JP4485376B2 - Medium placement support system and medium placement support program - Google Patents

Description

  The present invention relates to a system, a method, and a program for simulating placement on a medium and supporting creation of a placement plan.

  As media for advertising products and companies, the Internet is used in addition to broadcast media such as television and radio, and paper media such as newspapers and magazines. For such various types of placement media, the advertiser needs to select a placement medium and to put a limited cost into the selected placement medium in order to maximize cost effectiveness.

For example, Patent Document 1 discloses a technique for optimizing the distribution destination of an advertisement banner in Internet advertisement. In Patent Document 1, based on a campaign plan including a campaign period, a budget, a target, and an effect management index, a website displaying an advertisement banner and a placement plan including the advertisement period are created. By using this technology, the advertiser can obtain an appropriate placement plan for each medium.
JP 2001-306934 A

  As described above, since there are a variety of placement media, in practice, an advertiser needs to determine a placement plan in consideration of placement on a plurality of media. For example, when planning to put on another medium in a state where the broadcast medium has already been put, it is necessary to consider the medium that has already been put on. Therefore, it is desirable not only to optimize a single placement, but also to create a placement plan that considers placement on other media.

  An object of the present invention is to provide a system and a program for simulating an advertisement effect on a certain medium in consideration of a plurality of mediums that have already been posted and supporting creation of a draft plan for the medium. .

An object of the present invention is a medium placement support system that presents an index indicating an advertising effect on a second medium other than the first medium on which an advertisement has already been placed,
A placement pattern storage means for storing a placement pattern for each of the first media;
A first user behavior table storing information indicating presence / absence of contact for each of the first media of each user having a user ID so as to correspond to the placement pattern;
A second user behavior table storing information indicating presence / absence of contact with each of the second media of each user in association with the user ID;
In accordance with a ranking index set by the operator and indicating an increase in the number of contacts or an increase in the number of contacts, the respective posting patterns of the first medium stored in the posting pattern storage means, the first user action table, Referring to the above, the user ID of the user is specified so as not to contact any of the respective posting patterns of the first medium, or is contacted to any of the respective posting patterns of the first medium. User specifying means for specifying the user ID of the user,
Based on the specified user ID, the second user behavior table is referred to, and the number of contacts of the user is calculated for each of the second media, and the number of contacts is stored in the storage means and the operator And a means for calculating the number of contacts to be presented on the medium.

  The first medium and the second medium can be a mass medium such as a television, a radio, a newspaper, a magazine, and a web page. The second medium can be any of the exemplified media.

An object of the present invention is a medium placement support system that presents an index indicating an advertising effect on a second medium other than the first medium on which an advertisement has already been placed,
A placement pattern storage means for storing a placement pattern for each of the first media;
A first user behavior table storing information indicating presence / absence of contact for each of the first media of each user having a user ID so as to correspond to the placement pattern;
A second user behavior table storing information indicating presence / absence of contact with each of the second media of each user in association with the user ID;
In accordance with a ranking index set by the operator and indicating an increase in the number of contacts or an increase in the number of contacts, the respective posting patterns of the first medium stored in the posting pattern storage means, the first user action table, The user ID of the user is specified so as not to contact any of the respective posting patterns of the first medium, or is contacted to any of the respective posting patterns of the first medium. User specifying means for specifying the user ID of the user,
Based on the specified user ID, the second user behavior table is referred to, and the number of contacts of the user is calculated for each of the second media, and the number of contacts is stored in the storage means and the operator It is also achieved by a medium placement support system characterized by comprising a contact number calculation means presented in

  In a preferred embodiment, the contact number calculating means is configured to present the second medium sorted in the order of the contact number.

  In another preferred embodiment, the contact number calculation means calculates a second contact number based on another ranking index not selected by the ranking index, together with the contact number based on the ranking index, The second contact number is presented.

In another preferred embodiment, further, a user attribute table storing information indicating the attribute of each user in association with the user ID;
Based on the user attribute of the user to be the simulation target set by the operator, specify the user ID of the user to be the simulation target, and based on the specified user ID, refer to the second user behavior table, Simulating means for calculating an effect management index for each of the second media, storing the calculated effect management index in the storage means, and presenting it to the operator.

In a more preferred embodiment, the simulation means further comprises
Based on the medium designation information set by the operator and indicating the selected one from the first medium, and the logical designation information indicating the logical relationship between the selected first medium, the user attribute table is displayed. From the user specified based on the information, the user touches any one of the respective print patterns of the selected first medium, or touches any of the respective print patterns of the selected first medium. The user IDs of such users are narrowed down, and an effect management index is calculated for each of the second media with reference to the second user behavior table based on the narrowed-down user IDs. .

  In a further preferred embodiment, the simulation means is configured to calculate an effect management index for each first medium for each second medium.

