JP6813272B2 - Evaluation device, evaluation method, and evaluation program - Google Patents

Description

The present invention relates to an evaluation device, an evaluation method, and an evaluation program.

In recent years, with the rapid spread of the Internet, advertisement distribution via the Internet has been actively carried out. For example, advertising content such as a company or product is displayed in an advertising space set in a web page displayed on the terminal device, and when such advertising content is selected (clicked), the screen of the terminal device is displayed on the screen of the advertiser. Advertisement distribution that transitions to a web page is being performed.

In recent years, advertisement content called native advertisement, which is formatted with other content on the web page, is displayed in the ad space to encourage the viewer to click or convert the ad content. ing.

JP-A-2002-63510

However, in the case of native advertisement, if the image of the transition destination content that is the screen transition destination when the advertisement content is clicked and the image of the advertisement content that is the screen transition source are significantly different, the viewer has a negative impression. May give.

The present invention has been made in view of the above, and an object of the present invention is to provide an evaluation device, an evaluation method, and an evaluation program capable of evaluating transition destination contents.

The evaluation device according to the present application includes a first information acquisition unit, a second information acquisition unit, and an evaluation unit. The first information acquisition unit becomes the transition destination of the screen by selecting the first transition source content in the screen from among the plurality of transition source contents that are the transition sources of the screen displayed on the terminal device. 1 Acquire information about the transition destination content. The second information acquisition unit includes information on the second transition destination content that becomes the transition destination of the screen by selecting the second transition source content in the screen from the plurality of transition source contents, and / or the second information acquisition unit. 1 Acquire information about the transition source content. Based on the information acquired by the first information acquisition unit and the information acquired by the second information acquisition unit, the evaluation unit includes the first transition destination content, the first transition source content, and / or the first. 2 Evaluate the affinity with the transition destination content.

According to one aspect of the embodiment, there is an effect that the transition destination content can be evaluated.

FIG. 1 is an explanatory diagram showing an example of transition source content and transition destination content according to the embodiment. FIG. 2 is an explanatory diagram showing a configuration example of a content distribution system provided with the evaluation device according to the embodiment. FIG. 3 is an explanatory diagram showing a configuration example of the evaluation device according to the embodiment. FIG. 4 is an explanatory diagram showing an example of information regarding the transition destination content according to the embodiment. FIG. 5 is an explanatory diagram showing an example of information regarding the transition source content according to the embodiment. FIG. 6 is an explanatory diagram showing an example of evaluation standard information according to the embodiment. FIG. 7 is a flowchart showing a process executed by the control unit of the evaluation device according to the embodiment. FIG. 8 is a flowchart showing a process executed by the control unit of the evaluation device according to the embodiment. FIG. 9 is a hardware configuration diagram showing an example of a computer that realizes the function of the evaluation device according to the embodiment.

Hereinafter, the evaluation device, the evaluation method, and the embodiment of the evaluation program according to the present application will be described in detail with reference to the drawings. The evaluation device, evaluation method, and evaluation program according to the present application are not limited by this embodiment.

[1. Evaluation method]
First, the evaluation method performed by the evaluation device according to the embodiment will be described. The evaluation device is a device that evaluates the content distributed from the content distribution device to the terminal device of a general user via the communication network.

Specifically, the evaluation device is a content that is a transition destination of the screen of the terminal device and a content that is a transition source of the screen when a certain content is selected by the terminal device from a plurality of contents included in the web page. It is a device that evaluates the affinity with.

Hereinafter, the content that is the transition destination of the screen of the terminal device is referred to as the transition destination content, and the content that is the transition source of the screen is referred to as the transition source content. The affinity here is an index indicating the high degree of similarity of the visual features of the transition destination content and the transition source content. That is, the affinity increases as the degree of similarity between the visual features of the transition destination content and the transition source content increases, and decreases as the degree of similarity decreases.

FIG. 1 is an explanatory diagram showing an example of transition source content and transition destination content according to the embodiment. The left side of FIG. 1 shows the transition source content, and the right side shows the transition destination content corresponding to the transition source content.

As shown in FIG. 1, in the web page W, the first to third article contents N1, N2, N3 are arranged in a vertical row, the first advertisement content A1 is arranged under the second article content N2, and the third article content N3. The second advertising content A2 is inserted below. The web page W shown in FIG. 1 is an example, and may include content other than article content and advertising content.

In the first to third article contents N1, N2, N3, the title of the news article is arranged on the right side of each content frame (hereinafter referred to as "content frame") in the screen of the terminal device, and the title of the news article is arranged in the content frame. Images related to news articles are placed on the left side. The title of each news article is written in the same type and size font (typeface). Also, the images associated with each news article are the same size.

The first and second advertisement contents A1 and A2 are so-called in-feed advertisements inserted between a plurality of contents arranged in a vertical row, and the title of the advertisement is arranged on the right side of each content frame, and each content frame. Images related to advertisements are placed on the left side of the inside.

