JP2002150107A - System and method for selecting advertisement framework - Google Patents

Abstract

PROBLEM TO BE SOLVED: To easily and quickly select an advertisement framework in relation to each of a plurality of brands. SOLUTION: A brand condition 20 such as a budget, a target and the optimal condition of each brand is inputted through an input unit 12, and a selection unit 14 selects an advertisement framework for each brand so that the optimal index such as a reach when following the input optimal condition becomes the maximum under the condition of the input budget and the input target, a framework cost and the number of frameworks for an advertisement framework within an advertisement framework DB 18. An output unit 16 outputs the information 30 of the advertisement framework in relation to each selected brand. With this structure, an advertisement framework in relation to each of the plurality of brands can be easily and quickly selected under the certain brand condition, and the information of the advertisement framework in relation to each selected brand can be automatically obtained.

Description

DETAILED DESCRIPTION OF THE INVENTION

[0001]

The present invention relates to an advertisement space selection system and an advertisement space selection method for selecting an advertisement space in a single advertisement medium for a plurality of brands.

[0002] In this specification, a brand means a product to be advertised, and this term is widely used in the advertising industry. The term "contact" in the term "contact probability" means that a human sees or listens to an advertisement. When a television broadcast is an advertisement medium, the contact probability corresponds to a so-called audience rating.

[0003] The reach is a so-called advertisement arrival rate, and means a ratio of persons who have come into contact with an advertisement when targeting all audiences. This reach is also widely used in the advertising industry.

[0004]

2. Description of the Related Art
The operation of selecting an advertising space was a complicated and complicated manual operation relying on intuition based on experience. In addition, according to the advertising media business practices in Japan, the selection of advertising space for multiple brands is based on the advertiser's estimate of the advertising effect of each brand and each brand. Each brand has the most effective advertising effect (e.g., reach, GRP (cumulative audience rating), TRP (target audience rating), and other advertising awareness metrics) by balancing the budget consumption of each brand so that there is no imbalance between brands. In order to maximize data, the planner considers various data materials, such as the audience rating of each program, analysis of placement patterns, brand awareness surveys, and consumer contact surveys. The ad space was manually selected while calculating separately with software. Therefore, the execution of the work including trial and error requires enormous time and labor, and the load on the planner is extremely large. In addition, the content of work is becoming more and more complicated, and in the case of conventional manual work, even a planner with considerable experience required a lot of man-hours to perform complicated work. It was extremely difficult to reduce costs and reduce costs.

Hereinafter, a simple concrete example will be shown. For example,
During a certain campaign period, TRP was used as an optimization index. Brand A (newly released kitchen detergent, target was a housewife, budget 5 million yen) Brand B (sanitary napkin, target was a woman in her twenties,
It is assumed that there are brands such as Brand C (snack snacks, targets are men and women under the age of 13-30, budget ¥ 3.5 million).

[0006] On the other hand, as an advertisement placement frame, a TV program is composed of a program L (12:00 to 13:00, target audience rating A>C> B, 500,000 yen per person): 3 frames, a program M (7:00 to 8 pm). Time, target audience rating B>C> A, 1.5 million yen per person): 3 programs N (9: 00-10: 00 pm, target audience B>A> C, 1.5 million yen per person): 2 programs O (11:00 pm to 12:00 pm, target audience rating C>B> A, 250,000 per person): Assume that there are 6 frames (however, the target audience rating is a relative comparison).

[0007] The planner selects frames for the brand little by little in order to balance the advertising effect of the entire brand. First, brand A, a new brand, is allocated to one advertisement space. The program with the most advertising effect is L, so A
Assign Since the budget of A still remains after purchasing all the slots of L, it is considered to allocate it to other programs.

The program to be assigned the next brand A is N
However, considering that the brand B cannot be allocated to the program M during the meal time, B is allocated to one frame of N first. Since B does not have a budget for obtaining the remaining one frame of N, B is allocated to two frames of the program O, B uses up the budget, and an optimized TRP acquisition value is calculated. On the other hand, for the program N, it is appropriate to assign A to the remaining one frame.

[0009] Here, the remaining budget of A is 2 million yen, and for brand C, program O is a late-night program. Therefore, comparing the ratings, the value of the target rating of C is higher for program M than for program M. . Allocate C to one frame of M to balance the entire brand. The remaining budget of C is 2 million,
If you get the remaining 4 frames of Program O, you will get 1 million yen. On the other hand, brand A obtains one frame of program M and costs about 500,000 yen.
Cannot be assigned to any other frame.

In order to maximize the advertising effect of A, only C is allocated to the frame of the program O in two frames, and A is allocated to the remaining two frames of O. Therefore, the remaining budget of the brand C becomes 1.5 million yen at this stage, and the selection is completed by allocating C to the last frame of the program M.

After all, the selection result is as follows.

Program L: 3 slots for brand A Program M: 1 slot for brand A, 2 slots for brand C Program N: 1 slot for brand A, 1 slot for brand B Program O: each slot for brands A, B, and C The number of brands is two or more. However, in reality, there are cases where the number of brands is around 20 a month, and the number of advertising spaces increases accordingly. The complexity of the work increases significantly with the number of brands, because the profile of each brand (restriction for selection) and the price and rating of each program / spot also increase, and so on. .

Conventionally, the breakthrough of such a state is based on the intuition based on the experience of the planner, that is, learning the input pattern, understanding the tendency of the audience rating, and gaining insight into each brand, and writing the picture of the plan (writing the draft in the timetable). It was left to the selection work with a craftsman's sense, such as selecting the input schedule table while floating in the head, and the time-consuming, precise manual work.

