JP6953567B2 - Information processing equipment, information processing methods and programs - Google Patents

Description

Embodiments of the present invention relate to information processing devices, information processing methods and programs that measure the effectiveness of advertisements.

Advertisers may place media such as paper or digital signage outdoors to present their advertisements. Advertisers need to identify users who have come into contact with outdoor advertisements in order to measure the effectiveness of such outdoor advertisements (outdoor advertisements). Conventionally, an advertiser conducts a questionnaire survey or the like to identify a user who has come into contact with an outdoor advertisement.

However, analog methods such as questionnaire surveys have a problem that only users who have come into contact with outdoor advertisements can be extracted from users who cooperated with the questionnaire.

Therefore, a method for effectively identifying users who have come into contact with outdoor advertisements is desired.

Japanese Unexamined Patent Publication No. 2016-24386

In order to solve the above problems, an information processing device, an information processing method and a program capable of effectively identifying a user who has come into contact with an advertisement are provided.

According to the embodiment, the information processing apparatus includes a storage unit, an acquisition unit, and a determination unit. The storage unit stores advertisement information indicating a place in contact with the advertisement. The acquisition unit acquires the movement history of the user. The determination unit determines whether or not the user has come into contact with the advertisement based on the movement history and the advertisement information.

According to the embodiment, the server device can identify the user who has passed the place in contact with the outdoor advertisement based on the movement history of the user. In addition, the server device can collect the movement history from a transportation server, a user's terminal, or the like. As a result, the server device can identify the user who has come into contact with the outdoor advertisement without using a method such as a questionnaire.

In addition, the server device can generate a cluster of users who are in contact with the outdoor advertisement based on the movement history of the users. In addition, the server device can generate a sub-cluster of users having a predetermined attribute from the cluster. The server device can measure the effectiveness of the field advertisement on the users of the subcluster. As a result, the server device can measure the effect on the user who is in contact with the outdoor advertisement and has a predetermined attribute.

FIG. 1 is a diagram schematically showing a configuration example of an advertising system according to the first embodiment. FIG. 2 is a block diagram schematically showing a configuration example of the server device according to the first embodiment. FIG. 3 is a diagram showing a configuration example of advertising information according to the first embodiment. FIG. 4 is a diagram showing a configuration example of advertising information according to the first embodiment. FIG. 5 is a diagram showing a configuration example of registration information according to the first embodiment. FIG. 6 is a diagram showing a configuration example of a movement history according to the first embodiment. FIG. 7 is a flowchart showing an operation example of the server device according to the first embodiment. FIG. 8 is a diagram showing a configuration example of advertising information according to the second embodiment. FIG. 9 is a diagram showing a configuration example of area information according to the second embodiment. FIG. 10 is a diagram showing a configuration example of area information according to the second embodiment.

Hereinafter, embodiments will be described with reference to the drawings.
(First Embodiment)
The advertising system according to the embodiment generates a cluster of users who are in contact with an advertisement (outdoor advertisement) installed in the field. The field advertisement is installed in a predetermined place in the field. For example, outdoor advertisements are hanging or digital signage in a train, digital signage installed on the platform of a station, or a signboard or digital signage installed in a building or the like. The outdoor advertisement may be a paper medium such as a poster or a sticker, or may be a digital signage composed of a display or the like. The location or medium of the outdoor advertisement is not limited to a specific configuration.

FIG. 1 is a block diagram showing a configuration example of the advertising system 1 according to the embodiment. As shown in FIG. 1, the advertising system 1 is composed of a server device 10, a medium 20, a terminal 30, and the like. In addition to the configuration shown in FIG. 1, the advertising system 1 may include a configuration as required, or may exclude a specific configuration.

The server device 10 (information processing device) measures the effect of outdoor advertising. The server device 10 holds advertisement information indicating the date and time when the outdoor advertisement is displayed and the place where the user comes into contact with the outdoor advertisement. In addition, the server device 10 acquires a movement history indicating the position of the user and the date and time when the user was at the position. The server device 10 clusters the users who have come into contact with the outdoor advertisement based on the advertisement information and the movement history. Further, the server device 10 measures the effect of the outdoor advertisement based on the behavior of the clustered users and the like. The configuration of the server device 10 will be described in detail later.

The medium 20 is a medium for displaying an outdoor advertisement. For example, the medium 20 is installed outdoors so that it can be recognized by an unspecified number of users.
As described above, the medium 20 may be a paper medium such as a poster or a sticker, or a digital signage composed of a display or the like.

