JP2013171548A - Advertisement management device, advertisement management method, program, and advertisement management system - Google Patents

Abstract

PROBLEM TO BE SOLVED: To improve the accuracy of determining effectiveness of an advertisement.SOLUTION: An advertisement management device comprises an advertisement determination unit that determines effectiveness of an advertisement on the basis of a person's behavior pattern recognized from a captured image of the person. The advertisement determination unit determines the effectiveness of the advertisement in accordance with whether the person's behavior pattern is a specified pattern composed of a combination of a motion of viewing the advertisement and a specific motion performed after the motion of viewing the advertisement.

Description

  The present invention relates to an advertisement management device, an advertisement management method, a program, and an advertisement management system.

  Recently, an electronic advertisement system (or an electronic bulletin board system) that displays advertisement content on a display device installed in a public place is becoming widespread. According to this electronic advertisement system, various advertisement contents can be provided to an unspecified number of people by switching the screen.

  A method for determining the effectiveness of advertisement content provided by an electronic advertisement system is also known. For example, Patent Literature 1 discloses a system that determines the effectiveness of advertising content by capturing a person and detecting that the person's line of sight is directed to the advertising content from the captured image of the person.

JP 2008-243058 A

  However, even if the person's line of sight is directed toward the advertising content, the person may not be aware of the advertising content, that is, the person may not be aware of the advertising content. For this reason, it is difficult to accurately determine the effectiveness of the advertising content only by determining whether or not the person “sees” the advertising content.

  Therefore, the present invention has been made in view of the above problems, and an object of the present invention is to provide a new and improved advertisement management apparatus capable of improving the accuracy of determining the effectiveness of advertisements, To provide an advertisement management method, a program, and an advertisement management system.

  In order to solve the above-described problem, according to an aspect of the present invention, the advertisement determination unit includes an advertisement determination unit that determines the effectiveness of an advertisement based on the action pattern of the person recognized from a captured image of the person. Determining the effectiveness of the advertisement depending on whether the action pattern of the person is a defined pattern consisting of a combination of an action for viewing the advertisement and a specific action performed after the action for viewing the advertisement. An advertisement management device is provided.

  The prescribed pattern is set for each advertisement, and the advertisement determining unit determines the effectiveness of the advertisement according to whether the action pattern of the person is a prescribed pattern corresponding to the advertisement. Also good.

  The advertisement may include a display that guides the operation of the mobile terminal, and the specified pattern corresponding to the advertisement may specify the operation of the mobile terminal as the specific operation.

  The advertisement may include a display that guides the person to take a distribution for the advertisement, and a prescribed pattern corresponding to the advertisement may define an action of taking the distribution as the specific action.

  A related advertisement for the advertisement may be arranged in the vicinity of the advertisement, and the specified pattern corresponding to the advertisement may define an operation of viewing the related advertisement as the specific operation.

  The advertisement may be displayed on a display device.

  In order to solve the above problem, according to another aspect of the present invention, the method includes the step of determining the effectiveness of an advertisement based on the action pattern of the person recognized from a captured image of the person, In the step of determining the effectiveness, the action pattern of the person is determined according to whether the advertisement is a prescribed pattern composed of a combination of an action for viewing the advertisement and a specific action performed after the action for viewing the advertisement. An advertisement management method for determining effectiveness is provided.

  In order to solve the above-described problem, according to another aspect of the present invention, there is provided an advertisement determination unit that determines the effectiveness of an advertisement based on the person's action pattern recognized from a captured image of the person. The advertisement determination unit includes the advertisement according to whether the action pattern of the person is a prescribed pattern including a combination of an operation of viewing the advertisement and a specific operation performed after the operation of viewing the advertisement. A program for determining effectiveness is provided to function as an advertisement management apparatus.

  In order to solve the above problem, according to another aspect of the present invention, an imaging unit, an action recognition unit that recognizes the person's action pattern from a captured image of the person obtained by the imaging unit, The effectiveness of the advertisement depends on whether or not the action pattern of the person recognized by the action recognition unit is a prescribed pattern consisting of a combination of an action for viewing an advertisement and a specific action performed after the action for viewing the advertisement. An advertisement management system including an advertisement determination unit that determines sex is provided.

  As described above, according to the present invention, it is possible to improve the accuracy of determining the effectiveness of an advertisement.

