JP4842657B2 - Advertising placement agency method and program - Google Patents

Description

  The present invention relates to an advertisement placement proxy method and a program for evaluating an advertisement based on a product of a correction value corresponding to a tendency of the number of accesses to an advertisement and the number of accesses for an arbitrary period for an advertisement placed on a network such as the Internet. .

  With the spread of networks such as the Internet, the importance of online advertising is increasing. Advertisers need to be more rigorous in their efficiency and cost-effectiveness, while those who provide the ad space need to acquire many good customers and opportunities to expand their business. It is required to increase the value of

Advertisements used on networks such as the Internet are increasing. Conventionally, there has been a system that counts the number of accesses to an advertisement as a system for measuring the advertisement effect (see Patent Documents 1 and 2). However, it was a mechanism in which the advertisement provider provided a price according to the “value” of the venue that it claimed and a client who was satisfied with the value put out the advertisement.
JP 2001-283087 A JP 2002-230408 A

  The conventional device has the following problems.

  Even if there is a temporal fluctuation factor in the “place value” of the place of advertisement, the dynamic response is usually impossible. The basics are the same even if there is an advertising agency in between. For example, in the case of a television commercial, there is a system in which a price corresponding to the high value of “viewing rate” is set, but this also does not analyze time fluctuations.

  An object of the present invention is to improve the cost effectiveness of an advertisement by analyzing a trend and tendency of the value of a place and providing an advertiser with a service for selecting the most appropriate destination.

  FIG. 1 is an explanatory diagram of an advertisement placement proxy method according to the present invention. In FIG. 1, A is an advertisement place, B is an advertiser, C is a proxy system, 1 is an advertisement placement processing means, and 2 is a storage means (database).

  In order to solve the above-described conventional problems, the present invention is configured as follows.

  (1): a storage unit 2 that stores a correction value for the number of accesses to an advertisement for a certain period of time in the past and a slope of the number of accesses for a certain period in the past, and an advertisement placement processing unit 1 that places an advertisement in an advertisement place A An advertisement placement proxy method provided by the advertisement placement processing means 1 that calculates a slope of the number of accesses over a certain period in the past from the number of accesses to the advertisement for each fixed time stored in the storage means 2 A correction value to be acquired is acquired, the value of the advertisement place A is determined from the acquired correction value and the number of accesses in the past certain period, and an advertisement corresponding to the value is put out. For this reason, it is possible to provide the advertiser with a service for selecting the most appropriate destination in consideration of the trend and tendency of the place value, and to improve the cost effectiveness of the advertisement.

  (2): In the advertisement placement proxy method of (1), the storage means 2 is provided with a correction value for the conversion rate, which is the probability of transaction establishment for the number of advertisement transactions established for a certain period in the past and the number of accesses for a certain period in the past. And storing the correction value for the conversion rate for the past certain period from the number of accesses for the past certain period and the number of successful transactions, and the slope of the correction value for the conversion rate and the number of accesses. The value of the advertisement place A is determined from the correction value for the above and the number of accesses in the past certain period. For this reason, it is possible to provide the advertiser with a service for selecting the most appropriate destination in consideration of the conversion rate, which is an important indicator, and to further improve the cost effectiveness of the advertisement.

  (3): In the advertisement placement proxy method of (1) or (2), when the value of the determined place A of the advertisement is changed from the previous value in the advertisement placement processing means 1, the changed advertisement Switch to advertisements according to the value of Place A. For this reason, it is possible to provide the advertiser with a service that dynamically selects the most appropriate destination, and to further improve the cost-effectiveness of the advertisement.

  The present invention has the following effects.

  (1): The advertisement placement processing means obtains a corresponding correction value by calculating the slope of the number of accesses in the past certain period from the number of accesses to the advertisement for each fixed time stored in the storage means. In order to determine the value of the place of the advertisement based on the correction value and the number of accesses in the past certain period, and to place the advertisement according to the value, a service that selects the most appropriate place to consider considering the trend and trend of the place value It can be provided to advertisers and the cost effectiveness of the advertisement can be increased.