Further, the medium 20 may be installed in a building such as a building or a store. Further, the medium 20 may be installed on the rooftop or wall surface of a building or the like. Further, the medium 20 may be installed in a means of transportation such as a train, a monorail, a bus, a ship, or an aircraft. The configuration of the medium 20 is not limited to a specific configuration.
Here, it is assumed that the medium 20 is a digital signage installed in a train or a digital signage installed in a platform of a station.

The terminal 30 is a terminal owned by the user. For example, the terminal 30 is a portable electronic device. For example, the terminal 30 is a future phone, a smartphone, a notebook PC, a tablet PC, a wearable terminal, or the like. The terminal 30 may be a desktop PC.

The terminal 30 may be capable of performing conversions intended for outdoor advertising. For example, when the conversion of the outdoor advertisement is the purchase of a product, the terminal 30 displays a site or the like for purchasing the product and acquires necessary information. Further, when the outdoor advertisement is the installation or activation of the application, the terminal 30 installs or activates the application.
The content of the conversion is not limited to a specific configuration.

Next, the server device 10 will be described.
FIG. 2 is a block diagram showing a configuration example of the server device 10.
In the configuration example shown in FIG. 2, the server device 10 includes a processor 11, a ROM 12, a RAM 13, an NVM 14, a communication unit 15, an operation unit 16, a display unit 17, and the like. Each of these parts is connected to each other via a data bus. In addition to the configuration shown in FIG. 2, the server device 10 may have a configuration as required, or may exclude a specific configuration.

The processor 11 has a function of controlling the operation of the entire server device 10. The processor 11 may include an internal cache, various interfaces, and the like. The processor 11 realizes various processes by executing a program stored in advance in the internal memory, ROM 12 or NVM 14.

It should be noted that some of the various functions realized by the processor 11 executing the program may be realized by the hardware circuit. In this case, the processor 11 controls the functions executed by the hardware circuit.

The ROM 12 is a non-volatile memory in which a control program, control data, and the like are stored in advance. The control program and control data stored in the ROM 12 are incorporated in advance according to the specifications of the server device 10. The ROM 12 stores, for example, a program (for example, BIOS) that controls the circuit board of the server device 10.

The RAM 13 is a volatile memory. The RAM 13 temporarily stores data and the like being processed by the processor 11. The RAM 13 stores various application programs based on instructions from the processor 11. Further, the RAM 13 may store data necessary for executing the application program, an execution result of the application program, and the like.

The NVM 14 (storage unit) is a non-volatile memory capable of writing and rewriting data. The NVM 14 is composed of, for example, an HDD (Hard Disk Drive), an SSD (Solid State Drive), an EEPROM (registered trademark), a flash memory, or the like. The NVM 14 stores a control program, an application, various data, and the like according to the operational use of the server device 10.
The NVM 14 includes a storage area 14a for storing advertisement information and a storage area 14b for storing registration information. Advertising information and registration information will be described in detail later.

The communication unit 15 is an interface for transmitting and receiving data to and from an external device through a communication network such as the Internet. The communication unit 15 is, for example, an interface that supports a LAN connection.

The operation unit 16 receives inputs for various operations from the operator. The operation unit 16 transmits a signal indicating the received operation to the processor 11. For example, the operation unit 16 is composed of a keyboard, a numeric keypad, and a touch panel.

The display unit 17 displays various information under the control of the processor 11. For example, the display unit 17 is composed of a liquid crystal monitor. When the operation unit 16 is composed of a touch panel or the like, the display unit 17 may be integrally formed with the operation unit 16.

Next, the advertisement information will be described.
The advertisement information is composed of an advertisement (outdoor advertisement) displayed by the medium 20, a date and time when the advertisement is displayed, and information indicating a place where the user comes into contact with the advertisement. Here, the storage area 14a stores the advertisement information 21 related to the advertisement displayed on the digital signage in the vehicle and the advertisement information 22 related to the advertisement displayed on the digital signage installed on the platform of the station.

First, the advertisement information 21 will be described.
The advertisement information 21 indicates an advertisement displayed on the digital signage in the vehicle, a date and time when the advertisement is displayed, and a vehicle (a place where the user touches the advertisement).
FIG. 3 shows a configuration example of the advertisement information 21.
As shown in FIG. 3, the advertisement information 21 stores the "advertisement", the "date and time", and the "vehicle" in association with each other.

"Advertisement" indicates an advertisement. For example, an "advertisement" is information that identifies an advertisement, such as the name or identification number of the advertisement.

"Date and time" indicates the date and time when the advertisement is displayed. For example, "date and time" indicates the period during which the advertisement is displayed. In the example shown in FIG. 3, the "date and time" specifies the period during which the advertisement is displayed by the date and time. The "date and time" may specify the period during which the advertisement is displayed according to the date.

