JP2022140015A - Advertisement effect measurement system, advertisement effect measurement device, advertisement effect measurement method and program - Google Patents

Abstract

To measure the effect of advertisement broadcasting with high accuracy.SOLUTION: According to an embodiment of this disclosure, an advertisement effect measurement system measures the effect of an advertisement on the basis of the number of estimated actions caused by the advertisement within a prescribed period after advertisement broadcasting. The advertisement effect measurement system includes an acquisition part for acquiring the number of actions within the prescribed period after the advertisement broadcasting, and a control part for allocating the number of actions to the effect of the advertisement and the effect of another advertisement on the basis of information on the advertisement broadcasting and information of the other advertisement broadcasting in the case the other advertisement related to the advertisement is broadcasted within a prescribed time after the advertisement broadcasting.SELECTED DRAWING: Figure 2

Description

The present disclosure relates to an advertising effectiveness measurement system, advertising effectiveness measurement device, advertising effectiveness measurement method, and program.

In television broadcasting, commercial messages (CMs) are broadcast as advertisements. CMs are roughly classified into time CMs and spot CMs. A time commercial is a commercial that is broadcast in a frame that is traded together with a program, and may be called a program commercial, a program commercial, a provided commercial, or the like.

A spot CM corresponds to a CM broadcasted in a CM time frame determined by a television station. Spot CMs are divided into station breaks (SB) that are broadcast between programs, participations (PTs) that are inserted into programs but do not have a display of provision (or participation CMs), and the like. be done.

Planning of existing spot commercials (which may also be called advertising space selection, drafting, purchasing, estimation, spot planning, etc.) is performed based on a predetermined advertising broadcast pattern (for example, Patent Document 1).

In addition, methods have been proposed to measure the effect of advertisements in order to confirm how the actually broadcasted commercials affect viewers and whether the purpose of advertisements has been achieved (for example, Patent document 2). The information processing device of Patent Document 2 acquires the delivery date and time of an advertisement relating to predetermined content, and counts the number of users who acquired the content within a predetermined measurement time after the advertisement was delivered. Then, the information processing device calculates an index indicating the effectiveness of the advertisement based on the counted number of users (acquired number), and outputs the index.

JP-A-2000-124867 JP 2018-198005 A

However, it is considered that the effect of commercials does not simply affect changes in the number of accesses to the advertised content before and after the broadcast time. In other words, it cannot be said that the advertising effectiveness can be measured appropriately with existing advertising effectiveness measurement methods, and there is room for improvement in improving the accuracy of advertising measurement.

Accordingly, one object of the present disclosure is to provide an advertising effectiveness measurement system, an advertising effectiveness measurement device, an advertising effectiveness measurement method, and a program capable of accurately measuring the effectiveness of advertising broadcasts.

An advertising effectiveness measurement system according to one aspect of the present disclosure is an advertising effectiveness measurement system that measures the effectiveness of the advertisement based on the number of actions estimated to have been caused by the advertisement within a predetermined time period after the advertisement is broadcast. an acquisition unit for acquiring the number of actions within a predetermined time after the advertisement is broadcast; and when another advertisement related to the advertisement is broadcast within the predetermined time after the advertisement is broadcast, the advertisement is broadcast. and a control unit that allocates the number of actions to the effect of the advertisement and the effect of the other advertisement based on the information about the advertisement and the information about the broadcast of the other advertisement.

In addition, an advertising effectiveness measurement system according to another aspect of the present disclosure measures the effectiveness of the advertisement based on the number of actions estimated to have been caused by the advertisement within a predetermined time after the advertisement is broadcast. A system, comprising: an acquisition unit for acquiring the audience rating and the number of actions during the broadcasting period of the advertisement, and the audience rating and the number of actions on a past date before the broadcasting period of the advertisement; and calculating a first non-broadcast average number of actions in a time slot in which the advertisement is not broadcast and a second non-broadcast average number of actions in a past date before the broadcast period of the advertisement; a control unit that corrects the number of on-broadcast actions in a predetermined broadcast time slot based on a correction coefficient calculated from a ratio between the hourly average number of actions and the second average number of non-broadcast actions.

According to one aspect of the present disclosure, it is possible to accurately measure the effectiveness of advertising broadcasts.

FIG. 1 is a diagram showing an example of a schematic configuration of an advertising effectiveness measurement system according to one embodiment. FIG. 2 is a diagram showing a conceptual diagram of an advertising effect measurement method according to one embodiment. FIG. 3 is a diagram showing an example of a flowchart of an advertising effectiveness measurement method according to one embodiment. FIG. 4 is a diagram showing a conceptual diagram of an advertising effectiveness measurement method according to another embodiment. FIG. 5 is a diagram showing an example of a flowchart of an advertising effect measurement method according to another embodiment. FIG. 6 is a diagram showing an example of a GRP timetable. FIG. 7 is a diagram showing an example of a past response number timetable in a normal period. FIG. 8 is a diagram showing an example of a response count timetable during a broadcast period. FIG. 9 is a diagram showing an example of a correction coefficient calculation table. FIG. 10 is a diagram showing an example of an output image of advertising effectiveness measurement results. FIG. 11 is a diagram illustrating an example of a functional configuration of an advertising effectiveness measurement device according to one embodiment; FIG. 12 is a diagram illustrating an example of a hardware configuration such as an advertising effectiveness measuring device according to one embodiment.

Hereinafter, embodiments of the present disclosure will be described in detail with reference to the accompanying drawings. In the following description, the same parts are given the same reference numerals. Since the same parts have the same names, functions, etc., detailed description will not be repeated.

(Advertising effect measurement system)
FIG. 1 is a diagram showing an example of a schematic configuration of an advertising effectiveness measurement system according to one embodiment. The advertising effectiveness measurement system 1 shown in FIG. 1 includes an advertising effectiveness measurement device 10 , a broadcast distribution device 20 and an audience rating management device 30 .

The advertising effectiveness measurement system 1 according to the present embodiment measures and evaluates the effectiveness of advertisements based on various access numbers such as the number of downloads of related applications, the number of site visits, the number of tweets, etc. after an advertisement broadcast such as a TV commercial. is configured as Although the details will be described later, the advertisement effectiveness measurement system 1 measures the effectiveness of the advertisement based on the number of accesses to the website associated with the advertisement within a predetermined period of time after the advertisement is broadcast.