In addition, the purpose of the present invention is to present an index indicating the advertising effect for the second medium other than the first medium that has already been advertised.
A placement pattern storage means for storing a placement pattern for each of the first media;
A first user behavior table storing information indicating presence / absence of contact for each of the first media of each user having a user ID so as to correspond to the placement pattern;
A medium placement support program readable by a computer comprising: a second user action table that stores information indicating presence / absence of contact with each user's second medium in association with the user ID; To the computer,
In accordance with a ranking index set by the operator and indicating an increase in the number of contacts or an increase in the number of contacts, the respective posting patterns of the first medium stored in the posting pattern storage means, the first user action table, Referring to the above, the user ID of the user is specified so as not to contact any of the respective posting patterns of the first medium, or is contacted to any of the respective posting patterns of the first medium. Such as a user specifying step for specifying the user ID of the user,
Based on the specified user ID, the second user behavior table is referred to, and the number of contacts of the user is calculated for each of the second media, and the number of contacts is stored in the storage means and the operator It is also achieved by a medium placement support program characterized in that the step of calculating the number of contacts to be presented is executed.

In addition, the purpose of the present invention is to present an index indicating the advertising effect for the second medium other than the first medium that has already been advertised.
A placement pattern storage means for storing a placement pattern for each of the first media;
A first user behavior table storing information indicating presence / absence of contact for each of the first media of each user having a user ID so as to correspond to the placement pattern;
A medium placement support program readable by a computer, comprising: a second user action table storing information indicating presence / absence of contact with each user's second medium in association with the user ID. And
In accordance with a ranking index set by the operator and indicating an increase in the number of contacts or an increase in the number of contacts, the respective posting patterns of the first medium stored in the posting pattern storage means, the first user action table, The user ID of the user is specified so as not to contact any of the respective posting patterns of the first medium, or is contacted to any of the respective posting patterns of the first medium. Such as a user specifying step for specifying the user ID of the user,
Based on the specified user ID, the second user behavior table is referred to, and the number of contacts of the user is calculated for each of the second media, and the number of contacts is stored in the storage means and the operator It is also achieved by a medium placement support program that causes the computer to execute the step of calculating the number of contacts presented to

  In a preferred embodiment, in the contact number calculation step, the computer is caused to execute the step of sorting the contact numbers in the order of the number of contacts and presenting the second medium.

Further, in a preferred embodiment, in the contact number calculation step, a step of calculating a second contact number based on another ranking index not selected by the ranking index;
And causing the computer to execute the step of presenting the second contact number along with the number of contacts based on the ranking index.

In another preferred embodiment, the computer includes a user attribute table in which information indicating an attribute of each user is stored in association with the user ID,
In addition, the computer
Based on the user attribute of the user to be the simulation target set by the operator, specify the user ID of the user to be the simulation target, and based on the specified user ID, refer to the second user behavior table, An effect management index is calculated for each of the second media, and the calculated effect management index is stored in the storage unit and a simulation step presented to the operator is executed.

In a more preferred embodiment, in the simulation step,
Based on the medium designation information set by the operator and indicating the selected one from the first medium, and the logical designation information indicating the logical relationship between the selected first medium, the user attribute table is displayed. From the user specified based on the information, the user touches any one of the respective print patterns of the selected first medium, or touches any of the respective print patterns of the selected first medium. A step of narrowing down user IDs of such users,
Based on the narrowed-down user ID, the computer executes the step of calculating an effect management index for each of the second media with reference to the second user behavior table.

  In a further preferred embodiment, in the simulation step, the computer is caused to execute a step of calculating an effect management index for each of the first media for each of the second media.

  According to the present invention, it is possible to provide a system and a program for simulating the advertising effect on a certain medium and taking into consideration the plurality of already mediums and supporting the creation of a medium plan for the medium. It becomes.

  Embodiments of the present invention will be described below with reference to the accompanying drawings. FIG. 1 is a block diagram showing a configuration of a medium placement support system according to an embodiment of the present invention. As shown in FIG. 1, a media placement support system (hereinafter also simply referred to as “system”) 10 is connected to a network or an input / output device (not shown), receives information input by an operator, and sets The interface (I / F) 12 for presenting the information and results to the operator, and the information and simulation conditions related to the advertisement already entered by the operator via the I / F 12 and conditions for executing the simulation. A condition setting unit 14 to be set, a data extraction unit 16 for extracting data according to a simulation condition set in the condition setting unit 14 and stored in the memory, and a simulation using the extracted data according to the simulation condition And a simulation execution unit 18 for executing A database (DB) 20 that data has been accumulated for people, and a result storage unit 22 for storing the simulation results.

