JP2022070015A - Information processing device, allocation method, and allocation program - Google Patents

Abstract

To provide an information processing device, an allocation method, and an allocation program that allow planning of a placement volume so as to increase advertising effects in a plurality of broadcast districts as a whole.SOLUTION: In an information processing device 200, a specification unit 211 specifies, from a plurality of broadcast districts, a first broadcast district in which a rate of change in the number of obtained target people with addition of a placement cost is the largest, based on a model that represents a relationship between a placement cost of an advertisement in a broadcast district and the number of target people obtained by placement of the advertisement in the broadcast district and that is generated for each of a plurality of broadcast districts. An allocation unit 212 allocates a budget so as to increase a placement volume in the first broadcast district.SELECTED DRAWING: Figure 2

Description

The present invention relates to an information processing device, an allocation method, and an allocation program.

For example, in television broadcasting such as terrestrial broadcasting, commercials (CM: Commercial Message) are broadcast as advertisements. CM is roughly classified into, for example, time CM (time CM) and spot CM (spot CM). The time CM is, for example, a CM that is broadcast in a frame that is bought and sold together with the program, and may be called a program commercial, a program CM, a provided CM, or the like.

The spot CM is, for example, a CM inserted at a time set by a television station regardless of the program. Spot CMs are divided into station breaks (SB: Station Break) that are broadcast between programs, and participation (PT: Participation) or participation CMs that are inserted into the program but do not have a provided display.

In the spot CM, for example, when buying or selling an advertising space, the CM is broadcast intensively in a predetermined period without specifying the broadcast time of the CM. In the spot CM, for example, the CM broadcast frame is purchased according to the pattern of the time zone in which the CM is broadcast.

In this regard, techniques related to optimizing advertisement placement are known (for example, Patent Document 1).

Japanese Unexamined Patent Publication No. 2001-297247

Transactions of spot CM are generally carried out in each broadcasting district. For example, planning is carried out in each broadcasting district by negotiating with the broadcasting station, and the amount of advertisement is determined. And, looking at multiple broadcasting districts as a whole, there was no technology that could appropriately plan the amount of advertisements so that the advertising effect would be enhanced.

In one aspect, the present invention aims to plan the amount of advertisements so that the advertising effect is enhanced as a whole of a plurality of broadcasting districts.

The information processing device of one aspect of the present invention is a model showing the relationship between the amount of advertisement placed in a broadcasting area and the number of people who have acquired a target by placing an advertisement in a broadcasting area, and is a model for each broadcast in a plurality of broadcasting areas. Based on the model generated for each district, the specific part that identifies the first broadcast district with the largest rate of change in the number of target acquisitions with respect to the addition of the advertising amount from among multiple broadcast districts, and the first Includes a distribution department that allocates the budget to increase the amount of advertisements placed in the broadcasting area.

The amount of advertising can be planned so that the advertising effect is enhanced as a whole of multiple broadcasting districts.

It is a figure which illustrates the evaluation of the broadcasting district which concerns on embodiment. It is a figure which illustrates the block structure of the information processing apparatus which concerns on embodiment. It is a figure which illustrates the reach curve which concerns on embodiment. It is a figure which illustrates the target acquisition model which concerns on embodiment. It is a figure which exemplifies the identification of the broadcasting district with good acquisition efficiency of the target which concerns on embodiment. It is a figure which exemplifies the publication information which concerns on embodiment. It is a figure which shows the reach curve of an exemplary broadcasting area A. It is a figure which illustrates the operation flow of the budget allocation processing which concerns on embodiment. It is a figure which illustrates the adjustment information which concerns on embodiment. It is a figure which illustrates the hardware configuration of the computer for realizing the information processing apparatus which concerns on embodiment.

Hereinafter, some embodiments of the present invention will be described in detail with reference to the drawings. The corresponding elements in a plurality of drawings are designated by the same reference numerals.

As described above, for example, when a customer requests a spot CM advertising campaign, negotiations are held with the broadcasting station for each broadcasting area, and CM placement planning is performed. For example, in the case of Japan, broadcasting districts can be divided into 32 districts nationwide, and the amount of commercials to be posted is determined individually for each broadcasting district such as Kanto and Nagoya.

However, when advertising in a plurality of broadcasting districts, the number of targets who can reach the CM may differ depending on the broadcasting district even if the same advertising amount is applied. Then, when the inventors of the present application see a plurality of broadcasting districts as a whole, if they can acquire a broadcasting frame of CM from a broadcasting district having a large number of targets who can reach the CM with respect to the advertisement amount. I thought that it would be possible to improve the advertising effect. Therefore, in the embodiment described below, for example, among a plurality of broadcasting districts, broadcasting is performed so as to acquire a CM broadcasting frame from a broadcasting district having a large number of targets who can reach the CM with respect to the amount of advertisement. Determine the amount of advertisements for the district. As a result, customers can reach more targets without increasing the amount of advertising campaigns. Hereinafter, embodiments will be described in more detail. In the following, a spot CM will be described as an example of an advertisement, but the embodiment is not limited to this. For example, the embodiment may be applied to other advertisements capable of associating the amount of advertisement placed in each broadcast area with the number of targets acquired by the advertisement in the broadcast area.