It is explanatory drawing which showed the structure of the electronic advertisement system by embodiment of this invention. It is explanatory drawing which showed an example of advertisement content. It is explanatory drawing which showed the other example of advertisement content. It is explanatory drawing which showed the other example of advertisement content. It is the functional block diagram which showed the structure of the display control apparatus by this embodiment. It is explanatory drawing which showed the specific example of the display schedule. It is explanatory drawing which showed the specific example of the display history. It is explanatory drawing which showed the specific example of action data. It is the functional block diagram which showed the structure of the advertisement management server by this embodiment. It is explanatory drawing which showed the specific example of the reference identification data. It is explanatory drawing which showed the 1st example of determination of advertisement effect. It is explanatory drawing which showed the 2nd example of advertisement effect. It is explanatory drawing which showed the 3rd example of an advertisement effect. It is explanatory drawing which showed the specific example of the determination result of the advertisement effect. It is the sequence diagram which showed the operation | movement of the electronic advertisement system by this embodiment.

  Hereinafter, embodiments of the present invention will be described in detail with reference to the accompanying drawings. In addition, in this specification and drawing, about the component which has the substantially same function structure, duplication description is abbreviate | omitted by attaching | subjecting the same code | symbol.

  In the present specification and drawings, a plurality of components having substantially the same functional configuration may be distinguished by adding different alphabets after the same reference numeral. For example, a plurality of configurations having substantially the same functional configuration are distinguished as the display devices 30A and 30B as necessary. However, when it is not necessary to particularly distinguish each of a plurality of constituent elements having substantially the same functional configuration, only the same reference numerals are given. For example, the display devices 30 </ b> A and 30 </ b> B are referred to as the display device 30 when it is not necessary to distinguish between them.

<1. Configuration of electronic advertising system>
First, the configuration of an electronic advertisement system according to an embodiment of the present invention will be described with reference to FIG. In the following description, the term “customer” is used in the same meaning as a person.

  FIG. 1 is an explanatory diagram showing a configuration of an electronic advertisement system according to an embodiment of the present invention. As shown in FIG. 1, the electronic advertisement system according to the embodiment of the present invention includes a display control device 10, a communication network 12, an advertisement management server 20, display devices 30A and 30B, an imaging device 40, and an administrator. A PC (Personal Computer) 50 and a pamphlet 62 are provided.

  The advertisement management server 20 is an advertisement management apparatus that performs registration and setting of advertisement content in accordance with access from the administrator PC 50. The advertisement management server 20 registers and sets a display schedule indicating which display device 30 displays each advertisement content in which time zone. Such an advertisement management server 20 is connected to the display control device 10 via the communication network 12 and distributes the registered advertisement content and display schedule to the display control device 10.

  The communication network 12 is a wired or wireless transmission path for information transmitted from a device connected to the communication network 12. For example, the communication network 12 may include a public line network such as the Internet, a telephone line network, a satellite communication network, various local area networks (LANs) including the Ethernet (registered trademark), a wide area network (WAN), and the like. . Further, the communication network 12 may include a dedicated line network such as an IP-VPN (Internet Protocol-Virtual Private Network).

  The display device 30 displays the advertising content according to the control by the display control device 10. The display device 30 may be a CRT (Cathode Ray Tube) display device, a liquid crystal display (LCD) device, or an OLED (Organic Light Emitting Diode) device.

  The brochure 62 is a distribution for an unspecified number of customers. The brochure 62 may include, for example, detailed information related to advertisement content displayed on the display device 30 and coupon information.

  The imaging device 40 images at least a part of a range in which the display device 30 can be viewed. For this reason, when there is a customer who is viewing the advertising content displayed on the display device 30, the imaging device 40 can obtain a captured image of the customer by imaging the customer.

  The display control device 10 causes the display device 30 to display the advertisement content according to the advertisement content distributed from the advertisement management server 20 and the display schedule. Further, the display control device 10 extracts a customer behavior pattern from the captured image obtained by the imaging device 40 and transmits the extraction result to the advertisement management server 20.

(background)
By the way, it is important to evaluate the appeal effect of the above-mentioned advertising content to the customer in the marketing strategy of the company. For this reason, methods for determining the effectiveness of advertisement content provided by an electronic advertisement system have been studied. For example, a system is known in which a person is imaged and the effectiveness of advertisement content is determined by detecting that the person's line of sight is directed to an advertisement from the captured image of the person.

