portion in Table 1. The population data at this time is the total population per hour excluding the population staying in the same grid for more than one hour. In addition, the contact person count calculation unit 14 acquires estimated values of population ratios (%) of a speed "2" with a moving speed S of 0km/h < S ≦ 10km/h, and a moving direction C in the grid 30 of 0 degrees < C < 22.5 degrees or 337.5 degrees ≦ C of "1" for the azimuth of 22.5 degrees ≦ C < 67.5 degrees, "2" for the azimuth of 202.5 degrees ≦ C < 247.5 degrees, "6" for the azimuth of 247.5 degrees ≦ C < 292.5 degrees, "7" for the azimuth of 247.5 degrees ≦ C < 292.5 degrees, and "8" for the azimuth of 292.5 degrees ≦ C < 337.5 degrees, from the GPS floating population data from the GPS data provider. The 5 azimuths population ratios were calculated as 12%, 6%, 8%, 10% and 10% from the data in the gray shaded portion of table 2.

Then, the contact person count calculation unit 14 calculates estimated values of the population moving in 5 directions at the walking speed from the acquired estimated values of the population and the acquired estimated values of the population ratio moving in each direction at the walking speed, and adds these calculated estimated values of the population moving in five directions to calculate the number of media contacts of the pedestrian (step S7 in fig. 2). In this example, the estimated value of media exposure is calculated as follows: 8829.49482 people × 12% +8829.49482 people × 6% +8829.49482 people × 8% +8829.49482 people × 10% +8829.494982 people × 10% + 4061.56761 people, that is, the number of media contacts in the grid 30 is 4061 people, which is the number of media contacts in the final advertising medium 20.

When the grid including the final visual recognition range 28 specified by the grid specifying unit 13 is a plurality of grids, the contact person number calculating unit 14 will indicate the moving speed and the moving direction of the pedestrian or the vehicle in the range integrating all of these plurality of grids, and acquire the GPS floating population data prepared by the GPS data provider. That is, the GPS data provider is not limited to providing GPS floating population data of the moving speed and moving direction specified in a single grid, and may provide GPS floating population data of the moving speed and moving direction specified in a range integrating a plurality of grids or a range of an arbitrary shape.

In addition, the GPS floating population data of each grid provided from the GPS data supplier has 2 kinds of "average population data" and "total population data" of the grid. The "average population data" is data indicating the number of people in the grid converted into the total population in japan, and for example, a stay of 1 hour in one grid is "1" and a stay of 10 minutes is "1/6". On the other hand, the "general population data" is only data indicating the number of persons in the grid during that time, and does not consider the stay time in the grid (except for staying for more than one hour), and is "1" when elapsed, regardless of whether 5 minutes or 10 minutes. In the present invention, in order to obtain the number of people who see the advertisement media, the passing people should be also considered as having been visually recognized and counted, and thus the "general population data" should be used with attention.

As described above in detail, according to the present embodiment, the visual recognition range calculating means 10 obtains the circles C21, C22, and C23 passing through the optimum visual recognition position 21, the closest visual recognition position 22, and the farthest visual recognition position 23 with the center of the advertising surface 20a of the advertising medium 20 as the center of the circle, and sets the area excluding the area of the circle C22 passing through the closest visual recognition position 22 from the area of the circle C23 passing through the farthest visual recognition position 23 as the visual recognition range. Then, a circular arc range 24 within an angular range of 45 degrees to the left and right from the center of the advertisement surface 20a is obtained from the orientation of the advertisement surface 20 a. That is, an angular range of 90 degrees sandwiched between the circle C22 and the circle C23 is acquired as the visual recognition range 24. Then, a plurality of grid-shaped squares 25 covering all of the visual recognition ranges 24 thus acquired are set by the square extraction unit 11. Each square 25 is, for example, a square of 1m × 1 m. Then, the grid extracting unit 11 extracts a grid 26 existing in a human passable area such as a road from the plurality of grid-shaped grids 25 thus set. Then, the squares for which the advertisement medium 20 cannot be visually recognized due to buildings or the like are excluded from the extracted squares 26 by the square exclusion unit 12. This eliminates the visually unrecognizable square, and the range 28 formed by the remaining squares becomes the final visual recognition range. After that, the grid 30 in the area grid statistics including the final visual recognition range 28 is specified by the grid specifying unit 13. The number of media contacts is calculated for the thus specified grid 30 by the contact number calculation unit 14. That is, the number of media contacts of the advertisement medium 20 is calculated by acquiring estimated values of the floating population in terms of the indicated moving speed and moving direction from the GPS moving population data for each grid provided by a GPS data provider such as Agoop, incorporated by reference. Thus, a grid for visually recognizing an advertising medium is specified, and the number of persons who have contacted the advertising medium is obtained from floating population data moving in the direction of the advertising medium in the grid, so that even for an OOH medium for which it is difficult to detect the number of persons who have contacted the advertising medium, the number of persons who have contacted the advertising medium can be accurately and easily detected at any time without actually conducting a traffic volume survey.

In the above embodiment, the grid-type floating population data provided by the data provider is used as the floating population data, but the present invention can be implemented without using the range defined by such a grid. For example, floating population data using a geofence concept representing an area bounded by hypothetical boundary lines may be used. In this case, a range of an arbitrary shape is set as a geo-fence, and the moving population data moving in the direction of the advertisement medium is calculated within the set range.