According to the present invention, in the conventional manual work as described above, a complicated distribution work is performed for many brands and many media frames in a limited environment such as human resources, time and cost. The present invention has been made in order to solve the conventional problem that it is extremely difficult to provide an advertisement space selection system and an advertisement space selection method capable of easily and quickly selecting an advertisement space for each of a plurality of brands. The purpose is to provide.

[0015]

In order to achieve the above object, an advertisement space selection system according to the present invention provides an advertisement space for selecting an advertisement space in a single advertisement medium for each of a plurality of brands. An advertisement in which a selection system is provided in which an acquisition cost for acquiring each advertisement space, a number of frames of each advertisement space, and data representing a contact probability of an advertisement developed in each advertisement space are stored for each advertisement space. Frame data storage means, input means for inputting, for each brand, an initial budget of each brand and optimization conditions for optimizing the selection of an advertising space for each brand, and an input budget, Selection means for selecting an advertisement space for each brand based on the acquisition cost, the number of frames, and the contact probability according to the input optimization condition, and output means for outputting information on the advertisement space for each selected brand. , Characterized by having a.

Further, the invention relating to the above-mentioned advertisement space selection system can be regarded as the invention relating to the following advertisement space selection method. That is, the advertisement space selection method according to the present invention is an advertisement space selection method for selecting an advertisement space in a single advertisement medium for each of a plurality of brands, and includes an initial budget of each brand and each brand. Inputting an optimization condition for optimizing the selection of an advertising space for each brand, and an acquisition cost for acquiring each advertising space, the number of frames of each advertising space, and A selection step of selecting an advertisement space for each brand according to an input optimization condition based on a contact probability of an advertisement to be deployed in the advertisement space and an input budget; And an output step of outputting information.

Since the invention relating to the advertisement space selection system and the invention relating to the advertisement space selection method are the same in terms of technical concept, the problem solving means is the same. explain.

In the above advertisement space selection system, the budget allocated for the advertisement of each brand and the optimization conditions for optimizing the selection of the advertisement space for each brand are input via the input means for each brand. And the selection means is
Based on the input budget, the cost of acquiring the advertising space, the number of frames, and the contact probability, the advertising space for each brand is selected according to the input optimization conditions. That is, the selection means is a budget,
Subject to the cost of inventory and the number of inventory slots,
The advertising space for each brand is automatically selected so that the optimization index according to the input optimization condition is maximized. Then, the output unit outputs the information of the advertising space for each of the selected brands. The optimization index includes, for example, reach, GRP (cumulative audience rating), TRP (target audience rating), and the like.

[0019] Thus, under certain conditions (budget, cost for acquiring advertising space, number of advertising space, optimization condition, contact probability), it is possible to easily and quickly select an advertising space for each of a plurality of brands. And the information of the advertising space for each selected brand can be automatically obtained.

In addition, by automating the selection of the advertising space for a plurality of brands, not for a single brand, a system that is very useful in practice that helps the actual planner work can be obtained.

In such an advertisement space selection system, the advertisement space data storage means stores data indicating the contact probability for each of a plurality of viewer types, and the input means stores the target viewer type for each brand. It is desirable to be able to input, and it is desirable that the selection means be configured to select the advertising space for each brand based on the contact probability of the target audience type. In this case, when the target audience type for each brand is input, the selection unit can select the advertising space for each brand so that the probability of contact for the target audience type is maximized. In this way, it is possible to efficiently select a brand target with advertising efficiency.

[0022] Further, as an optimization condition, the first condition is to maximize the contact probability of all viewers with the brand advertisement.
, The second condition of maximizing the contact probability of the target audience type, and maximizing both the contact probability of all viewers and the contact probability of the target audience type according to a predetermined relative weighting It is preferable that any one of the third conditions can be input.

In this case, for example, for a brand targeting a wide range of audiences regardless of audience type, the first condition of maximizing the contact probability of all audiences can be input, and a specific audience segment ( For brands targeting women in the 20s, for example), it is possible to input the second condition of maximizing the contact probability of the audience type of the target, and to target a specific audience to a certain extent. For brands that also want to ensure contact probabilities for the entire audience segment, a third condition is to maximize both the contact probabilities of all viewers and the contact probabilities of the target audience type according to a predetermined relative weight. Since input becomes possible, the selection of the advertising space can be performed more appropriately according to the characteristics of each brand.

At this time, it is desirable that the predetermined relative weight can be input by the input means. In this case, it is possible to select an advertisement space more suited to the characteristics of each brand.

It is desirable that the input means be capable of inputting optimization conditions in a plurality of stages, and the selection means be configured to select an advertising space in a plurality of stages in accordance with the input optimization conditions. In this case, first, an advertising space is selected based on the optimization condition of the first stage to obtain an advertising space serving as a base (base), and then a second advertising space is selected from the advertising space not selected in the first stage. By selecting the advertising space according to the optimization conditions of the stages, it is possible to finally bring the target closer to the target. Specifically, in the first stage, we select popular advertising space with high audience rating while competing with other brands, and in the second stage, select advertising space with a moderate audience rating while saving more than other brands, Finally, it is possible to try to be as close as possible to the goal.

As described above, by selecting an advertising space according to a plurality of stages of optimization conditions, a relative advertising space selecting operation with respect to another brand (a pace of allocating an advertising space to one brand) is defined. Since the selection can be performed based on the definition, it is possible to more flexibly and effectively cope with achieving the goal of each brand while equalizing a plurality of brands.