  (2): The advertisement placement processing means obtains a correction value for the conversion rate for the past certain period from the number of accesses and the number of successful transactions for the past certain period, and the correction value for the conversion rate and the correction value for the inclination of the access number and the past In order to determine the value of the advertising field from the number of visits over a certain period of time, it is possible to provide advertisers with a service that selects the most appropriate destination considering the conversion rate, which is an important metric. The effect can be enhanced.

  (3): When the value of the determined advertisement place changes from the previous value by the advertisement placement processing means, the advertisement is switched to the advertisement according to the value of the changed place of advertisement, so it is dynamically most appropriate. It is possible to provide advertisers with a service for selecting an appropriate destination, and to further improve the cost-effectiveness of advertisements.

(1): Description of Advertisement Placement Proxy Method FIG. 1 is an explanatory diagram of an advertisement placement proxy method. In FIG. 1, the advertisement placement proxy method includes a proxy system C connected to a plurality of advertisement venues A and a plurality of advertisers B. The advertisement place A is a place that provides advertisements on the network, for example, a news site, a portal site (information search providing site), a site of a magazine or a newspaper company. Advertiser B is the side requesting the display of advertisements on the network, and designates the time, genre, screen size and location for advertisement, and pays the price. The proxy system C includes an advertisement placement processing means 1 and a storage means (database) 2, and is a proxy system that mediates both (advertisement place A and advertiser B).

  There are a plurality of advertisement places A and advertisers B, respectively. When a number of advertisements can be displayed on a certain site, there are as many ad places A as there are frames, and when an advertiser issues multiple advertisement requests, that number of advertisers B exists. That is, the number of advertisement places A and advertisers B does not match the actual number of “traders”.

  The proxy system C is positioned as an “advertising agent”, and it is assumed that the advertising agent itself actually operates the system.

  The proxy system C monitors the situation of the advertisement place A, and calculates the "place value" as needed. In addition to the “measurement value at that moment”, “fluctuation tendency” is also used to calculate the value. That is, if the calculation logic determines “upward trend”, the value increases, and if “downward trend” is determined, the value decreases.

  The proxy system C monitors the situation of the advertisement place A, and calculates the "place value" of the advertisement place A by specific conversion logic. Further, the ranking of the advertisement place A is performed according to the calculated value.

  When the advertiser B requests the agency system C to place an advertisement, the advertiser B designates “the price to pay”. The proxy system C ranks the advertiser B according to the specified consideration.

  The proxy system C performs the actual placement by associating the advertisement place A and the advertiser B that are ranked respectively. In other words, the advertisement of the advertiser B who designates the highest price is placed in the advertisement place A having the highest place value. If the number of the advertisement place A and the number of advertisers B do not match, adjustment is performed. When there is a surplus in the advertisement place A, it is possible to take measures such as displaying an advertisement of the proxy system C itself, or displaying an advertisement of the advertiser B who has paid an additional price.

  When the advertiser B is left, there are measures such as not displaying low-ranked advertisements or displaying them in time division.

  Finally, the proxy system C pays the “consideration” received from the advertiser B to the associated advertisement place A.

  The proxy system C recalculates the value of the place in a certain period, updates the ranking, and changes the association between the place A and the advertiser B in accordance with the ranking. Note that the fixed period can be in units of hours, days, weeks, months, seasons, years, etc.

(2): Explanation when Advertisement is Web (Web) Site FIG. 2 is an explanatory diagram of the proxy system. In FIG. 2, a Web server A1, an advertiser (server) B, and a proxy system C are connected to a network 10, and the proxy system C is provided with an advertisement placement processing means 1 and a database (DB) 2. The advertisement placement processing means 1 is a processing device that performs advertisement placement proxy processing. The database 2 is storage means for storing data for the advertisement placement processing means 1 to place advertisements. For example, the correction value table (stores correction values), advertiser information, access count information, conversion rate. This information is stored.

(Explanation based on flowchart)
FIG. 3 is a flowchart of advertisement placement processing. Hereinafter, the advertisement placement process will be described according to the processes S1 to S6 of FIG.

  S1: The advertisement placement processing means 1 acquires the number of accesses for a certain period of the Web server A1 that is the place of the advertisement, and proceeds to the process S2.

  S2: The advertisement placement processing means 1 calculates the slope of the number of accesses within a certain period, and proceeds to processing S3.