  In the present embodiment, a keyboard and a display are connected to the I / F 12, and an operator can input necessary information by operating the keyboard while referring to an image displayed on the display. Alternatively, or in addition to this, the I / F 12 is connected to a network, and data communication can be performed with a client connected to the network. You may comprise so that simulation can be performed.

  In the system 10 according to the present embodiment, there is a medium that has already been put out. Further, when creating a new placement plan for another medium, an optimum placement plan is created in consideration of the placed medium. Simulation can be performed. In the following description, a television plan, a radio, a newspaper, and / or a magazine have already been published, and a draft plan for drafting on an Internet website is created.

  The table accommodated in the DB 20 stores in advance data indicating the viewing behavior of the user as a result of a questionnaire survey conducted on a randomly selected Internet user (hereinafter simply referred to as “user”). Yes. More specifically, as shown in FIG. 1, the DB 20 contains a questionnaire survey table 24, a user attribute table 26, and an access log table 28. Although not shown, the DB 20 stores a price for placing an advertisement for each URL.

  In the present embodiment, the questionnaire survey table 24 includes TV programs viewed by the user, user TV viewing patterns, radio program genres listened to by the user, user radio listening patterns, user subscribed newspapers and magazines. Contains information. 2A and 2B are diagrams showing examples of the data structure of the questionnaire survey table 24. FIG. As shown in FIGS. 2 (a) and 2 (b), in the questionnaire survey table 24, a program viewing table (see reference numeral 200) storing information indicating whether or not a program is viewed for each user, and a viewing time for each user. And a time zone table (see reference numeral 210) that stores information indicating the zones.

  As shown in FIG. 2A, a record (see reference numeral 201) in the program viewing table 200 indicates whether or not each television program (for example, “variety A”, “variety B”, etc.) is viewed for each user. And an item indicating whether or not each radio program genre (for example, “baseball broadcast”, “horse race relay”, etc.) is listened to. As shown in FIG. 2B, the record (see reference numeral 211) of the time zone table 210 is used for viewing or listening in the time zone from 5 o'clock to 28 o'clock on weekdays, Saturdays and Sundays for each user. Includes items that indicate presence or absence. In the present embodiment, the time zone table 210 is provided with information indicating a television program viewing time zone and radio program listening time zone.

  As shown in FIG. 3A, the user attribute table 26 stores gender, age, residential area, and annual income for each user ID that identifies the user. As shown in FIG. 3B, the access log table 26 stores, for each user ID, the URL of the site accessed by the user via the Internet.

  Processing executed in the system 10 configured as described above will be described. FIG. 4 is a flowchart schematically showing processing executed in the system 10 according to the present embodiment. When the condition setting unit 14 inputs necessary information to the image generated to specify the target area condition and presented via the I / F 12, the condition setting unit 14 displays the input designation information. This is accepted and stored in a storage device (not shown) (step 401).

  FIG. 5A is a diagram illustrating an example of an image for specifying a target area condition displayed on the screen of the display device of the system 10 or the display device of a client (not shown). As shown in FIG. 5A, in the image 500, “campaign period”, “campaign name”, “target”, and “district” are designated. Here, the “target (target condition)” specifies a user who is the target of the advertisement, and can specify a gender and an age range or an annual income range. In addition, as the “district (area condition)”, the residential area of the user who is the target of the advertisement is specified. This “residential district” matches the item “residential district” in the record shown in FIG.

  The condition setting unit 14 displays an image for designating a mass medium that has already been submitted by the advertiser on the screen of the display device of the system 10 or the display device of the client. In the image 510 shown in FIG. 5B, the operator turns on the “details” button (for example, reference numeral 511) of the medium that has already been sent, and sets information related to the advertisement that has already been placed for each medium. be able to.

  For example, when a particular television program is being put out, in response to the operator turning on the “details” button 511 relating to the television program, the condition setting unit 14 displays the television program setting screen (FIG. 6 ( a) is output to the display device of the system 10 and the display device of the client (not shown). In addition, when a particular radio program is being put out, in response to the operator turning on the “details” button 512 regarding the radio program genre, the condition setting unit 14 displays a radio program genre setting screen (FIG. 6 (b)) is output to the display device of the system 10 and the display device of the client (not shown). In the image 600 shown in FIG. 6A, when the operator designates the day of the week, the program list is displayed in the left column 601, and the program being drafted is selected from the left column 601 and is displayed in the right column 602. Display it. Further, for the image 610 shown in FIG. 6B, the genre of the program that has already been posted can be selected by the same operation.

  In addition, when the advertisement is being published as a so-called spot CM, the operator can select a pattern in which the spot CM is published by turning on the “SPOT” button corresponding to each of the television and the radio. FIG. 7 is a diagram showing an example of an image displayed on the screen of the display device when any “SPOT” button is turned on in the image shown in FIG. In this image 700, five patterns are displayed. A diagram schematically showing each pattern (see, for example, reference numerals 701 and 702), the horizontal direction indicates the day of the week, the vertical direction indicates the time, and indicates that the spot CM flows inside the frame.