FIG. 1 is a diagram illustrating the evaluation of the broadcasting district according to the embodiment. In FIG. 1, the map of Japan is divided and shown for each broadcasting area. Further, in FIG. 1, as an example, the density of the broadcasting area is set according to the cost of increasing the number of targets (for example, F1 layer) reached by the CM by 1000, and the darker the color, the higher the cost. It shows that it is expensive. For example, it can be seen that the broadcasting districts in the Kanto region and the Chugoku-Shikoku region are relatively expensive among the broadcasting districts shown in FIG. On the other hand, it can be seen that the cost of the broadcasting district in the Kinki region is relatively low among the broadcasting districts shown in FIG.

One of the reasons for the difference in the cost of acquiring the target reached by such commercials between broadcasting districts is that, for example, the unit price per 1% audience rating differs for each broadcasting district, or the target population differs. There are things like being there. Then, for example, by reducing the amount of commercials posted to broadcasting areas in the Kanto region and Chugoku / Shikoku region, where the cost of acquiring targets reached by commercials is high, and moving to the broadcasting districts in the Kinki region, where the cost is low. , It is possible to increase the number of targets that the CM reaches without increasing the amount of advertising in the entire broadcasting area. As a result, the advertising effect can be enhanced when a plurality of broadcasting districts are viewed as a whole. Hereinafter, the determination of the amount of advertisements in each of the plurality of broadcasting districts according to the embodiment will be further described.

FIG. 2 is a diagram illustrating a block configuration of the information processing apparatus 200 according to the embodiment. The information processing device 200 may be, for example, a computer having a calculation function such as a server computer, a personal computer, a mobile terminal, and a tablet terminal. The information processing device 200 includes, for example, a control unit 201 and a storage unit 202. The control unit 201 includes, for example, a specific unit 211, a distribution unit 212, a generation unit 213, and the like, and may also include other functional units. The storage unit 202 of the information processing apparatus 200 stores information such as the reach curve 300, the target acquisition model 400, the advertisement information 600, and the adjustment information 900, which will be described later. The details of each of these units and the details of the information stored in the storage unit 202 will be described later.

FIG. 3 is a diagram illustrating the reach curve 300 according to the embodiment. The reach curve may be referred to as, for example, a reach curve, a model curve, or the like. The reach curve 300 is a model showing the relationship of reach with respect to the amount of advertisement for the broadcasting area. In the reach curve 300, the vertical axis is reach. The reach may include, for example, the CM arrival rate, the cumulative arrival rate, the effective reach, the CM recognition rate, and the like. The effective reach may be, for example, the ratio of the targets reached by the CM more than a predetermined number of times among the targets of the target broadcasting area, or the ratio of the targets reached by a predetermined number of times.

The horizontal axis of the reach curve 300 is, for example, a value indicating the amount of advertisement for the target broadcasting area. The amount of advertisement can be expressed by the total audience rating of, for example, GRP (Gross Rating Point), TRP (Target Rating Point), ALL (P + C7) and the like.

Further, the reach curve 300 collects, for example, a plurality of data points corresponding to the amount of advertisements placed in the broadcasting area and the reach in the amount of advertisements, and applies the plurality of data points by regression analysis to form a regression curve model. It can be generated by determining the parameters. In addition, the information of the data point can be acquired by leveling the actual data of past publications in one example. For the regression curve model, for example, a curve such as a logistic curve or a Gompertz curve can be used. Alternatively, the reach curve 300 may be generated by determining the parameters of the probability distribution. In this case, for example, a binomial distribution, a mesolingham, or the like can be used to generate the model. Further, the amount of data points posted for determining the parameters and the reach information in the amount of posted data can be obtained from, for example, the result of the audience rating survey of the research company. Alternatively, such information may be collected using, for example, a viewing log of a television connected to the Internet. Further, for the reach, for example, a model value estimated based on the survey results may be used.

Then, by using the reach curve 300, the control unit 201 can specify, for example, the reach of the target according to the amount of advertisement in the broadcasting area. However, as mentioned above, for example, the unit price per 1% audience rating and the target population may vary from broadcast district to broadcast district. Therefore, for example, even if the reach curves 300 are compared between a plurality of broadcasting districts, it may be difficult to specify in which broadcasting district the CM can be efficiently delivered to the target.

Therefore, in the embodiment, the target acquisition model 400 is generated. FIG. 4 is a diagram illustrating the target acquisition model 400 according to the embodiment. In the target acquisition model 400 of FIG. 4, the vertical axis is, for example, the number of targets acquired by posting a commercial in a broadcasting area. In the following description, among the target layers, a person whose CM meets a predetermined condition and reaches is described as an example of a target, but the embodiment is not limited to this, and other conditions are satisfied. A person may be targeted. The target layer is, for example, a gender / age group (C (Child) layer, T (Teen) layer, M (Male) 1-M3 layer, F (Female) 1-F3 layer) used in the field of marketing. However, it is not limited to this. The horizontal axis of the target acquisition model 400 is, for example, the amount of money posted in the broadcasting area.