  S3: The advertisement placement processing means 1 converts the calculated inclination into a correction value, and proceeds to processing S4.

  S4: The advertisement placement processing means 1 determines (calculates) the value of the advertisement place based on the number of accesses and the correction value, and proceeds to the process S5.

  S5: The advertisement placement processing means 1 selects an advertiser (advertisement) according to the determined value of the advertisement place, and proceeds to process S6.

  S6: The advertisement placement processing means 1 places the selected advertiser's advertisement in the place of advertisement and ends the processing.

  These processes of S1 to S6 are repeated at regular intervals.

(3): Explanation in the case where the number of accesses is used As an example, it is assumed that “advertisement place A” is a banner advertisement frame displayed on the website. In this case, the “place value” of the advertising space is greatly influenced by the “number of accesses” of the page. Therefore, the proxy system C needs to acquire the number of accesses of the corresponding page. As a specific method, a banner image to be displayed in the advertising space may be placed on a server managed by the proxy system C, and the access log may be analyzed.

  The proxy system C acquires and stores the number of accesses of the advertisement place A at regular intervals, and analyzes the tendency.

  Various statistical methods can be used to analyze trends. For example, if the “slope” for a certain period in the past is calculated, it can be determined whether the trend is “up” or “down”. By adding this “trend value” to the “current value” derived from the current number of accesses, a comprehensive “field value” is calculated.

  As an example, the calculation logic using only “slope” is shown below.

  1) Check the average value of the slope during the past fixed period against Table 1 below to obtain the “correction value”.

  2) The “field value” is obtained by multiplying the “current value” by the “correction value”.

(Table 1)
┌───┬───┐
│ Tilt │ Correction value │
├───┼───┤
│1 ~ │ 4 │
├───┼───┤
│0 〜1 │ 2 │
├───┼───┤
│ 0 │ 1 │
├───┼───┤
│-1 to 0 │ 0.5 │
├───┼───┤
│〜 -2 │ 0.25│
└───┴───┘
Example value:
・ (A) Number of accesses: 5,000, slope: 0.5 (small upward trend)… field value 10,000
・ (B) Number of accesses 3,000, slope 2.0 (large upward trend)… place value 12,000
・ (C) Number of accesses 8,000, slope 0.0 (no change)… place value 8,000
・ (D) Number of accesses 4,000, inclination -0.2 (small downward trend)… place value 2,000
・ (E) Number of accesses: 6,000, slope: -1.5 (large downward trend)… place value 1,500
In the above example, even though the number of accesses in (b) is small, it is determined that there is a tendency to increase in strength, so that a high value (12,000) is given. On the other hand, in (e), although the number of accesses is large, the value of the field (1,500) is calculated to be low due to the downward trend.

  In this example, the influence of the trend value is dealt with largely, but it goes without saying that the degree of influence of the trend value can be freely set by changing the correction value correspondence table.

(4): Explanation in the case of using the conversion rate The standard of the “correction value” can be variously set besides the “slope” of the number of accesses. For example, along with the number of people who visited (accessed) the Web site, the ratio (conversion rate) of the number of cases that resulted in “transaction establishment” from the visit is an important indicator. By incorporating this conversion rate (probability of transaction establishment for the entire visitor) as a correction value, it is possible to calculate the “place value” in consideration of not only the “number” of accesses but also “quality”.

  A table example for converting the conversion rate into the correction value is shown in Table 2 below.

(Table 2)
┌────────┬───┐
│Conversion rate│Correction value│
├────────┼───┤
│ 30% ~ │ 16 │
├────────┼───┤
│ -30% │ 8 │
├────────┼───┤
│ ~ 20% │ 4 │
├────────┼───┤
│ -10% │ 2 │
├────────┼───┤
│ 〜 5% │ 1 │
└────────┴───┘
By incorporating the above correction values, the value of a site that can obtain a high conversion rate becomes extremely large. The conversion rate can be measured by the number of cases that have reached “sales” in the case of a “shopping site,” but it is possible to create an estimate, register as a member, and obtain contact information (e-mail address, etc.) before reaching that stage. The evaluation criteria may be based on the stage of requesting information (request for materials). The conversion rate can be obtained by inquiring the advertiser server connected to the network by the proxy system C. It is also possible to obtain a tendency (slope) such as the establishment of a transaction (success) or the creation of an estimate, and to provide a correction value corresponding thereto.