In this embodiment, the "number of accesses" will be exemplified as an index for evaluating the effectiveness of advertisements. This "number of accesses" includes the number of app downloads associated with the above-mentioned predetermined advertisement, the number of website visits, the number of tweets, the number of unique users (UU), and the number of page views (PV). , number of daily active users (DAU), number of app downloads, number of website visits on PCs and smartphones, number of app launches, number of tweets, number of "likes" on SNS, number of sleep recovery, searches number, number of clicks on digital advertisements, billing amount, number of applications, number of material requests, number of contracts, number of received e-mails, number of received calls by telephone, number of applications by FAX, etc., may be included. These metrics may be referred to as "the number of actions presumed to have been provoked by the advertisement, or the number of responses associated with the action."

The advertisement effectiveness measuring device 10 measures and evaluates the effectiveness of advertisements based on the broadcast data of predetermined advertisements and aggregated data of the number of accesses to websites associated with the advertisements, and provides information on the measurement results. It is a device.

The advertising effect measurement device 10 may be a portable terminal (mobile communication terminal) such as a mobile phone, a smart phone, or a tablet terminal, or may be a fixed communication terminal such as a personal computer (PC) or a server. . That is, the advertising effectiveness measurement device 10 in the present disclosure can be read as a communication device.

The advertising effect measurement device 10 communicates with a network (such as the Internet) via a wire and/or wireless (for example, LTE (Long Term Evolution), NR (New Radio), Wi-Fi (registered trademark), etc.). good too.

The broadcast distribution device 20 is a device that distributes broadcasts to a television (TV). Here, the television (television receiver) has a function of receiving at least one of terrestrial broadcasting, broadcasting by a broadcasting satellite (BS: Broadcasting Satellite)/communications satellite (CS: Communications Satellite), Internet broadcasting (Internet television), and the like. may be a device having For example, the television may be a multi-function television, a smart TV, an IP (Internet Protocol) TV, a set-top box, and so on.

It should be noted that broadcasting means transmission of telecommunications intended for direct reception by the public, and may include radio broadcasting, Internet broadcasting, and the like.

The audience rating management device 30 is a device that aggregates the actual audience ratings of programs broadcast on television. Ratings may be stored in predetermined units of time (eg, seconds, minutes, hours). Also, the audience rating may be aggregated for each region and each day of the week (weekdays, holidays, etc.). The audience rating management device 30 may transmit information about the audience rating to another device (for example, the advertising effectiveness measurement device 10) via the network. It should be noted that not only the audience rating (GRP: Gross Rating Point), but also the viewing log data total (STADIA (registered trademark)) and the target audience rating (TARP: Target Audience Rating Point) may be totaled.

The audience rating management device 30 may be, for example, a device managed by a television audience rating researcher. The audience rating management device 30 may acquire and manage viewing history data from a measuring device connected to the television of a predetermined household (for example, a survey cooperating household). Note that the audience rating may be calculated or predicted from the data.

The audience rating management device 30 may record the audience rating (personal audience rating of the target) for each predetermined target (user corresponding to a predetermined attribute).

In the present disclosure, the target is a sex / age group used in the field of marketing (C (Child) layer, T (Teen) layer, M (Male) 1-M3 layer, F (Female) 1-F3 layer ), but is not limited to this category.

An example of the functional configuration and hardware configuration of each device such as the advertising effectiveness measurement device 10 will be described later.

In addition, the said system configuration|structure is an example and it is not restricted to this. For example, although one device is included in FIG. 1, the number of devices is not limited to this, and a plurality of devices may be provided. The advertising effect measurement system 1 may be configured without some devices, or may be configured such that the functions of one device are realized by a plurality of devices.

A configuration may be adopted in which the functions of a plurality of devices are realized by one device. For example, at least two of the advertising effect measurement device 10, the broadcast distribution device 20, and the audience rating management device 30 may be implemented on one server.

By the way, as a method for measuring the effectiveness of advertisements such as TV commercials, it has been proposed to use changes in the number of accesses to advertised content after broadcasting. However, the effects of commercials do not simply affect the number of accesses to the advertised content before and after the broadcast time. In other words, it cannot be said that the advertising effectiveness can be measured appropriately with existing advertising effectiveness measurement methods, and there is room for improvement in improving the accuracy of advertising measurement.

Therefore, when an advertisement for the same or similar content (other advertisement) is broadcast within the watching time after the advertisement for the predetermined content is broadcast, the following advertisement effect measurement The present invention was conceived by paying attention to whether it is likely to be affected.

FIG. 2 is a diagram showing a conceptual diagram of an advertising effect measurement method according to one embodiment. As shown in FIG. 2, let us consider a case where, for example, based on broadcast data of TV commercials, a commercial relating to material A is broadcast at 12:00 and a commercial relating to material B is broadcast at 12:05. At this time, the number of accesses (the number of downloads) is watched for 10 minutes after the commercial is broadcast.

In FIG. 2, it is assumed that a predetermined number of accesses were made to the advertised website at 12:01, 12:03, 12:10, 12:13, and 12:15. In this case, since the accesses at 12:01 and 12:03 were within the watching time of the CM broadcasted at 12:00, it can be estimated that they were affected by the CM related to the A material. The access to the website referred to here represents the access (action) presumed to have been caused by the advertisement.

In addition, the accesses at 12:13 and 12:15 were after the watching time for the CM broadcast at 12:00 and within the watching time for the CM broadcast at 12:05, so it was affected by the CM related to B material. can be estimated.

On the other hand, the access at 12:10 is within the watching time of the CM broadcasted at 12:00 and also within the watching time of the CM broadcasted at 12:05. That is, the CM watching time for the A material and the CM watching time for the B material overlap by 5 minutes. In this case, the problem is the evaluation of which CM, the A material or the B material, affected the 12:10 access.

Therefore, the inventors focused on the following two points and came up with the idea of allocating the effect of the advertisement regarding the A material and the effect of the advertisement regarding the B material.
(1) Weighting is performed on the total number of accesses during overlapping watching times based on the ratio of the audience rating of the program corresponding to the CM regarding the A material and the audience rating of the program corresponding to the CM regarding the B material.
(2) The difference between the access time (12:10) and the broadcast time (12:00) of the CM regarding material A, and the difference between the access time (12:10) and the broadcast time (12:05) of the CM regarding material B Differences are calculated, and the total number of accesses within overlapping watching periods is weighted based on the ratio of these differences. Here, the "access time" represents the number of actions (number of accesses) estimated to be caused by the advertisement, or the time when the number of responses associated with the action occurred. may be referred to as "response time".