“Vehicle” refers to a vehicle in which digital signage displaying advertisements is installed. Here, "vehicle" indicates a formation in which a plurality of vehicles are composed. In addition, it is assumed that the advertisement displayed for each organization is set.

In the example shown in FIG. 3, for example, the advertisement information 21 indicates that the advertisement A is displayed on the digital signage of the vehicle A between 6:00 and 11:59 on April 1.

Next, the advertisement information 22 will be described.
The advertisement information 22 indicates an advertisement displayed on the digital signage installed at the station, a date and time when the advertisement is displayed, and a station (a place where the user comes into contact with the advertisement).

FIG. 4 shows a configuration example of the advertisement information 22.
As shown in FIG. 4, the advertisement information 22 stores the "advertisement", the "date and time", and the "station" in association with each other.

The "advertisement" and "date and time" are as described above.

"Station" indicates a station where digital signage for displaying advertisements is installed. For example, "station" is information that identifies a station, such as a station name or identification number.

In the example shown in FIG. 4, for example, the advertisement information 22 indicates that the advertisement G is displayed on the digital signage of the station A between 6:00 to 10:59 on April 1.

The structure of the advertising information is not limited to a specific structure.

The advertisement information is stored in the storage area 14a in advance. For example, the processor 11 may acquire advertisement information from the operator through the operation unit 16. Further, the processor 11 may acquire advertisement information from an external device through the communication unit 15. Advertising information may be updated as appropriate.

Next, the registration information will be described.
The registration information is information about a user who is determined to be in contact with an advertisement in order to generate a cluster of users who have come into contact with the advertisement. Here, the registration information indicates a user attribute and an "email address".

FIG. 5 shows a configuration example of registration information. As shown in FIG. 5, the registration information is stored in association with the user's attribute and the "email address". The registration information stores "user ID", "gender", "date of birth", "occupation", "annual income", "place of residence", "place of work", etc. as user attributes. In addition to the configuration shown in FIG. 5, the registration information may include a configuration as required, or may exclude a specific configuration.

The "user ID" is an identifier that identifies a user. For example, the "user ID" is a character string, a numerical value, or a combination thereof. Here, the "user ID" is a numerical value.

"Gender" indicates the gender of the user.
"Date of birth" indicates the date of birth of the user. The registration information may include an "age" indicating the age of the user instead of the "date of birth".

"Occupation" indicates the occupation of the user.
"Annual income" indicates the annual income of the user.
"Residence" indicates the user's residence.
"Work location" indicates the work location of the user.
"Email address" indicates a user's email address.

In the example shown in FIG. 5, for example, the registration information is the "gender", "date of birth", "occupation", "annual income", "place of residence", "place of work" and "email address" of the user of "0001". Indicates that "male", "May 12, 1990", "office worker", "○○ yen", "△△ ward", "○○ ward" and "aaa @ bbb", respectively.
The structure of the registration information is not limited to a specific structure.

The registration information is stored in the storage area 14b in advance. For example, the processor 11 may acquire registration information from the operator through the operation unit 16. Further, the processor 11 may acquire registration information from an external device through the communication unit 15. The registration information may be updated as appropriate.
For example, the processor 11 generates registration information by opt-in from the user and updates it as appropriate.

Next, the functions realized by the processor 11 of the server device 10 will be described. The following functions are realized by the processor 11 executing a program stored in the NVM 14 or the like.

First, the processor 11 has a function of acquiring a movement history indicating a user's position (position of a terminal owned by the user) and a date and time when the user was at the position (date and time associated with the position) (acquisition unit). .. Here, the movement history is the usage history of the train used by the user using an IC card (terminal possessed by the user) or the like. For example, the movement history is a usage history of a public transportation common boarding card or the like.

FIG. 6 shows a configuration example of the movement history. As shown in FIG. 6, the movement history is composed of a "user ID", a "boarding station", a "boarding date and time", a "getting off station", a "getting off date and time", and the like.

The "user ID" is as described above.

The "boarding station" indicates the station on which the user indicated by the "user ID" boarded.
The "boarding date and time" indicates the date and time when the user indicated by the "user ID" entered the "boarding station".
The "getting off station" indicates the station where the user indicated by the "user ID" got off.
The "getting off date and time" indicates the date and time when the user indicated by the "user ID" participated from the "getting off station".

In the example shown in FIG. 6, for example, in the movement history, the "boarding station", "boarding date and time", "getting off station" and "getting off date and time" of the user of "0001" are "A station" and "April 1", respectively. It indicates that it is "9:00", "B station" and "10:00 on April 1st".

In addition, other elements may be added to the movement history as appropriate. The structure of the movement history is not limited to a specific structure.
For example, the processor 11 acquires a movement history from an external device through the communication unit 15.
For example, the processor 11 acquires a movement history from a server such as a railway company.