The image images of the first and second advertising contents A1 and A2 have the same size as the image images of the first and third article contents N1, N2 and N3. The titles of the first and second advertising contents A1 and A2 are described by a font of the same type and size as the titles of the first and third article contents N1, N2 and N3.

In this way, the first and second advertising contents A1 and A2 are integrated into the web page W by matching the visual features such as layout and font with the first to third article contents N1, N2 and N3. It is a so-called native advertisement that gives an impression to the viewer. Native ads can be viewed by viewers as a type of news article, thus encouraging viewers to click or convert ad content.

The URL (Uniform Resource Locator) of the LP (Landing Page) is associated with the first to third article contents N1, N2, N3, and the first and second advertising contents A1 and A2.

Then, the screen of the terminal device transitions to the first detailed article content N11, for example, when the first article content N1 is selected (clicked) by the terminal device. Similarly, the screen of the terminal device transitions to the second detailed article content N21, for example, when the second article content N2 is selected by the terminal device.

In each of the first and second detailed article contents N11 and N21, the title of the news article is placed on the right side of the upper half of the content frame, the same image as the transition source content is placed on the left side of the upper half, and the lower half. Detailed news articles are placed throughout. Each detailed news article and the title of the news article are described in a font having the same type and size as the title of the transition source content.

As described above, in general, when the transition source content is the article content, the affinity between the transition source content and the transition destination content is high. However, when the transition source content is advertising content, it cannot be said that the affinity between the transition source content and the transition destination content is uniformly high.

If the advertisement content has a low affinity between the transition source content and the transition destination content, it may give a negative impression to the viewer and reduce the advertising effect. Therefore, the evaluation device according to the embodiment evaluates the transition destination content by scoring the affinity between the transition destination content and the transition source content.

For example, when the first advertising content A1 is selected by the terminal device, the screen of the terminal device transitions to the first detailed advertising content A11. Here, in the first advertisement content A1 which is the transition source, the image is arranged on the left side in the content frame having a white background, and the title of the advertisement is described in Gothic font on the right side.

On the other hand, in the first detailed advertisement content A11 which is the transition destination, the image image arranged in the first advertisement content A1 which is the transition source is not arranged, and the background color is different from that of the first advertisement content A1. Visual features such as font type and font decoration are very different. In such a case, the evaluation device according to the embodiment evaluates the affinity of the first detailed advertisement content A11 relatively low.

On the other hand, when the second advertising content A2 is selected by the terminal device, the screen of the terminal device transitions to the second detailed advertising content A21. Here, in the second advertisement content A2 which is the transition source, the image image is arranged on the left side in the content frame having a white background, and the title of the advertisement is described in Gothic font on the right side.

On the other hand, in the second detailed advertisement content A21, the same image as the image image arranged in the second advertisement content A2 which is the transition source is arranged in the upper left. Further, the second detailed advertisement content A21 uses the same background color and the same font as the second advertisement content A2, and is similar in visual characteristics to the second advertisement content A2 which is the transition source. In such a case, the evaluation device according to the embodiment evaluates the affinity of the second detailed advertisement content A21 relatively high.

[2. Evaluation system]
Next, a configuration example of the evaluation system according to the embodiment will be described with reference to FIG. FIG. 2 is an explanatory diagram showing a configuration example of the evaluation system according to the embodiment. As shown in FIG. 2, the content distribution system includes a content distribution device 11, an advertiser terminal device 12, a viewer terminal device 13, and an evaluation device 1.

The content distribution device 11, the advertiser terminal device 12, the viewer terminal device 13, and the evaluation device 1 are connected to each other via a communication network 10 so as to be able to communicate with each other by wire or wirelessly. The communication network 10 is, for example, a WAN (Wide Area Network) such as the Internet.

In the example shown in FIG. 2, one content distribution device 11, one advertiser terminal device 12, one viewer terminal device 13, and one evaluation device 1 are shown, but any or all of these devices are shown. May be two or more.

The content distribution device 11 stores the provided content 14 and the advertisement content 15, and in response to the content distribution request from the viewer terminal device 13, the content (for example, the web page W shown in FIG. 1) is sent to the viewer terminal device 13. Etc.) to be delivered.

The provided content 14 is, for example, the first to third article contents N1, N2, N3 shown in FIG. 1, the first and second detailed article contents N11, N21, and the like. The provided content 14 is not limited to the content of news articles, but is not limited to news article content, but is a portal site, an auction site, a weather forecast site, a shopping site, a finance (stock) site, a route search site, a map providing site, a travel site, and food and drink. It may be each page related to a store introduction site, a web blog, or the like.

The advertising content 15 is, for example, the first and second advertising contents A1 and A2, the first detailed advertising content A11, the second detailed advertising content A21, and the like shown in FIG. The advertising content 15 may be a moving image or a still image. The transition destination content included in the advertisement content 15 is not limited to the advertisement, and may be a website operated by the advertiser or the like.

