JP2016038825A - Advertisement evaluation apparatus, advertisement evaluation method, and program - Google Patents

Abstract

PROBLEM TO BE SOLVED: To quantitatively evaluate a value of advertisements about how much advertisements installed at station yards, public places, and the like are actually viewed by passers-by passing through near the advertisements.SOLUTION: An advertisement evaluation apparatus 1 for evaluating advertisement effects on passers-by passing through near advertisements, includes number-of-visual-line calculation means that calculates the number of visual lines presumed that passers-by turn their eyes to object advertisements subject to an evaluation on the basis of an input value to a prescribed explanation variable using a first model expression formed by modeling a correlation between the prescribed explanation variable and the number of visual lines when the passers-by turn their eyes to the advertisements, the correlation created on the basis of investigation results of the correlation between a measured value of the number of visual lines and the prescribed explanation valuable.SELECTED DRAWING: Figure 2

Description

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

  Conventionally, as an advertisement evaluation method for evaluating advertisement value, for example, in internet advertisement, information such as how many times the user clicked the advertisement among the total number of times the advertisement is displayed is used to determine the value of the advertisement. A method for quantitative evaluation is known (Patent Document 1).

  On the other hand, for advertisements such as paper media installed in stations and public places, it is difficult to evaluate with quantitative indicators such as the number of clicks like Internet advertisements. The fact that the place where the advertisement is installed is a place with a larger number of passers-by is used as an index for increasing the advertising value.

JP2013-161359A

  However, in the above method for evaluating advertisements such as paper media, how much is actually seen by people who have passed near the advertisement, and how much of those who have passed it remains in memory Therefore, there is a problem that the value of the advertisement is not properly evaluated.

  The present invention has been made in view of the above problems, and an object of the present invention is to enable quantitative evaluation of the value of an advertisement installed in a station premises or a public place.

In order to achieve the above object, the present invention provides:
An advertising evaluation device that evaluates the advertising effectiveness for a passerby who passes near an advertisement,
Modeled the correlation between the predetermined explanatory variable and the number of gazes created based on the correlation between the actual value of the number of gazes when the passer-eye lined up with the advertisement and the predetermined explanatory variable. Gaze number calculation means for calculating the number of gaze times estimated by the passer-by at the target advertisement to be evaluated based on the input value for the predetermined explanatory variable using the first model formula. Features.

Also, preferably
A total line-of-sight number calculating means for calculating the total line-of-sight number for the target advertisement based on the calculated line-of-sight number and the amount of traffic per unit time is provided.

Also, preferably
The line-of-sight number calculating means is represented by the following general formula (1), where V is the number of line-of-sight, X _{i is} the predetermined explanatory variable, α _{i is} the parameter of the predetermined explanatory variable, and error ε. It is calculated by the first model formula.

Also, preferably
Investigating the correlation between the actual value of the number of gazes when the passer-by looks at the advertisement and the actual value of the visibility, which is the ratio of the passers who remember that they saw the advertisement after passing the advertisement A visibility ratio calculating means for calculating the visibility estimated from the calculated number of eyes using the second model formula that models the correlation between the number of eyes and the visibility generated based on the result is provided. It is characterized by.

Also, preferably
Based on the visibility rate and the amount of traffic per unit time, it is provided with a viewer number calculating means for calculating the total number of passers who have memorized that the advertisement has been viewed after passing the advertisement. To do.

Also, preferably
The visibility ratio calculating means is expressed by the following general formula (2), where the visibility ratio is p (n), the upper limit value of the visibility ratio is p _max , the number of line-of-sights is n, and the ease of remaining in memory is α. It is calculated by the second model formula.

Preferably, the predetermined explanatory variable is
The advertisement size information indicating the size of the advertisement, the direction information of the advertisement with respect to the passerby, the advertisement installation location information indicating the place where the advertisement is installed, the advertisement form information indicating the posting form of the advertisement, and the advertisement It includes at least one of advertisement content information indicating a content element to be performed and congestion degree information indicating the amount of traffic per unit time of the passer-by.

In addition, this invention
An ad evaluation method for evaluating the effectiveness of an ad for passers-by near the ad,
Modeled the correlation between the predetermined explanatory variable and the number of gazes created based on the correlation between the actual value of the number of gazes when the passer-eye lined up with the advertisement and the predetermined explanatory variable. Using a first model formula, including a gaze number calculating step of calculating a gaze number estimated that the passer-by has matched the gaze with the target advertisement to be evaluated based on an input value for the predetermined explanatory variable. Features.