  However, even if the person's line of sight is directed to the advertisement, the person may not be aware of the advertisement, that is, the person may not recognize the advertisement content. For this reason, it is difficult to accurately determine the effectiveness of the advertisement only by determining whether or not the person “sees” the advertisement.

  Then, it came to create embodiment of this invention from the above circumstances. According to the embodiment of the present invention, it is possible to improve the accuracy of determining the effectiveness of an advertisement. Hereinafter, description will be made on such an embodiment of the present invention.

<2. Overview of Electronic Advertising System According to this Embodiment>
In the electronic advertisement system according to the present embodiment, the effectiveness of the advertising content is determined based on the customer behavior pattern recognized from the captured image of the customer in order to improve the accuracy of determining the effectiveness of the advertising content. More specifically, the effectiveness of the advertising content depends on whether or not the customer behavior pattern is a prescribed identification pattern consisting of a combination of an operation for viewing the advertising content and a specific operation performed after the operation for viewing the advertising content. Judging.

  Here, a specific operation, that is, an operation expected to be performed by the customer after an operation of viewing the advertising content differs depending on the advertising content. For this reason, in this embodiment, an identification pattern is set for each advertisement. Hereinafter, a specific example of the relationship between the advertisement content and the specific operation will be described.

  FIG. 2 is an explanatory diagram showing an example of the advertisement content. As shown in FIG. 2, the advertising content # 1 includes a two-dimensional code 72 identified by image recognition. A customer who sees the advertisement content # 1 and is interested in the advertisement target of the advertisement content # 1 is expected to operate the mobile terminal and image the two-dimensional code 72. For this reason, it is appropriate to evaluate the effectiveness of the advertising content # 1 based on the behavior that the customer views the advertising content # 1 and operates the mobile terminal.

  Therefore, the electronic advertising system according to the present embodiment sets a combination of an operation of viewing the advertising content # 1 and an operation of the mobile terminal as an identification pattern as an identification pattern of the behavior corresponding to the advertising content # 1, and the behavior pattern of the customer The effectiveness of the advertisement content # 1 may be evaluated based on whether or not matches the identification pattern.

  In the above description, the example in which the advertising content # 1 includes the two-dimensional barcode has been described. However, the advertising content in which the combination of the operation of viewing the advertising content and the operation of the mobile terminal is set as the identification pattern is not limited to such an example. . For example, it is conceivable that a customer who has seen advertising content including the message “Detailed information is on WEB” or “Contact phone number is ...” may also operate a mobile terminal. The combination of the operation of viewing the advertisement content and the operation of the mobile terminal may be set as the identification pattern.

  FIG. 3 is an explanatory diagram showing another example of the advertising content. As shown in FIG. 3, the advertisement content # 2 includes a display for guiding the customer to take the pamphlet “The coupon is in the pamphlet!”. A customer who is interested in the advertising target of the advertising content # 2 by looking at the advertising content # 2 is expected to take the pamphlet 62. For this reason, it is appropriate to evaluate the effectiveness of the advertising content # 2 based on the behavior that the customer saw the advertising content # 2 and took the pamphlet 62.

  Therefore, the electronic advertising system according to the present embodiment sets a combination of an operation of viewing the advertising content # 2 and an operation of taking a pamphlet as an identification pattern of the behavior corresponding to the advertising content # 2, and the behavior pattern of the customer The effectiveness of the advertising content # 2 may be evaluated based on whether or not matches the identification pattern.

  FIG. 4 is an explanatory diagram showing another example of the advertising content. As shown in FIG. 4, the advertising content # 3 displayed on the display device 30A includes simple information about the XXX restaurant “2 minutes on foot from here”, and the advertising content # 4 displayed on the display device 30B. Is a related advertisement of advertisement content # 3 including detailed position display on the map of XXX restaurant.

  Therefore, a customer who is interested in the XXX restaurant by seeing the advertisement content # 3 is expected to see the advertisement content # 4 including the detailed position display of the XXX restaurant. That is, for the advertising content # 3, it is appropriate to evaluate the effectiveness based on the behavior of the customer watching the advertising content # 3 and then watching the advertising content # 4.