The advertisement content 15 is submitted from the advertiser terminal device 12 to the content distribution device 11 via the communication network 10. The advertisement content 15 may be stored in the advertiser terminal device 12 instead of the content distribution device 11. In such a case, the advertiser terminal device 12 distributes the advertisement content 15 to the viewer terminal device 13 in response to the distribution request from the viewer terminal device 13.

The viewer terminal device 13 is a terminal device used by a general user, and is a device having a communication function and a browser function, such as a personal computer, a smartphone, and a game machine. The viewer terminal device 13 requests the content distribution device 11 to distribute the content (for example, the web page W), and receives the content distribution from the content distribution device 11 in response.

Further, when the advertisement content 15 is selected from the content distributed from the content distribution device 11 by the operation of the viewer, the viewer terminal device 13 transmits information indicating that to the content distribution device 11 and the evaluation device 1. Output.

When the information indicating that the advertisement content 15 is selected is input from the viewer terminal device 13, the content distribution device 11 distributes the transition destination content of the selected advertisement content 15 to the viewer terminal device 13.

The evaluation device 1 is, for example, a personal computer, which is a device that acquires information on the transition source content and information on the transition destination content from the viewer terminal device 13 and evaluates the transition destination content based on the acquired information. is there.

When the information indicating that the advertisement content is selected is input from the viewer terminal device 13, the evaluation device 1 acquires the information regarding the advertisement content 15 which is the selected transition source content from the viewer terminal device 13. ..

After that, the evaluation device 1 acquires information on the transition destination content of the selected advertising content 15 from the viewer terminal device 13, and evaluates the transition destination content based on the information on the transition source content and the information on the transition destination content. I do.

[3. Evaluation device configuration example]
Next, a configuration example of the evaluation device 1 will be described with reference to FIG. FIG. 3 is an explanatory diagram showing a configuration example of the evaluation device 1 according to the embodiment. As shown in FIG. 3, the evaluation device 1 includes a communication unit 2, a control unit 3 (controller), and a storage unit 4.

The communication unit 2 is realized by, for example, a NIC (Network Interface Card) or the like. Then, the communication unit 2 is connected to the communication network 10 by wire or wirelessly, and transmits / receives information to / from the content distribution device 11, the advertiser terminal device 12, and the viewer terminal device 13.

The storage unit 4 is realized by, for example, a semiconductor memory element such as a RAM (Random Access Memory) or a flash memory (Flash Memory), or a storage device such as a hard disk or an optical disk. The storage unit 4 stores the evaluation program 41, the evaluation material information 42, the evaluation standard information 43, and the evaluation result information 44.

The evaluation program 41 is a program executed when the control unit 3 evaluates the transition destination content. The evaluation material information 42 is information used as evaluation material when the control unit 3 evaluates the transition destination content, and is information about the transition destination content and the transition source content acquired from the viewer terminal device 13. An example of information regarding the transition destination content will be described later with reference to FIG. Further, an example of information regarding the transition source content will be described later with reference to FIG.

The evaluation standard information 43 is information used as an evaluation standard when the control unit 3 evaluates the transition destination content. An example of the evaluation reference information 43 will be described later with reference to FIG. The evaluation result information 44 is information indicating the evaluation result of the transition destination content performed by the control unit 3.

The control unit 3 is a processing unit that collectively controls the entire evaluation device 1, and is realized by, for example, an integrated circuit such as an ASIC (Application Specific Integrated Circuit) or an FPGA (Field Programmable Gate Array).

The control unit 3 includes a plurality of information processing units that function when an internal CPU (Central Processing Unit) or MPU (Micro Processing Unit) reads the evaluation program 41 from the storage unit 4 and executes the RAM as a work area. ..

Specifically, the control unit 3 includes a first information acquisition unit 31, a second information acquisition unit 32, an evaluation unit 33, and an evaluation result output unit 34. The internal configuration of the control unit 3 is not limited to such a configuration, and may be another configuration as long as it is a configuration for performing information processing described later.

The first information acquisition unit 31 acquires information on the transition destination content of the advertisement content selected from the viewer terminal device 13 via the communication network 10 and the communication unit 2, and stores it in the storage unit 4 as evaluation material information 42. It is a processing unit to be made to.

Here, with reference to FIG. 4, an example of information regarding the transition destination content acquired by the first information acquisition unit 31 will be described. FIG. 4 is an explanatory diagram showing an example of information regarding the transition destination content according to the embodiment.

As shown in FIG. 4, the first information acquisition unit 31 provides information regarding the transition destination content, for example, information indicating a font type, size, color, decoration, document line spacing, and document layout in the transition destination content. To get.