Regarding (1), in FIG. 2, the audience rating of the program corresponding to the CM of the A material is 10%, and the audience rating of the program corresponding to the CM of the B material is 5%. In this case, the ratio of the CM effect of the A material and the CM effect of the B material is 10%:5%=2:1. Thus, the 12:10 access is distributed with a first weighting based on viewership with 2/3 as commercial effect for A material and the remaining 1/3 as commercial effect for B material. This is to the effect that the higher the audience rating of the program, the higher the CM effect.

Regarding (2), in FIG. 2, the difference between the access time and the broadcast time of the CM for material A is 10 minutes, and the difference between the access time and the broadcast time (12:05) of the CM for material B is 5 minutes. is. In this case, the ratio of the CM effect of the A material and the CM effect of the B material is 10 minutes:5 minutes=2:1. Thus, the total number of accesses of 12:10 is distributed with a second weighting based on access time, with 1/3 as CM effect for A material and the remaining 2/3 as CM effect for B material. This means that the shorter the time from the CM broadcast time to the access time, the higher the CM effect.

Summarizing the above (1) and (2), the total number of accesses of 12:10 is: CM effect of A material: CM effect of B material=(2/3+1/3):(1/3+2/3)=1: 1, that is, half (50%) is allocated to the A material and the B material. For example, if the total number of accesses at 12:10 is 100, 50 commercial effects for material A and 50 commercial effects for material B are allocated.

In this way, when another advertisement (CM of B material) related to the advertisement (CM of B material) is broadcast within a predetermined period of time after the advertisement (CM of material A) is broadcast, two weightings are performed to determine the advertising effect. By measuring , it is possible to measure and evaluate advertising effectiveness in a more realistic manner.

In the above-described embodiment, the total number of accesses to be weighted is the accesses within the time during which the predetermined time (watching time) after the broadcast of the commercial for material A overlaps with the predetermined time after the broadcast of another advertisement (commercial for material B). A total number is preferred.

Further, in the above-described embodiment, it is preferable that the CM for material B is an advertisement regarding contents or products that are the same as or related to the CM for material A.

Also, in the above embodiment, the case where the watching times of the two CMs of the A material and the B material overlap has been described, but the present invention is not limited to this and can be changed as appropriate. For example, the present invention is applicable not only to two CMs but also to three or more CMs whose watching times overlap each other.

For example, it is assumed that there are 80 accesses at 5:09 (5:09), and three CMs (A, B, and C) are broadcast at this time. Here, the audience ratings of the commercial for material A, the commercial for material B, and the commercial for material C are 5.0%, 3.0%, and 2.0%, respectively, and the respective broadcast times are 5:01. , 5:05 and 5:07. Also, the watching time (predetermined time for advertising broadcast) is 10 minutes after the commercial broadcast.

In this case, the difference between the access time and the CM broadcast time for each material is 8 minutes, 4 minutes, and 2 minutes for A, B, and C, respectively, and the difference from the reference watching time is 2 minutes, respectively. , 6 minutes and 8 minutes. The composition ratios of this difference are 13%, 38%, and 50%. The composition ratio of this difference may be called a distance factor.

Here, when the corrected audience ratings are calculated by multiplying the respective audience ratings of A, B, and C by the distance coefficient, the corrected audience ratings of A, B, and C are 0.6% and 1%, respectively. .1% and 1.0%. The composition ratios of the post-correction ratings are 23%, 41%, and 36%. By multiplying the total number of accesses (number of responses) by the composition ratio of this post-correction audience rating, the total number of accesses of 5:09 (80) is allocated to 18, 33, and 29 for A, B, and C, respectively. (Prorated). Thus, even when three or more CMs overlap within the same watching time, it is possible to apply the present invention and measure the effect of CMs.

The time at which the TV commercial is broadcast shall be any of the time at which the TV commercial begins to be broadcast, the time at which the TV commercial ends, or the time at which a predetermined scene in the TV commercial is broadcast. can be done. In addition, the viewing time (predetermined period after the advertisement broadcast) for the number of accesses (DLs) can be appropriately determined as, for example, the time during which the viewer who has watched the TV commercial accesses the advertised content due to the effect of the TV commercial. , for example, 10 minutes after the CM broadcast.

Further, as will be described later, in the above embodiment, the first weighting (1) based on the audience rating and the second weighting (2) based on the access time are multiplied at a ratio of 1:1. Although the case of distributing (allocating) advertising effects has been described, the present invention is not limited to this. For example, the first weighting (1) and the second weighting (2) may be multiplied by different ratios (eg, 2:1). Moreover, it is not limited to the case of multiplying two types of weighting, and only one of (1) and (2) may be weighted.

(Advertising effect measurement method)
An advertising effectiveness measurement method according to an embodiment of the present disclosure will be described below. Each advertising effectiveness measurement method may be applied to the advertising effectiveness measurement system described above.

FIG. 3 is a diagram showing an example of a flowchart of an advertising effectiveness measurement method according to one embodiment.

The advertising effectiveness measurement method according to the present embodiment is an advertising effectiveness measurement method for measuring the effectiveness of the advertisement based on the number of accesses to a website associated with the advertisement within a predetermined time after the advertisement is broadcast. , including the following steps:

In step S101, the advertising effectiveness measurement device 10 determines the broadcasting time of the advertisement (if there are multiple broadcasting times, the broadcasting times are plural), the audience rating of the program corresponding to a predetermined time after the advertisement broadcasting, and the website associated with the advertisement. Get access count and access time. For example, the advertising effectiveness measurement device 10 may acquire the broadcast time of the advertisement and the audience rating of the program from the audience rating management device 30 via the network. The audience rating may be acquired as a GRP timetable as shown in FIG. 6, which will be described later, for example. The audience rating of the program corresponding to the predetermined time after the advertisement broadcast represents the audience rating of the advertisement. As for the audience rating of the advertisement, the audience rating of the corresponding advertisement (CM) itself may be measured, or the audience rating of the corresponding program may be used as the audience rating of the advertisement.