  Therefore, the electronic advertising system according to the present embodiment sets, as an identification pattern, a combination of an operation of viewing the advertising content # 3 and an operation of viewing the advertising content # 4 as an identification pattern of the behavior corresponding to the advertising content # 3. The effectiveness of the advertisement content # 3 may be evaluated based on whether or not the behavior pattern matches the identification pattern.

  As described above, according to the present embodiment, for each advertising content, not only whether or not the customer simply viewed the advertising content, but also whether or not a specific operation was performed according to the advertising content after viewing the advertising content. To determine the effectiveness of the advertising content. Therefore, according to the present embodiment, it is possible to improve the accuracy of determining the effectiveness of the advertisement. Hereinafter, the implementation form of such an electronic advertisement system will be described in more detail.

<3. Configuration of display control device>
FIG. 5 is a functional block diagram showing the configuration of the display control apparatus 10 according to the present embodiment. As shown in FIG. 5, the display control apparatus 10 according to the present embodiment includes a communication unit 104, an advertisement content storage unit 108, a display schedule storage unit 112, a display control unit 116, a display history storage unit 120, An image recording unit 124, a captured image storage unit 128, a behavior extraction unit 132, and a behavior data storage unit 136 are provided.

(Communication Department)
The communication unit 104 is an interface with the advertisement management server 20, a reception unit that receives information from the advertisement management server 20 via the communication network 12, and a transmission that transmits information to the advertisement management server 20 via the communication network 12. It functions as a part. For example, the communication unit 104 receives advertisement content and a display schedule from the advertisement management server 20, and transmits display history and behavior data to the advertisement management server 20.

(Advertising content storage)
The advertisement content storage unit 108 stores the advertisement content distributed from the advertisement management server 20. The advertising content may include attribute information such as a content ID and a content name.

(Display schedule storage)
The display schedule storage unit 112 stores a display schedule of advertisement content distributed from the advertisement management server 20. The display schedule includes the content ID of the target advertisement content, the display time, and the like. Hereinafter, a specific example of the display schedule will be described with reference to FIG.

  FIG. 6 is an explanatory diagram showing a specific example of a display schedule. As shown in FIG. 6, the display schedule includes a schedule number, a content ID, a device ID, a display start time, a display end time, and an identification pattern.

  The schedule number is an identification number of each entry. For example, a serial number is assigned to each entry. The content ID is the content ID of the advertising content to be displayed, and the device ID is the ID of the display device 30 that displays the advertising content to be displayed. In this specification, for convenience of explanation, it is assumed that the alphabet added to the end of the reference numeral of the display device 30 is the device ID. The display start time indicates the time when the display of the target advertisement content is disclosed, and the display end time indicates the time when the display of the advertisement content ends. The identification pattern is an action identification pattern used when determining the effectiveness of the target advertisement content.

  For example, the schedule of schedule No. “1” indicates that the advertising content # 1 is to be displayed on the display device 30A between time t1 and time t6. The effectiveness of the advertising content # 1 is based on whether or not the customer's behavior pattern matches an identification pattern formed by a combination of an operation of viewing the display device 30A that displays the advertising content # 1 and an operation of the mobile terminal. To be judged.

(Display control unit)
The display control unit 116 causes the display device 30 to display the advertising content stored in the advertising content storage unit 108 according to the display schedule stored in the display schedule storage unit 112. For example, the display control unit 116 causes the display device 30A to display the advertisement content # 1 over the period from the time t1 to the time t6 in accordance with the schedule No. “1”.

(Display history storage)
The display history storage unit 120 stores the history of content displayed under the control of the display control unit 116. Hereinafter, a specific example of this display history will be described with reference to FIG.

  FIG. 7 is an explanatory diagram showing a specific example of the display history. As illustrated in FIG. 7, the display history includes a display history No, a schedule No, a display start time, and a display end time. The display history No. is an identification number of each entry. For example, a serial number is assigned to each entry. The schedule No is a schedule No for the advertisement content that is actually displayed, the display start time indicates the time when the display of the advertisement content is actually started, and the display end time is the actual end of the display of the advertisement content. Time.

(Image recording unit, captured image storage unit)
The image recording unit 124 receives the captured image from the imaging device 40 and records the input captured image in the captured image storage unit 128. The captured image storage unit 128 stores the captured image recorded by the image recording unit 124.