Further, the first information acquisition unit 31 acquires the background color of the transition destination content, the presence / absence of the image image, and the File ID of the image image if there is an image image as the information regarding the transition destination content. In this way, the first information acquisition unit 31 acquires information regarding the visual features of the transition destination content.

Further, the first information acquisition unit 31 acquires information indicating the transition destination stay time and the transition destination scroll amount as information regarding the transition destination content. The transition destination stay time here is the display duration (number of seconds) of the transition destination content by the viewer terminal device 13. Further, the transition destination scroll amount here is the number of px (pixels) in which the transition destination content is scrolled in the vertical direction of the screen by the viewer terminal device 13.

The information regarding the transition destination contents listed in FIG. 4 is an example. The first information acquisition unit 31 may be configured to acquire other information such as a style sheet, background design, and configuration of the transition destination content as information regarding the transition destination content. Further, the first information acquisition unit 31 may be configured to acquire information on at least one or more items among the items listed in FIG. 4 and other items related to the transition destination content.

Returning to FIG. 3, the second information acquisition unit 32 acquires information on the transition source content from the viewer terminal device 13 via the communication network 10 and the communication unit 2, and stores it in the storage unit 4 as evaluation material information 42. It is a processing unit.

Here, with reference to FIG. 5, an example of information regarding the transition source content acquired by the second information acquisition unit 32 will be described. FIG. 5 is an explanatory diagram showing an example of information regarding the transition source content according to the embodiment.

As shown in FIG. 5, the second information acquisition unit 32 provides information regarding the transition source content, for example, information indicating the font type, size, color, decoration, sentence line spacing, and document layout in the transition source content. get.

Further, the second information acquisition unit 32 acquires the background color of the transition source content, the presence / absence of the image image, and the File ID of the image image if there is an image image as the information regarding the transition source content. In this way, the second information acquisition unit 32 acquires information regarding the visual features of the transition source content.

The information regarding the transition source content listed in FIG. 5 is an example. The second information acquisition unit 32 may be configured to acquire other information such as a style sheet, background design, and configuration of the transition source content as information regarding the transition source content. Further, the second information acquisition unit 32 may be configured to acquire information on at least one or more items among the items listed in FIG. 5 and other items related to the transition source content.

Returning to FIG. 3, the evaluation unit 33 is a processing unit that evaluates the affinity between the transition destination content and the transition source content based on the evaluation material information 42 stored in the storage unit 4 and the evaluation standard information 43. .. Here, an example of the evaluation standard information 43 according to the embodiment will be described with reference to FIG. FIG. 6 is an explanatory diagram showing an example of the evaluation standard information 43 according to the embodiment.

As shown in FIG. 6, the evaluation criterion information 43 is roughly classified into two criteria, a direct evaluation criterion and an indirect evaluation criterion, as criteria for evaluating the affinity between the transition destination content and the transition source content. including.

The direct evaluation standard is a standard for evaluating the direct affinity of visual features in the transition destination content and the transition source content. Specifically, if the direct evaluation criteria are the same for the eight items of font type, size, color, decoration, document line spacing, layout, background color, and image of the transition destination content and transition source content, 10 points are given to the transition destination content for each item.

The evaluation unit 33 evaluates the transition destination content and the transition source content by scoring the visual affinity recognized by the viewer using the direct evaluation standard. Here, in order to facilitate understanding of scoring, the evaluation unit 33 uniformly gives 10 points to the transition destination content and the transition source content when each item of the direct evaluation criteria is the same. But this is just an example.

For example, the evaluation unit 33 determines the similarity of each item of the direct evaluation criteria for the transition destination content and the transition source content, and if they are not the same, points 1 to 9 according to the similarity. It may be a configuration to be given.

The indirect evaluation standard is a standard for evaluating the indirect affinity of visual features in the transition destination content and the transition source content. Specifically, the indirect evaluation criterion is to give 10 points to the transition destination content if the transition destination stay time is 10 sec or more, and 10 points if the transition destination scroll amount is 800 px or more.

The evaluation unit 33 uses the indirect evaluation standard, and if the staying time of the transition destination content by the viewer terminal device 13 is relatively long, such as 10 sec or more, the transition destination content and the transition source content have a high affinity, and the transition destination Add 10 points to the content.

Further, the evaluation unit 33 uses an indirect evaluation standard, and if the scroll amount of the transition destination content by the viewer terminal device 13 is as large as 800 px, the transition destination content and the transition source content have a high affinity for the transition. Add 10 points to the destination content.

The scoring using the indirect evaluation standard by the evaluation unit 33 is an example. The evaluation unit 33 may be configured to give 1 to 10 points according to the length of stay in the transition destination content, for example. Further, the evaluation unit 33 may be configured to give 1 to 10 points according to the amount of scrolling of the transition destination content.

Here, the evaluation unit 33 gives a maximum of 100 points to the transition destination content when all of the 10 items defined in the evaluation standard information 43 satisfy the criteria for the transition destination content and the transition source content, and the transition source Evaluate that it has the highest affinity with the content.