  “All-day type (reference numeral 701)” indicates a pattern in which a spot CM flows regardless of a day of the week or a time zone. “Y-shaped (symbol 702)” indicates a pattern in which spot CMs flow in a specific time zone of morning, noon, and night on weekdays, and on Saturday and Sunday regardless of the time zone. . The operator can select a pattern in which the spot CM is flowed with reference to the image.

  Even if you are publishing in a newspaper or magazine, the operator can select the newspaper or magazine that has already been published by turning on the corresponding “details” button to display a list of newspapers or magazines. . In this way, the operator can set necessary information for televisions, radios, newspapers and / or magazines that have already been put out.

  When the condition setting unit 14 accepts the mass medium placement status input by the operator as described above, it is stored in a storage device (not shown) (step 402).

  Next, the condition setting unit 14 generates an image for specifying a mass medium combination for specifying a medium that has already been submitted, which should be taken into account when simulating a newly submitted medium (the Internet in this embodiment). 10 display devices and a display screen of a client (not shown) display device. FIG. 8 is a diagram illustrating an example of an image for specifying a mass medium combination.

  In FIG. 8, a ranking index selection field 801 used in the ranking data extraction process executed in step 404 described later is provided in the upper part of the image 800. When the “reach expansion” button is selected in the ranking index selection field 801, the target specified by the target area condition specified in step 401, and the mass media target already specified in step 402 are displayed. Data extraction processing is performed so that and do not overlap. On the other hand, when the “enlarge frequency” button is selected, data extraction processing is executed in which the target specified by the target area condition overlaps with the target of the mass medium that has already been put out.

  Also, on the left side of the middle part of the image 800, mass media that have already been put out specified in step 402 are listed (see reference numeral 803). The operator selects a desired one from the mass media listed, and selects whether to take “or” or “and” between them. The result selected from the listed mass media is displayed in the right column (see reference numeral 804).

  As will be described in detail later, this “individual designation” is used in a simulation (see step 407). For example, if “or” is selected, the simulation is executed for the sample user union (or) that has touched the specified mass medium, and if “and” is selected, the simulation is executed. The simulation is executed on the product set (AND) of the sample users who have contacted the mass medium.

  Further, the lower part of the image 800 includes a button indicating whether or not seasonal variation is used. Here, when seasonal variation is used, weighting according to the season is considered in the processing based on the campaign period set in step 401.

  When the condition setting unit 14 accepts information related to mass medium combination designation including a ranking index and individual designation information, the condition setting unit 14 stores it in a storage device (not shown) (step 403).

  In Steps 401 to 403, various conditions and information set by the operator are stored in the storage device, and upon receiving an instruction for data extraction by the operator, the data extraction unit 16 executes ranking data extraction processing (Step 404). ).

  FIG. 9 is a flowchart showing the ranking data extraction process in more detail. As shown in FIG. 9, the data extraction unit 16 refers to the selected ranking index in the information stored in step 403 and determines whether “reach expansion” or “frequency expansion” is selected. (Step 901). For example, when reach expansion is selected (Yes in step 902), the data extraction unit 16 refers to the mass medium placement status set in step 402 and has already been stored in the questionnaire survey data table 24. The user ID of the user is extracted so as not to touch any of the submitted patterns of the mass media that have already been submitted (step 903).

  Here, the mass medium placement pattern refers to information specifically set for each medium included in the mass medium placement status. For example, for television, a set television program and / or spot pattern corresponds to the placement pattern. For radio, the set radio program genre and spot pattern correspond to the placement pattern. For newspapers and magazines, specific newspaper names and magazine names correspond to the placement pattern.

  For example, based on the mass media placement status, a TV program (“Variety A” and “News C”) is posted, and a spot CM is played in a “U-shaped” pattern in the TV program, and In addition to these, it is considered that the magazine is published in a specific magazine (weekly magazine A). In this case, the data extraction unit 16 does not view the television program in the questionnaire survey data table 24, and the time zone corresponding to the “U-shaped” pattern (that is, weekday morning and night, and , Saturday and Sunday all day), the user ID of a user who does not basically watch TV and does not subscribe to the specific weekly magazine is extracted.