In addition, the processor 11 has a function of acquiring advertisement information corresponding to an advertisement that generates a cluster of contacted users.
The processor 11 sets an advertisement that generates a cluster of contacted users. For example, the processor 11 receives an input of an operation for setting an advertisement for generating a cluster of contacted users through the operation unit 16.

When an advertisement for generating a cluster of contacted users is set, the processor 11 acquires the advertisement information corresponding to the advertisement from the storage area 14a. For example, when "advertisement A" is specified as an advertisement that generates a cluster of contacted users, the processor 11 transmits the advertisement information 21 ("advertisement A", "April 1" corresponding to "advertisement A" from the storage area 14a. Sun 6:00 to 11:59 "and" Vehicle A ") will be acquired.

Further, when "advertisement G" is specified as an advertisement for generating a cluster of contacted users, the processor 11 uses the storage area 14a to display the advertisement information 22 ("advertisement G", "April 1") corresponding to the "advertisement G". 6:00 to 10:59 on the day and "Station A") will be acquired.

Further, the processor 11 has a function of generating a cluster of users (for example, user IDs) who have come into contact with (or may have come into contact with) the advertisement based on the advertisement information corresponding to the advertisement and the movement history. (Cluster generator).

First, the processor 11 determines whether or not the user has come into contact with the advertisement (determination unit). In addition, this "judgment" may be read as "estimation" or "prediction" or the like.
For example, the processor 11 determines whether the user has come into contact with the medium 20. That is, the processor 11 determines whether the position of the user is included in the "place where the user touches the advertisement" indicated by the advertisement information. When it is determined that the position of the user is included in the "place where the user touches the advertisement" indicated by the advertisement information, the processor 11 determines whether the medium 20 displayed the advertisement at the date and time when the user touched the medium 20. do. That is, the processor 11 determines whether there is an overlap between the date and time when the user touches the medium and the "date and time" of the advertisement information. When it is determined that there is an overlap between the date and time when the user touches the medium and the "date and time" of the advertisement information, the processor 11 determines that the user has touched the advertisement. When it is determined that the user has come into contact with the advertisement, the processor 11 classifies the user into a cluster of users who have come into contact with the advertisement.

First, the case where the processor 11 acquires the advertisement information 21 will be described.
The processor 11 acquires the user's "boarding station", "boarding date and time", "getting off station", and "getting off date and time" from the storage area 14a. The processor 11 identifies the vehicle (vehicle organization) on which the user has boarded from the "boarding station" and the "getting off station". For example, the processor 11 identifies a vehicle traveling on the route from the "boarding station" to the "getting off station" as a vehicle on which the user has boarded.

When the vehicle on which the user has boarded is specified, the processor 11 determines whether the vehicle on which the user has boarded matches the "vehicle" indicated by the advertisement information 21. If it is determined that the two match, the processor 11 determines that there is a "place where the user touches the advertisement" indicated by the advertisement information on the route that the user has traveled.

When the processor 11 determines that there is a "place where the user touches the advertisement" indicated by the advertisement information on the route traveled by the user, the processor 11 determines that the user has boarded the vehicle based on the "boarding date and time" and the "getting off date and time". To identify. When the user has specified the period of boarding the vehicle, the processor 11 determines whether or not there is an overlap between the period of time the user has boarded the vehicle and the "date and time" indicated by the advertisement information 21.

When the processor 11 determines that there is an overlap between the period when the user got in the vehicle and the "date and time" indicated by the advertisement information 21, the processor 11 overlaps with the "date and time" indicated by the advertisement information 21 and the date and time when the user touched the medium. Judge that there is. When it is determined that the date and time when the user touched the medium overlaps with the "date and time" of the advertisement information 21, the processor 11 classifies the user into a cluster of users who touched the advertisement.

Next, the case where the processor 11 acquires the advertisement information 22 will be described.
The processor 11 acquires the user's "boarding station", "boarding date and time", "getting off station", and "getting off date and time" from the storage area 14a. The processor 11 identifies a "boarding station" and a "getting off station" as stations used by the user. If there is a transfer station on the way from the "boarding station" to the "getting off station", the processor 11 may also specify the transfer station as the station used by the user.

When the station used by the user is specified, the processor 11 determines whether at least one of the stations used by the user matches the "station" indicated by the advertisement information 22. If it is determined that the two match, the processor 11 determines that there is a "place where the user touches the advertisement" indicated by the advertisement information on the route that the user has traveled.