On the other hand, when the information regarding the transition destination content shown in FIG. 4 and the information regarding the transition source content shown in FIG. 5 are stored in the storage unit 4 as the evaluation material information 42, the item satisfying the point addition criterion is the font size. , Color, and line spacing of the document. In such a case, the evaluation unit 33 gives 30 points to the transition destination content and evaluates that the affinity with the transition source content is relatively low.

Returning to FIG. 3, when the evaluation of the transition destination content based on the evaluation material information 42 and the evaluation standard information 43 is completed, the evaluation unit 33 stores the evaluation result as the evaluation result information 44 in the storage unit 4.

The evaluation result output unit 34 is a processing unit that reads out the evaluation result from the evaluation result information 44 stored in the storage unit 4 and outputs the evaluation result. The evaluation result output unit 34 can output the evaluation result to the content distribution device 11 and the advertiser terminal device 12 via the communication unit 2 and the communication network 10.

Thereby, for example, the content distribution device 11 and the advertiser terminal device 12 can continue or replace the advertisement content to be distributed based on the evaluation result acquired from the evaluation device 1.

Further, when a plurality of transition destination contents are associated with one transition source content, the evaluation result output unit 34 selects and evaluates the content to be the transition destination based on the evaluation result information 44. The result and the content selection result are output to the content distribution device 11.

For example, the evaluation result output unit 34 selects the transition destination content having the highest affinity or the top several transition destination contents having a high affinity as the content to be the transition destination among the plurality of transition destination contents. Output to the content distribution device 11.

As a result, the content distribution device 11 displays the transition destination content having a high affinity for the transition source content selected by the viewer terminal device 13 based on the evaluation result and the content selection result acquired from the evaluation device 1. It can be output to the device 13.

[4. Processing executed by the control unit of the evaluation device]
Next, with reference to FIGS. 7 and 8, a process executed by the control unit 3 of the evaluation device 1 according to the embodiment will be described. 7 and 8 are flowcharts showing the processes executed by the control unit 3 of the evaluation device 1 according to the embodiment. The control unit 3 of the evaluation device 1 repeatedly executes the process shown in FIG. 7 at a predetermined cycle (for example, a cycle of several msec).

Specifically, as shown in FIG. 7, the control unit 3 determines whether or not the advertisement as the transition source content is selected from the web page W by the viewer terminal device 13 (step S101), and the advertisement is selected. If it is determined that the process is not performed (steps S101, No), the process ends.

Further, when it is determined that the advertisement is selected (step S101, Yes), the control unit 3 acquires the information regarding the transition destination content associated with the advertisement (step S102), and uses the storage unit 4 as the evaluation material information 42. To memorize.

Subsequently, the control unit 3 acquires the information of the transition source content (step S103) and stores it in the storage unit 4 as the evaluation material information 42. After that, the control unit 3 evaluates the affinity between the transition destination content and the transition source content based on the evaluation material information 42 and the evaluation standard information 43 (step S104).

Subsequently, the control unit 3 stores the affinity evaluation result as the evaluation result information 44 in the storage unit 4 (step S105), then shifts the process to step S106, and outputs the evaluation result to the content distribution device 11. End the process. When outputting the evaluation result, the control unit 3 performs the process shown in FIG.

Specifically, as shown in FIG. 8, the control unit 3 determines whether or not there are a plurality of transition destination contents associated with one transition source content based on the evaluation result information 44 (step). S201). Then, when it is determined that there are no plurality of transition destination contents (step S201, No), the control unit 3 outputs an evaluation result regarding one transition destination content associated with the transition source content (step S204), and processes the process. To finish.

On the other hand, when the control unit 3 determines that there are a plurality of transition destination contents (steps S201, Yes), the control unit 3 transitions from the plurality of transition destination contents associated with one transition source content based on the evaluation result information 44. Select the content to be the first (step S202). After that, the control unit 3 outputs the evaluation result of the transition destination content and the selection result of the content selected in step S202 (step S203), and ends the process.

[5. Modification example of the embodiment]
In the above-described embodiment, the case where the evaluation device 1 evaluates the affinity between the transition destination content and the transition source content has been described, but the evaluation device 1 has a transition destination content and another transition destination content in which the transition source content is different. It may be configured to evaluate the affinity with.

For example, as shown in FIG. 1, the same image image and font are used in the first article content N1 and the first detailed article content N11, and the same image image is used in the second article content N2 and the second detailed article content N21. And fonts are used. Therefore, the first detailed article content N11 and the second detailed article content N21 have a relatively high affinity.

In such a case, the viewer of the web page W may sequentially browse the first detailed article content N11 and the second detailed article content N21 from the web page W, and then select the first advertising content A1.