Further, the advertising effectiveness measurement device 10 may acquire the number of accesses and access time to a predetermined website of the advertiser from the terminal owned by the advertiser. Not limited to this, the advertising effect measurement device 10 may acquire data related to the number of accesses uploaded by the terminal of the advertiser to the cloud. Data related to the number of accesses may be obtained as a response number timetable such as that shown in FIG. 8, which will be described later, for example.

In step S102, the advertising effectiveness measuring device 10 identifies (determines) whether or not another advertisement related to the advertisement was broadcast within a predetermined time after the predetermined advertisement was broadcast. That is, the advertising effect measurement device 10 determines whether or not there are overlapping watching periods for multiple advertisements.

If there is overlapping watching time in step S102, in step S103, the advertising effectiveness measurement device 10 weights the number of accesses by the ratio of the audience rating corresponding to the advertisement and the audience rating corresponding to the other advertisement. (First weighting based on audience rating) is performed to allocate the effectiveness of the advertisement and the effectiveness of the other advertisement.

In step S104, the advertising effectiveness measurement device 10 performs a second weighting based on the time of access to the advertiser's website. Specifically, the advertising effectiveness measurement device 10 calculates the difference between the access time and the broadcast time of the advertisement, and the difference between the access time and the broadcast time of the other advertisement. Then, the advertising effectiveness measuring device 10 weights the number of accesses by the ratio of these differences, and allocates the effectiveness of the advertisement and the effectiveness of the other advertisement. A specific example is as described in FIG.

In step S105, the advertising effectiveness measurement device 10 outputs the measurement result. Although the details will be described later, as shown in FIG. 10, the advertising effectiveness measurement device 10 outputs the measurement results in a visualized graph based on the previously calculated number of accesses and the like.

In the above-described embodiment, two types of weighting, first (audience rating) and second (access time), are performed to distribute (allocate) the advertising effect, but the present invention is not limited to this. Instead, only one of the first and second weighting may be performed.

(another embodiment)
Another embodiment will now be described with reference to FIGS. 4 to 9. FIG. FIG. 4 is a diagram showing a conceptual diagram of an advertising effectiveness measurement method according to another embodiment. FIG. 5 is a diagram showing an example of a flowchart of an advertising effect measurement method according to another embodiment. FIG. 6 is a diagram showing an example of a GRP timetable. FIG. 7 is a diagram showing an example of a past response number timetable in a normal period. FIG. 8 is a diagram showing an example of a response number timetable during a broadcast period. FIG. 9 is a diagram showing an example of a correction coefficient calculation table. Also, in the following description, the "number of accesses" may be read as the "number of actions" or the "number of responses." Note that the processing contents and the like of another embodiment realized in FIGS. 4 to 9 may be realized by a configuration similar to that of the above-described embodiment.

For example, as described above, when an advertisement is broadcast at a predetermined broadcast timing, it is expected that the number of accesses to a predetermined website associated with that advertisement will fluctuate (see FIG. 4). Measuring the effect of advertising by watching this variation has been conventionally performed. In this case, simply watching the number of accesses after the advertisement broadcast may overestimate the effectiveness of the advertisement. In other words, it can be said that judging and evaluating whether or not the change in the number of accesses is really the result of advertisement broadcasting is an important factor in measuring advertising effectiveness.

For example, it can be assumed that a certain number of accesses will be obtained even during a period (regular period) that is not related to the advertisement broadcast period, depending on the content or product targeted for advertisement. This fixed number of accesses not based on advertisement broadcasting may be called a reference number of accesses or a reference number of actions (see FIG. 4).

The reference number of accesses can be calculated by, for example, "broadcast area x weekdays and holidays x time zone (every hour) x per minute x number of accesses" in a normal period that is not affected by broadcasting at all. Note that the reference number of accesses is not limited to this, and may be calculated by other methods.

In addition, depending on the characteristics of the content or product targeted for advertisement, the number of accesses may fluctuate due to seasonal factors, regardless of advertisement broadcasting. This seasonal factor (seasonal variation factor) may be called, for example, seasonality. In this way, it is assumed that the number of accesses may fluctuate for some reason even in the normal season, regardless of advertisement broadcasts.

Therefore, the inventors of the present application paid attention to the reference number of accesses and seasonality, and came up with a further invention. In the form of FIG. 4, when the reference number of accesses is subtracted from the number of accesses by broadcasting (the number of accesses during broadcasting), the reference number of accesses is corrected based on seasonal variation factors.

Specifically, as shown in FIG. 5, the advertising effectiveness measurement method according to another aspect is based on the number of accesses to the website associated with the advertisement within a predetermined time period (during the broadcast period) after the advertisement is broadcast. A method for measuring the effectiveness of the advertisement, which measures the effectiveness of the advertisement based on the following steps.

In step S201, the advertising effectiveness measurement device 10 determines the broadcast time of the advertisement (if there are multiple broadcast times, a plurality of broadcast times), the audience rating of the program corresponding to a predetermined time after the advertisement broadcast, and the website associated with the advertisement. Get access count and access time. For example, the advertising effectiveness measurement device 10 may acquire the broadcast time of the advertisement and the audience rating of the program from the audience rating management device 30 via the network. Also, the advertising effectiveness measuring device 10 acquires the audience rating, the number of accesses, and the time of access in the past date before the broadcasting period of the advertisement.

For example, the advertising effectiveness measurement device 10 may acquire data on current and past audience ratings as a GRP timetable shown in FIG. As shown in FIG. 6, in this example, audience ratings are divided by region (region A, region B), day of the week (weekdays or holidays), and hourly (5:00 to 28:00). However, the position, division, etc. of the measurement result of the audience rating are not limited to this. Although the details will be described later, in FIG. 6, the frame of the time zone in which the advertisement was broadcast (advertisement broadcast time zone) is specified as indicated by hatching.

Further, the advertising effect measurement device 10 may acquire the number of accesses and the access time on a past date before the broadcasting period of the advertisement as a response number time table in the normal period shown in FIG. Furthermore, the advertising effectiveness measurement device 10 may acquire the number of accesses and access time during the broadcasting period of the advertisement as a response number timetable during the broadcasting period shown in FIG.

In step S202, the advertising effectiveness measuring device 10 identifies a time period during which the advertisement is not being broadcast. Specifically, when the audience rating in a predetermined time period is less than a predetermined value (for example, GRP is less than 0.1) during the broadcasting period of the advertisement, the advertising effectiveness measurement device 10 broadcasts the advertisement in the predetermined time period. Not time to judge.