Then, in one example, in the target acquisition model 400, the reach of the vertical axis of the reach curve 300 is multiplied by the population of the target group in the broadcasting area, and the audience rating unit price in the broadcasting area is multiplied by the amount of advertisement on the horizontal axis of the reach curve 300. It may be generated by multiplying.

The population of the target group in the broadcasting area may refer to, for example, the entire population of the target group in the broadcasting area, or may refer to the population of the target group among households and individuals who can watch terrestrial television in the broadcasting area. Alternatively, it may be another index value representing the population of the target group in the broadcasting area. Information on the population of the target group in the broadcasting area can be obtained, for example, from the results of the census. Further, for the population of the target group in the broadcasting area, for example, a model value estimated based on the survey results may be used.

The control unit 201, for example, generates the target acquisition model 400 as described above for each broadcasting area. Then, the control unit 201 identifies the broadcasting area in which the ratio of the change in the number of acquired targets to the addition of the advertisement amount in the target acquisition model 400 is the largest as the broadcasting area in which the target can be efficiently acquired, from among a plurality of broadcasting areas. You can do it.

FIG. 5 is a diagram illustrating the identification of a broadcasting area having a high target acquisition efficiency according to the embodiment. FIG. 5A shows a target acquisition model 400 for three broadcasting districts, broadcasting district A, broadcasting district B, and broadcasting district C.

In this case, the control unit 201 identifies the broadcasting area where the ratio of the change in the number of acquired targets to the addition of the advertisement amount is the largest as the broadcasting area where the acquisition efficiency of the target is good. As an index showing the rate of change in the number of target acquisitions with respect to the addition of the advertisement amount, in one example, the slope of the tangent line of the target acquisition model 400 in the advertisement amount currently already allocated to the broadcasting area can be used.

For example, in the broadcasting district A, it is assumed that the advertisement amount already allocated is 7.8 million yen, and the slope of the tangent line of the target acquisition model 400 in this advertisement amount is a. Further, in the broadcasting district B, it is assumed that the advertisement amount already allocated is 8.3 million yen, and the slope of the tangent line of the target acquisition model 400 in this advertisement amount is b. In the broadcasting district C, it is assumed that the advertisement amount already allocated is 8.1 million yen, and the slope of the tangent line of the target acquisition model 400 in this advertisement amount is c.

In this case, the control unit 201 may specify a broadcasting area that can efficiently acquire a target for the addition of the advertising amount by comparing the magnitude of the inclination of the tangent line obtained from each broadcasting area. For example, when the slope of the broadcasting area A: a, the slope of the broadcasting area B: b, and the slope of the broadcasting area C: c are compared, it is assumed that a> c> b. In this case, it can be seen that the slope of the broadcasting area A is the largest, and the target can be obtained most efficiently with respect to the newly invested amount. Therefore, the control unit 201 may acquire a CM broadcast frame from the broadcast area A, for example. In FIG. 5B, the first broadcast slot is acquired from the broadcast district A using the remaining budget.

If the amount of money to be posted to the broadcasting area is added, the amount of money to be posted to the target broadcasting area will increase by that amount, so that the slope of the tangent line of the target acquisition model 400 will change. Therefore, for example, if all of the remaining budget is posted to broadcasting district A, even if the target acquisition efficiency in broadcasting district A is the highest up to a certain posting amount, if that amount is exceeded, other broadcasting districts May increase the efficiency of target acquisition. Therefore, the acquisition of the CM broadcast frame from the broadcast area may be executed step by step as shown in FIG. 5 (b). For example, the amount of advertisement to be added to the broadcasting district at each stage may be executed in a predetermined unit. In one example, since the transaction of the broadcasting frame with the broadcasting station is performed in the unit of the total audience rating, the additional budget from the remaining budget is in the unit of the amount of money required to obtain the predetermined amount of the total audience rating in the target broadcasting area. It may be distributed to the broadcasting area with the highest target acquisition efficiency. Further, the predetermined amount used as the acquisition unit may be arbitrarily set from 1 GRP unit to 100 GRP unit.

Then, each time an additional budget is allocated to a broadcasting area, the value of the slope of that broadcasting area is acquired again and compared with the slope obtained from other broadcasting areas to determine the broadcasting area to which the budget is to be allocated next. be able to. In this way, by allocating the budget to the broadcasting area in stages, the remaining budget can be allocated to the broadcasting area so as to efficiently acquire the target. For example, FIG. 5B shows an example in which an additional budget is allocated to a broadcasting area from the remaining budget in the order of A → A → A → C → A → B → A → C.

As described above, by using the target acquisition model 400 that represents the relationship between the amount of advertisement and the number of people who have acquired the target, the budget can be allocated to the broadcasting districts where the target can be acquired efficiently.

Next, the determination of the primary publication amount according to the embodiment will be described.

As mentioned above, spot CM transactions are being negotiated with broadcasting stations in each broadcasting area. Therefore, for example, a customer may request an advertisement to be placed by designating the amount of advertisement to be placed in each broadcasting area.