[0027] The input means is capable of inputting the maximum number of selections of an arbitrary advertisement space for each brand, and the selection means is configured to select an advertisement space for each brand based on the input maximum number of selections. It is desirable to do.
In this case, the selection means selects the advertising space for each brand so that the number of selected advertising spaces does not exceed the input upper limit of the number of selections. , An upper limit can be set on the number of selected specific advertising spaces.

[0028] Here, the input means is configured to be capable of inputting 0 as an upper limit of selection, and the selecting means is configured to avoid selection of an advertising space for a corresponding brand when the input upper limit of selection is 0. It is desirable. In this case, if 0 is input as the selection upper limit number, the selection of the advertising space for the corresponding brand can be avoided. This makes it possible, for example, to exclude, from selection, inventory that is planned to be launched by competing brands or inventory that should be avoided due to the nature of the brand. The system can replace work that has been memorized and carefully selected and avoided, and the burden on the planner can be further reduced.

The advertisement medium is a television broadcast, and the advertisement space is a program frame defined in association with a television program and a general commercial transaction of the advertisement space, which is previously associated with a day of the week and a time zone. A plurality of types of zones and spot frames defined for each television station can be configured. In this case, a spot frame is defined for each of a plurality of zones that are subject to general commercial transactions of an advertising space. For example, the zone may be a so-called zone that combines a weekday morning zone, a weekday night zone, and weekends all day. (Referred to as having a U-shape in a timetable with time on the vertical axis and day of the week on the horizontal axis as shown in FIG. 11), a so-called daytime night zone, and all-day weekends A reverse L-shaped advertising frame group, a so-called Y-shaped advertising frame group in which a weekday daytime is added to a U-shaped advertising frame group, and the like are employed.

As described above, a spot frame defined for each zone corresponding to the business customs of the Japanese advertising industry can be selected for each brand, so that an advertising space suitable for the business customs of the Japanese advertising industry can be selected. Can be selected and planned.

However, the advertisement space selection system and the advertisement space selection method according to the present invention can be applied to other media such as a magazine as well as a television broadcast as an advertisement medium.

For example, in the case of a magazine, the reading rate of a magazine is equivalent to the audience rating on a television medium. This reading rate data, including data for each target, is actually obtained from a plurality of research companies in a database format. Provided.

As data corresponding to an advertisement space (program data) on a television medium, a magazine name, a publishing pace (weekly, monthly, etc.), an advertising space described later, an advertising fee, a distribution ratio by region (to the number of published copies) (The ratio of the number of copies distributed to each region). The advertising space is roughly classified into a special surface that is popular as an advertising space and a middle surface on a page in the middle of an article other than the special surface. Of these, the special surface is shown in Table 1 (cover of a magazine). , Table 2 (next page of cover), Table 3 (inside back cover), Table 4
(Back cover), facing the table of contents (page facing the table of contents), center spread (just in the middle spread page where staples can be seen in a saddle stitched magazine), and the like.

When selecting an advertisement space for such a magazine for a target brand, select a magazine name, and then insert the advertisement space from the advertisement space such as the special surface or the middle surface shown in Tables 1 and 2 above. An embodiment in which a frame is selected and an upper limit number is input can be adopted. Regarding the above distribution ratio by region,
At the time of optimization, it is possible to set options such as whether or not to consider the regional distribution ratio.

As described above, the advertisement space selection system and the advertisement space selection method according to the present invention can be applied to other advertising media such as magazines, and are very versatile.

The selection step in the invention according to the advertisement space selection method includes a first step of selecting one advertisement space for each brand for all brands in order from a brand having a large initial budget, and a budget remaining at that time. And a second step of selecting an advertising space for each brand in ascending order of brands obtained by dividing by the initial budget. That is, in the selecting step, in the first step, the advertising space for each brand is selected once for all brands in order from the brand with the large initial budget, so that the brand with the large initial budget, that is, the advertising space to be selected is selected. The priority is given to brands that are expected to have a high proportion, and it is possible to prevent the imbalance that selection of other brands will lead to the selection of a lot of poorly-qualified inventory for those brands. it can.

In the second step, the advertising space for each brand is selected in order from the brand having the lowest value obtained by dividing the remaining budget at the time by the original budget,
Brands that have a low value that can be said to be the selection completion rate,
Brands that are considered to have a large percentage of inventory to be selected in the future will be prioritized, and the imbalance that many brands with poor conditions will be selected for other brands will be selected for other brands. It can be prevented beforehand.

In this manner, imbalance between brands can be prevented, and equality can be maintained.

[0039]

DETAILED DESCRIPTION OF THE PREFERRED EMBODIMENTS Preferred embodiments of an advertisement space selection system and an advertisement space selection method according to the present invention will be described below.

[System Configuration] As shown in FIG. 1, the advertisement space selection system 10 includes an advertisement space database (advertise space D).
B) 18, an input unit 12, a selection unit 14 that performs a selection process that forms the core of the advertisement frame selection method, and an output unit 16.

The advertisement space DB 18 stores advertisement space data indicating the content of each advertisement space, the cost of the advertisement space, the initial number of frames, and the like, as well as audience rating data for each advertisement space and the overall audience rating data. For example, FIG. 2 shows a main part of the sample data of the advertisement space DB18. The audience rating by audience for each program (F20 audience rating is the audience rating of women in their 20s, M20 audience rating is that of men in their 20s) Rating), cost per program as acquisition cost,
Data such as the number of initial slots is stored as table data for each advertising slot (program in FIG. 2). This advertising space DB18
Are stored on a recording medium such as a magnetic disk device.