For example, the advertising effectiveness measuring device 10 identifies a time period in which the GRP is less than 0.1 in the GRP timetable of FIG. 6, and sets the identified time period as an advertisement non-broadcasting time period. In addition, the advertising effectiveness measuring device 10 identifies a frame corresponding to the advertisement non-broadcasting time period in FIGS. 7 and 8 . In addition, in FIGS. 6 to 8, white frames correspond to non-broadcasting time zones of advertisements. In step S202, the method of specifying the time period during which the advertisement is not broadcast is not limited to the above method, and may be changed as appropriate, and may be a method that does not use the threshold and lower limit of GRP. Also, the time or time period when the advertisement is broadcast may be input to the system side.

In step S203, the advertising effect measuring device 10 calculates the first non-broadcast average access count in a time zone (advertisement non-broadcast time zone) during which the advertisement is not broadcast during the advertisement broadcast period. In addition, the advertising effectiveness measuring device 10 calculates the second non-broadcast average number of accesses in the time period corresponding to the advertisement non-broadcast time period on a past date before the advertisement broadcast period. That is, the advertising effectiveness measurement device 10 calculates the total number of accesses (the number of responses) indicated in the white frame in each of the response number timetables of FIGS. Calculate the value. In this case, the total value may simply be calculated instead of the average.

In step S204, the advertising effectiveness measurement device 10 creates a correction coefficient calculation table. Specifically, as shown in FIG. 9, the advertising effectiveness measurement device 10 calculates the previously calculated average number of accesses during non-broadcasting or the total number of accesses during non-broadcasting (which may also be called the number of accesses during non-broadcasting) for each region. , by date (weekdays or holidays), and by regular season/broadcasting period.

Here, let X be the number of accesses during the non-broadcast period during the normal period, and let Y be the number of accesses during the non-broadcast period during the broadcast period. Then, the advertising effectiveness measuring device 10 calculates the correction coefficient C from the ratio between the number Y of accesses during the first non-broadcast period and the number X of accesses X during the second non-broadcast period. That is, C=Y/X. In addition, in FIG. 9, X and Y are shown as totals instead of averages.

In step S205, the advertising effectiveness measurement device 10 corrects the number of accesses using the correction coefficient C calculated previously. That is, the advertising effect measurement device 10 calculates the number of accesses during broadcast in a predetermined broadcast time slot based on the correction coefficient calculated from the ratio between the first average number of accesses during non-broadcast and the second average number of accesses during non-broadcast. to correct. Specifically, the advertising effect measurement device 10 corrects the number of accesses using the relational expression of number of accesses after correction=(number of accesses during broadcasting)−(reference number of accesses)×(correction coefficient C).

In step S206, the advertising effect measurement device 10 outputs the measurement result. For example, as shown in FIG. 10, the advertising effectiveness measurement device 10 outputs the measurement result to a graph that visualizes the number of accesses after correction calculated in advance. For example, the graph may represent the number of accesses by region as a daily transition. In FIG. 10, the horizontal axis indicates dates, and the vertical axis indicates the number of accesses. Note that the format of the output result is not limited to this, and can be changed as appropriate based on a predetermined index. Also, the number of accesses may be counted not only for each day but also for each minute, hour, week, month, or year.

Thus, in the present embodiment (another embodiment), when subtracting the reference number of accesses from the number of accesses by broadcasting (the number of accesses during broadcasting), the reference number of accesses is corrected based on the seasonal variation factor. Therefore, it is possible to measure and evaluate the effectiveness of advertising in a more realistic manner.

According to each of the embodiments described above, it is possible to accurately measure the effectiveness of advertising broadcasts.

<Others>
Although the advertising effectiveness measurement shown in the above-described embodiment showed an example applied to TV commercials, it is not limited to this. The above-described embodiments of the present disclosure may be applied to, for example, radio commercials, Internet-delivered commercials, and the like. Those skilled in the art can read and understand the description of the above-described embodiments as necessary. For example, when applied to radio commercials, the audience rating of the present disclosure may be replaced with the audience rating.

The "GRP (Gross Rating Point)" of the present disclosure may be replaced with another index related to the gross audience rating.

In addition, the present disclosure also covers contents in which the “audience rating” is replaced with a specific index (or the degree of improvement of a specific index, an offset, etc.). The specific index may be an index for judging the advertising effectiveness, an intermediate index for improving the advertiser's key performance indicators (KPI), such as recognition rate, reach, ROAS (Return On Advertising Spend), ROI (Return On Investment), etc. may be included. At least part of the description of "audience rating" may be replaced with any of the above specific indicators.

Other terms may also be appropriately replaced when such replacements are applied.

(Equipment configuration)
FIG. 11 is a diagram illustrating an example of a functional configuration of an advertising effectiveness measurement device according to one embodiment; As shown in this example, the advertising effectiveness measurement device 10 has a control section 110 , a storage section 120 , a communication section 130 , an input section 140 and an output section 150 . It should be noted that this example mainly shows the functional blocks of the characteristic portions of the present embodiment, and the advertising effectiveness measurement device 10 may also have other functional blocks necessary for other processes. Moreover, it is good also as a structure which does not include some functional blocks.

The control unit 110 controls the advertising effectiveness measurement device 10 . The control unit 110 can be configured by a controller, a control circuit, or a control device, which will be described based on common recognition in the technical field related to the present disclosure.

The storage unit 120 stores (holds) information used in the advertising effectiveness measurement device 10 . The storage unit 120 can be configured by, for example, a memory, a storage, a storage device, etc., which are explained based on common recognition in the technical field according to the present disclosure.

The communication unit 130 communicates with other communication devices (devices, servers, etc.) via a network. The communication unit 130 may output various received information to the control unit 110 .

The communication unit 130 can be configured by a transmitter/receiver, a transmitting/receiving circuit, or a transmitting/receiving device described based on common recognition in the technical field related to the present disclosure. Note that the communication unit 130 may be composed of a transmission unit and a reception unit.

Input unit 140 receives an input by a user's operation. Also, the input unit 140 may be connected to a predetermined device, storage medium, or the like, and receive input of data. The input unit 140 may output the input result to the control unit 110, for example.

The input unit 140 can be configured by an input device such as a keyboard, a mouse, and buttons, an input/output terminal, an input/output circuit, and the like, which are explained based on the common recognition in the technical field according to the present disclosure. Further, the input unit 140 may be integrated with the display unit (for example, a touch panel).