  On the other hand, if it is determined NO in step 902, that is, if “Frequency expansion” is selected, the mass media placement status set in step 402 is referred to, Then, the user ID of the user that contacts any of the mass media that have already been published is extracted (step 904). Similar to the previous example, based on the mass media posting situation, it will be put out on a certain TV program ("Variety A" and "News C"), and spot TV will be run in a "U-shaped" pattern on the TV program In addition to these, it is considered that the magazine is published in a specific magazine (weekly magazine A). In this case, the data extraction unit 16 views the television program in the questionnaire survey data table 24 and also corresponds to a time zone corresponding to the “U-shaped” pattern (that is, weekday morning and night, and On Saturdays and Sundays), user IDs of users who are basically watching television and who are subscribed to the specific weekly magazine are extracted.

  As described above, in the present embodiment, when “reach expansion” is selected, users who do not touch the placement pattern of mass media that have already been placed are extracted, while “frequency expansion” is selected. If so, the user who contacts the mass medium that has already been put out is extracted.

  Thereafter, the data extraction unit 16 refers to the access log table 28 based on the extracted user ID, and acquires the URL accessed by the user corresponding to each user ID (step 905). Next, the data extraction unit 16 aggregates the number of accesses for each URL and creates a list in which the URLs are arranged in descending order of the number of accesses (step 906). In the list, the data extraction unit 16 associates the total number of accesses (this corresponds to the number of users) with the URL.

  Furthermore, in the present embodiment, the number of accesses is also totaled for ranking indexes other than the selected ranking index, and associated with the URL (step 907). For example, when “reach expansion” is selected for the ranking index, the users when “frequency expansion” is selected are extracted, and whether each of the users has accessed a URL in the list. Tally.

  Through this process, in this embodiment, in the completed list, URLs are arranged in descending order of the number of users who are in contact or non-contact based on the selected ranking index. The number of users based on each of the two ranking indexes is associated.

  When the list is completed in this way, the data extraction unit 16 outputs the completed list to a display device of the system 10 or a display device of a client (not shown) (step 405).

  FIG. 10 is a diagram illustrating an example of a list image displayed on the screen of the display device. In FIG. 10, in the list 1001 included in the image 1000, “the number of overlapping contacts” indicates the number of users for “frequency expansion”, and “the number of non-overlapping contacts” indicates the number of users for “reach expansion”. Show. If the selected ranking index is “reach expansion”, URLs are listed in descending order of “non-overlapping contact number”. In addition, since the price for each URL is stored in the DB 20 in advance, the price is displayed in the list in association with the URL.

  The operator refers to the list and selects a URL to be used in the simulation of the placement plan. In FIG. 10, the operator can select a desired URL by turning on a radio button (see reference numeral 1002, for example) displayed on the left. A simulation is executed to obtain an optimal placement plan for the selected URL. When the simulation execution unit 18 accepts the URL selected by the operator, the simulation execution unit 18 stores it in a storage device (not shown) (step 406).

  Upon receiving the simulation start instruction from the operator, the simulation execution unit 18 executes the simulation (step 407). FIG. 11 is a flowchart showing in more detail the simulation processing according to the present embodiment.

  As shown in FIG. 11, the simulation execution unit 18 refers to the target condition and area condition stored in the storage device in step 401, refers to the user attribute table 26, and determines the sex and age in the target. And sample users corresponding to the residential area are extracted (step 1101). Next, the simulation execution unit 18 further stores the mass medium placement status stored in the storage device in Step 402, the data group regarding the sample user extracted in the questionnaire survey table 24, and the storage device in Step 403. Among the information relating to the mass medium combination designation, individual designation information (that is, mass medium designation information for designating mass media and logical designation information for designating whether to perform AND or OR between them) is acquired (step 1102). ).

  When the logical designation information is “AND” in the individual designation information (Yes in Step 1103), the simulation execution unit 18 refers to the mass medium designation information and selects the selected mass medium. It identifies (step 1104), and narrows down the sample users who are in contact with all of the selected mass medium placement patterns based on the respective mass medium placement status (step 1105).

  For example, in the mass medium designation information, television and radio are designated, and according to the mass medium placement situation, an “inverted L-type” spot CM flows for the television, and “music” is designated for the radio. I think that commercials are being streamed to the genre. Further, it is considered that the logical designation information is “AND”. In this case, the simulation execution unit 18 refers to the questionnaire survey table 24, and among the sample users extracted in step 1101, the television is viewed in the “reverse L type” pattern, and “radio” is displayed. Narrow down those who listen to “music” programs as programs.

  Further, in the mass medium designation information, newspapers and magazines are designated, and it is considered that advertisements are published in “A newspaper” and “Weekly magazine B” according to the mass medium publication status. Further, it is considered that the logical designation information is “AND”. In this case, the simulation execution unit 18 refers to the questionnaire survey table 24 and subscribes to the newspaper “A newspaper” and the magazine “weekly magazine B” among the sample users extracted in step 1101. Narrow down.