The input unit 12 is for inputting various selection conditions (hereinafter, referred to as "brand conditions") 20 such as a budget and a target for each brand. The input information is selected by an electric signal. 14 can be transmitted. As the input unit 12, for example, a keyboard for directly inputting data, a floppy disk drive for inputting data stored in a floppy (registered trademark) disk, or the like is used.

The selection unit 14 receives the signal indicating the brand condition 20 transmitted from the input unit 12 and performs a selection process of selecting an advertisement space for each brand based on the information and the data of the advertisement space DB 18. It is possible. The output unit 16 outputs a signal indicating the result of the selection process.
It is possible to send to. As the selection unit 14, for example, a CPU constituting an electronic computer is used.

The output unit 16 can receive the signal indicating the result information transmitted from the selection unit 14 and output it by image display or printing. As the output unit 16, for example, a display or a printer is used.

[Outline of Advertisement Space Selection Processing] The advertisement space selection processing in this embodiment will be described below.

Therefore, the positioning of the advertisement space selection process will be described first. The general business flow of purchasing advertising space at an advertising company and distributing it to brands is as shown in FIG. 20, but as shown in FIG. 20, first, in the planning stage of step S1, the unpurchased state is The process of selecting the most appropriate advertising space from the many advertising spaces of each brand in light of the brand conditions of each brand, that is, the process of planning for purchase is performed. In the next step S2, the advertisement space selected in the planning stage is purchased. In fact, at this time, not only will the best inventory given the brand criteria,
In general, an advertisement space corresponding to the second candidate is also purchased and used as an allocation candidate in the next allocation stage. Then, in the distribution stage of step S3, a process of again selecting (distributing) the optimal advertisement space from the purchased advertisement spaces in light of the brand conditions of each brand is performed.

In the business related to the purchase / distribution of the advertisement space, the advertisement space selection processing in the present embodiment is performed by S
1 and a distribution stage of S3. In the following, a case where the advertisement space selection process is executed in the planning stage of S1 will be described with emphasis on portions that are features of the present invention.

As shown in FIG. 19, the advertisement space selection process
Brand condition input step T1 for inputting various brand conditions 20 (see FIG. 1) such as budget and target for each target brand, brand conditions 20, and advertisement space DB1
8, a selection processing step T2 for selecting an advertisement space for each brand and a selection result output step T3 for outputting a selection result.

Hereinafter, the processing of each step will be described.

[Input of Brand Condition (Step T1 in FIG. 19)] In the brand condition input step T1 of FIG.
Various brand conditions 20 such as a budget and a target for each target brand via the input unit 12 (see FIG. 1).
Is entered. The main ones of the brand conditions 20 include a target, a budget, and an optimization condition. An example is shown in FIG. In the example of FIG. 3A, a target, a budget, and an optimization index (a type of a target value to be maximized) are listed for each of the products 1 to 6 as a brand. Stand woman (F2
0), the budget is 12 million yen, and the optimization indicator is TRP Max (TRP (Target R
ating Point: means to maximize the individual audience rating).

The advertisement space selection system 10 of the present embodiment
It has an input screen for setting the brand conditions 20 in detail for each brand, and has a feature that detailed brand conditions can be set. The input screen will be described with reference to FIGS.

FIG. 4 shows a screen for setting optimization conditions for each brand. In this optimization condition setting, (1) the optimization index can be selected, (2) the optimization condition setting is divided into two stages, (3) the calculation method can be selected, (4) 5) There are five features: the setting and selection of the initial budget can be selected; and (5) the target value can be selected.

Regarding (1), one of three optimization indexes of reach max, TRP max, and dual max can be appropriately selected. Among them, the reach max is an index for maximizing the reach, which is the ratio of the total viewers in all the viewer groups, and the following items can be optionally set as options.

In the number setting field 42, the number of times of contact with the advertisement can be set. For example, if the number of reach is three or more, the ratio of viewers who have contacted the advertisement three or more times is maximized. When the upper limit setting column 44 is set to ON, a setting column for the upper limit of the number of times is displayed, and the upper limit can be set. For example, if the number of reach is set to 3 and the upper limit is set to 6, the ratio of the viewers who have contacted the advertisement only 3 to 6 times is maximized.

In the case where neither the reach elongation percentage nor the reach target is set in the setting column 46 for setting no criterion for reaching reach, the setting is turned on. The reach increase rate setting field 48 sets the amount of increase in the reach of the advertising space to be selected as the insertion space when turned on. By setting this, when the amount of increase in the reach of the selection target frame falls below the set value, it is determined that the target of the first stage setting has been achieved, and the brand is optimized toward the target of the second stage setting Continue the conversion. When the reach target setting column 50 is turned on, it is possible to set an attainment target of the reach value. By setting this, the reference value for maximizing reach is given, and when it reaches that value, it is judged that the target of the first stage setting has been achieved, and for the brand, it is optimal toward the target of the second stage setting Continue the conversion.

TRP Max maximizes the TRP of the brand's target, while Dual Max maximizes both of the two optimization indices as much as possible according to the specified relative weights for each index. (Calculate the average value after multiplying the weights and maximize the average value). The TRP max and the dual max can be set in a second stage setting described later.

(2) As for the fact that the optimization condition setting is divided into two stages, as is clear from FIG. 4, the first stage setting column 52 is located on the left side of the screen, and the second stage setting column is located on the right side of the screen. 5
4 are provided. Thereby, after the selection operation according to the first stage setting (the first stage optimization condition) is cleared, the selection operation can be continuously performed according to the second stage setting (the second stage optimization condition). The operation of selecting a brand with a higher goal can be performed more smoothly. That is, the distribution of brands with high goals is more easily achieved.