When it is determined that there is a "place where the user touches the advertisement" indicated by the advertisement information on the route traveled by the user, the processor 11 sets the "boarding date and time" or "disembarking date and time" to the "date and time" indicated by the advertisement information 22. Determine if it is included. For example, when the "boarding station" and the location of the advertisement match, the processor 11 determines whether the "boarding date and time" is included in the "date and time" indicated by the advertisement information 22. Further, when the "getting off station" and the place of the advertisement match, the processor 11 determines whether the "getting off date and time" is included in the "date and time" indicated by the advertisement information 22.

If the transfer station and the location of the advertisement match, the processor 11 may calculate the travel time from the "boarding date and time" to the transfer station and specify the date and time when the user was at the transfer station. The processor 11 may determine whether the specified date and time is included in the "date and time" indicated by the advertisement information 22.

When it is determined that the "boarding date and time" or the "getting off date and time" is included in the "date and time" of the advertisement information, the processor 11 determines that the date and time when the user touches the medium overlaps with the "date and time" of the advertisement information. When it is determined that the date and time when the user touched the medium overlaps with the "date and time" of the advertisement information, the processor 11 classifies the user into a cluster of users who touched the advertisement.

The processor 11 refers to the movement history to determine whether each user is classified into a cluster, and generates a cluster of users who are in contact with the advertisement.

Further, the processor 11 has a function of generating a subcluster from a cluster based on a user's attribute (subcluster generation unit). That is, the processor 11 sets the attribute of the user who wants to measure the effect of the advertisement, and generates a subcluster of the user having the attribute.

The processor 11 sets the attribute of the user who wants to measure the effectiveness of the advertisement. For example, the processor 11 accepts the input of the operation of setting the attribute of the user who wants to measure the effect of the advertisement through the operation unit 16. For example, the processor 11 accepts an input of "female" as an attribute.

When the user attribute is set, the processor 11 refers to the registration information and generates a subcluster of the user having the attribute from the cluster. The processor 11 refers to the registration information and acquires the attribute of a certain user classified into the cluster. Upon acquiring the user's attributes, the processor 11 determines whether the user's attributes match the attributes for creating the subcluster. If it is determined that the two match, the processor 11 classifies the user into a subcluster. For example, the processor 11 classifies users whose "gender" is "female" into subclusters.

The processor 11 performs the same operation for each user classified into a cluster to generate a subcluster. A sub-cluster is a cluster of users who are in contact with advertisements and have predetermined attributes.

The subcluster may be a cluster of users having any or any of a plurality of attributes. The conditions for creating subclusters are not limited to a specific configuration.

Further, the processor 11 has a function of measuring the effect of the advertisement on the users classified into the sub-cluster (measurement unit).
For example, the processor 11 refers to the registration information and acquires the e-mail addresses of the users classified into the sub-cluster. The processor 11 sends a questionnaire about the advertisement to the e-mail address acquired at a predetermined timing.

The survey contains questions to measure the effectiveness of the advertisement. For example, the survey may include questions such as whether you saw the ad, what you think of the ad, what the impression of the product was caused by the ad (whether you wanted the product, etc.), or whether you made a conversion related to the ad.

For example, a questionnaire is a response on a website. The processor 11 sends an e-mail containing the URL of the website for answering the questionnaire.

The processor 11 acquires the questionnaire result and measures the effectiveness of the advertisement. For example, the processor 11 aggregates the answers to each question in the questionnaire and measures the effectiveness of the advertisement. In addition, another external device may acquire the result of the questionnaire and measure the effectiveness of the advertisement.

Further, the processor 11 may measure the effectiveness of the advertisement based on the access log of the terminal 30 owned by the user classified into the sub-cluster.
For example, the processor 11 acquires the access log of the terminal 30 owned by the user classified into the sub-cluster from another external device or the like. The access log is a history of the terminal 30 accessing a server (Web server or the like) via the Internet.

The processor 11 determines whether the user has converted the advertisement based on the access log. For example, when the conversion is the purchase of a product, the processor 11 determines whether or not the user has purchased the product from a website or the like where the user purchases the product after the user comes into contact with the advertisement.

Further, when the conversion is an installation of an application, the processor 11 determines whether the user's terminal 30 has downloaded the application from a predetermined server after the user comes into contact with the advertisement.

Further, when the conversion is the activation of the application, the processor 11 determines whether or not the user's terminal 30 has access caused by the activation of the application after the user comes into contact with the advertisement. For example, the processor 11 determines whether there is an access log to the server to be accessed when the application is started.

The processor 11 determines whether each user of the subcluster has converted. Processor 11 counts the number of conversions made.

The processor 11 calculates the conversion rate, which is the probability that the user who comes into contact with the advertisement will convert, based on the number of users classified into the subcluster and the number of conversions. The processor 11 acquires the conversion rate as the effect of the advertisement.

The method by which the processor 11 measures the performance of the advertisement is not limited to a specific method.