In addition, this invention
A program that evaluates the effectiveness of advertising for passers-by in the vicinity of an ad,
A correlation between the measured value of the number of gazes when the passer-by gazes the advertisement and a predetermined explanatory variable on the computer is correlated with the predetermined explanatory variable and the number of gazes created based on the result of the investigation of the correlation. Using the modeled first model formula, a gaze number calculating step of calculating a gaze number estimated that the passer-eye has matched the target advertisement to be evaluated based on an input value for the predetermined explanatory variable. It is made to perform.

  ADVANTAGE OF THE INVENTION According to this invention, the value of the advertisement installed in the station yard, a public place, etc. can be evaluated quantitatively.

It is a figure for demonstrating the frequency | count of eyes | visual_axis. It is a block diagram which shows the structure of the advertisement evaluation apparatus of this embodiment. It is a flowchart which shows the control procedure by CPU of the advertisement evaluation process of this embodiment. It is a figure explaining the radiant intensity from an advertising surface to a passerby. It is a figure which shows the positional relationship when an advertisement exists in front of a passer-by, and is a case where it sees from the left side of a passer (a), and a case where it sees from the passer's upper side (b). It is a figure which shows the positional relationship in case an advertisement exists in a passer's side, and is a case where it sees from the left side of a passer (a), and a case where it sees from the passer's upper side (b). It is a figure showing the relationship between the frequency | count of eyes | visual_axis and a visual recognition rate. It is a figure which shows the input / output screen of this embodiment. It is a figure which shows the input area of this embodiment. It is a figure which shows the graph result of the output area of this embodiment. It is a figure which shows the numerical result of the output area of this embodiment.

Hereinafter, embodiments of the present invention will be described with reference to the drawings.
In the following description, the “number of line-of-sight” is the number of times a passer-by adjusts the line of sight with respect to the target advertisement 9 to be evaluated. And count. Specifically, as shown in FIG. 1, if the path 8 of the line of sight to the passer's target advertisement 9 is indicated by numbers 1 to 9 for each elapse of time, the target is from outside the target advertisement 9 (numbers 1 and 2). After entering the advertisement 9 (numbers 3 to 5) and once outside the target advertisement 9 (number 6), enter the inside of the advertisement 9 (numbers 7 and 8) again, outside the target advertisement 9 ( In the case of No. 9), the line of sight is 2 times.
In the following description, the “total number of line-of-sight” is the sum of the number of line-of-sight of all passers-by who have passed the target advertisement 9 for a certain period of time.
Further, in the following description, the “viewing rate” is a ratio of persons who memorize that the target advertisement 9 is “certainly seen” after the passer-by passes the target advertisement 9.
Further, in the following description, the “number of viewers” is the total number of people who have memorized that the target advertisement 9 is “certainly seen” among all the passers-by who have passed the target advertisement 9 for a certain time.

[Advertising evaluation device]
The advertisement evaluation apparatus 1 of the present embodiment uses a general computer, and as shown in FIG. 2, a CPU as a gaze number calculating means, a total gaze number calculating means, a visibility rate calculating means, and a viewer number calculating means. (Central Processing Unit) 11, RAM (Random Access Memory) 12, a storage unit 13, an operation unit 14, a display unit 15, a communication unit 16, and the like.

  The CPU 11 performs various arithmetic processes and controls the overall operation of the advertisement evaluation apparatus 1. The CPU 11 reads out and executes the advertisement evaluation program 13a stored in the storage unit 13, evaluates the advertisement from the input value input to evaluate the advertisement, and outputs the result.

  The RAM 12 provides a working memory space to the CPU 11 and stores temporary data. The RAM 12 is a volatile memory such as DRAM or SRAM.

The storage unit 13 stores programs and various setting data. As the storage unit 13, for example, an HDD (Hard Disk Drive) is used. Alternatively, the storage unit 13 may be a rewritable nonvolatile memory such as a flash memory or an EEPROM (Electrically Erasable and Programmable Read Only Memory), a ROM (Read Only Memory), or the like, or may be used in combination with an HDD. good. ROM is, for example, BIOS (Basic Input / Output System)
) Is stored.