FIG. 6 is a diagram illustrating the publication information 600 according to the embodiment. In the example of FIG. 6, in the advertisement information 600, a record in which the broadcast area and the advertisement GRP designated by the customer for the broadcast area are associated with each other is registered. In the example of FIG. 6, most of the broadcasting districts are designated as 1000 GRP, but values other than 1000 GRP are specified for some broadcasting districts such as broadcasting district O and broadcasting district P.

For example, it is assumed that the amount of advertisement is specified for each broadcasting district by GRP in this way, and the budget for the advertising campaign is set according to the amount of advertisement. In this case, in order to acquire the CM target more efficiently with the same budget, for example, while determining the primary distribution amount so as to satisfy the predetermined distribution target in each broadcasting district, the acquisition efficiency of the above-mentioned target. This section describes the process of securing a budget for budget allocation based on.

First, the control unit 201 may determine the primary placement amount so as to satisfy a predetermined placement condition in each broadcasting area. For example, predetermined advertising conditions may be set based on a minimum goal to be achieved in advertising in each broadcasting district.

As an example, it is assumed that a predetermined posting condition is set so that 80% of the posting GRP registered in the posting information 600 is dropped to each broadcasting district at a minimum. In this case, for example, if the advertisement GRP in the broadcasting area is 1000 GRP, the control unit 201 multiplies 1000 GRP by 80% to determine 800 GRP as the primary advertisement amount to be first dropped in the broadcast area, and the remaining 200 GRP. The corresponding placement amount may be secured as a budget for budget allocation based on the acquisition efficiency of the target.

Further, as another example, the predetermined placement condition is to drop a minimum of GRP that obtains at least 80% of the reach of the target group that can be obtained in the placement GRP registered in the placement information 600 to each broadcasting district. It may be set as such. For example, it is assumed that the advertising GRP of the target broadcasting area is set to 1000 GRP. In this case, the reach of the target layer that can be acquired at 1000 GRP can be acquired from the reach curve 300 of the broadcasting area.

FIG. 7 is a diagram showing an exemplary broadcast district A reach curve 300. By using the reach curve 300 of FIG. 7, the control unit 201 can specify that when 1000 GRP is dropped in the broadcasting area A, the reach of the target F1 layer can be obtained at 65%. Then, the control unit 201 identifies the GRP corresponding to the reach of 52% obtained by multiplying 65% by the target 80% from the reach curve 300. In the reach curve 300 of FIG. 7, about 700 GRP can be specified as the GRP corresponding to the reach of 52% of the target layer. In this case, the control unit 201 determines 700 GRP as the primary amount of advertisement to be invested in the broadcasting area A, and secures the remaining 300 GRP and the corresponding amount of advertisement as a budget for budget allocation based on the acquisition efficiency of the target. good.

Then, the control unit 201 may put together the budget secured from each broadcasting district of the plurality of broadcasting districts and use it as a budget for budget allocation based on the acquisition efficiency of the target.

In addition, as described above, by determining the primary placement amount so as to satisfy a predetermined placement condition, for example, it is based on the acquisition efficiency of the target while achieving the minimum placement amount targeted in each broadcasting district in advance. It is possible to secure a budget for budget allocation. Therefore, for example, as a result of allocating the budget based on the acquisition efficiency of the target according to the embodiment, the situation where the amount of advertisement in some broadcasting districts becomes too small and the CM is not recognized at all is avoided. be able to.

Next, the operation flow of the budget allocation process according to the embodiment will be described.

FIG. 8 is a diagram illustrating an operation flow of the budget allocation process according to the embodiment. For example, the control unit 201 may start the operation flow of FIG. 8 when the execution instruction of the budget allocation process is input.

In step 801 (hereinafter, step is described as "S", for example, S801), the control unit 201 acquires the amount of advertisement for each broadcasting area. For example, the control unit 201 may acquire the advertisement GRP of each broadcasting area from the advertisement information 600. Note that FIG. 8 describes an example in which GRP is used as the total audience rating representing the amount of advertisements, but the embodiment is not limited to this. For example, in another embodiment, other gross ratings such as ALL (P + C7) and TRP may be used as the amount of advertisement.

In S802, the control unit 201 secures the remaining budget while determining the primary placement amount so as to satisfy a predetermined placement condition in a plurality of broadcasting districts. As described above, the predetermined advertising conditions may be set based on, for example, the target value that is desired to be achieved at the minimum in the advertising placement in each broadcasting area. For example, it is assumed that a predetermined posting condition is set so that a minimum of 80% of the posting GRP is dropped with respect to the posting GRP of the posting information 600. In this case, for example, if the advertisement GRP of the target broadcasting area is set to 1000 GRP, the control unit 201 determines the primary advertisement amount so as to multiply 1000 GRP by 80% and drop 800 GRP to the target broadcast area. Then, the remaining budget is secured by multiplying the remaining 200 GRP by the GRP unit price in the broadcasting area.