(Behavior extraction part)
The behavior extraction unit 132 extracts (recognizes) a customer behavior pattern included in the captured image based on the captured image stored in the captured image storage unit 128. Then, the behavior extraction unit 132 records behavior data including the extracted behavior pattern in the behavior data storage unit 136. In addition, when the action which should be extracted by each advertisement content is designated, the action extraction part 132 may extract only the pattern about the designated action. For example, when only line-of-sight recognition is specified for a certain advertisement content, the behavior extraction unit 132 may extract a customer behavior pattern based only on line-of-sight recognition for the advertisement content.

(Behavior data storage)
The behavior data storage unit 136 stores behavior data including the behavior pattern extracted by the behavior extraction unit 132. Hereinafter, a specific example of this behavior data will be described with reference to FIG.

  FIG. 8 is an explanatory diagram showing a specific example of behavior data. As illustrated in FIG. 8, the behavior data includes behavior data No, display history No, customer identification ID, behavior start time, behavior end time, and behavior pattern.

  The action data No is an identification number of each entry. For example, a serial number is assigned to each entry. In addition, the display history No in the behavior data indicates the display history of the advertising content displayed when the behavior by the customer is extracted. The customer identification ID is an identifier of a customer from which an action has been extracted. The action start time indicates the time when the customer's action starts, and the action end time indicates the time when the customer's action ends. The behavior pattern in the behavior data is a behavior pattern extracted by the behavior extraction unit 132.

  For example, the behavior data of the behavior data No “1” is obtained by operating the mobile terminal when viewing the display device 30A for the customer A during the time t2 to t3 during the display of the advertisement content corresponding to the display history No “1”. It shows that the action pattern of having been extracted.

  Such behavior data is transmitted from the communication unit 104 to the advertisement management server 20 together with the display history stored in the display history storage unit 120.

<4. Configuration of advertisement management server>
The configuration of the display control apparatus 10 according to the present embodiment has been described above. Next, the configuration of the advertisement management server 20 according to the present embodiment will be described.

  FIG. 9 is a functional block diagram showing the configuration of the advertisement management server 20 according to the present embodiment. As illustrated in FIG. 9, the display control apparatus 10 according to the present embodiment includes a communication unit 204, an advertisement management unit 206, an advertisement content storage unit 208, a display schedule storage unit 212, and a reference identification data storage unit 214. , An advertisement distribution unit 216, a history information collection unit 218, a display history storage unit 220, an advertisement effect determination unit 224, an advertisement effect storage unit 228, and a behavior data storage unit 236.

(Communication Department)
The communication unit 204 is connected to one or more display control devices 10 via the communication network 12, receives a information from the display control device 10 via the communication network 12, and communicates with the display control device 10. 12 functions as a transmission unit that transmits information via the terminal 12. For example, the communication unit 204 receives display history, action data, and the like from the display control device 10 and transmits advertisement content, a display schedule, and the like to the display control device 10.

(Ad Manager)
The advertisement management unit 206 registers and sets advertisement content and registers and sets a display schedule in accordance with access from the administrator PC 50. Also, reference identification data for determining the effect of each advertisement content is defined.

(Advertising content storage)
The advertisement content storage unit 208 stores advertisement content to be distributed to each of one or more display control devices 10. The advertising content may include attribute information such as a content ID and a content name.

(Display schedule storage)
The display schedule storage unit 212 stores a display schedule for distribution to each of one or more display control devices 10. As described with reference to FIG. 6, the display schedule includes the content ID of the target advertisement content, the display time, and the like.

(Reference identification data storage unit)
The reference identification data storage unit 214 stores reference identification data for determining the effect of each advertisement content. Hereinafter, a specific example of the reference identification data will be described with reference to FIG.

  FIG. 10 is an explanatory diagram showing a specific example of reference identification data. As shown in FIG. 10, the reference identification data defines the correspondence between the schedule number and the reference identification pattern. For example, schedule No. “1” is associated with reference identification patterns “view display device 30A” and “operate mobile terminal”. Here, since schedule No. “1” corresponds to advertisement content # 1 as shown in FIG. 6, in order to determine the effect of advertisement content # 1, “view display device 30A” and “mobile terminal” A reference identification pattern of “operation” will be used.