  The operation unit 14 receives an input operation by the user. The operation unit 14 includes, for example, a keyboard and a mouse. Operations performed on the keyboard and mouse are converted into predetermined electrical signals and output to the CPU 11. Alternatively, the operation unit 14 may include a touch sensor, and may be configured to detect a touch input using a display operation screen provided separately from the display unit 15 or the display unit 15 as a touch panel.

  The display unit 15 has a display screen for displaying various information such as an input screen for inputting information necessary for advertisement evaluation and an evaluation result display screen for displaying the advertisement evaluation information in a table or graph. For example, a liquid crystal display (LCD) is used as the display screen of the display unit 15.

  The communication unit 16 is an interface for communication connection with a communication network via the Internet or a locally connected printer. Examples of the interface include a LAN card, a USB port, and drivers for these.

[Advertising evaluation control]
The advertisement evaluation process is controlled and executed by the CPU 11 for each step as shown in FIG.

  This advertisement evaluation process is started, for example, by an execution command of the advertisement evaluation program 13a when the result output button 30 (see FIG. 8) is pressed by the user.

  When the advertisement evaluation process is started, first, the CPU 11 acquires input values of various information input to evaluate the advertisement (step S101).

  Next, the CPU 11 calculates an evaluation value (number of line-of-sight, total number of line-of-sight, visibility rate, and number of viewers) based on the model formula incorporated in the advertisement evaluation program 13a (step S102). Details of the model formula will be described later.

  Next, the CPU 11 creates data for result output display based on the calculated evaluation value. As a result output, a format is determined in advance (see FIGS. 8, 10 and 11), and output data is created according to the selected format (step S103).

  Next, the CPU 11 outputs the created output data to the display unit 15 according to the format (step S104). Then, the CPU 11 ends the advertisement evaluation process.

[Measure gaze count and visibility]
In the present invention, a method using an eye camera is employed as a method for measuring an actual value of the number of eye gazes. Specifically, the number of gazes for the target advertisement was measured by attaching a eye camera to a passer-by and examining the movement of the gaze of the passer-by. Here, by carrying out this measurement in a plurality of time zones, the relationship between the degree of congestion of the passage through which the passer-by passes and the number of line of sight was also measured.
Then, after measuring the number of gazes on the target advertisement, a questionnaire was conducted to see if the passer had seen the target advertisement, and the passerby visually confirmed what the passer replied "I definitely saw" It was evaluated.

[Model formula for calculating the number of eyes]
A model formula (first model formula) for calculating the number of line-of-sights is an expression represented by the following general formula (1) when the line-of-sight number V, the explanatory variable X _i , the parameter α _{i of the} explanatory variable, and the error ε. And used to calculate the estimated number of gazes. Further, this model formula (first model formula) was created based on a correlation investigation result between the actual value of the line-of-sight frequency V when the passer-by looks at the advertisement and the predetermined explanatory variable X _i . The explanatory variables X _{1 to 8} and the explanatory variable parameters α _{1 to 8} are determined by the advertisement size, the direction of the advertisement, the advertisement installation location, the advertisement form, the advertisement content, and the degree of congestion (details will be described later). .

[Explanatory variable]
The explanatory variables X _{1 to 8} used in the first model formula (general formula (1)) will be described in order from X ₁ .
Description variable X ₁ is an explanatory variable, which is determined from the "Ad size", determine the line-of-sight number to quantify the size of the ad for the passer-by as "the size of the advertising of the apparent", was to be handled by the model equation Is.

  The “apparent size of the advertisement” is specifically a quantification of the size when the size of the advertisement is the maximum for the passerby. In more detail, the influence from advertisements is regarded as an analogy of radiation, such as light, and the concept of radiation intensity is applied to determine the maximum value when the passer's line of sight is horizontal and looking forward. "Size". Here, even when a passer-by passes an ad of the same size, the relative size of the ad entering the field of view differs depending on the distance between the ad and the passer-by, so it is closer than when the ad is far away In the case of, the size of the advertisement entering the field of view becomes larger, and the influence received from the advertisement becomes larger.