For example, in the case of TRP Max, when the audience rating acquisition value of the target is to be increased, the reach (maximum) is set in the first stage setting so that the target is improved by increasing the reach. The number of contacts in a certain subset) can be kept constant, and can be used as a stepping stone for TRP Max execution.

(3) Regarding that the calculation method can be selected, the target index extension priority type (independent of the cost of the advertising space, anyway) is set in each of the first-stage setting column 52 and the second-stage setting column 54. Calculation method that sequentially selects the frame with the largest reach growth) or cost-effective type (calculation method that sequentially selects the frame with the largest ratio of the growth of the reach to the advertising space cost (reach growth ÷ cost of the frame)) Are respectively provided.

(4) Regarding the fact that the setting regarding the initial budget can be selected, the initial budget budget column 60 is used to select whether the cost of the initial budget is included in the total budget or not.
Is provided.

(5) Regarding that a target value can be selected, a target value column 62 is provided for selecting a target value as a reference for ending the optimization calculation from the following two values. Here, the “budget” as the target value means that, when the amount is specified, the allocation calculation is completed when the accumulated cost of the vested slot of the brand reaches the amount, and the “TR”
"P" means that, when a TRP target value is designated, distribution calculation ends when the TRP of the acquired slot of the brand reaches that value.

As is clear from the above five characteristic points, the optimization conditions of each brand can be set in detail, and it is possible to perform detailed optimization control in the selection processing described later.

FIGS. 5 and 6 show examples of screens for setting one type of target for each brand. FIG. 5 shows a setting screen of the demographic characteristics of the target. One or more of the following items can be set as the demographic characteristics.

That is, “sex” is male / female or not specified, “age” is specified or not specified in one-year increments from 12 to 69 years old, and “home role” is selected from all four types such as householder Available) or not specified, "Unmarried" as unmarried / married or unspecified, "occupation" as junior high school, freelance, etc.
In the case of an existing product as the “initial setting”, it is possible to set indices of a name recognition rate, an understanding rate, and a product involvement degree.

FIG. 6 is a screen for setting a product-related characteristic of a target.
One can be set. That is, one product category to be used / not used as a condition of “use or not” can be set,
One product category can be set as a condition of "use frequency", and selection (a plurality of categories) can be made for each use frequency. One brand name of a product to be used can be specified as a condition of "use brand". .

FIGS. 7 to 10 show examples of screens for setting conditions (here, the maximum number) of advertisement frames (here, spot frames and program frames) for each brand.

For the spot frame, first, on the screen shown in FIG. 7, the target for which the upper limit is to be set is specified by a combination of a television station and a zone. In FIG. 7, five combinations represented by circles are designated. If the target is specified here, then, on the screen of FIG. 8, the upper limit number can be specified for each number of seconds (15 seconds / 30 seconds) and for each unit of unit (GRP / amount / number of pieces).

At this time, the zones include late-night, weekend, etc., the so-called U-shaped advertising space group (see FIG. 11),
A so-called inverted L-shaped advertising frame group, a so-called Y-shaped advertising frame group, and the like are employed. As a result, it is possible to select, for each brand, a spot frame defined for each zone corresponding to the business customs of the Japanese advertising industry. Planning can be done.

For one of the program frames, a program name, station, day of the week, program broadcast time, CM seconds,
From the program frames (FIG. 9) specified by specifying each item of the unit price, a target program frame is selected by a mark in the selection column 64. In FIG. 9, six programs indicated by circles are selected. Next, on the screen of FIG. 10, the upper limit number can be set in the limited number column 66 of each selected program frame.

In the screens shown in FIGS. 8 and 10, when "0" is entered as the upper limit number, the frame is excluded from the distribution candidates of the brand, and this function is used as the designation of the frame not to be put in CM. it can. This makes it possible, for example, to exclude, from selection, inventory that is planned to be launched by competing brands or inventory that should be avoided due to the nature of the brand. The system can replace work that has been memorized and carefully selected and avoided, and the burden on the planner can be further reduced.

With the various input screens described above, detailed conditions can be set for each brand.

In addition, "?" At the upper right of each screen of FIGS.
When "Help" is clicked, an operation method support function (help function) equipped with a wealth of help documents is called up, and a help screen that describes each function and explains how to use the function is displayed and can be referred to at any time. With such a wealth of help documentation, even those who are not as proficient in planning work as the planner can use the system as a tool to perform the planning easily, saving a lot of time and Labor can be reduced. The help function can be called from a result screen (FIGS. 15 and 18) described later.

[Selection Process (Step T2 in FIG. 19)] Next, a selection process for selecting an advertisement space for each brand based on the data of the brand condition 20 and the advertisement space DB 18 will be described with reference to FIGS. 12 to 14 and FIG. explain. The selection process is started by the selection unit 14 by a predetermined operation.

First, in step 102 in FIG. 12, the selection priorities are assigned to all brands in descending order of the budget. For example, in the six brands in FIG.
As shown in FIG. 3 (b), the items 1, 2, 6, 5, 3, 3 and 4 are prioritized in descending order of the budget.

In the next step 104, the brand with the highest priority is set as the target brand in the next processing. In the next step 106, the advertising space is set for the target brand at that time (ie, the brand with the highest priority). Select

For example, in the six brands shown in FIG. 3B, the product 1 is the target brand, and its brand condition is that the target is “F20” and the optimization index is “TRP Max”. From among the four programs A to D shown in F1, the program B having the highest TRP (individual audience rating) of the target “F20” is selected. In this way, the advertising space is selected for the brand.

