JP6953643B1 - Equipment, methods and programs for evaluating the effects of TV commercials - Google Patents

Abstract

PROBLEM TO BE SOLVED: To enable more detailed evaluation of a unit in a method for evaluating the effect of TVCM. A device 100 calculates a difference Δi in the number of downloads before and after N past time points ti (S201). Next, the device 100 divides N time points ti and calculates the standard deviation of the distribution of the number of download increases for each division (S202). Then, the device 100 acquires the airing time t of the TV commercial to be evaluated (S203). The device 100 acquires the standard deviation σ for the category corresponding to the received airing time t (S204). The device 100 calculates the difference Δ of the number of downloads before and after the broadcast time t of the acquired TVCM (S205), compares the number of download increases Δ with the acquired standard deviation σ, and evaluates the effect of the TVCM (S206). ). [Selection diagram] Fig. 2

Description

The present invention relates to a device, a method and a program for evaluating the effect of TVCM.

Although the market size of Internet advertising (Japan) has grown significantly beyond the market size of about 2 trillion yen for commercials (hereinafter referred to as "TVCM") that are broadcast on TV, TV still has the greatest influence. It is a medium with. A strong impression can be given to the viewer by repeatedly transmitting the message by audio and video.

It is presumed that the effect of TV commercials is influenced by which program was broadcast in relation to which program, but it is not possible to measure the effect of TV commercials at such a resolution at present. Then, the inventors have noted that in order to measure the effect at such a resolution, it is necessary to evaluate the effect in a finer unit rather than in a daily unit or the like.

The present invention has been made in view of such problems, and an object of the present invention is to enable more detailed evaluation of units in a device, a method, and a program for evaluating the effect of TVCM. It is in.

In order to achieve such an object, the first aspect of the present invention is a method for a computer to evaluate the effect of TVCM, and a step of acquiring the airing time of the TVCM to be evaluated. , A step of acquiring one or more threshold values for one or more divisions corresponding to at least one of the airing day or its attribute and time zone or its attribute determined from the airing time, and the start of use at the airing time. The usage start score includes a step of evaluating the effect of the TVCM by comparing the score Δ with the acquired one or more threshold values or the value σ determined by using the one or more threshold values. , The number of start-ups of the app in the first period after or after a certain point in time or its approximate value and the number of start-ups of the app in the second period before or before the certain point in time or its approximate value are used. It is a value representing an increase in the start of use determined by the above, and the acquired one or a plurality of threshold values are stored so that the computer can acquire the threshold value.

A second aspect of the present invention is characterized in that, in the first aspect, the threshold value is a standard deviation.

Further, in the third aspect of the present invention, in the first or second aspect, the usage start score is the number of usage starts of the application or an approximate value thereof in the first period after or after a certain point in time. It is characterized in that it is a difference from or an approximate value of the number of start-ups of the application in the second period before or before a certain point in time, or a value corresponding thereto.

Further, a fourth aspect of the present invention is characterized in that, in the third aspect, the comparison is a determination as to whether or not Δ−σ> 1.5σ is satisfied.

Further, a fifth aspect of the present invention is, in the third aspect, the comparison is to calculate a ratio represented by Δ / σ and determine whether or not the ratio is larger than a predetermined value. It is characterized by that.

Further, in the sixth aspect of the present invention, in any one of the first to fifth aspects, the first and second periods are represented by a predetermined unit of fractions or a predetermined number of seconds. It is a feature.

A seventh aspect of the present invention is characterized in that, in the sixth aspect, the first and second periods are expressed in units of 1 minute to 5 minutes.

In addition, an eighth aspect of the present invention is characterized in that, in any one of the first to seventh aspects, the step of acquiring the broadcast area of the TV commercial is further included.

A ninth aspect of the present invention is a program for causing a computer to execute a method for evaluating the effect of TVCM, in which the method receives the broadcast time of the TVCM to be evaluated. A step, a step of acquiring one or more threshold values for one or more divisions corresponding to at least one of the airing day or its attribute and time zone or its attribute determined from the airing time, and the airing time. The use start score Δ includes the step of evaluating the effect of the TVCM by comparing the acquired one or more threshold values or the value σ determined by using the one or more threshold values. The score is the number of start-ups of the app or its approximate value in the first period after or after a certain point in time, and the number of start-ups of the app or its approximate value in the second period before or before the certain point in time. It is a value indicating an increase in the start of use determined by using the above, and the acquired one or a plurality of threshold values are stored so that the computer can acquire the threshold value.