Next, a method of quantifying the “apparent size of advertisement” will be described with reference to FIGS. In the following description, n ₁ direction and a direction perpendicular to the advertising surface, passersby traveling direction n _{2 (front)} direction, left-right direction a direction parallel to the traveling direction of the passerby, the height direction vertically And

As shown in FIG. 4, when the influence from the target advertisement 9 to be evaluated is considered as an analogy of radiation such as light, the radiation intensity I ₀ from the minute area portion of the advertisement surface to the minute area portion of the passer's eye is , The minute area of the advertisement surface ds ₁ , the minute area ds _{2 of} the passer's eye, the distance r from the minute area of the advertisement to the minute area of the passer's eye, and the minute area of the advertisement from the minute area of the advertisement The angle θ ₁ to the area portion, the angle θ ₂ from the minute area portion of the passer's eyes to the minute area portion of the advertisement surface (0 is set when the passer is in front of the advertisement surface), the minute amount of the advertisement surface If the intensity of radiation from the area portion to the n ₁ direction is I, it can be expressed by the following equation.

このとき、この値が最大となる場合のｘ＝（ｈ^２＋ｗ^２)^１／２を代入すると、広告前面を通過する場合は次式により表される。

また、広告前面を通過しない場合（ｘ_ｍｉｎ＞（ｈ^２＋ｗ^２)^１／２）は次式により表される。

When the advertisement surface is disposed in front relative to passerby performs case analysis when it is located on the side, have created a model expression of independent variables X _1.
First, as shown in FIGS. 5A and 5B, a case where an advertisement is arranged in front of a passerby will be described. The area of the advertisement is S, the distance from the passer-by to the advertisement plane in the direction of travel is x, the distance from the passer-by to the advertisement plane in the direction parallel to the travel direction is w, and the height of the passer's eyes in the height direction Assuming that the distance to the advertisement center is h and the distance when the passerby is closest to the advertisement is x _min (0 when passing), the model expression for obtaining the explanatory variable X ₁ is expressed by the following expression.

At this time, if x = (h ² + w ² ) ^1/2 when this value is maximized is substituted, the case where the value passes through the front of the advertisement is expressed by the following equation.

Also, if that does not pass through the advertising front ^{_{(x min> (h 2 +}} w 2) 1/2) is expressed by the following equation.

このとき、この値が最大となる場合のｘ＝（（ｈ^２＋ｗ^２)／３）^１／２を代入すると、広告前面を通過する場合は次式で表される。

また、広告前面を通過しない場合（ｘ_ｍｉｎ＞（（ｈ^２＋ｗ^２)／３）^１／２）は次式で表される。

Next, as shown in FIGS. 6A and 6B, a case where an advertisement is arranged on the side surface for a passer-by will be described. As in the case of the front arrangement, the area of the advertisement is S, the distance from the passer-by to the advertisement plane in the direction of travel is x, the distance from the passer-by to the advertisement plane in the direction parallel to the direction of travel is w, and the high Model of explanatory variable X ₁ where h is the distance from the height of the viewer's line of sight to the direction to the center of the advertisement and x _{min is} the distance when the passer is closest to the advertisement (0 when passing) The formula is represented by the following formula.

At this time, if x = ((h ² + w ² ) / 3) ^1/2 when this value is maximized is substituted, the case of passing through the front of the advertisement is expressed by the following equation.

Moreover, when not passing through the front of the advertisement (x _min > ((h ² + w ² ) / 3) ^1/2 ), it is expressed by the following equation.

Then, when calculating the X ₁ from specifically these equations, the height of the passerby Looking assuming 1.5 m, passerby is assumed that traffic the central left half of the passage h, w was calculated.

Next, the explanation variable X ₂ obtained from “the direction of advertisement” will be described. “Direction of advertisement” is an item value selected from “side” or “front” depending on the position of the advertisement when the advertisement is viewed from a passerby. When “side” is selected, “X ₂ ” = 0 ”and“ X ₂ = 1 ”when“ front ”is selected.

Next, the explanation variable X _3-i obtained from the “advertisement installation location” will be described. The explanatory variable X _3-i of “advertising installation location” is whether the advertisement is adjacent to a product sales / restaurant (X _3-1 ) and whether the advertisement is adjacent to another advertisement (X _{3 -2} ), and whether or not the advertisement is adjacent to a guidance sign (such as a premises guide map in a station) ( _X3-3 ). When “not adjacent” is selected, “X _3-1 = 0”, “X _3-2 = 0”, and “X _3-3 = 0” respectively, and “adjacent” is selected respectively. In this case, “X _3-1 = 1”, “X _3-2 = 1”, and “X _3-3 = 1”, respectively.