The output unit 150 outputs data, content, etc., in a form perceptible to the user. For example, the output unit 150 may include a display unit that displays images, an audio output unit that outputs audio, and the like.

The display unit can be configured by, for example, a display device such as a display or a monitor described based on common recognition in the technical field related to the present disclosure. Also, the audio output unit can be configured by an output device such as a speaker described based on common recognition in the technical field related to the present disclosure.

The output unit 150 includes, for example, an arithmetic unit, an arithmetic circuit, an arithmetic device, a player, an image/video/audio processing circuit, an image/video/audio processing device, It can be configured to include an amplifier or the like. Also, the configuration of the output unit (output destination and output source) or a part thereof may be realized by a predetermined cloud service.

Note that the communication unit 130 or the input unit 140 may be called an acquisition unit. The acquisition unit acquires the audience rating and the number of accesses corresponding to a predetermined time after the advertisement is broadcast. Also, the acquisition unit acquires the broadcast time of the advertisement, the broadcast time of the other advertisement, and the access time to the website. Further, the acquisition unit acquires the audience rating and the number of accesses during the broadcasting period of the advertisement, and the audience rating and the number of accesses on a past date before the broadcasting period of the advertisement.

The control unit 110 may perform processing based on the steps shown in FIGS. For example, when another advertisement related to the advertisement is broadcasted within a predetermined time after the advertisement is broadcast, the control unit 110 determines the viewing rate corresponding to the advertisement and the viewing rate corresponding to the other advertisement in the number of accesses. Allocate the effectiveness of an ad to the effectiveness of other ads by weighting it with a ratio.

In addition, the control unit 110 calculates the difference between the access time and the broadcast time of the advertisement and the difference between the access time and the broadcast time of the other advertisement, and weights the number of accesses by the ratio of these differences, Allocate the effect of an advertisement and the effect of another advertisement.

Furthermore, the control unit 110 calculates the first average number of accesses during non-broadcasting in a time zone during which no advertisement is broadcast during the broadcasting period of the advertisement, and the second average number of accesses during non-broadcasting in the past date before the broadcasting period of the advertisement. , and corrects the number of accesses during broadcast in a predetermined broadcast time slot based on a correction coefficient calculated from the ratio between the first average number of accesses during non-broadcast and the second average number of accesses during non-broadcast.

Further, the control unit 110 multiplies the number of accesses in the past date before the broadcasting period of the advertisement by the correction coefficient, and subtracts the number of accesses after the correction from the number of accesses at the time of broadcasting to obtain the number of accesses after the correction.

The broadcast distribution device 20, the audience rating management device 30, etc. may also have the same configuration as in FIG. A person skilled in the art can read and understand the description related to the advertising effectiveness measuring device 10 in the description of FIG. 12 as appropriate.

Several parts are described below by way of example. In addition, the code of each device corresponding to each functional block in FIG. ”) to the first single digit number in FIG.

The communication unit 230 of the broadcast distribution device 20 may transmit information regarding a predetermined program to the advertising effectiveness measurement device 10 .

The control unit 310 of the audience rating management device 30 may derive information about the audience rating based on a television viewing log (not shown) or the like. The communication unit 330 of the audience rating management device 30 may transmit information about the audience rating to the advertising effectiveness measurement device 10 .

(Hardware configuration)
It should be noted that the block diagrams used in the description of the above embodiments show blocks in units of functions. These functional blocks (components) are implemented by any combination of hardware and/or software. Further, means for realizing each functional block is not particularly limited. In other words, each functional block may be realized by one physically connected device, or may be realized by two or more physically separated devices connected by wire or wirelessly. good.

For example, a device (such as the advertising effectiveness measurement device 10) in one embodiment of the present disclosure may function as a computer that performs processing of the advertising effectiveness measurement method of the present disclosure. FIG. 12 is a diagram illustrating an example of a hardware configuration such as an advertising effectiveness measuring device according to one embodiment. The advertising effectiveness measurement device 10 and the broadcast distribution device 20 described above are physically configured as a computer device including a processor 1001, a memory 1002, a storage 1003, a communication device 1004, an input device 1005, an output device 1006, a bus 1007, and the like. may be

In the present disclosure, apparatus, circuit, device, unit, server, etc. can be read interchangeably. The hardware configuration of the advertising effect measurement device 10, the broadcast distribution device 20, etc. may be configured to include one or more of each device shown in the figure, or may be configured without some devices. good.

For example, although only one processor 1001 is shown, there may be multiple processors. Also, processing may be performed by one processor, or processing may be performed by two or more processors concurrently, serially, or otherwise. Note that the processor 1001 may be implemented by one or more chips.

Each function of the advertising effect measurement device 10, the broadcast distribution device 20, etc. is performed by the processor 1001 by loading predetermined software (program) on hardware such as the processor 1001 and the memory 1002, and the communication device 1004 performs the calculation. It is realized by controlling communication, reading and/or writing of data in the memory 1002 and the storage 1003, and the like.

The processor 1001, for example, operates an operating system to control the entire computer. The processor 1001 may be configured by a central processing unit (CPU) including an interface with peripheral devices, a control device, an arithmetic device, registers, and the like. Note that each unit such as the control unit 110 described above may be implemented by the processor 1001 .

The processor 1001 also reads programs (program codes), software modules, data, etc. from at least one of the storage 1003 and the communication device 1004 to the memory 1002, and executes various processes according to these. As the program, a program that causes a computer to execute at least part of the operations described in the above embodiments is used. For example, the control unit 110 may be implemented by a control program stored in the memory 1002 and running on the processor 1001, and other functional blocks may be similarly implemented.

The memory 1002 is a computer-readable recording medium, such as ROM (Read Only Memory), EPROM (Erasable Programmable ROM), EEPROM (Electrically EPROM), RAM (Random Access Memory), and at least other suitable storage media. may be configured by one. The memory 1002 may also be called a register, cache, main memory (main storage device), or the like. The memory 1002 can store executable programs (program code), software modules, etc. to perform a method according to an embodiment.

The storage 1003 is a computer-readable recording medium, such as a flexible disk, a floppy (registered trademark) disk, a magneto-optical disk (for example, a compact disk (CD-ROM (Compact Disc ROM), etc.), a digital versatile disk, Blu-ray disc), removable disc, hard disk drive, smart card, flash memory device (e.g., card, stick, key drive), magnetic stripe, database, server, or other suitable storage medium may be configured by Storage 1003 may also be called an auxiliary storage device. Note that the storage unit 120 described above may be implemented by the memory 1002 and/or the storage 1003 .