In the next step 108, the fee of the selected frame is subtracted from the budget of the target brand, and the selected frame is deleted from the selection candidates. This allows
As shown in the procedure F2 in FIG. 13, the unit price of the selected program B is calculated based on the budget of 12 million yen for the product 1 as the target brand.
One million yen is reduced, and the remaining budget of 7 million yen for the product 1 is obtained.

After that, the selection in step 106 and the calculation of the remaining budget in step 108 are executed once for all brands. That is, in the next step 110, it is determined whether or not all brands have been executed. If there is an unprocessed brand, the process proceeds to step 112, where the brand having the next highest priority is set as a target brand in the next process, and step 1 is executed.
Returning to step 06, the advertisement space is selected for the target brand at that time (that is, the brand with the second highest priority).

For example, among the six brands in FIG. 3B, the product 2 is the target brand, and the target brand is “M20” and the optimization index is “TRP Max”. From among the four programs A to D shown in F3, the program C having the highest TRP of the target “M20” is selected.

Then, in the next step 108, the fee of the selected frame is subtracted from the budget of the target brand, and the selected frame is deleted from the selection candidates. As a result, as shown in step F4 in FIG. 13, the selected program C is selected from the budget of 11 million yen for the product 2 as the target brand.
Unit price of 10 million yen is reduced, and the remaining budget of product 2 is 100
10,000 yen can be obtained.

In this way, the processing of steps 106 and 108 is executed in one way for all brands. If all brands have been processed, step 1
The determination at 10 is affirmative, and the routine proceeds to step 114.

In this step 114, the achievement rate (budget filling rate) is calculated for each brand by dividing the remaining budget (remaining budget) at that time by the budget at the start of selection. In the next step 116, , And prioritize the selection in order of decreasing achievement rate. For example, as shown in a procedure G2 of FIG. 14, the products 1, 3, 4, 6, and 2 are prioritized in order from the one with the lowest achievement rate. At this point, since the achievement rate of the product 5 has already exceeded 100%, it is excluded from the subsequent processing.

In the next step 118, the brand having the highest priority is set as the target brand in the next processing. In the next step 120, the advertising space is allocated to the target brand at that time (ie, the brand with the lowest achievement rate). select.

In the example shown in FIG. 14, G
As shown in FIG. 1, two program frames are already filled in both programs B and C, so that programs A and D
Only the target is selected. In the procedure G2 in FIG. 14, the product 1 with the lowest achievement rate is the target brand, and the brand condition is that the target is “F10” and the optimization index is “TR”.
The program A having the highest TRP of the target “F10” is selected from the programs A and D because it is “P max” (see procedure G3).

In the next step 122, the achievement rate is calculated by subtracting the fee of the selected frame from the remaining budget of the target brand and dividing the reduced remaining budget by the budget at the start of the selection. Delete the selected frame from the selection candidates.

Then, in the next step 124, it is determined whether or not the termination condition for the target brand has been satisfied.

For example, when “budget” is selected as the target value serving as an end criterion in the target value column 62 of FIG. 4 and the amount is set, the accumulated cost of the vested slot of the brand reaches the amount. With this, it is determined that the termination condition is satisfied. In addition, the target value is “TRP”
Is selected and the TRP target value is set, it is determined that the termination condition is satisfied when the TRP of the acquired frame of the brand has reached the TRP target value.

Here, if the end condition is satisfied, the brand is excluded from the subsequent objects in step 126.

In the next step 128, it is determined whether or not the termination condition has been satisfied for all brands. If there is a brand that has not been terminated yet, the process returns to step 116, and the priority of selection is selected in ascending order of the achievement rate at that time. Re-rank.
For example, as shown in a procedure G4 in FIG. 14, the items 3, 4, 6, 1, and 2 are prioritized in order from the one with the lowest achievement rate.

Then, in step 118, the brand having the highest priority is set as a target brand in the next processing, and in next step 120, the advertisement for the target brand at that time (ie, the brand with the lowest achievement rate at that time) is made. Select a frame.

As described above, the processing after step 114 is characterized in that the brand having the lowest achievement ratio at that time is selected as the highest priority and the advertisement space is selected. For this reason, the frequency of selection for each brand is not considered, and the lower the achievement rate, the higher the frequency of selection.

Thereafter, the processing of steps 116 to 128 is executed until the end condition is satisfied for all brands. Then, if the termination condition is satisfied for all brands, an affirmative determination is made in step 128, and the selection process ends.

In the above selection process, first, in steps 106 to 112, the advertising space for each brand is set to 1 for all brands in order from the brand with the largest initial budget.
Then, in steps 114 to 128, a unique logic of selecting an advertisement space for each brand in order from the brand having the lowest achievement rate is adopted.

As a result, initially, a brand having a large initial budget, that is, a brand which is expected to have a large proportion of advertising space to be selected, is given priority, and the selection of other brands is performed under a condition similar to that of the other brands. It is possible to prevent an imbalance that a large number of advertising spaces are selected for the brand. After that, brands with a low achievement rate, that is, brands that are considered to have a large percentage of advertising space to be selected in the future, will be given priority, and advertising spaces with poor conditions, so to speak, when selecting other brands, will be given priority. The imbalance that many brands are selected can be prevented beforehand. In this way, imbalance between brands can be prevented, and equality can be maintained.