Next, an operation example of the server device 10 will be described.
FIG. 7 is a flowchart for explaining an operation example of the server device 10.
First, the processor 11 of the server device 10 acquires the movement history (S11). Upon acquiring the movement history, the processor 11 sets an advertisement that generates a cluster of contacted users (S12).

When the advertisement is set, the processor 11 acquires the advertisement information corresponding to the advertisement from the storage area 14a (S13). When the advertisement information is acquired, the processor 11 generates a cluster of users who are in contact with the advertisement based on the movement history and the advertisement information (S14).

When the cluster is generated, the processor 11 sets the attribute of the user whose target is to measure the effectiveness of the advertisement (S15). When the attribute is set, the processor 11 generates a subcluster of a user having the attribute from the cluster (S16).

When the subcluster is generated, the processor 11 measures the effectiveness of the advertisement on the users of the subcluster (S17). When the effectiveness of the advertisement is measured, the processor 11 ends the operation.

The processor 11 may generate a cluster based on "the place where the user comes into contact with the advertisement". For example, if the medium 20 continuously displays the same advertisement, the processor 11 creates a cluster based on "where the user touches the advertisement". That is, if there is a "place where the user comes into contact with the advertisement" on the user's travel route, the processor 11 classifies the user into a cluster.

Also, the processor 11 does not have to generate subclusters. The processor 11 may measure the effectiveness of the advertisement on the users classified into the cluster.

Further, the processor 11 may generate a cluster using the usage history of transportation means other than trains such as a bus, a monorail, a ship, or an aircraft as a movement history. For example, the processor 11 generates a cluster based on advertisement information and usage history regarding an advertisement displayed on a transportation station or a vehicle.
(Second Embodiment)
Next, the second embodiment will be described.
The advertising system 1 according to the second embodiment is different from that of the first embodiment in that it determines whether or not the user has come into contact with the advertisement based on the coordinates of the user. Therefore, other elements are designated by the same reference numerals and detailed description thereof will be omitted.

The terminal 30 is a portable electronic device. For example, the terminal 30 is a future phone, a smartphone, a tablet PC, a notebook PC, a wearable terminal, or the like.

The terminal 30 acquires its own position (coordinates). For example, the terminal 30 acquires its own position in time series by a predetermined application. For example, the terminal 30 acquires global coordinates (longitude and latitude) by GPS. The terminal 30 stores the coordinates obtained by GPS in chronological order.

The terminal 30 may acquire its own position by using communication radio waves from a plurality of base stations for cellular communication. Further, the terminal 30 may acquire the coordinates in three dimensions as its own position.

The terminal 30 transmits its own position acquired in time series to the server device 10 as a movement history. Here, the movement history is the coordinates of the terminal 30 (user) in time series. For example, the terminal 30 may transmit the movement history to the server device 10 at a predetermined timing. Further, the terminal 30 may transmit the movement history in response to the request from the server device 10.

Further, the storage area 14a stores the advertisement information 23. The advertisement information 23 is related to an advertisement installed on the wall surface or rooftop of a building or the like, or on the shoulder of a road.

The advertisement information 23 indicates an advertisement displayed on the digital signage, a date and time when the advertisement is displayed, and an area where the user touches the advertisement (a place where the user touches the advertisement).

FIG. 8 describes a configuration example of the advertisement information 23.
As shown in FIG. 8, the advertisement information 23 stores the "advertisement", the "date and time", and the "area information" in association with each other.
The "advertisement" and "date and time" are as described above.

"Area information" indicates an area in which the user comes into contact with the advertisement. That is, the "area information" indicates an area determined to be in contact with the advertisement when the user stays.

FIG. 9 shows a configuration example of area information.
As shown in FIG. 9, the area information indicates the area 41. The area 41 is an area where it is determined that the user has come into contact with the advertisement when he / she stays.

The area 41 is set based on the position of the medium 20 for displaying the advertisement. In the example shown in FIG. 9, the region 41 is set in a circular shape centered on the medium 20. The radius of the region 41 is based on the distance at which the advertisement displayed by the medium 20 can be visually recognized. For example, the radius of the region 41 increases as the size of the medium 20 increases. Further, the radius of the region 41 may be based on the height at which the medium 20 is installed. For example, the radius of the region 41 increases as the height at which the medium 20 is installed increases.

FIG. 10 shows another configuration example of the area information.
As shown in FIG. 10, the area information indicates the area 42.

The area 42 is set based on the position and orientation of the medium 20 for displaying the advertisement. In the example shown in FIG. 10, the medium 20 displays an advertisement in the direction of the arrow. For example, the medium 20 is composed of a display or the like oriented in the direction of the arrow.