The communication device 1004 is hardware (transmitting/receiving device) for communicating between computers via at least one of a wired network and a wireless network, and is also called a network device, a network controller, a network card, a communication module, or the like. Communication device 1004 may include a SIM card. Note that the communication unit 130 described above may be implemented by the communication device 1004 .

The input device 1005 is an input device (for example, keyboard, mouse, etc.) that receives input from the outside. The output device 1006 is an output device (eg, display, speaker, etc.) that outputs to the outside. Note that the input device 1005 and the output device 1006 may be integrated (for example, a touch panel). Note that the input unit 140 and the output unit 150 described above may be realized by the input device 1005 and the output device 1006, respectively.

Devices such as the processor 1001 and the memory 1002 are connected by a bus 1007 for communicating information. The bus 1007 may be configured with a single bus, or may be configured with different buses between devices.

Further, the advertising effect measurement device 10 and the like are hardware such as a microprocessor, a digital signal processor (DSP), an ASIC (Application Specific Integrated Circuit), a PLD (Programmable Logic Device), and an FPGA (Field Programmable Gate Array). , and part or all of each functional block may be implemented by the hardware. For example, processor 1001 may be implemented with at least one of these hardware.

(Modification)
The terms explained in the present disclosure and/or the terms necessary for understanding the present disclosure may be replaced with terms having the same or similar meanings.

Information, parameters, etc. described in this disclosure may be expressed using absolute values, may be expressed using values relative to a given value, or may be expressed using corresponding other information. may Also, the names used for parameters and the like in this disclosure are not limiting in any way.

Information, signals, etc. described in this disclosure may be represented using any of a variety of different technologies. For example, data, instructions, commands, information, signals, bits, symbols, chips, etc. that may be referred to throughout the above description may refer to voltages, currents, electromagnetic waves, magnetic fields or magnetic particles, light fields or photons, or any of these. may be represented by a combination of

Information, signals, etc. may be input and output through multiple network nodes. Input/output information, signals, and the like may be stored in a specific location (for example, memory), or may be managed using a table. Input and output information, signals, etc. may be overwritten, updated or appended. Output information, signals, etc. may be deleted. Input information, signals, etc. may be transmitted to other devices.

In addition, notification of predetermined information (for example, notification of “being X”) is not limited to explicit notification, but implicit notification (for example, by not notifying the predetermined information or by providing another information by notice of

Software, whether referred to as software, firmware, middleware, microcode, hardware description language or otherwise, includes instructions, instruction sets, code, code segments, program code, programs, subprograms, and software modules. , applications, software applications, software packages, routines, subroutines, objects, executables, threads of execution, procedures, functions, and the like.

Also, software, instructions, information, etc. may be transmitted and received via transmission media and/or signal waveforms. For example, the software uses wired technology (coaxial cable, fiber optic cable, twisted pair, Digital Subscriber Line (DSL), etc.) and/or wireless technology (infrared, microwave, etc.) to create websites, Wired and/or wireless technologies are included within the definition of transmission medium when sent from a server or other remote source.

As used in this disclosure, the terms "system" and "network" may be used interchangeably.

Each aspect/embodiment described in the present disclosure may be used alone, may be used in combination, or may be used by switching according to execution. Also, the processing procedures, sequences, flowcharts, etc. of each aspect/embodiment described in the present disclosure may be rearranged as long as there is no contradiction. For example, the methods described in this disclosure present elements of the various steps using a sample order and are not limited to the specific order presented.

As used in this disclosure, the phrase "based on" does not mean "based only on," unless expressly specified otherwise. In other words, the phrase "based on" means both "based only on" and "based at least on."

Any reference to elements using the "first," "second," etc. designations used in this disclosure does not generally limit the quantity or order of those elements. These designations may be used in this disclosure as a convenient method of distinguishing between two or more elements. Thus, references to first and second elements do not imply that only two elements may be employed or that the first element must precede the second element in any way.

Where "include," "including," and variations thereof are used in this disclosure, these terms are inclusive, as is the term "comprising." is intended. Furthermore, the term "or" as used in this disclosure is not intended to be an exclusive OR.

In this disclosure, where articles have been added by translation, such as a, an, and the in English, the disclosure may include the plural nouns following these articles.

Although the invention according to the present disclosure has been described in detail above, it will be apparent to those skilled in the art that the invention according to the present disclosure is not limited to the embodiments described in this disclosure. The invention according to the present disclosure can be implemented as modifications and changes without departing from the spirit and scope of the invention determined based on the description of the claims. Therefore, the description of the present disclosure is for illustrative purposes and does not impose any limitation on the invention according to the present disclosure.

Claims (16)