In S803, for example, the control unit 201 collects the remaining budget secured from the broadcasting district in the processing of S802 for the entire plurality of broadcasting districts, and obtains a budget for budget allocation based on the acquisition efficiency of the target.

In S804, the control unit 201 specifies, for example, the current amount of money to be posted to the broadcasting area. For example, the control unit 201 may specify the current advertising amount by multiplying the GRP currently determined for the broadcasting area by the GRP unit price of the broadcasting area.

In S805, the control unit 201 identifies the broadcasting district where the ratio of the change in the number of acquired targets to the addition of the advertisement amount is the largest. For example, the control unit 201 applies the current placement amount for the broadcasting area specified in S804 to the target acquisition model 400, and acquires the slope of the tangent line of the target acquisition model 400 in the placement amount. Then, for example, as described in FIG. 5, the control unit 201 compares the slopes among a plurality of broadcasting districts targeted for the advertising campaign, so that the ratio of the change in the number of acquired targets to the addition of the advertising amount is You may identify the largest broadcast area.

In S806, the control unit 201 allocates the budget so that the amount of advertisements placed in the specified broadcasting area increases. For example, the control unit 201 may additionally publish a predetermined unit of GRP in the specified broadcasting area. In addition, the publication of the additional GRP may be executed in a predetermined unit such as 1 GRP unit or 100 GRP unit in one example.

In S807, the control unit 201 determines whether or not all the budget reserved for budget allocation based on the acquisition efficiency of the target has been used up. If the budget is still available (S807 is NO), the flow proceeds to S808.

In S808, the control unit 201 determines whether or not there is a broadcasting area in which the amount of advertisement is excessive by satisfying a predetermined determination condition among the plurality of broadcasting areas targeted for the advertising campaign. The predetermined determination condition for determining whether or not the amount of advertisement is excessive may be, for example, that the GRP for advertisement to the broadcasting area is equal to or higher than the predetermined threshold value. Alternatively, the predetermined determination condition may be, for example, that the advertisement GRP is increased at a predetermined ratio or more with respect to the advertisement GRP before adjustment registered in the advertisement information 600. When there is no broadcasting area in which the amount of advertisements meets the predetermined determination condition and there is no broadcasting area in excess (S808 is NO), the flow returns to S804, and the control unit 201 repeats the process. On the other hand, when the amount of advertisements is satisfied with the predetermined determination condition and there is an excessive broadcasting area (S808 is YES), the flow proceeds to S809.

In S809, the control unit 201 excludes the broadcast area in which the amount of advertisements is excessive by satisfying the predetermined determination condition from the target of budget allocation based on the acquisition efficiency of the target, and the flow returns to S804. In this case, the control unit 201 may execute the processing after S804 for the remaining broadcasting districts excluding the broadcasting districts in which the amount of advertisement is excessive from among the plurality of broadcasting districts. In this way, by excluding the broadcasting area where the amount of advertisements meets the predetermined judgment conditions and becomes excessive from the target of budget allocation based on the acquisition efficiency of the target, it is controlled so that the amount of advertisements does not increase any more. It is possible to prevent the placement from being overly biased in a specific broadcasting area.

Further, when returning to S804 and repeating the processing, in the broadcasting district where the additional GRP was posted in the execution of the previous processing of S806, the posting amount on the horizontal axis of the target acquisition model 400 increases by the amount corresponding to the added GRP. And the inclination has changed. In the iterative process, the slope after the change is used to identify the broadcast area where the ratio of the change in the number of target acquisitions to the addition of the advertising amount is large, so each time the change is performed, the broadcast area with the highest target acquisition efficiency is specified. It is possible to publish GRP on.

If the budget is completely used up in S807 (YES in S807), the flow proceeds to S810.

In S810, the control unit 201 stores the advertisement GRP of each broadcasting district adjusted by the allocation of the budget in the adjustment information 900, and this operation flow ends.

FIG. 9 is a diagram illustrating the adjustment information 900 according to the embodiment. The adjustment information 900 includes, for example, the adjusted advertisement GRP of each broadcasting district. In the example of FIG. 9, in the adjustment information 900, the broadcasting area, the advertisement GRP before adjustment, the advertisement GRP after adjustment, and the adjustment amount are registered in association with each other. For example, the broadcast area of the advertisement information 600 and the advertisement GRP may be registered in the broadcast area of the adjustment information 900 and the advertisement GRP before the adjustment. Further, the adjusted GRP may be, for example, the advertisement GRP of each broadcasting district adjusted by the execution of the operation flow of FIG. The adjustment amount may be, for example, the amount of change from the GRP before adjustment to the GRP after adjustment.

As shown in FIG. 9, in the adjustment information 900, among the multiple broadcasting districts targeted for the advertising campaign, the advertising GRP in some broadcasting districts has decreased, and the advertising GRP in another broadcasting district has increased. ing. The increase / decrease in the advertising GRP in the broadcasting area is executed based on the acquisition efficiency of the target. Therefore, by posting the spot CM using the adjusted posting GRP of the adjustment information 900, for example, even if the budget is the same as that of the posting information 600, more targets can be acquired. That is, according to the embodiment, it is possible to improve the advertising efficiency by looking at a plurality of broadcasting districts as a whole.