  On the other hand, when the logical designation information is “OR” (No in step 1103), the simulation execution unit 18 specifies the selected mass medium with reference to the mass medium designation information. (Step 1106), based on the respective mass medium submission status, narrow down the sample users who are in contact with any of the selected mass medium submission patterns (Step 1107). Consider a case in which the logical designation information is “OR” in the example of the television and radio placement pattern described above, which is different from the above example. In this case, the simulation execution unit 18 refers to the questionnaire survey table 24, and among the sample users extracted in step 1101, the TV viewer is watching in the “reverse L type” pattern, or “ Narrow down those who listen to “music” programs as “radio” programs.

  When the sample user narrowing is completed in this way, the simulation execution unit 18 refers to the narrowed sample user access log in the access log table 28 and accesses each URL selected in Step 406. The log is counted (step 1108), and based on this, an effect management index (reach, number of contacts, and CPM (Cost per Mill) in this embodiment) is calculated (step 1109). . When the logical designation information is “OR”, the simulation execution unit 18 counts the access log for each URL for each selected mass medium, and calculates the reach and the like based on these counts. To do.

  Here, the reach is the ratio of the number of unique users in the site to the Internet user population at the same measurement period, and can be obtained by dividing the number of non-overlapping users by the user population. The number of contacts is calculated by performing population estimation using the population table for the sum of the narrowed sample users without duplication. Here, the population table is a table in which population data for each region (Kanto, Kansai, etc.) is accommodated. In the present embodiment, for example, the population table may be stored in the database 20. The CPM is an arrival cost per 1000 people, and can be calculated by (predetermined price / population estimated contact number * 1000).

  When the reach, the number of contacts, and the CPM are calculated for each site (in some cases, for each site) in this way, the simulation execution unit 18 creates a table including these, and the simulation result As shown on the display device of the system 10 or the display device of the client (not shown) (step 408 in FIG. 4). The simulation result is stored in the result storage unit 22.

  12 and 13 are diagrams illustrating examples of simulation result images displayed on the screen of the display device, respectively. In the example shown in FIG. 12, television, radio, newspaper, and magazine are designated in the mass medium designation information, and the logical designation information is “OR”. In this case, the reach, contact number, and CPM of each URL are presented for each TV, radio, newspaper, and magazine (see FIG. 12), and sample users when taking OR between the respective media The reach, contact number and CPM calculated based on the number are presented.

  In addition, if the mass medium designation information includes “TV” and “magazine” and the logical designation information is “OR”, each of “TV”, “magazine”, “TV” or “magazine” The reach, the number of contacts, and the CPM may be calculated and presented (see FIG. 13). Of course, in the example shown in FIG. 12, reach, contact number and CPM are presented for each of television, radio, newspaper and magazine, as well as “TV or radio”, “TV or magazine”,. It is desirable that sample users such as “or radio or magazine”,... are narrowed down based on a set of ORs of each medium, and an effect management index for the narrowed sample users is calculated. Needless to say.

  In the present embodiment, a sample user who is in contact with any of the submitted mass medium patterns (frequency expansion), or a sample user who is not in contact with any of the submitted mass medium patterns (reach) A list of URLs with a large number of accesses is presented based on the (expanded) access log. Based on this list, the user can select a URL to be simulated. Here, in consideration of other mass media that have already been published, more contacts are required for users who are already in contact (frequency expansion), or new users who are not in contact with the other mass media After selecting whether to seek contact (enlarge reach), a list of URLs that may be effective for placement can be presented.

  In the present embodiment, sample users that match the set target are acquired, and the sample users are further narrowed down according to mass medium designation information and logical designation information. In this narrowing down, all the mass medium placement patterns specified by the mass medium designation information (logical designation information = “AND”) or any of the mass medium placement patterns (logical designation information = “OR”) are touched. Sample users are acquired and these sample users are used for the simulation. Thereby, for each URL selected from the list, it is possible to obtain the reach, the CPM, and the number of contacts who contact all of the designated mass media (or each designated mass media).

  The present invention is not limited to the above embodiments, and various modifications can be made within the scope of the invention described in the claims, and these are also included in the scope of the present invention. Needless to say.

  In the above embodiment, the present invention is applied to place an advertisement on a web page when it has already been placed in any of mass media such as television, radio, newspaper and magazine. However, the present invention is not limited to this. Is not to be done. For example, when a mass medium has already been published in television, radio, or newspaper, the present invention can be applied to place an advertisement in another mass medium (magazine). Of course, the present invention can also be applied to publish to other media when it has already been advertised on one or more media including advertisements on web pages.

  Briefly describe the case where the magazine has already been published on TV, radio, and newspaper, and also in magazines. Also in this case, the system 10 stores the already-published mass medium placement status in the storage device in step 402 of FIG. 4, and also stores information related to mass medium combination designation in the storage device in step 403. Keep it. In step 404, referring to the mass medium placement status according to the ranking index, it does not touch any of the mass medium placement patterns already published (reach expansion) or contact any (frequency expansion). ) Such a user is extracted, a magazine subscribed to by the user is examined, and a list of magazines is presented.