  Although FIG. 10 shows an example in which the reference identification data defines the correspondence between the schedule number and the reference identification pattern, the data configuration of the reference identification data is not limited to this example. For example, the reference identification data may define the correspondence between the content ID and the reference identification pattern.

(Advertising Department)
The advertisement distribution unit 216 distributes the advertisement content stored in the advertisement content storage unit 208 and the display schedule stored in the display schedule storage unit 212 to the display control device 10 via the communication unit 204.

(History information collection unit, display history storage unit, behavior data storage unit)
The history information collection unit 218 collects history information such as display history and behavior data from the display control device 10 via the communication unit 204. The display history storage unit 220 stores the display history collected by the history information collection unit 218, and the behavior data storage unit 236 stores the behavior data collected by the history information collection unit 218. Since the display history is as described with reference to FIG. 7 and the action data is as described with reference to FIG. 8, detailed description thereof is omitted here.

(Advertising effect judgment part)
The advertisement effect determination unit 224 determines the advertisement effect of each advertisement content based on the relationship between the action data stored in the action data storage unit 236 and the reference identification data stored in the reference identification data storage unit 214. Hereinafter, with reference to FIGS. 11 to 13, the advertisement effect determination method will be described more specifically.

-First Determination Example FIG. 11 is an explanatory diagram showing a first determination example of advertisement effects. As shown in FIG. 11, the display history indicates that the advertisement content # 1 has been displayed over the time t1 to the time t6, and for the customer A, during the time t2 to t3, the “mobile device that sees the display device 30A, Let us consider a case where the behavior data indicates that the behavior “operating” is extracted, and the behavior data indicates that the behavior “view the display device 30A” is extracted for the customer B between the times t4 and t5. .

  Here, the advertisement content # 1 corresponds to the schedule of the schedule No. “1” as shown in FIG. 6, and the schedule No. “1” is “view the display device 30A” and “mobile terminal” as shown in FIG. Corresponding to the reference identification pattern “operation”.

  In this case, the action of “viewing the display device 30A and operating the mobile terminal” extracted for the customer A matches the reference identification pattern. For this reason, the advertisement effect determination unit 224 determines that the advertisement content # 1 corresponding to the schedule No. “1” has an advertisement effect on the customer A. Note that the customer's operation of “operating the mobile terminal” may be performed after the target advertisement content is displayed. For this reason, the advertisement effect determination unit 224 may determine that the advertisement effect of the advertisement content has been obtained even when the operation “operating the mobile terminal” is extracted after the advertisement content is displayed.

  On the other hand, the action “view display device 30A” extracted for customer B does not match the reference identification pattern. For this reason, the advertisement effect determination unit 224 determines that the advertisement content # 1 corresponding to the schedule No. “1” has no advertisement effect on the customer B.

-2nd determination example FIG. 12: is explanatory drawing which showed the 2nd case example of advertisement effect. As shown in FIG. 12, the display history indicates that the advertisement content # 2 has been displayed from the time t7 to the time t8, and the action of “viewing the display device 30A and operating the mobile terminal” is performed for the customer A ′. Consider the case where the behavior data indicates that the behavior data has been extracted, and the behavior data indicates that the behavior “view the display device 30A” has been extracted for the customer B ′.

  Here, the advertisement content # 2 corresponds to the schedule of schedule No. “2” as shown in FIG. 6, and schedule No. “2” shows “view display device 30A” and “pamphlet as shown in FIG. It corresponds to the reference identification pattern “take”.

  In this case, the action “view the display device 30A, take a pamphlet” extracted for the customer A ′ matches the reference identification pattern. Therefore, the advertisement effect determination unit 224 determines that the advertisement content # 2 corresponding to the schedule No. “2” has an advertisement effect on the customer A ′. Note that the customer's action of “take pamphlet” may be performed after the target advertisement content is displayed. For this reason, the advertisement effect determination unit 224 may determine that the advertisement effect of the advertisement content has been obtained even when the operation “take pamphlet” is extracted after the advertisement content is displayed.

  On the other hand, the action “view display device 30 </ b> A” extracted for the customer B ′ does not match the reference identification pattern. Therefore, the advertisement effect determination unit 224 determines that the advertisement content # 2 corresponding to the schedule No. “2” has no advertisement effect on the customer B ′.