Then, according to the embodiment, for example, it becomes possible to present a placement plan with high target acquisition efficiency to a customer who has requested an advertising campaign. In addition, when the budget allocation process based on the acquisition efficiency of the target is executed, in one example, when the F1 layer and the M1 layer are targeted, the improvement range is large as the amount of advertisement is small, and when the F12 layer is targeted, the amount of advertisement is large. There is a tendency that the larger the number, the larger the improvement range, and the larger the effective frequency, the larger the improvement range.

Further, for example, in the above-described embodiment, the primary placement amount is determined so as to satisfy a predetermined placement condition in the processing of S802, and it is based on the acquisition efficiency of the target while acquiring a certain amount of placement in each broadcasting district. We have a budget for budget allocation. As a result, while ensuring the recognition of the desired commercials in each broadcasting area, the budget is diverted to the broadcasting area where the target acquisition efficiency is high, and the advertising effect is enhanced. In this way, by setting a lower limit on the amount of advertisements in each broadcasting area, for example, the efficiency of target acquisition is overemphasized, and in some broadcasting areas, advertisements are not known to the target at all. It can be avoided. Therefore, for example, it is possible not only to increase the number of target acquisitions, but also to satisfy the customer's request that the recognition of commercials is not excessively biased in each broadcasting area.

Further, for example, in the above-described embodiment, the broadcasting area in which the amount of advertisement is excessive in the processing of S809 is excluded from the adjustment target of the subsequent amount of advertisement, and the GRP is controlled to be refrained from being posted in the broadcast area. There is. As a result, as a result of allocating the budget based on the number of people who have acquired the target, the distribution is too biased to some broadcasting areas, and when viewed as a whole of multiple broadcasting areas, there will be broadcasting areas where the amount of advertising is insufficient. Can be suppressed.

Although the embodiments have been illustrated above, the embodiments are not limited thereto. For example, the above-mentioned operation flow is an example, and the embodiment is not limited thereto. When possible, the operation flow may be executed by changing the order of processing, may include additional processing, or may omit some processing.

For example, the processes of S808 to S809 in FIG. 8 may not be executed. In that case, since the budget is allocated without setting an upper limit on the amount of advertisements in the broadcasting area, the amount of advertisements can be determined with more emphasis on the acquisition efficiency of the target.

Similarly, the process of determining the primary distribution amount may not be executed in the process of S802 of FIG. 8, and all the budgets for the plurality of broadcasting districts may be used for the budget allocation based on the acquisition efficiency of the target. In this case as well, the budget can be allocated to each broadcasting district by the processing of S804 to S807, whereby the amount of advertisement in the broadcasting district can be determined with more emphasis on the acquisition efficiency of the target.

Further, in the example of FIG. 8, the budget obtained by cutting a part of the amount of advertisement to each broadcasting area registered in the advertisement information 600 in the processing of S801 to S803 is used for the acquisition efficiency of the target after S804. It gives an example used for budget allocation based on. However, the embodiments are not limited to this. For example, in another embodiment, an advertisement placement request may be accepted in other formats, such as receiving an advertisement placement request by designating an overall budget for placing an advertisement in a plurality of broadcasting districts in an advertisement campaign. .. In this case, the control unit 201 may determine the primary placement amount so as to satisfy a predetermined placement condition by using a part of the total budget. Then, the control unit 201 may use the remaining budget obtained by excluding the primary placement amount and the corresponding placement amount from the total budget in the processing after S804. It should be noted that various conditions such as, for example, a predetermined total audience rating and a predetermined target reach are determined as the predetermined advertising conditions used for determining the primary distribution amount. Can be done.

Further, in the above-described embodiment, the vertical axis of the reach curve 300 is multiplied by the population of the target group in the broadcasting area, and the horizontal axis is multiplied by the audience rating unit price of the broadcasting area to generate the target acquisition model 400. However, the embodiment is not limited to this. For example, in another embodiment, the target acquisition model 400 may be generated directly using a regression curve model or a probability distribution. In this case, for example, a regression curve model such as a logistic curve or a Gompertz curve, or a probability distribution such as a binomial distribution or a mesolingham may be used to generate the model.

Further, in the above-described embodiment, an example in which the reach curve 300 and the target acquisition model 400 are generated for each broadcasting area is described, but the embodiment is not limited to this. For example, in another embodiment, the reach curve 300 and the target acquisition model 400 may be further subdivided and generated according to the method of framing the CM broadcast frame in each broadcast area. As an example of how to frame a CM broadcast frame, there is a zone designation that specifies a zone to frame. In the zone designation, for example, a zone for broadcasting a commercial is designated in a program table showing a broadcast schedule. The zone may include, for example, a zone called an inverted L type, an all-day type, a U-shape, a U-shape, an inverted F type, a midnight type, an all-day daytime type, and the like. Alternatively, the zone may be another zone such as a zone arbitrarily specified in the program guide. By generating and using the reach curve 300 and the target acquisition model 400 for each zone type, it is possible to select the reach curve 300 and the target acquisition model 400 according to the zone designation at the time of the customer's request. As a result, the accuracy of budget allocation based on the acquisition efficiency of the target can be further improved.