Although the detailed description is omitted, the following two algorithms are employed to speed up the calculation process. (1) Hill-climbing type optimization logic based on binomial probability model This logic consists of the following four steps. 1. The personal audience rating is calculated from the mechanical audience rating piece data (so-called PM data) data provided by the audience rating survey company. 2. The number-of-contacts distribution (frequency distribution) of each advertising space is calculated for each sample, and the synthesis result is used as the frequency distribution of the entire target target. 3. One of the frames that maximizes the value of the optimization index in a round of the advertisement space is selected. 4. This procedure is sequentially repeated until the calculation end condition is satisfied.

By introducing this logic, the frequency of each sample can be calculated at high speed, and the value is statistically reasonable and reliable. (2) Optimization method in consideration of viewing quality This logic takes into account the difference in viewing attitude depending on the time zone by weighting the individual audience rating by time zone. It is known from data such as media contact surveys and questionnaires that the ratio of devotion to viewing at midnight is different, so this is factored in and taken into account.

With the introduction of this logic, vague concepts such as dedicated viewing, which have been discussed qualitatively, are quantified and utilized for optimization.

[Output of Selection Result (Step T in FIG. 19)
3)] In step T3 of FIG. 19, the selection result by the above selection processing is output by the output unit 16. In particular,
The information is displayed on a display and printed out from the printer in accordance with an instruction from the operator. The selection result is output in four types according to the purpose. Hereinafter, a description will be given using a result screen displayed on a display as an example.

FIG. 15 shows a plan ranking screen of brand 2 whose target is “male”. Note that the plan refers to a proposal for allocating an advertising space to a brand obtained by the selection processing. From the screen of FIG. 15, information such as the type (arrow P <b> 1) indicating whether the budget is within the budget or out of the budget, the accumulated charge of the selected advertising space (arrow P <b> 2), the value of the reach (arrow P <b> 3), etc. Can be recognized at a glance. When a plurality of plans are calculated as a result of the selection, the plurality of plans are displayed in a ranking format.

FIG. 16 shows a detailed screen related to the result of the brand 2. On the plan ranking screen of FIG. 15, select one plan for which details are to be displayed (click on the displayed line), and press the “medium plan” button at the top of the screen. Is displayed. From this screen, the TV station (arrow Q1) is displayed for each of the ten advertising spaces selected for brand 2.
Part), input pattern (arrow Q2 part), unit charge (arrow Q
Information such as 3 parts), the accumulated charge (arrow Q4 part), the accumulated value of the reach (arrow Q5 part), and the increase of the reach (arrow Q6 part) can be recognized at a glance.

FIG. 17 shows a time table screen corresponding to each plan. By pressing the "timetable" button at the top of the detail display screen in FIG. 16, the schedule of the plan is further divided into the number of UNITs, household GRP, individual GRP, content rate, and charge in a table format by station and zone. Display any selected one. FIG. 17 shows the number of UNITs for each station and each zone.

FIG. 18 shows a graph display screen. By selecting one plan from the plan ranking screen of FIG. 15 and pressing the “graph” button at the top of the screen, the performance of each brand in the selected plan can be compared in a two-dimensional graph. The vertical and horizontal axes of the graph can be independently selected from advertising effectiveness indicators such as fee, reach, and frequency, and items such as recognition rates and understanding rates. By using such a graph, the visuality is improved, and the performance of each brand for each plan can be compared visually and intuitively.

According to the embodiment described above, it is possible to easily and quickly select an advertising space for each of a plurality of brands, and promptly confirm information on an advertising space for each of the selected brands on a screen display or the like. be able to.
Further, by automating the selection of the advertising space for a plurality of brands instead of a single brand, it is possible to obtain a system that is very useful in practice that helps the actual planner work.

More specifically, there are the following six advantages.

(1) Systematization in frequent cases in actual work of multiple brand distribution is realized. In other words, the successful development and development of logic that is strong against needs and the introduction of various planning elements have made it possible to smoothly distribute multiple brands, making it unparalleled in actual business. Achieving a high level of practical freedom.

(2) In order to formulate a better plan, trial and error for generating various plans becomes possible. In other words, the high-speed processing of this system and the brand condition setting function that can be set in detail enable a variety of plans to be generated in more planning work sites in a short time, and the need for trial and error is more than sufficient. I can respond.

(3) The burden on the planner in the planning operation can be reduced. In other words, in addition to the advanced functions of this system, abundant help documentation equipment makes it easy for those who are not as familiar with planning work as the planner, even when the planner itself uses this system as a tool. Can save a lot of time and effort.

(4) The work contents can be simplified, and costs such as labor costs required for the planning work can be reduced. In other words, by using this system, complicated tasks can be simplified, and even inexperienced planners can perform tasks in a short time, thereby reducing labor costs and reducing costs. be able to.

(5) It is able to cope with Japanese business customs. In other words, since this system requires Japanese business customs as an indispensable realization item, there is an incomparable advantage in the feasibility of the result plan over tools made overseas. This gives the best answer to the needs of planning systems in Japan.

(6) It is possible to meet reproduction needs with high planning ability. That is, the system is expected to be used as a standard tool for planning in the future because of its compatibility with ease of use and high functionality. As a companion to learn the planning itself while reducing the complicated calculation work of those who will become planners in the future, it suggests the possibility of various planning, and the sensitivity that the planner had gained over a long period of experience , Can be used to polish in a shorter time.

In the above embodiment, the condition data relating to the media, that is, the advertising space data indicating the contents of each advertising space, the cost of the advertising space, the initial number of frames, etc. Has been stored in the advertisement space DB 18 in advance, but the condition data on these media may be input before the execution of the brand condition input step T1 in FIG. Therefore, such condition data does not necessarily need to be stored in a magnetic disk device or the like in advance, and the input unit 1 is stored immediately before execution of step T1.
2 may be input.