-Third Determination Example FIG. 13 is an explanatory diagram showing a third case example of the advertising effect. As shown in FIG. 13, the display history indicates that the advertisement content # 3 has been displayed from the time t9 to the time t10, and the action of “see the display device 30A, see the display device 30B” for the customer A ″. Consider the case where behavior data indicates that is extracted.

  Here, the advertisement content # 3 corresponds to the schedule of the schedule No. “3” as shown in FIG. 6, and the schedule No. “3” is “view the display device 30A” and “display device” as shown in FIG. It corresponds to the reference identification pattern “see 30B”.

  In this case, the action “see display device 30A, see display device 30B” extracted for customer A ″ matches the reference identification pattern. Therefore, the advertisement effect determination unit 224 determines that the advertisement content # 3 corresponding to the schedule No. “3” has an advertisement effect on the customer A ″.

(Advertising effect storage)
The advertisement effect storage unit 228 illustrated in FIG. 9 stores the determination result of the advertisement effect obtained by the advertisement effect determination unit 224. Hereinafter, a specific example of the determination result of the advertisement effect will be described with reference to FIG.

  FIG. 14 is an explanatory diagram showing a specific example of the determination result of the advertisement effect. As illustrated in FIG. 14, the advertisement effect storage unit 228 stores a schedule No, behavior data No, a customer ID, and presence / absence of an advertisement effect in association with each other. Note that the determination results illustrated in FIG. 14 are the determination results of the advertising effects described in the first to third determination examples described above. Such an advertisement effect determination result can be referred from an external device.

<5. Operation of the electronic advertising system>
The configurations of the display control device 10 and the advertisement management server 20 according to the present embodiment have been described above. Next, with reference to FIG. 15, the operation of the electronic advertisement system according to the present embodiment is organized.

  FIG. 15 is a sequence diagram showing the operation of the electronic advertisement system according to the present embodiment. As shown in FIG. 15, first, when the administrator PC 50 instructs the advertisement management server 20 to register and set advertisement content and display schedule (S304), the advertisement management unit 206 of the advertisement management server 20 registers the advertisement content. Then, display schedule registration and reference identification data are defined (S308, S312, and S316).

  Thereafter, the advertisement distribution unit 216 of the advertisement management server 20 distributes the advertisement content and the display schedule to the display control apparatus 10 (S320).

  Subsequently, the display control unit 116 of the display control device 10 displays the advertising content on the display device 30 according to the display schedule (S324), and records the display history of the advertising content in the display history storage unit 120 (S328).

  On the other hand, the imaging device 40 continuously captures at least a part of the range in which the display device 30 can be viewed (S332), and transmits a captured image obtained by the imaging to the display control device 10 (S336).

  Thereafter, the behavior extraction unit 132 of the display control device 10 extracts (recognizes) a customer behavior pattern included in the captured image based on the captured image captured image received from the imaging device 40 (S340). And the communication part 104 of the display control apparatus 10 transmits action data including a display history and a customer's action pattern to the advertisement management server 20 (S344).

  The advertisement effect determination unit 224 of the advertisement management server 20 determines the advertisement effect of each advertisement content based on the reference identification data stored in the reference identification data storage unit 214, the display history and behavior data received from the display control device 10. (S348). Then, the advertisement effect storage unit 228 stores the advertisement effect determination result by the advertisement effect determination unit 224.

<6. Conclusion>
As described above, according to the present embodiment, for each advertising content, not only whether or not the customer simply viewed the advertising content, but also whether a specific operation corresponding to the advertising content was performed after viewing the advertising content. The effectiveness of the advertising content is determined based on whether or not. Therefore, according to the present embodiment, it is possible to improve the accuracy of determining the effectiveness of the advertisement.

  Although the preferred embodiments of the present invention have been described in detail with reference to the accompanying drawings, the present invention is not limited to such examples. It is obvious that a person having ordinary knowledge in the technical field to which the present invention pertains can come up with various changes or modifications within the scope of the technical idea described in the claims. Of course, it is understood that these also belong to the technical scope of the present invention.