  In the ranking extraction process (see FIG. 9) of the above embodiment, if “frequency expansion” is selected as the ranking index, the mass media submission status is referred to and the submission is already performed in the questionnaire survey table. The user ID of the user that is in contact with any of the mass media that have already been extracted is extracted. However, the present invention is not limited to this, and a user ID that contacts any of mass media that have already been put out may be extracted.

  Furthermore, in the present embodiment, the reach, the contact number, and the CPM are calculated as the effect management indexes, but the present invention is not limited to this, and other effect management indexes may be calculated.

FIG. 1 is a block diagram showing a configuration of a medium placement support system according to an embodiment of the present invention. 2A and 2B are diagrams showing examples of the data structure of the questionnaire survey table according to the present embodiment. FIGS. 3A and 3B are diagrams showing the data structures of the user attribute table and the access log table 26 according to the present embodiment, respectively. FIG. 4 is a flowchart schematically showing processing executed in the system according to the present embodiment. FIGS. 5A and 5B are diagrams showing examples of images for specifying target area conditions displayed on the screens of the system display device and the client display device, respectively, and the advertiser. FIG. 3 is a diagram illustrating an example of an image for designating mass media that have already been published. FIGS. 6A and 6B are examples of images for designating the genres of the published TV program and radio program displayed on the screens of the system display device and the client display device, respectively. FIG. FIG. 7 is a diagram showing an example of an image displayed on the screen of the display device when any “SPOT” button is turned on in the image shown in FIG. FIG. 8 is a diagram illustrating an example of an image for specifying a mass medium combination. FIG. 9 is a flowchart showing the ranking data extraction process according to the present embodiment in more detail. FIG. 10 is a diagram illustrating an example of a list image displayed on the screen of the display device. FIG. 11 is a flowchart showing in more detail the simulation processing according to the present embodiment. FIG. 12 is a diagram illustrating an example of a simulation result image displayed on the screen of the display device. FIG. 13 is a diagram illustrating another example of the simulation result image displayed on the screen of the display device.

Explanation of symbols

DESCRIPTION OF SYMBOLS 10 Medium placement support system 12 Interface 14 Condition setting part 16 Data extraction part 18 Simulation execution part 20 Database 22 Result storage part 24 Questionnaire survey data table 26 User attribute table 28 Access log table

Claims (14)