Further, in the above-described embodiment, as a target in the target acquisition model 400, a person who has reached a target layer in which the CM satisfies a predetermined condition is described as an example, but the embodiment is limited to this. is not. The target may be, for example, a person in a broadcasting district who is the target of delivering a commercial satisfying a predetermined condition by posting. For example, in another embodiment, the target may be a person who meets the predetermined condition and reaches the target, and who meets the other condition. As an example, the number of final achievements obtained by multiplying the number of people reached by the CM satisfying a predetermined condition by the conversion rate may be used as the number of targets obtained by posting the CM. That is, for example, it is assumed that among the target group of people whose commercials meet the predetermined conditions and reach, a predetermined ratio of people tend to make inquiries by telephone or request materials. In this case, the target is acquired by multiplying the number of people in the target group that the CM has reached by satisfying the predetermined conditions by a predetermined ratio as the conversion rate, and the number of people who make inquiries by phone or request materials. The target acquisition model 400 may be generated by using it as the number of people. The conversion rate is not limited to this, and may be the ratio of people who change their psychology / attitude, or the ratio of people who make a contract.

By setting the target according to the purpose in this way, the person who makes a telephone inquiry or requests for materials, the person who changes the psychology / attitude, or the number of contracts is maximized by using the embodiment. It is possible to determine the amount of advertisements to multiple broadcasting districts. The conversion rate may be a different value for each broadcasting area, for example, a value obtained by statistical analysis in each broadcasting area. By using the highly accurate conversion rate obtained for each broadcasting area, it is possible to increase the number of final achievements for the amount of advertisement for the entire number of broadcasting areas with higher accuracy.

Further, in the above-described embodiment, an example of allocating the budget by specifying the broadcasting district where the ratio of the change in the number of acquired targets to the addition of the advertisement amount is the largest is described. However, as another example, as shown in Equation 1 below, the control unit 201 divides the amount of money posted to the broadcasting area by the number of targets obtained from the broadcasting area by the amount of money posted in the broadcasting area. It may be used as an evaluation index. For example, the control unit 201 may specify a broadcasting area having a low evaluation index of the obtained broadcasting area as a broadcasting area having a high target acquisition efficiency, and execute budget allocation.
Evaluation index of broadcasting area = amount of money placed in broadcasting area ÷ number of target acquisitions ・ ・ ・ Equation 1

In the above-described embodiment, in the process of S805, the control unit 201 operates as, for example, the specific unit 211. Further, in the process of S806, the control unit 201 operates as, for example, the distribution unit 212. In the process of S803, the control unit 201 operates as, for example, the generation unit 213.

FIG. 10 is a diagram illustrating a hardware configuration of a computer 1000 for realizing the information processing apparatus 200 according to the embodiment. The hardware configuration of FIG. 10 includes, for example, a processor 1001, a memory 1002, a storage device 1003, a reading device 1004, a communication interface 1006, and an input / output interface 1007. The processor 1001, the memory 1002, the storage device 1003, the reading device 1004, the communication interface 1006, and the input / output interface 1007 are connected to each other via, for example, the bus 1008.

The processor 1001 may be, for example, a single processor, a multiprocessor, or a multicore. The processor 1001 provides a part or all of the functions of the control unit 201 described above by executing, for example, a program describing the procedure of the operation flow described above using the memory 1002. For example, the processor 1001 of the information processing device 200 operates as the specific unit 211, the distribution unit 212, and the generation unit 213 by reading and executing the program stored in the storage device 1003.

The memory 1002 is, for example, a semiconductor memory and may include a RAM area and a ROM area. The storage device 1003 is, for example, a semiconductor memory such as a hard disk or a flash memory, or an external storage device. RAM is an abbreviation for Random Access Memory. ROM is an abbreviation for Read Only Memory.

The reading device 1004 accesses the removable storage medium 1005 according to the instructions of the processor 1001. The removable storage medium 1005 is realized by, for example, a semiconductor device, a medium in which information is input / output by magnetic action, a medium in which information is input / output by optical action, and the like. The semiconductor device is, for example, a USB (Universal Serial Bus) memory. Further, the medium to which information is input / output by magnetic action is, for example, a magnetic disk. The medium to which information is input / output by optical action is, for example, a CD-ROM, a DVD, a Blu-ray Disc, or the like (Blu-ray is a registered trademark). CD is an abbreviation for Compact Disc. DVD is an abbreviation for Digital Versatile Disk.

The storage unit 202 includes, for example, a memory 1002, a storage device 1003, and a removable storage medium 1005. For example, the storage device 1003 of the information processing device 200 stores information such as a reach curve 300, a target acquisition model 400, an advertisement information 600, and an adjustment information 900.

The communication interface 1006 communicates with other devices, for example, according to the instructions of the processor 1001. The input / output interface 1007 may be, for example, an interface between an input device and an output device. The input device is, for example, a device such as a keyboard, a mouse, or a touch panel that receives an instruction from a user. The output device is, for example, a display device such as a display and an audio device such as a speaker.