At this time, the screen of the viewer terminal device 13 transitions to the first detailed advertisement content A11 whose image is significantly different from that of the first detailed article content N11 and the second detailed article content N21 that have been transitioned so far. It may give a negative impression.

Therefore, it is desirable that a plurality of transition destination contents having different transition source contents have high affinity with each other. Therefore, the evaluation device 1 may be configured to evaluate the affinity between a plurality of transition destination contents having different transition source contents.

In the case of such a configuration, the first information acquisition unit 31 of the evaluation device 1 selects the first transition source content displayed on the screen of the viewer terminal device 13, so that the first transition destination becomes the screen transition destination. Information about the content is acquired and stored in the storage unit 4 as evaluation material information 42. The first information acquisition unit 31 acquires information corresponding to each item listed in FIG. 4 for the first transition destination content.

On the other hand, the second information acquisition unit 32 of the evaluation device 1 selects the second transition source content displayed on the screen of the viewer terminal device 13 to provide information on the second transition destination content that is the transition destination of the screen. Is acquired and stored in the storage unit 4 as evaluation material information 42. The second information acquisition unit 32 acquires information corresponding to each item listed in FIG. 5 for the second transition destination content.

Then, the evaluation unit 33 of the evaluation device 1 bases the first transition destination content and the second transition destination content based on the information acquired by the first information acquisition unit 31 and the information acquired by the second information acquisition unit 32. Evaluate the affinity with.

The evaluation unit 33 evaluates the affinity between the first transition destination content and the second transition destination content by the same procedure as the evaluation procedure described above. As a result, the evaluation device 1 can evaluate the affinity between the transition destination content and other transition destination contents having different transition source contents.

Further, when the evaluation device 1 evaluates the affinity between the transition destination content and the other transition destination content, the second transition is displayed at a position where the distance between the first transition source content on the screen is equal to or less than the threshold value. When the original content is selected, the second information acquisition unit 32 acquires information about the second transition destination content that is the transition destination of the screen.

In such a case, the second information acquisition unit 32 sets the transition destination of the screen when, for example, a predetermined number (for example, a few) of the second transition source contents listed above and below the first transition source content are selected. Acquires information about the second transition destination content.

Alternatively, the second information acquisition unit 32 acquires information about the second transition destination content that is the transition destination of the screen when the second transition source content existing in the screen including the first transition source content is selected. .. As a result, the evaluation device 1 evaluates the affinity between the transition destination content being browsed and the other transition destination content already viewed, which is likely to remain in the memory of the viewer who is browsing the transition destination content. be able to.

In addition, the second information acquisition unit 32 is the second transition source content selected by the viewer terminal device more than the other transition source contents among the plurality of transition source contents included in the screen of the viewer terminal device 13. May be configured to acquire information about the second transition destination content that is the transition destination of the screen when is selected.

As a result, the evaluation device 1 can evaluate the possibility that the viewer has already browsed, and the affinity between the transition destination content being browsed and the other transition destination content that the viewer is likely to browse from now on. it can.

Further, in the above-described embodiment, when the evaluation device 1 selects the advertisement content from the web page W, the evaluation device 1 evaluates the affinity between the advertisement content as the transition source content and the transition destination content, but the transition source content is It may be content other than advertising content.

That is, even if the evaluation device 1 is configured to evaluate the affinity between the transition destination content that is the transition destination of the screen and the transition source content when the content other than the advertisement is selected by the viewer terminal device 13. Good.

Further, the evaluation device 1 evaluates the affinity between the transition destination content and the transition source content, and evaluates the affinity between the transition destination content and the other transition destination content whose transition source content is different, and the results of both evaluations are obtained. Based on this, the transition destination content may be evaluated. As a result, the evaluation device 1 can evaluate the affinity between the transition destination content and both the transition source content and other transition destination content having different transition source contents.

[6. Hardware configuration]
The evaluation device 1 in the embodiment is realized by, for example, a computer 100 having a configuration as shown in FIG. FIG. 9 is a hardware configuration diagram showing an example of a computer that realizes the function of the evaluation device 1 according to the embodiment. The computer 100 includes a CPU (Central Processing Unit) 101, a RAM (Random Access Memory) 102, a ROM (Read Only Memory) 103, an HDD (Hard Disk Drive) 104, a communication interface (I / F) 105, and an input / output interface (I). It includes a / F) 106 and a media interface (I / F) 107.

The CPU 101 operates based on the program stored in the ROM 103 or the HDD 104, and controls each part. The ROM 103 stores a boot program executed by the CPU 101 when the computer 100 is started, a program that depends on the hardware of the computer 100, and the like.

The HDD 104 stores a program executed by the CPU 101, data used by the program, and the like. The communication interface 105 corresponds to the communication unit 2, receives data from another device via the communication network (for example, the communication network 10 shown in FIG. 2), sends the data to the CPU 101, and transmits the data generated by the CPU 101 to the communication network. Send to other devices via.