Next, the explanatory variable X _4-i obtained from the “advertisement form” will be described. The description variable X _4-i of “advertising form” includes “(1) digital signage advertisement (X _4-1 )”, “(2) electric illumination advertisement (X _4-2 )” and “(3) paper medium advertisement”. (X _4-3 ) ”. The “advertisement form” is an item value selected from “(1) digital signage advertisement”, “(2) electric advertisement” or “(3) paper medium advertisement”. When “signage advertisement” is selected, “X _4-1 = 1, X _4-2 = 0, X _4-3 = 0”, and when “(2) electric advertisement” is selected , “X _4-1 = 0, X _4-2 = 1, X _4-3 = 0”, and when “(3) Paper Media Advertisement” is selected, “X _4-1 = 0, X _4-2 = 0, X _4-3 = 1 ”.

Next, description variable X _{(5-7) -i} obtained from “advertising content” will be described. The description variable “X _{(5-7) -i} ” of “advertising content” includes the industry (X _5-i ) of the corresponding advertisement, the subject of the corresponding advertisement design (X _6-i ), and the talent to the advertisement (X _7-i ).
The explanatory variable X _5-i of the corresponding advertising industry is “(1) Transportation / Transportation ( _X5-1 )”, “(2) Home Appliances / AV Devices ( _X5-2 )” and “(3) Real Estate・ Construction (X _5-3 ) ”. When “(1) transportation / transport” is selected, “X _5-1 = 1, X _5-2 = 0, X _5-3 = 0”, and “(2) home appliance / AV device” “X _5-1 = 0, X _5-2 = 1, X _5-3 = 0”, and when “(3) Real estate / construction” is selected, “X _{5- 1} = 0, X _5-2 = 0, X _5-3 = 1 ”.
The explanatory variable X _6-i of the subject of the corresponding advertisement design is “(1) Character subject (X _6-1 )”, “(2) Illustration subject (X _6-2 )” and “(3) Photo subject ( _X6-3 ) ". When “(1) Character subject” is selected, “X _6-1 = 1, X _6-2 = 0, X _6-3 = 0”, and “(2) Illustration subject” is selected. In this case, “X _6-1 = 0, X _6-2 = 1, X _6-3 = 0”, and when “(3) photographic subject” is selected, “X _6-1 = 0, X _6-2 = 0, X _6-3 = 1 ”.
The explanatory variable X ₇ of whether or not a talent is included in the advertisement is “X ₇ = 0” when “not included” is selected, and “X ₇ ” when “included” is selected. = 1 ”.

Next, description variable X ₈ obtained from the "congestion" will be described. The “congestion degree” is the number of passers-by (per person / hour) per 1 m of width, and the value of the “congestion degree” is the value of the explanatory variable X ₈ as it is. For example, when the degree of congestion is 100 (person / hour), X ₈ = 100.

また、この式において、誤差ε_ｊを求める式となるように移行すると次式となる。

また、この値を二乗して全ての実測値を合計した値は次式となる。

そして、この値が最少となるように説明変量パラメータα_１〜８を最小二乗法によって求めた。 [Explanatory variable parameters]
Explanation variable parameters α _{1 to 8} used in the first model formula (general formula (1)) will be described. For the explanatory variable parameters α _{1 to 8} , the measured values of the explanatory variables X _{1 to 8} and the line-of-sight frequency V are substituted into the first model equation (general equation (1)) so that the error ε is minimized. _Are the explanatory variable parameters α ₁ to ₈ corresponding to the explanatory variables X ₁ to _{8 obtained} in this way.
Specifically, in the first model formula (general formula (1)), for a certain advertisement material j, the number of lines of sight of the advertisement material j is V _j , the explanatory variable is X _{i, j} , and the explanatory variable parameter is α _{i, j.} Assuming that the error ε _j is, the formula for obtaining the number of times of sight line V _j can be expressed as the following formula.

In addition, in this equation, when shifting to an equation for obtaining the error ε _j , the following equation is obtained.

The value obtained by squaring this value and summing up all the actual measurement values is given by the following equation.

Then, the explanatory variable parameters α ₁ to ₈ were obtained by the least square method so that this value was minimized.

[Prediction model formula for visibility rate]
The model formula (second model formula) for predicting the visibility rate is p (n), the upper limit value of the visibility rate is p _max , the number of lines of sight is n, and the ease of remaining in memory is α In this case, the visibility is calculated as shown in the following general formula (2).