In the above-described embodiment, the moving speed of the moving object is used when determining whether the moving object is a pedestrian or a vehicle, but the present invention may determine whether the moving object is a pedestrian or a vehicle by another method. For example, if the movement trajectory of the object is overlapped with the map information and it is determined whether the movement is on a lane or a track or a pedestrian path, it may be determined. In addition, the moving speed may be determined from the time and distance between the data acquisition places, and floating population data specifying a moving means from the moving speed, a moving route, and the like may be acquired from a data provider. Such Data can be obtained, for example, by a KDDI Location equalizer or KDDI Location Data.

In the above-described embodiment, GPS floating population data available from a specific data provider is used, but the same type of floating population data may be obtained from various data providers and used. However, there are certain differences in the collection method and data format depending on the data supplier. Some of the position information is acquired using GPS and some of the position information using base stations.

The above embodiments are merely illustrative of the present invention and are not intended to limit the present invention, and the present invention may be implemented in other various modifications and alterations. Accordingly, the scope of the invention is to be defined only by the claims and their equivalents.

Claims

1. A device for detecting the number of people who contact with an advertisement medium is characterized in that,

the advertising media contact number detection device comprises:

a visual recognition range calculation unit that calculates a visual recognition range of an advertising medium by a position and a height from a ground of the advertising medium as a subject and an orientation of an advertising surface of the advertising medium;

a block extraction unit that extracts a block within a passable area among a plurality of blocks included within the visual recognition range calculated by the visual recognition range calculation unit;

a block excluding unit that excludes a block from which the advertising medium cannot be visually recognized, from the blocks extracted by the block extracting unit;

a range specifying unit that specifies a range including the block remaining after the elimination by the block eliminating unit; and

and the contact person number calculating unit acquires the floating population data moving in the direction of the advertising media in the specified range and calculates the contact person number of the advertising media.

2. The apparatus of claim 1, wherein the range specifying unit is a grid specifying unit that specifies at least one grid including the blocks remaining after the block excluding unit excludes the blocks.

3. The advertising medium contact count detection apparatus according to claim 1, wherein the contact count calculation unit is a unit that calculates floating population data by a pedestrian or a vehicle that is likely to visually recognize the advertising medium.

4. The advertising medium contact count detection apparatus according to claim 3, wherein the contact count calculation unit is a unit that calculates floating population data that moves in the direction of the advertising medium at a speed corresponding to a speed range of a moving speed of a pedestrian or a moving speed of a vehicle.

5. The advertising media exposure detection apparatus according to any one of claims 1 to 4, wherein the exposure calculation means calculates floating population data moving in a plurality of directions determined by the orientation of the advertising surface of the advertising media.

6. The apparatus of claim 2, wherein the grid specifying unit specifies at least one grid including a center point of the block remaining after the block excluding unit excludes the block.

7. The apparatus of claim 1, wherein the visual recognition range calculating unit is a unit that calculates the visual recognition range by: when an intersection between a line of a first predetermined angle based on a human gaze stabilized field of view from a vertical line of the advertising surface passing through a center of the advertising surface of the advertising medium downward and the ground is taken as an optimal visual recognition position, an intersection between a line of a second predetermined angle based on a human upper maximum field of view from the vertical line of the advertising surface downward and the ground is taken as a closest visual recognition position, and a position distant from a distance between the optimal visual recognition position and the closest visual recognition position in a direction opposite to the center of the advertising surface from the optimal visual recognition position on the ground is taken as a farthest visual recognition position, and calculating the arc range between the arc which takes the center of the advertisement surface as the arc center and passes through the closest visual recognition position and the arc which takes the center of the advertisement surface as the arc center and passes through the farthest visual recognition position.

8. The apparatus of claim 7, wherein the visual recognition range calculating means calculates the arc range within an angle of 45 degrees from the center of the advertising surface.

9. The apparatus of claim 7, wherein the first predetermined angle is 20 degrees and the second predetermined angle is 50 degrees.

10. The apparatus of claim 1, wherein the block extraction unit extracts a block in an area corresponding to a road from among a plurality of blocks included in the visual recognition range by referring to map data.

11. The advertising media exposure amount detection apparatus according to claim 1, wherein the block exclusion unit is a unit that compares a height of a building in the block calculated by referring to map data with a height of the line segment in the block, from among blocks through which a line segment connecting the center of the extracted block and the center of the advertising surface passes, and excludes the extracted block when the height of the building is higher than the height of the line segment.

12. The advertising media exposure detection device of claim 2, wherein each of the plurality of tiles is a square grid.

13. A method for detecting the number of persons who contact an advertising medium, wherein a visual recognition range of the advertising medium is calculated from the position of the advertising medium as a target, the height from the ground, and the orientation of the advertising surface of the advertising medium, blocks in a passable area among a plurality of blocks included in the calculated visual recognition range are extracted, a range including blocks remaining after the blocks in which the advertising medium cannot be visually recognized are excluded from the extracted blocks is specified, and the number of persons who contact the advertising medium is calculated by acquiring floating population data moving in the direction of the advertising medium in the specified range.

14. The method of claim 13, wherein the specifying of the range comprises specifying at least one grid including a block remaining after excluding a block in which the advertising medium cannot be visually recognized from the extracted blocks.

15. The method of claim 13, wherein the calculating of the number of people in contact comprises calculating floating population data by pedestrians or vehicles that are likely to visually identify the advertising medium.

16. The method of claim 15, wherein the calculating of the number of people in contact comprises calculating floating population data moving in the direction of the advertising medium at a speed corresponding to a speed range of a moving speed of a pedestrian or a moving speed of a vehicle.

17. The method of any of claims 13-16, wherein the calculating of the number of contacts is calculating floating population data moving in a plurality of directions determined by the orientation of the advertising surface through the advertising medium.