The CPU 101 controls an output device such as a display or a printer, and an input device such as a keyboard or a mouse via the input / output interface 106. The CPU 101 acquires data from the input device via the input / output interface 106. Further, the CPU 101 outputs the generated data to the output device via the input / output interface 106.

The media interface 107 reads a program or data stored in the recording medium 108 and provides the program or data to the CPU 101 via the RAM 102. The CPU 101 loads the program from the recording medium 108 onto the RAM 102 via the media interface 107, and executes the loaded program. The recording medium 108 includes, for example, an optical recording medium such as a DVD (Digital Versatile Disc) or PD (Phase change rewritable Disk), a magneto-optical recording medium such as MO (Magneto-Optical disk), a tape medium, a magnetic recording medium, or a semiconductor memory. And so on.

When the computer 100 functions as the evaluation device 1, the CPU 101 of the computer 100 executes the evaluation program 41 (see FIG. 3) loaded on the RAM 102 to execute the first information acquisition unit 31 and the second information acquisition unit 32. , The evaluation unit 33, and the evaluation result output unit 34 are realized. Further, the HDD 104 realizes the function of the storage unit 4, and stores the evaluation program 41, the evaluation material information 42, the evaluation standard information 43, the evaluation result information 44, and the like.

The CPU 101 of the computer 100 reads and executes these programs from the recording medium 108, but as another example, these programs may be acquired from another device via a communication network.

[7. effect]
The evaluation device 1 according to the embodiment includes a first information acquisition unit 31, a second information acquisition unit 32, and an evaluation unit 33. The first information acquisition unit 31 selects the first transition source content in the screen from a plurality of transition source contents having similar visual characteristics as the transition source of the screen displayed on the viewer terminal device 13. Acquires information about the first transition destination content that is the transition destination of the screen.

The second information acquisition unit 32 provides information and / or a first transition source regarding the second transition destination content that becomes the transition destination of the screen by selecting the second transition source content in the screen from the plurality of transition source contents. Get information about the content.

The evaluation unit 33 includes the first transition destination content, the first transition source content, and / or the second transition based on the information acquired by the first information acquisition unit 31 and the information acquired by the second information acquisition unit 32. Evaluate the affinity with the previous content. As a result, the evaluation device 1 can evaluate the first transition destination content.

In addition, the first information acquisition unit 31 acquires information regarding the visual features of the first transition destination content. The second information acquisition unit 32 acquires information regarding the visual features of the first transition source content or the second transition destination content. As a result, the evaluation unit 33 can evaluate the affinity between the first transition destination content and the visual characteristics of the first transition source content or the second transition destination content.

In addition, the first information acquisition unit 31 acquires information indicating the display duration of the first transition destination content by the viewer terminal device 13. As a result, the evaluation device 1 can indirectly evaluate the affinity between the first transition destination content and the first transition source content or the second transition destination content.

In addition, the first information acquisition unit 31 acquires information indicating the scroll amount of the screen on which the first transition destination content is displayed by the viewer terminal device 13. As a result, the evaluation device 1 can indirectly evaluate the affinity between the first transition destination content and the first transition source content or the second transition destination content.

Further, the second transition source content is the transition source content displayed at a position where the distance from the first transition source content on the screen of the viewer terminal device 13 is equal to or less than the threshold value among the plurality of transition source contents. As a result, the evaluation device 1 can evaluate the affinity between the second transition destination content, which is likely to remain in the memory of the viewer who is browsing the first transition destination content, and the first transition destination content. it can.

Further, the second transition source content is the transition source content selected by the viewer terminal device more than the other transition source contents among the plurality of transition source contents. As a result, the evaluation device 1 can evaluate the possibility that the viewer has already browsed and the affinity between the second transition destination content that the viewer is likely to browse from now on and the first transition destination content. ..

Further, when the evaluation device 1 has a plurality of first transition destination contents corresponding to the first transition source contents, the evaluation device 1 has a screen transition destination from the plurality of first transition destination contents based on the evaluation result by the evaluation unit 33. It further includes an evaluation result output unit 34 that selects the first transition destination content to be set and outputs the selection result to the content distribution device 11. As a result, the content distribution device 11 can distribute the first transition destination content having a high affinity with the first transition source content to the viewer terminal device 13.

The first transition source content is advertising content, and the second transition source content is content other than advertising content. As a result, the evaluation device 1 determines the transition destination of the advertisement content when the transition source advertisement content is, for example, an in-feed advertisement inserted between the contents other than the advertisement contents listed in a vertical row on the screen. It is possible to evaluate whether or not the content gives a negative impression to the viewer.

[8. Others]
Although some of the embodiments of the present application have been described in detail with reference to the drawings, these are examples, and various modifications are made based on the knowledge of those skilled in the art, including the embodiments described in the disclosure column of the invention. It is possible to practice the present invention in other improved forms.