Here, the upper limit value p _{max of} the visual recognition rate, the number of gazes n, and the remaining ease α in the memory are obtained from an actual value of the number of gazes to the advertisement and an actual value of the number of viewers according to the number of gazes to the advertisement. Results are used.
Specifically, according to the actual measurement value, as shown in FIG. 7, the relationship between the number of line-of-sight and the visual recognition rate is as follows. When the value exceeds, the increase in the visibility rate becomes moderate, and the visibility rate converges to a constant value (= 0.37). In the present embodiment, the result obtained by substituting p _max = 0.37 and α = 0.06 into the general formula (2) is used based on the result of this implementation result.

[Overview of input / output screen]
The advertisement evaluation input / output screen 2 for executing the advertisement evaluation process will be described with reference to FIGS. In the following description, a specific example will be shown and described, but can be appropriately changed without departing from the spirit of the present invention.

As shown in FIG. 8, the input / output screen 2 includes an input area 3 for inputting an input value for setting the explanatory variable X _i used for the advertisement evaluation process, and a result of starting execution of the advertisement evaluation program 13a. For example, in the input / output screen 2, the input area 3 is on the left side, and the result output button 30 is on the upper left side. Are arranged in one screen so that the output area 4 is on the right side.

  When the advertisement evaluation apparatus is actually used, after the input value is input by the user to the input area 3, the advertisement evaluation program 13a is executed when the output result button 30 is pressed by the user, and the output is performed. A graph result 41 and a numerical result 42 indicated by the evaluation value are output to the area 4.

[Input area]
As shown in FIG. 9, the input area 3 includes an advertisement size input field 31 for inputting an advertisement size, an advertisement direction input field 32 for inputting an advertisement direction, and an installation location for inputting an advertisement installation location. It is composed of an input field 33, an advertisement form input field 34 for inputting an advertisement form, and an advertisement content input field 35 for inputting advertisement contents, and a value is input to each input field or a value is selected from a pull-down list. The input value is set. This input value is used as an input value in the advertisement evaluation process.

The advertisement size input field 31 includes an advertisement area (m ² ), a height (m) of the advertisement center with respect to the passer's line of sight, a distance (m) from the advertisement center with respect to the direction of travel from the passer-by, and the passerby It consists of the distance (m) from the advertising plane when it is closest, and whether or not the passerby passes through the advertising plane, and the input value for each can be input. Further, whether the passerby passes through the advertisement surface can be selected from “pass” and “do not pass”.

  In the advertisement direction input field 32, either “side” or “front” can be selected according to the position of the advertisement when the advertisement is viewed from a passerby.

  The advertisement installation location input field 33 is adjacent to, for example, whether the advertisement is adjacent to a product sales / restaurant, whether it is adjacent to other advertisements, and a guide sign (such as a station guide map in a station). Whether or not “adjacent” or “not adjacent” can be selected.

  The advertisement form input field 34 is a posting form of the corresponding advertisement. For example, any one of “(1) digital signage advertisement”, “(2) electric advertisement” or “(3) paper medium advertisement” is displayed. It can be selected.

  The advertisement content input field 35 includes, for example, the type of the corresponding advertisement, the subject of the corresponding advertisement design, and whether or not the advertisement includes a talent. For example, “(1) Transportation / Transportation”, “(2) Home Appliance / AV Device”, or “(3) Real Estate / Construction” can be selected as the type of advertisement. The advertisement design subject can select, for example, any one of “(1) Character subject”, “(2) Illustration subject”, and “(3) Photo subject”. Further, whether or not the advertisement includes a talent can be selected from, for example, “included” or “not included”.

[Output area]
As shown in FIG. 8, the output area 4 includes a graph result display unit 41 and a numerical result display unit 42 indicated by evaluation values. For example, the output region 4 is displayed side by side vertically.

  As shown in FIG. 10, the graph result display unit 41 outputs an output result of an estimated value of the number of gazes on the advertisement when the horizontal axis is the degree of congestion (person / hour) that is the number of passers per 1 m of width. (411) and the output result (412) for the estimated value of the number of viewers of the advertisement are displayed side by side vertically. Here, the total number of gazes and the number of viewers are obtained by the above-described model formulas, and the respective values are independent.