A medium placement support system that presents an index indicating an advertising effect on a second medium other than the first medium on which an advertisement has already been placed,
A placement pattern storage means for storing a placement pattern for each of the first media;
A first user behavior table storing information indicating presence / absence of contact for each of the first media of each user having a user ID so as to correspond to the placement pattern;
A second user behavior table storing information indicating presence / absence of contact with each of the second media of each user in association with the user ID;
In accordance with a ranking index set by the operator and indicating an increase in the number of contacts or an increase in the number of contacts, the respective posting patterns of the first medium stored in the posting pattern storage means, the first user action table, Referring to the above, the user ID of the user is specified so as not to contact any of the respective posting patterns of the first medium, or is contacted to any of the respective posting patterns of the first medium. User specifying means for specifying the user ID of the user,
Based on the specified user ID, the second user behavior table is referred to, and the number of contacts of the user is calculated for each of the second media, and the number of contacts is stored in the storage means and the operator A media placement support system, comprising: a contact number calculation means for presenting to the user. A medium placement support system that presents an index indicating an advertising effect on a second medium other than the first medium on which an advertisement has already been placed,
A placement pattern storage means for storing a placement pattern for each of the first media;
A first user behavior table storing information indicating presence / absence of contact for each of the first media of each user having a user ID so as to correspond to the placement pattern;
A second user behavior table storing information indicating presence / absence of contact with each of the second media of each user in association with the user ID;
In accordance with a ranking index set by the operator and indicating an increase in the number of contacts or an increase in the number of contacts, the respective posting patterns of the first medium stored in the posting pattern storage means, the first user action table, The user ID of the user is specified so as not to contact any of the respective posting patterns of the first medium, or is contacted to any of the respective posting patterns of the first medium. User specifying means for specifying the user ID of the user,
Based on the specified user ID, the second user behavior table is referred to, and the number of contacts of the user is calculated for each of the second media, and the number of contacts is stored in the storage means and the operator A media placement support system, comprising: a contact number calculation means for presenting to the user. 3. The medium placement support system according to claim 1, wherein the contact number calculation unit is configured to present the second medium by sorting in the order of the contact number. 4. The contact number calculating means calculates a second contact number based on another ranking index not selected by the ranking index, and presents the second contact number together with the contact number based on the ranking index. The medium placement support system according to any one of claims 1 to 3, wherein the medium placement support system is configured as follows. Further, a user attribute table storing information indicating the attribute of each user in association with the user ID;
Based on the user attribute of the user to be the simulation target set by the operator, specify the user ID of the user to be the simulation target, and based on the specified user ID, refer to the second user behavior table, 2. An effect management index is calculated for each of the second media, and the calculated effect management index is stored in a storage means, and simulation means for presenting to an operator is provided. 5. The medium placement support system according to any one of 4 above. The simulation means further comprises:
Based on the medium designation information set by the operator and indicating the selected one from the first medium, and the logical designation information indicating the logical relationship between the selected first medium, the user attribute table is displayed. From the user specified based on the information, the user touches any one of the respective print patterns of the selected first medium, or touches any of the respective print patterns of the selected first medium. The user IDs of such users are narrowed down, and an effect management index is calculated for each of the second media with reference to the second user behavior table based on the narrowed down user IDs. The medium placement support system according to claim 5. The medium placement support system according to claim 6, wherein the simulation unit is configured to calculate an effect management index for each of the first media for each of the second media. In order to present an indicator of advertising effectiveness for a second medium other than the first medium that has already been advertised,
A placement pattern storage means for storing a placement pattern for each of the first media;
A first user behavior table storing information indicating presence / absence of contact for each of the first media of each user having a user ID so as to correspond to the placement pattern;
A medium placement support program readable by a computer comprising: a second user action table that stores information indicating presence / absence of contact with each user's second medium in association with the user ID; To the computer,
In accordance with a ranking index set by the operator and indicating an increase in the number of contacts or an increase in the number of contacts, the respective posting patterns of the first medium stored in the posting pattern storage means, the first user action table, Referring to the above, the user ID of the user is specified so as not to contact any of the respective posting patterns of the first medium, or is contacted to any of the respective posting patterns of the first medium. Such as a user specifying step for specifying the user ID of the user,
Based on the specified user ID, the second user behavior table is referred to, and the number of contacts of the user is calculated for each of the second media, and the number of contacts is stored in the storage means and the operator A medium placement support program, characterized in that the step of calculating the number of contacts to be presented is executed. In order to present an indicator of advertising effectiveness for a second medium other than the first medium that has already been advertised,
A placement pattern storage means for storing a placement pattern for each of the first media;
A first user behavior table storing information indicating presence / absence of contact for each of the first media of each user having a user ID so as to correspond to the placement pattern;
A medium placement support program readable by a computer, comprising: a second user action table storing information indicating presence / absence of contact with each user's second medium in association with the user ID. And
In accordance with a ranking index set by the operator and indicating an increase in the number of contacts or an increase in the number of contacts, the respective posting patterns of the first medium stored in the posting pattern storage means, the first user action table, The user ID of the user is specified so as not to contact any of the respective posting patterns of the first medium, or is contacted to any of the respective posting patterns of the first medium. Such as a user specifying step for specifying the user ID of the user,
Based on the specified user ID, the second user behavior table is referred to, and the number of contacts of the user is calculated for each of the second media, and the number of contacts is stored in the storage means and the operator A medium placement support program which causes the computer to execute a contact number calculation step to be presented to the computer. 10. The program according to claim 8, wherein in the step of calculating the number of contacts, the computer is caused to execute the step of presenting the second medium after sorting in the order of the number of contacts. In the contact number calculating step, calculating a second contact number based on another ranking index not selected by the ranking index;
The program according to any one of claims 8 to 10, wherein the computer is caused to execute the step of presenting the second contact number along with the number of contacts based on the ranking index. The computer includes a user attribute table in which information indicating the attribute of each user is stored in association with the user ID,
In addition, the computer
Based on the user attribute of the user to be the simulation target set by the operator, specify the user ID of the user to be the simulation target, and based on the specified user ID, refer to the second user behavior table, 12. The effect management index is calculated for each of the second media, the calculated effect management index is stored in a storage unit, and a simulation step presented to an operator is executed. The program as described in any one. In the simulation step,
Based on the medium designation information set by the operator and indicating the selected one from the first medium, and the logical designation information indicating the logical relationship between the selected first medium, the user attribute table is displayed. From the user specified based on the information, the user touches any one of the respective print patterns of the selected first medium, or touches any of the respective print patterns of the selected first medium. A step of narrowing down user IDs of such users,
The step of calculating an effect management index for each of the second media based on the narrowed-down user ID with reference to the second user behavior table is executed by the computer. Item 13. The program according to item 12. The program according to claim 13, wherein in the simulation step, the computer is caused to execute a step of calculating an effect management index for each of the first media for each of the second media.

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