  In the case of a Web site, the “genre” to which the site belongs, that is, the “layer” of people who visit the site, greatly affects the advertising effect. In consideration of this influence, a “type” is set for each of the advertisement place “A” and the advertiser “B”, and the association between the advertisement place A and the advertiser B is made to correspond as much as possible. It is also effective to adjust. In addition, when performing an advertisement other than “genre”, it can be set to lower the value of the place.

  With the mechanism as described above, the side that provides the advertisement place A can receive consideration according to the value of its place, so that the increase in value directly leads to an increase in revenue. Further, the higher the consideration presented to the proxy system C, the advertiser B can display the advertisement in a place of higher value. On the other hand, if it is a low-value place, it is possible to be transferred at a low cost. The proxy system C can form a business model that uses a fee to mediate between the two as income. Furthermore, when the value of the place changes, it is possible to immediately switch to the advertisement of the advertiser B who pays the price corresponding to the value.

(5): Description of program installation The proxy system C, the advertisement placement processing means (advertisement placement processing apparatus) 1, the storage means 2 and the like can be configured by a program and executed by the main control unit (CPU) and stored in the main memory. It is stored. This program is processed by a computer (information processing apparatus). The computer includes hardware such as a main control unit, main memory, a file device, an output device such as a display device, and an input device.

  The program of the present invention is installed on this computer. In this installation, these programs are stored in a portable recording (storage) medium such as a floppy disk or a magneto-optical disk, and a drive device for accessing the recording medium provided in the computer is used. Alternatively, it is installed in a file device provided in the computer via a network such as a LAN.

  Accordingly, it is possible to easily provide an advertisement placement proxy method (system) that can provide the advertiser with a service for selecting the most appropriate placement destination in consideration of the trend and trend of the place value.

It is explanatory drawing of the advertisement placement proxy method of this invention. It is explanatory drawing of the proxy system of this invention. It is an advertisement placement processing flowchart of the present invention.

Explanation of symbols

A Place of advertisement B Advertiser C Proxy system 1 Advertisement placement processing means 2 Storage means (database)

Claims (4)

And the number of access per past fixed time to a server providing advertising field on a network, a storage unit for storing a correction value for the number of accesses of the slope of the last period of time,
An advertisement placement proxy method executed by a computer, comprising an advertisement placement processing means for placing an advertisement in an advertisement place of the server ,
The advertising processing means calculates the inclination of the number of access past fixed period reads the number of accesses to the advertisement field of the predetermined time intervals from the storage unit,
Get If access number rise from-out inclined correction value large west, the correction value and a small correction value if decreasing from said storage means,
An advertisement placement proxy method comprising: determining the value of the advertisement place from the acquired correction value and the number of accesses in the past certain period, and placing an advertisement corresponding to the value in the advertisement place of the server . In the storage means, a correction value for a conversion rate, which is a probability of a transaction establishment with respect to an advertisement transaction establishment number in the past certain period and an access number in the past certain period, is stored,
The advertisement placement processing means obtains a correction value for the conversion rate for the past certain period from the number of accesses for the past certain period and the number of successful transactions, and a correction for the correction value for the acquired conversion rate and the slope of the number of accesses. 2. The advertisement placement proxy method according to claim 1, wherein the value of the advertisement place is determined from the value and the number of accesses in the past certain period.   In the advertisement placement processing means, when the value of the determined advertisement place changes from the previous value, the advertisement placement processing means switches to the advertisement according to the changed advertisement place value and places the advertisement. The advertising placement proxy method according to any one of 2). On the computer,
Read the number of accesses per past fixed time from the storage means to the server that provides the advertising field on the network, calculates the number of accesses of the slope of the past fixed time period from the number of accesses to the advertisement field of each fixed time,
If the number of accesses tends to increase from the slope, a correction value is increased from the storage means, and a correction value for the slope of the number of accesses for a certain period of time in the past is set to a small correction value if it is decreasing.
Program for executing that the acquired correction value and the determining the field value of the advertisement from the number of accesses past fixed period, Advertising clients in accordance with the該価values to ads in place of the server.

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