The output result (411) for the estimated value of the number of gazes is, for example, the number of gazes per person with respect to the degree of congestion (person / hour) is shown by a line graph (411a), and is the sum of the number of gazes of all passers-by The line-of-sight number is indicated by a bar graph (411b).
These values are estimated values calculated from the input values input by the user as described above. For example, in the case of the sample values shown in FIG. 10, the degree of congestion (person / hour) is 100, 200, 300 · In the case of, the number of eyes per person (times) is 11.2, 10.5, 9.7, etc., and the total number of eyes (times) of all passers-by is 1117,2091, 2922... Here, in the bar graph (411b) of the total line-of-sight count, if the degree of congestion decreases with a peak of 800 (person / hour), this means that the degree of congestion increases and the vicinity of the advertisement Although the number of people who pass is increased, on the other hand, the number of gazes per person decreases, so the total number of gazes has changed from an increase to a decrease at a congestion degree of 800 (person / hour).

The output result (412) for the estimated value of the number of viewers is, for example, a line rate graph (412a) showing an estimated value of the percentage of visibility with respect to the degree of congestion (person / hour). The estimated value of the number of viewers is indicated by a bar graph (412b).
These values are estimated values calculated from the input values input by the user as described above. For example, in the case of the sample values shown in FIG. 10, the degree of congestion (person / hour) is 100, 200, 300. In the case of..., The visibility rate (%) of passers-by is 18.1, 17.2, 16.4, and the number of viewers (people) among all passers-by is 18. 34, 49 and so on. Here, in the bar graph (412b) of the number of viewers, if the congestion level decreases with a peak of 900 (person / hour), this means that the congestion level increases and the vicinity of the advertisement is displayed. Although the number of people who pass is increased, the visibility rate decreases, so the number of viewers has changed from an increase to a decrease at a congestion level of 900 (person / hour).

  In the numerical result 42, for example, as shown in FIG. 11, the upper two stages display numerical values of the number of times of sight line (411a) and the visibility rate (412a) as advertisement evaluation values per passerby. In the lower two stages, as the advertisement evaluation for all passers-by, the numerical values of the total number of eyes (411b) and the number of viewers (412b) are displayed. These values naturally coincide with the graph result 41.

[Technical effects in this embodiment]
As described above, according to the present embodiment, with respect to an advertisement installed in a station premises or a public place, estimating the number of line-of-sights as to how many passers-by passing through the advertisement are watching the advertisement. It is possible to estimate the ratio (viewing rate) of passers-by who can actually see and see.
And the value of the advertisement installed in the predetermined place can be quantitatively evaluated by quantitatively evaluating the passer's line-of-sight number and the visibility rate in this way.

  Moreover, in this embodiment, since the visibility rate with respect to a congestion degree (person / hour) can be evaluated, even if it is an advertisement installed in the same place, the value of the advertisement for every time zone is evaluated, for example. It is also possible. If this evaluation method is used, for example, in digital signage advertising, when an advertisement is placed only during a predetermined time period, it is possible to quantitatively evaluate how effective the advertisement is placed in which time period. It becomes possible.

[Others]
Note that the advertisement evaluation device of the present embodiment includes a gaze number calculating unit, a total gaze number calculating unit, a visibility rate calculating unit, and a viewer number calculating unit. However, the advertisement evaluation apparatus includes at least a gaze number calculating unit. For example, a case where only the line-of-sight number calculating means is provided is also within the scope of the present invention.

  In this embodiment, the input area 3 and the output area 4 are displayed in one screen, but can be changed as appropriate. For example, only the input area 3 is displayed and the result output button 30 is displayed. When the button is pressed, the output result of the output area 4 may be displayed on another screen.

  In the present embodiment, the graph result 41 and the numerical result 42 are output to the output area 4. However, the output method can be appropriately changed depending on the usage, and for example, only the output graph result of the number of line-of-sight is displayed. You may do that.

In the present embodiment, the input value for setting the explanatory variable X _i used for the advertisement evaluation includes the advertisement size, the advertisement direction, the advertisement installation location, the advertisement form, and the advertisement content. At least one of them can be evaluated. For example, it is also possible to make an evaluation excluding “advertisement industry” in the advertisement form information 35. However, if the item value for evaluation is reduced, the evaluation accuracy decreases, so it is desirable to use all the items described in this embodiment.

  On the other hand, it is also possible to increase the types of input items for evaluating these advertisements. For example, “food”, “cosmetics”, and the like may be increased in “advertisement industry” in the advertisement form information 35. Further, regarding “whether talent is included in the advertisement” in the advertisement form information 35, it is not the two choices of “included” or “not included”, for example, according to the degree of prominence in the case of “included” You may rank.