The evaluation device 1 described above may be realized by a plurality of server computers, and depending on the function, it may be realized by calling an external platform or the like by API (Application Programming Interface) or network computing, and the configuration is flexible. Can be changed.

1 Evaluation device 2 Communication unit 3 Control unit 4 Storage unit 10 Communication network 11 Content distribution device 12 Advertiser terminal device 13 Viewer terminal device 14 Provided content 15 Advertisement content 31 1st information acquisition unit 32 2nd information acquisition unit 33 Evaluation unit 34 Evaluation result output unit 41 Evaluation program 42 Evaluation material information 43 Evaluation standard information 44 Evaluation result information 100 Computer 101 CPU
102 RAM
103 ROM
104 HDD
105 Communication interface 106 I / O interface 107 Media interface 108 Recording medium

Claims (9)

Among a plurality of transition source contents having similar visual features that are the transition sources of the screen displayed on the terminal device, the first transition source content in the screen is selected to become the transition destination of the screen. The first information acquisition unit that acquires information about the font type, size, color, decoration, document line spacing, layout, background color, and image of the transition destination content,
Information about the font type, size, color, decoration, document line spacing, layout, background color, and image of the first transition source content, and the selection of the second transition source content in the screen. A second information acquisition unit that acquires information about the font type, size, color, decoration, document line spacing, layout, background color, and image of the second transition destination content that is the transition destination of the screen .
The first transition destination content and the first transition are based on whether or not the same information is included in the information acquired by the first information acquisition unit and the information acquired by the second information acquisition unit. Evaluate by scoring the high degree of similarity of visual features with the original content, and score the high degree of similarity of visual features between the first transition destination content and the second transition destination content. evaluation apparatus characterized by comprising an evaluation unit which evaluates by. The first information acquisition unit
The evaluation device according to claim 1, wherein information indicating the display duration of the first transition destination content is acquired by the terminal device. The first information acquisition unit
The evaluation device according to claim 1 or 2 , wherein the terminal device acquires information indicating the scroll amount of the screen on which the first transition destination content is displayed. The second transition source content is
Any of claims 1 to 3, which is the transition source content displayed at a position where the distance from the first transition source content on the screen is equal to or less than the threshold value among the plurality of transition source contents . The evaluation device described in one . The second transition source content is
The evaluation device according to any one of claims 1 to 4, wherein the transition source content is selected by more terminal devices than the other transition source contents among the plurality of transition source contents. When a plurality of the first transition destination contents corresponding to the first transition source contents exist, the transition destinations of the screen should be set from the plurality of first transition destination contents based on the evaluation result by the evaluation unit. The invention according to any one of claims 1 to 5 , further comprising an evaluation result output unit that selects the first transition destination content and outputs the selection result to the distribution device of the first transition destination content. Evaluation device. The first transition source content is
Advertising content
The second transition source content is
The evaluation device according to claim 1 , wherein the content is other than the advertising content. An evaluation method performed by a computer
Among a plurality of transition source contents having similar visual features that are the transition sources of the screen displayed on the terminal device, the first transition source content in the screen is selected to become the transition destination of the screen. The first information acquisition process for acquiring information about the font type, size, color, decoration, document line spacing, layout, background color, and image of the transition destination content , and
Information about the font type, size, color, decoration, document line spacing, layout, background color, and image of the first transition source content, and the selection of the second transition source content in the screen. A second information acquisition process for acquiring information on the font type, size, color, decoration, document line spacing, layout, background color, and image of the second transition destination content that is the transition destination of the screen, and
The first transition destination content and the first transition are based on whether or not the same information is included in the information acquired by the first information acquisition step and the information acquired by the second information acquisition step. Evaluate by scoring the high degree of similarity of visual features with the original content, and score the high degree of similarity of visual features between the first transition destination content and the second transition destination content. evaluation method characterized by comprising an evaluation step of evaluating by. Among a plurality of transition source contents having similar visual features that are the transition sources of the screen displayed on the terminal device, the first transition source content in the screen is selected to become the transition destination of the screen. The first information acquisition procedure for acquiring information about the font type, size, color, decoration, document line spacing, layout, background color, and image of the transition destination content , and
Information about the font type, size, color, decoration, document line spacing, layout, background color, and image of the first transition source content, and the selection of the second transition source content in the screen. A second information acquisition procedure for acquiring information on the font type, size, color, decoration, document line spacing, layout, background color, and image of the second transition destination content that is the transition destination of the screen, and
The first transition destination content and the first transition are based on whether or not the same information is included in the information acquired by the first information acquisition procedure and the information acquired by the second information acquisition procedure. Evaluate by scoring the high degree of similarity of visual features with the original content, and score the high degree of similarity of visual features between the first transition destination content and the second transition destination content. evaluation program, characterized in that to perform the evaluation procedure for evaluating the computer by.

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