As shown in FIG. 10, the region 42 is set in a circular shape centered on a position advanced in the arrow direction from the medium 20. Similar to the radius of the region 41, the radius of the region 42 is based on the distance at which the advertisement displayed by the medium 20 can be visually recognized.

The areas 41 and 42 do not have to be circular. Regions 41 and 42 may be elliptical, rectangular, polygonal, or the like. The shapes and sizes of the regions 41 and 42 are not limited to a particular configuration.

Next, the functions realized by the processor 11 will be described. The following functions are realized by the processor 11 executing a program stored in the NVM 14 or the like.

First, the processor 11 has a function of acquiring a movement history from the terminal 30.
For example, the processor 11 acquires the movement history from the terminal 30 through the communication unit 15.
The processor 11 may receive the movement history to be transmitted at a predetermined timing. Further, the processor 11 may send a request for acquiring the movement history to the terminal 30 and receive the movement history as a response to the request.

Further, the processor 11 may acquire the movement history from an external device that manages the movement history of the terminal 30.

In addition, the processor 11 has a function of acquiring advertisement information corresponding to an advertisement that generates a cluster of contacted users.
The processor 11 sets an advertisement that generates a cluster of contacted users. For example, the processor 11 receives an input of an operation for setting an advertisement for generating a cluster of contacted users through the operation unit 16.

When an advertisement for generating a cluster of contacted users is set, the processor 11 acquires the advertisement information 23 corresponding to the advertisement from the storage area 14a.

Further, the processor 11 generates a cluster of users (for example, user ID) who have contacted (or may have contacted) the advertisement based on the advertisement information and the movement history that generate a cluster of the users who have contacted the advertisement. Has the function of

For example, the processor 11 determines whether the user has come into contact with the medium 20. That is, the processor 11 determines whether the position of the user is included in the "place where the user touches the advertisement" indicated by the advertisement information. When it is determined that the position of the user is included in the "place where the user touches the advertisement" indicated by the advertisement information, the processor 11 determines whether the medium 20 displayed the advertisement at the date and time when the user touched the medium 20. do. That is, the processor 11 determines whether or not the date and time when the user touches the medium overlaps with the "date and time" of the advertisement information. When it is determined that the date and time when the user touched the medium overlaps with the "date and time" of the advertisement information, the processor 11 classifies the user into a cluster of users who touched the advertisement.

The processor 11 determines whether or not the user has stayed in the area indicated by the area information of the advertisement information 23 based on the movement history. For example, the processor 11 generates a user's route from the movement history, and determines whether the route and the area indicated by the area information overlap.

When it is determined that the user stays in the area indicated by the area information of the advertisement information 23, the processor 11 determines that there is a "place where the user comes into contact with the advertisement" indicated by the advertisement information on the route traveled by the user.

When it is determined that there is a "place where the user touches the advertisement" indicated by the advertisement information on the route where the user has traveled, the processor 11 specifies the period during which the user stays in the area based on the travel history. For example, the processor 11 specifies the period between the date and time when the user enters the area and the date and time when the user leaves the area as the period of stay in the area. When the user specifies the period of stay in the area, the processor 11 determines whether there is an overlap between the period and the "date and time" of the advertisement information.

If it is determined that there is an overlap between the period and the "date and time" of the advertisement information, the processor 11 determines that there is an overlap between the date and time when the user touches the medium and the "date and time" of the advertisement information.
When it is determined that the date and time when the user touched the medium overlaps with the "date and time" of the advertisement information, the processor 11 classifies the user into a cluster of users who touched the advertisement.

The processor 11 refers to the movement history to determine whether each user is classified into a cluster, and generates a cluster of users who are in contact with the advertisement.

The operation example of the server device 10 is the same as that of the first embodiment, and thus the description thereof will be omitted.