  In the present embodiment, an eye camera is used as a method for measuring the number of line of sight. However, if the number of lines of sight can be measured, a method can be appropriately selected. For example, a camera may be attached to the advertisement side, and the direction of the passer's face may be analyzed to measure the number of eyes.

  In addition, in the advertisement evaluation of the present embodiment, evaluation may be performed by adding information on passersby's sex and age group. For example, by adding the percentage of gender and age that passes in front of the advertisement placement location, you can evaluate the number of gazes and the number of viewers for each gender and age, so evaluate the effect on the target audience of the advertisement can do.

  Furthermore, the scope of the present invention is not limited to the above, and various improvements and design changes may be made without departing from the spirit of the present invention.

1 advertising evaluation device 9 target advertisement 11 CPU (line-of-sight number calculating means, total line-of-sight number calculating means, visibility rate calculating means and number of viewers calculating means)
13a Advertising evaluation program (program)

Claims (9)

An advertising evaluation device that evaluates the advertising effectiveness for a passerby who passes near an advertisement,
Modeled the correlation between the predetermined explanatory variable and the number of gazes created based on the correlation between the actual value of the number of gazes when the passer-eye lined up with the advertisement and the predetermined explanatory variable. Gaze number calculation means for calculating the number of gaze times estimated by the passer-by at the target advertisement to be evaluated based on the input value for the predetermined explanatory variable using the first model formula. A featured advertisement evaluation device.   The advertisement evaluation apparatus according to claim 1, further comprising: a total line-of-sight calculation unit that calculates a total line-of-sight number for the target advertisement based on the calculated line-of-sight number and the amount of traffic per unit time. The line-of-sight number calculating means is represented by the following general formula (1), where V is the number of line-of-sight, X _{i is} the predetermined explanatory variable, α _{i is} the parameter of the predetermined explanatory variable, and error ε. The advertisement evaluation device according to claim 1, wherein the advertisement evaluation device is calculated by a first model formula.

  Investigating the correlation between the actual value of the number of gazes when the passer-by looks at the advertisement and the actual value of the visibility, which is the ratio of the passers who remember that they saw the advertisement after passing the advertisement A visibility ratio calculating means for calculating the visibility estimated from the calculated number of eyes using the second model formula that models the correlation between the number of eyes and the visibility generated based on the result is provided. The advertisement evaluation device according to any one of claims 1 to 3, wherein   Based on the visibility rate and the amount of traffic per unit time, it is provided with a viewer number calculating means for calculating the total number of passers who have memorized that the advertisement has been viewed after passing the advertisement. The advertisement evaluation apparatus according to claim 4. The visibility ratio calculating means is expressed by the following general formula (2), where the visibility ratio is p (n), the upper limit value of the visibility ratio is p _max , the number of line-of-sights is n, and the ease of remaining in memory is α. The advertisement evaluation device according to claim 4, wherein the advertisement evaluation device is calculated by the second model formula.

The predetermined explanatory variable is
The advertisement size information indicating the size of the advertisement, the direction information of the advertisement with respect to the passerby, the advertisement installation location information indicating the place where the advertisement is installed, the advertisement form information indicating the posting form of the advertisement, and the advertisement 7. The method according to claim 1, comprising at least one of advertisement content information indicating a content element to be performed and congestion degree information indicating a traffic volume per unit time of the passer-by. Advertising evaluation device. An ad evaluation method for evaluating the effectiveness of an ad for passers-by near the ad,
Modeled the correlation between the predetermined explanatory variable and the number of gazes created based on the correlation between the actual value of the number of gazes when the passer-eye lined up with the advertisement and the predetermined explanatory variable. Using a first model formula, including a gaze number calculating step of calculating a gaze number estimated that the passer-by has matched the gaze with the target advertisement to be evaluated based on an input value for the predetermined explanatory variable. A characteristic advertisement evaluation method. A computer that evaluates the effectiveness of advertising for passers-by
Modeled the correlation between the predetermined explanatory variable and the number of gazes created based on the correlation between the actual value of the number of gazes when the passer-eye lined up with the advertisement and the predetermined explanatory variable. Using the first model formula to execute a gaze number calculating step of calculating a gaze number estimated that the passer-by has matched the gaze with the target advertisement to be evaluated based on an input value for the predetermined explanatory variable. A program characterized by

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