[0112]

As described above, according to the present invention,
It is possible to easily and quickly select an advertisement space for each of a plurality of brands, and to obtain information on an advertisement space for each of the selected brands.

[Brief description of the drawings]

FIG. 1 is a block diagram illustrating a configuration of an advertisement space selection system according to an embodiment.

FIG. 2 is a table showing a main part of sample data of an advertisement space DB.

FIG. 3A is a table showing a sample of a main item of a brand condition, and FIG. 3B is a table for explaining prioritization of the sample of FIG.

FIG. 4 is a diagram showing a screen for setting optimization conditions for each brand.

FIG. 5 is a view showing a setting screen of demographic characteristics of a target.

FIG. 6 is a diagram showing a setting screen of a product participation characteristic of a target.

FIG. 7 is a diagram showing an example of a screen for designating a target zone when setting conditions regarding a spot frame for each brand.

FIG. 8 is a diagram showing an example of a screen for setting conditions regarding a spot frame for each brand.

FIG. 9 is a diagram showing an example of a screen for designating a target program / time slot when setting conditions relating to a program frame for each brand.

FIG. 10 is a diagram showing an example of a screen for setting conditions relating to a program frame for each brand.

FIG. 11 is a diagram showing a so-called U-shaped advertisement frame group.

FIG. 12 is a flowchart showing the contents of a selection process.

FIG. 13 is a diagram for explaining an outline of a first round of processing;

FIG. 14 is a diagram for explaining an outline of processing after a second round;

FIG. 15 is a diagram illustrating an example of a plan ranking screen of brand 2 whose target is “male”.

16 is a diagram showing an example of a screen showing detailed information of the example in FIG.

FIG. 17 is a diagram showing an example of a time table screen corresponding to each plan.

FIG. 18 is a diagram illustrating an example of a graph display screen.

FIG. 19 is a flowchart showing an outline of an advertisement space selection process.

FIG. 20 is a flowchart showing a general business flow relating to purchase and distribution of advertising space to brands in an advertising company.

[Explanation of symbols]

10 advertisement frame selection system, 12 input unit, 14 selection unit, 16 output unit, 18 advertisement frame DB

Claims (11)

[Claims] 1. An advertisement space selection system for selecting an advertisement space in a single advertisement medium for each of a plurality of brands, wherein an acquisition cost for acquiring each advertisement space, a frame of each advertisement space The data indicating the number and the contact probability of the advertisements deployed in each advertising space is optimized for the advertising space data storage means stored for each advertising space, and the initial budget of each brand and the selection of the advertising space for each brand. Means for inputting optimization conditions for each brand, for each brand, based on the input budget, the acquisition cost of the advertising space, the number of frames, and the contact probability, each brand according to the input optimization conditions An advertisement space selection system comprising: a selection unit that selects an advertisement space for the selected brand; and an output unit that outputs information of the advertisement space for each of the selected brands. 2. The advertisement space data storage means stores data indicating a contact probability for each of a plurality of viewer types, and the input means is capable of inputting a target viewer type for each brand. The advertisement space selection system according to claim 1, wherein the selection unit selects an advertisement space for each brand based on a contact probability of a target audience type. 3. The optimization condition includes: a first condition of maximizing a reach of a brand advertisement, a second condition of maximizing a contact probability of a target audience type, 3. The advertisement space selection system according to claim 2, wherein one of the third conditions is that both of the contact probabilities of the target viewer type are maximized according to a predetermined relative weight. 4. The apparatus according to claim 3, wherein said input means is capable of inputting said predetermined relative weight.
Ad space selection system as described. 5. The input means is capable of inputting optimization conditions in a plurality of stages, and the selection means selects an advertisement space in a plurality of stages according to the input optimization conditions. The advertisement space selection system according to claim 3 or 4. 6. The input means is capable of inputting a selection upper limit number of an arbitrary advertisement space for each brand, and the selection means is configured to perform a selection based on the input selection upper limit number.
The advertisement space selection system according to any one of claims 1 to 5, wherein an advertisement space for each brand is selected. 7. The input means is capable of inputting 0 as the selected upper limit number, and the selecting means, when the input upper limit number is 0, selects an advertisement space for the corresponding brand. 7. The advertisement space selection system according to claim 6, wherein the advertisement space selection system is avoided. 8. The advertisement medium is a television broadcast. The advertisement space is a program frame defined in association with a television program and a general commercial transaction of the advertisement space. The advertisement space selection system according to any one of claims 1 to 7, comprising a plurality of types of zones and a spot frame defined for each television station in association with each other. 9. An advertising space selection method for selecting an advertising space in a single advertising medium for each of a plurality of brands, wherein the initial budget of each brand and the selection of an advertising space for each brand are optimized. Inputting optimization conditions for each brand, for each brand, acquisition costs for acquiring each advertising space stored in advance,
A selection step of selecting an advertisement space for each brand according to the input optimization condition based on the number of frames of each advertisement space, a contact probability of an advertisement developed in each advertisement space, and an input budget; And an output step of outputting information of the advertising space for each of the brands. 10. In the input step, a target audience type for each brand can be input. In the selection step, an advertisement for each brand is set based on a contact probability of the target audience type stored in advance. The method according to claim 9, wherein a frame is selected. 11. The selecting step includes: a first step of selecting one advertisement space for each brand for all brands in order from a brand having a large initial budget; and dividing the remaining budget at the time by the initial budget. The advertising space selection method according to claim 9, further comprising: selecting an advertisement space for each brand in order from a brand having the lowest value.