Each program according to the embodiment is provided to the information processing apparatus 200 in the following form, for example.
(1) It is pre-installed in the storage device 1003.
(2) Provided by the removable storage medium 1005.
(3) It is provided from a server such as a program server.

The hardware configuration of the computer 1000 for realizing the information processing apparatus 200 described with reference to FIG. 10 is an example, and the embodiment is not limited thereto. For example, some of the above configurations may be deleted or new configurations may be added. Further, in another embodiment, for example, some or all the functions of the above-mentioned control unit 201 may be implemented as hardware by FPGA, SoC, ASIC, PLD, or the like. FPGA is an abbreviation for Field Programmable Gate Array. SoC is an abbreviation for System-on-a-chip. ASIC is an abbreviation for Application Specific Integrated Circuit. PLD is an abbreviation for Programmable Logic Device.

In the above, some embodiments will be described. However, the embodiments are not limited to the above embodiments and should be understood to include various variants and alternatives of the above embodiments. For example, it will be understood that various embodiments can be embodied by transforming the components within a range that does not deviate from the purpose and scope. It will also be appreciated that various embodiments can be implemented by appropriately combining the plurality of components disclosed in the above-described embodiments. Further, various embodiments may be implemented by removing some components from all the components shown in the embodiments or by adding some components to the components shown in the embodiments. Those skilled in the art will understand.

200 Information processing device 201 Control unit 202 Storage unit 211 Specific unit 212 Distribution unit 213 Generation unit 300 Reach curve 400 Target acquisition model 600 Advertisement information 900 Adjustment information 1000 Computer 1001 Processor 1002 Memory 1003 Storage device 1004 Reader 1005 Detachable storage medium 1006 Communication interface 1007 Input / output interface 1008 Bus

Claims (7)

A model showing the relationship between the amount of advertisement placed in a broadcasting area and the number of people who have acquired a target by placing the advertisement in the broadcasting area, and the model generated for each broadcasting area in a plurality of broadcasting areas. Based on this, the first broadcasting district in which the ratio of the change in the number of acquired targets to the addition of the advertising amount is the largest is specified from among the plurality of broadcasting districts, and the specific section.
A distribution unit that allocates a budget so that the amount of advertisements placed in the first broadcasting district increases.
Information processing equipment, including. The specific unit is the number of people who have acquired the target for the addition of the additional advertising amount to the first broadcasting district in the increased advertising amount of the first broadcasting district including the additional budget allocated by the allocation division. The second change rate of the target is specified, and based on the second change rate, the second broadcast area having the largest change rate of the number of people acquired by the target is specified from the plurality of broadcast areas. The information processing apparatus according to claim 1. As a result of the allocation unit allocating the budget so that the amount of the advertisement placed in the first broadcasting area increases, the specific unit determines that the amount of the advertisement placed in the first broadcasting area is predetermined. If the conditions are met and the number becomes excessive, the third third, in which the rate of change in the number of acquired targets is the largest among the remaining broadcasting districts excluding the first broadcasting district from the plurality of broadcasting districts. The information processing device according to claim 1, which specifies a broadcasting area. The primary placement amount for the plurality of broadcasting districts is determined so as to satisfy a predetermined placement condition, and the placement amount corresponding to the primary placement amount is excluded from the overall budget for placing the advertisement in the plurality of broadcasting districts. The information processing apparatus according to any one of claims 1 to 3, further comprising a generation unit for generating the budget. The model is further generated for each type of zone designation that specifies how to frame the broadcast slot in which the advertisement is placed.
The zone designation types include zones including inverted L-shaped, all-day, Y-shaped, U-shaped, inverted F-shaped, midnight, and all-day daytime.
Based on the model corresponding to the zone specified in the advertisement placement request, the specific unit identifies the first broadcasting district in which the ratio of the change in the number of acquired people of the target to the addition of the placement amount is the largest. The information processing apparatus according to any one of claims 1 to 4. A model showing the relationship between the amount of advertisement placed in a broadcasting area and the number of people who have acquired a target by placing the advertisement in the broadcasting area, and the model generated for each broadcasting area in a plurality of broadcasting areas. Based on this, the first broadcasting district in which the ratio of the change in the number of acquired targets to the addition of the advertising amount is the largest is specified from among the plurality of broadcasting districts.
Allocate the budget so that the amount of the advertisement placed in the first broadcasting district is increased.
The allocation method performed by the information processing device, including the above. A model showing the relationship between the amount of advertisement placed in a broadcasting area and the number of people who have acquired a target by placing the advertisement in the broadcasting area, and the model generated for each broadcasting area in a plurality of broadcasting areas. Based on this, the first broadcasting district in which the ratio of the change in the number of acquired targets to the addition of the advertising amount is the largest is specified from among the plurality of broadcasting districts.
Allocate the budget so that the amount of the advertisement placed in the first broadcasting district is increased.
A distribution program that causes an information processing device to execute processing.

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