An advertising effectiveness measurement system that measures the effectiveness of the advertisement based on the number of actions estimated to have been caused by the advertisement within a predetermined time after the advertisement is broadcast,
an acquisition unit that acquires the number of actions within a predetermined time after the advertisement broadcast;
If another advertisement related to the advertisement is broadcast within a predetermined time after the advertisement is broadcast, the number of actions is determined based on the information on the broadcast of the advertisement and the information on the broadcast of the other advertisement. An advertisement effect measurement system, comprising: a control unit for allocating the effect of an advertisement and the effect of the other advertisement. The information on the advertisement broadcast and the information on the broadcast of the other advertisement include audience ratings of the information on the advertisement broadcast and the broadcast of the other advertisement;
The control unit allocates the number of actions to the effect of the advertisement and the effect of the other advertisement based on the ratio of the viewing rate corresponding to the advertisement and the viewing rate corresponding to the other advertisement. 1. The advertising effect measurement system according to 1. 3. The advertising effect measurement system according to claim 2, wherein said number of actions is the number of accesses within a time period in which a predetermined time period after said advertisement broadcast and a predetermined time period after said other advertisement broadcast overlap. The information about the advertisement broadcast and the information about the broadcast of the other advertisement include the broadcast time of the advertisement and the broadcast time of the other advertisement,
The control unit calculates the difference between the action occurrence time and the advertisement broadcast time, and the difference between the action occurrence time and the broadcast time of the other advertisement, and based on these differences, the 4. The advertising effectiveness measurement system according to any one of claims 1 to 3, wherein the number of actions is allocated between the effectiveness of said advertisement and the effectiveness of said other advertisement. 5. The advertisement effect measurement system according to claim 1, wherein said other advertisement is an advertisement regarding contents or products that are the same as or related to said advertisement. The acquisition unit acquires the audience rating and the number of actions during the broadcasting period of the advertisement, and the audience rating and the number of actions in the past date before the broadcasting period of the advertisement,
The control unit controls the number of first non-broadcast average actions in a time slot during which the advertisement is not broadcast during the advertisement broadcast period, and the second non-broadcast average action number in the past date before the advertisement broadcast period. and correcting the number of actions during broadcasting in a predetermined broadcasting time slot based on a correction coefficient calculated from the ratio between the first average number of actions during non-broadcasting and the second average number of actions during non-broadcasting. 6. The advertising effect measurement system according to any one of claims 1 to 5. 7. The advertisement effectiveness measurement system according to claim 6, wherein said correction coefficient is a seasonality coefficient obtained by dividing said first average number of actions during non-broadcasting by said second average number of actions during non-broadcasting. The control unit multiplies the number of actions in the past date before the broadcasting period of the advertisement by the correction coefficient, and subtracts the reference number of actions after correction obtained from the number of actions at the time of broadcasting to obtain the number of actions after correction. 8. The advertising effect measurement system according to claim 7. An advertising effectiveness measurement system that measures the effectiveness of the advertisement based on the number of actions estimated to have been caused by the advertisement within a predetermined time after the advertisement is broadcast,
an acquisition unit that acquires the audience rating and the number of actions during the broadcasting period of the advertisement, and the audience rating and the number of actions on a past date before the broadcasting period of the advertisement;
Calculating a first non-broadcast average number of actions in a time slot during which the advertisement is not broadcast during the advertisement broadcast period, and a second non-broadcast average number of actions on a past date before the advertisement broadcast period. and a control unit that corrects the number of on-broadcast actions in a predetermined broadcast time zone based on a correction coefficient calculated from the ratio between the first average number of non-broadcast actions and the second average number of non-broadcast actions. advertising effectiveness measurement system. An advertisement effectiveness measuring device for measuring the effectiveness of the advertisement based on the number of actions estimated to have been caused by the advertisement within a predetermined time period after the advertisement broadcast,
an acquisition unit that acquires the number of actions within a predetermined time after the advertisement broadcast;
If another advertisement related to the advertisement is broadcast within a predetermined time after the advertisement is broadcast, the number of actions is determined based on the information on the broadcast of the advertisement and the information on the broadcast of the other advertisement. An advertisement effect measuring device, comprising: a control unit for allocating the effect of the advertisement and the effect of the other advertisement. An advertisement effectiveness measuring device for measuring the effectiveness of the advertisement based on the number of actions estimated to have been caused by the advertisement within a predetermined time period after the advertisement broadcast,
an acquisition unit that acquires the audience rating and the number of actions during the broadcasting period of the advertisement, and the audience rating and the number of actions on a past date before the broadcasting period of the advertisement;
Calculating a first non-broadcast average number of actions in a time slot during which the advertisement is not broadcast during the advertisement broadcast period, and a second non-broadcast average number of actions on a past date before the advertisement broadcast period. and a control unit that corrects the number of on-broadcast actions in a predetermined broadcast time zone based on a correction coefficient calculated from the ratio between the first average number of non-broadcast actions and the second average number of non-broadcast actions. advertising effectiveness measurement device. An advertisement effectiveness measurement method for measuring the effectiveness of the advertisement based on the number of actions estimated to have been caused by the advertisement within a predetermined time period after the advertisement broadcast,
obtaining the number of actions within a predetermined time period after the advertisement broadcast;
If another advertisement related to the advertisement is broadcast within a predetermined time after the advertisement is broadcast, the number of actions is determined based on the information on the broadcast of the advertisement and the information on the broadcast of the other advertisement. and a step of allocating the effect of the advertisement and the effect of the other advertisement. An advertisement effectiveness measurement method for measuring the effectiveness of the advertisement based on the number of actions estimated to have been caused by the advertisement within a predetermined time period after the advertisement broadcast,
obtaining the audience rating and the number of actions during the broadcasting period of the advertisement and the audience rating and the number of actions in the past date before the broadcasting period of the advertisement;
Calculating a first non-broadcast average number of actions in a time slot during which the advertisement is not broadcast during the advertisement broadcast period, and a second non-broadcast average number of actions on a past date before the advertisement broadcast period. and
and correcting the number of on-air actions in a predetermined broadcast time slot based on a correction coefficient calculated from the ratio between the first average number of non-broadcast actions and the second average number of non-broadcast actions. Effectiveness measurement method. Before the step of calculating the first average number of actions during non-broadcasting, the step of identifying a time slot during which the advertisement is not broadcast during the broadcast period of the advertisement,
14. The advertising effect according to claim 13, wherein, in said step, when the audience rating in a predetermined time slot during the broadcast period of said advertisement is less than a predetermined value, said predetermined time slot is determined as a time during which said advertisement is not broadcast. Measuring method. A program to be executed by a processor of an advertising effectiveness measuring device that measures the effectiveness of the advertisement based on the number of actions estimated to have been caused by the advertisement within a predetermined time period after the advertisement is broadcast,
obtaining the number of actions within a predetermined time period after the advertisement broadcast;
If another advertisement related to the advertisement is broadcast within a predetermined time after the advertisement is broadcast, the number of actions is determined based on the information on the broadcast of the advertisement and the information on the broadcast of the other advertisement. and a step of allocating the effect of the advertisement and the effect of the other advertisement. A program to be executed by a processor of an advertising effectiveness measuring device that measures the effectiveness of the advertisement based on the number of actions estimated to have been caused by the advertisement within a predetermined time period after the advertisement is broadcast,
obtaining the audience rating and the number of actions during the broadcasting period of the advertisement and the audience rating and the number of actions in the past date before the broadcasting period of the advertisement;
Calculating a first non-broadcast average number of actions in a time slot during which the advertisement is not broadcast during the advertisement broadcast period, and a second non-broadcast average number of actions on a past date before the advertisement broadcast period. and
a step of correcting the number of on-broadcast actions in a predetermined broadcast time slot based on a correction coefficient calculated from the ratio between the first average number of non-broadcast actions and the second average number of non-broadcast actions; program.

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