JP2022070204A5 - - Google Patents

Claims (9)

Based on the relationship between the amount of advertising for a broadcasting area and the reach of the target group in the broadcasting area with the amount of advertising, the number of people in the target group in the broadcasting area, and the viewership unit price in the broadcasting area, An information processing device including a control unit that generates a model representing a relationship between an advertisement placement amount and a target number acquired by placing the advertisement in the broadcast area. Based on the model generated for each broadcasting district of the plurality of broadcasting districts, the first broadcasting district where the ratio of the change in the number of acquired targets with respect to the addition of the advertising amount is the largest is selected among the plurality of broadcasting districts. a specific part identified from;
an allocation unit that allocates a budget so as to increase the amount of advertisements placed in the first broadcasting district;
The information processing device according to claim 1, further comprising: A model representing a relationship between an advertisement placement amount for a broadcasting district and an estimated target acquisition effect by placing the advertisement in the broadcasting district, the model being generated for each broadcasting district of a plurality of broadcasting districts. a specifying unit that identifies a first broadcasting district from among the plurality of broadcasting districts in which the estimated target acquisition effect changes at the highest rate with respect to the addition of the advertising amount, based on the above;
an allocation unit that allocates a budget so as to increase the amount of advertisements placed in the first broadcasting district;
Information processing equipment, including. The specifying unit estimates the target acquisition effect with respect to the addition of a further advertising amount to the first broadcasting district, in the advertising amount after the increase in the first broadcasting district including the additional budget allocated by the allocation unit. specifying a second rate of change in the value, and based on the second rate of change, select a second broadcasting district from among the plurality of broadcasting districts in which the rate of change in the estimated target acquisition effect value is the largest; The information processing apparatus according to claim 3, which specifies the information processing apparatus. The specifying unit determines that the amount of advertisements placed in the first broadcasting district is determined to be a predetermined amount as a result of the allocation unit allocating the budget so as to increase the amount of advertisements placed in the first broadcasting district. If the condition is met and there are too many, select the third broadcasting district that has the largest percentage of change in the target acquisition effect estimate from among the remaining broadcasting districts after excluding the first broadcasting district from among the plurality of broadcasting districts. 4. The information processing device according to claim 3, wherein the information processing device specifies a broadcast area of . determining the primary advertising amount for the plurality of broadcasting districts so as to satisfy predetermined advertising conditions, and excluding the advertising amount corresponding to the primary advertising amount from the overall budget for advertising the advertisement to the plurality of broadcasting districts; The information processing apparatus according to any one of claims 3 to 5, further comprising a generation unit that generates the budget. The model is further generated for each type of zone designation that specifies how to frame a broadcast slot for placing the advertisement,
The types of zone designations include zones including inverted L-shape, all-day type, Y-shape, U-shape, inverted F-shape, late-night type, and all-day daytime type,
The identifying unit identifies the first broadcast area in which the estimated target acquisition effect changes at the highest rate with respect to the addition of the advertising amount, based on the model corresponding to the zone specified in the advertisement placement request. The information processing device according to any one of claims 3 to 6. An allocation method executed by an information processing device, the method comprising:
The information processing device
A model representing a relationship between an advertisement placement amount for a broadcasting district and an estimated target acquisition effect by placing the advertisement in the broadcasting district, the model being generated for each broadcasting district of a plurality of broadcasting districts. Based on the above, a first broadcasting district having the largest change rate in the estimated target acquisition effect with respect to addition of advertising amount is identified from among the plurality of broadcasting districts;
allocating a budget to increase the amount of advertisements placed in the first broadcasting district;
method of allocation, including A model representing a relationship between an advertisement placement amount for a broadcasting district and an estimated target acquisition effect by placing the advertisement in the broadcasting district, the model being generated for each broadcasting district of a plurality of broadcasting districts. Based on the above, identifying a first broadcasting district from among the plurality of broadcasting districts in which the rate of change in the estimated target acquisition effect with respect to the addition of advertising amount is the largest;
allocating a budget to increase the amount of advertisements placed in the first broadcasting district;
An allocation program that causes an information processing device to execute processing.