The present invention is not limited to the above embodiment, and can be variously modified at the implementation stage without departing from the gist thereof. In addition, each embodiment may be carried out in combination as appropriate, and in that case, the combined effect can be obtained. Further, the above-described embodiment includes various inventions, and various inventions can be extracted by a combination selected from a plurality of disclosed constituent requirements. For example, even if some constituent requirements are deleted from all the constituent requirements shown in the embodiment, if the problem can be solved and the effect is obtained, the configuration in which the constituent requirements are deleted can be extracted as an invention.
The inventions described in the claims at the time of filing the present application are described below.
[C1]
A storage unit that stores advertising information indicating where to contact the advertisement,
An acquisition unit that acquires the movement history of the user,
An information processing device including a determination unit that determines whether or not the user has come into contact with the advertisement based on the movement history and advertisement information.
[C2]
The advertisement information indicates a period during which the advertisement is displayed.
The movement history indicates the position of the terminal possessed by the user and the date and time associated with the position.
The information processing device according to C1, wherein the determination unit determines that the user has come into contact with the advertisement when the position is included in the location and the date and time are included in the period.
[C3]
The advertisement information is related to advertisements installed in transportation vehicles or stations, and is related to advertisements.
The movement history is a usage history of the transportation system.
The information processing device according to C1 or 2.
[C4]
The advertisement information indicates an area in which the user is in contact with the advertisement.
The movement history indicates the position of the user.
The information processing device according to C1 or 2, wherein the determination unit determines that the user has come into contact with the advertisement when at least a part of the route traveled by the user overlaps with the area.
[C5]
The information processing apparatus according to any one of C1 to 4, further comprising a cluster generation unit that generates a cluster of users that the determination unit determines to be in contact with the advertisement.
[C6]
The information processing apparatus according to C5, further comprising a measuring unit for measuring the effect of the advertisement on users of the cluster.
[C7]
The storage unit stores registration information indicating user attributes, and stores the registration information.
Further, a subcluster generator for generating a subcluster of a user having a predetermined attribute from the cluster is provided.
The information processing device according to C6, wherein the measuring unit measures the effect of the advertisement on the users of the subcluster.
[C8]
The information processing device according to C6 or 7, wherein the measuring unit measures the effect of the advertisement based on an access log of a terminal owned by a user of the cluster.
[C9]
Get the user's movement history and
An information processing method for determining whether or not the user has come into contact with the advertisement based on the movement history and advertisement information indicating a place in contact with the advertisement.
[C10]
To the processor
Get the user's movement history
A program that determines whether or not the user has come into contact with the advertisement based on the movement history and advertisement information indicating a place where the user comes into contact with the advertisement.

1 ... Advertising system, 10 ... Server device, 11 ... Processor, 14 ... NVM, 14a and 14b ... Storage area, 20 ... Medium, 21 to 23 ... Advertising information, 30 ... Terminal, 41 and 42 ... Area.

Claims (5)

A storage unit that stores advertisement information indicating the vehicle or station of the transportation system on which the advertisement is displayed,
An acquisition unit that acquires a movement history indicating the boarding station on which the user boarded and the boarding station on which the user got off, and an acquisition unit.
When the vehicle identified and specified by the user based on the boarding station and the disembarking station and the vehicle indicated by the advertising information match, or the boarding station or the disembarking station and the advertising information When the station matches the station indicated by, the determination unit for determining that the user has come into contact with the advertisement, and
A measurement unit that sends a questionnaire regarding the advertisement to a cluster of users that the determination unit determines to be in contact with the advertisement.
Equipped with a,
The questionnaire contains questions that measure the effectiveness of the advertisement.
Information processing device. The advertisement information indicates a period during which the advertisement is displayed.
The movement history indicates the date and time when the user entered the boarding station and the date and time when the user entered the boarding station.
The determination unit specifies a period in which the user has boarded the vehicle based on the date and time when the user entered the boarding station and the date and time when the user exited from the disembarkation station, and the specified period and the advertisement. When there is an overlap with the period indicated by the information, it is determined that the user has come into contact with the advertisement.
The information processing device according to claim 1. The storage unit stores registration information indicating user attributes, and stores the registration information.
Further, a subcluster generator for generating a subcluster of a user having a predetermined attribute from the cluster is provided.
The information processing device according to claim 1 or 2, wherein the measuring unit transmits the questionnaire to the users of the subcluster. Information processing method executed by the processor
The advertisement information indicating the vehicle or station of the transportation system in which the advertisement is displayed, and the movement history indicating the boarding station where the user got on and the getting-off station where the user got off are acquired.
When the vehicle identified and specified by the user based on the boarding station and the disembarking station and the vehicle indicated by the advertising information match, or the boarding station or the disembarking station and the advertising information If the station matches the station indicated by, it is determined that the user has come into contact with the advertisement.
A questionnaire regarding the advertisement is sent to a cluster of users who are determined to have come into contact with the advertisement.
The questionnaire contains questions that measure the effectiveness of the advertisement.
Information processing method. To the processor
The advertisement information indicating the vehicle or station of the transportation system in which the advertisement is displayed and the movement history indicating the boarding station where the user got on and the getting-off station where the user got off are acquired.
When the vehicle identified and specified by the user based on the boarding station and the disembarking station and the vehicle indicated by the advertising information match, or the boarding station or the disembarking station and the advertising information If the station matches the station indicated by, it is determined that the user has come into contact with the advertisement.
A questionnaire about the advertisement is sent to a cluster of users who are determined to have come into contact with the advertisement .
The questionnaire contains questions that measure the effectiveness of the advertisement.
program.

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