  For example, the example in which the effectiveness of the electronic advertisement content displayed on the display device 30 is determined has been described above, but the advertisement whose effect is to be determined is not limited to the electronic advertisement content. The present embodiment can be similarly applied to non-electronic advertising media such as posters and signboards. In this case, the display control apparatus 10 only needs to have a function of extracting customer behavior from the captured image.

  Moreover, although the example which extracts a customer's action in the display control apparatus 10 was demonstrated above, this embodiment is not limited to this example. For example, the display control apparatus 10 can transmit a captured image to the advertisement management server 20, and the advertisement management server 20 can extract customer behavior from the captured image.

  In addition, each step in the processing of the electronic advertisement system of the present specification does not necessarily have to be processed in time series in the order described as a sequence diagram. For example, each step in the processing of the electronic advertisement system may be processed in an order different from the order described as the sequence diagram or may be processed in parallel.

  In addition, hardware such as a CPU, ROM, and RAM incorporated in the display control device 10 and the advertisement management server 20 and the like is configured to exhibit functions equivalent to the configurations of the display control device 10 and the advertisement management server 20 described above. Computer programs can also be created. A storage medium storing the computer program is also provided.

DESCRIPTION OF SYMBOLS 10 Display control apparatus 12 Communication network 20 Advertisement management server 30 Display apparatus 40 Imaging apparatus 50 Administrator PC
62 Brochure 104 Communication unit 108 Advertising content storage unit 112 Display schedule storage unit 116 Display control unit 120 Display history storage unit 124 Image recording unit 128 Captured image storage unit 132 Behavior extraction unit 136 Behavior data storage unit 204 Communication unit 206 Advertising management unit 208 Advertisement content storage unit 212 Display schedule storage unit 214 Reference identification data storage unit 216 Advertisement distribution unit 218 History information collection unit 220 Display history storage unit 224 Advertisement effect determination unit 228 Advertisement effect storage unit 236 Behavior data storage unit

Claims (9)

An advertisement determination unit that determines the effectiveness of the advertisement based on the action pattern of the person recognized from the captured image of the person;
The advertisement determination unit determines the effectiveness of the advertisement according to whether or not the action pattern of the person is a prescribed pattern including a combination of an operation for viewing the advertisement and a specific operation performed after the operation for viewing the advertisement. An advertisement management device that determines The prescribed pattern is set for each advertisement,
The advertisement management apparatus according to claim 1, wherein the advertisement determination unit determines the effectiveness of the advertisement according to whether or not the action pattern of the person is a specified pattern corresponding to the advertisement. The advertisement includes a display that guides the operation of the mobile terminal,
The advertisement management apparatus according to claim 2, wherein the defined pattern corresponding to the advertisement defines an operation of the mobile terminal as the specific operation. The advertisement includes an indication that induces the person to take a distribution for the advertisement;
The advertisement management apparatus according to claim 2, wherein the prescribed pattern corresponding to the advertisement defines an operation of taking the distribution as the specific operation. A related advertisement for the advertisement is placed in the vicinity of the advertisement,
The advertisement management apparatus according to claim 2, wherein the specified pattern corresponding to the advertisement defines an operation of viewing the related advertisement as the specific operation.   The advertisement management apparatus according to claim 1, wherein the advertisement is displayed on a display device. Determining the effectiveness of the advertisement based on the action pattern of the person recognized from the captured image of the person,
In the step of determining the effectiveness of the advertisement, depending on whether or not the action pattern of the person is a prescribed pattern composed of a combination of an operation of viewing the advertisement and a specific operation performed after the operation of viewing the advertisement An advertisement management method for determining the effectiveness of the advertisement. Computer
An advertisement determination unit that determines the effectiveness of the advertisement based on the action pattern of the person recognized from the captured image of the person;
The advertisement determination unit determines the effectiveness of the advertisement according to whether or not the action pattern of the person is a prescribed pattern including a combination of an operation for viewing the advertisement and a specific operation performed after the operation for viewing the advertisement. A program for functioning as an advertisement management device. An imaging unit;
An action recognition unit for recognizing the action pattern of the person from a captured image of the person obtained by the imaging unit;
The effectiveness of the advertisement depends on whether or not the action pattern of the person recognized by the action recognition unit is a prescribed pattern consisting of a combination of an action for viewing an advertisement and a specific action performed after the action for viewing the advertisement. An ad determination unit that determines gender,
An advertisement management system comprising:

Images