A tenth aspect of the present invention is a device for evaluating the effect of a TVCM, which receives the broadcast time of the TVCM to be evaluated, and the broadcast day or its attribute determined from the broadcast time. The one or more threshold values obtained by acquiring one or more threshold values and acquiring the usage start score Δ at the airing time for one or more divisions corresponding to at least one of the time zone or its attribute, or the one or more threshold values. The effect of the TVCM is evaluated by comparing with the value σ determined by using the one or a plurality of threshold values, and the usage start score is the number of usage starts of the application in the first period after or after a certain point in time. Or, it is a value representing an increase in the number of start-ups of use determined by using the approximate value thereof and the number of start-ups of use of the app or an approximate value thereof in the second period before or before the certain point in time, and the one or more obtained. The threshold value is characterized in that the device is retrievably stored.

According to one aspect of the present invention, the effect of the TVCM is evaluated by using the number of start-ups recorded in a predetermined fractional unit or a predetermined number of seconds of the application associated with the TVCM to be evaluated. , It is possible to evaluate the effect of broadcasting each TV commercial with high accuracy.

It is a figure which shows the apparatus for evaluating the effect of TVCM which concerns on one Embodiment of this invention. It is a figure which shows the flow of the method for evaluating the effect of TVCM which concerns on one Embodiment of this invention. Is a diagram schematically showing the number of downloads before and after the last of the N time t _i is used in an embodiment of the present invention. It is a figure which shows the standard deviation for every day and time zone of the number of downloads calculated in one Embodiment of this invention.

Hereinafter, embodiments of the present invention will be described in detail with reference to the drawings.

FIG. 1 shows an apparatus for evaluating the effect of a TV commercial according to an embodiment of the present invention. The device 100 evaluates the effect of the TVCM based on the airing time of the TVCM and the number of downloads of the application (hereinafter referred to as “application”) associated with the TVCM or the number of initial activations after the download.

The device 100 includes a communication unit 101 such as a communication interface, a processing unit 102 such as a processor and a CPU, and a storage unit 103 including a storage device such as a memory and a hard disk or a storage medium, and provides a program for performing each process. It can be configured by running. In addition, the device 100 may include one or more devices, a computer or a server, and the program may include one or more programs, and may be recorded on a computer-readable storage medium. It can be a transient program product. The program can be stored in a storage device or storage medium accessible from the storage unit 103 or the device 100, and executed in the processing unit 102.

The device 100 further includes a database 104, and stores a set of parameters calculated based on the number of downloads of the application that can be downloaded from the server 110 or the number of initial startups. The effectiveness of TV commercials is evaluated using at least a part of the set of parameters. The set of parameters will be described later. Here, the acquisition of the number of downloads or the number of initial startups in the database 104 may be received from the server 110 that manages the application associated with the TVCM so that it can be downloaded from the server 110 via a computer network such as the Internet. It is also conceivable to manually input the number of downloads or the number of initial startups after the download into the database 104, and various methods are possible. For example, the data including the number of downloads or the number of initial startups may further include the date and time in seconds, the area ID, the OS of the terminal that downloaded, and the type of terminal that downloaded such as a smartphone, tablet, or PC. good. As for the area ID, it is conceivable to assign values from 01 to 47 in order from Hokkaido in the north to Okinawa in the south.

Depending on the application, the number of initial startups after downloading the application is recorded by communicating with a server (not shown) other than the server 110 that manages the application so that it can be downloaded at the timing of the initial startup, and recorded in this way. It is conceivable to acquire the number of initial startups performed by automatically or manually inputting the database 104. It is also conceivable to store the first startup time on the terminal on which the application is downloaded and input it to the database 104 at some timing.

In the above description, the number of downloads or the number of initial startups is mentioned as an index for evaluating the effect of TVCM, but more generally, the number indicating that the application has been started, that is, the number of start of use should be used as an index. As an example, the number of completed user information registrations, the number of agreements with the rules, etc. can be mentioned.

Here, although an example in which the database 104 is provided separately from the storage unit 103 is illustrated, the data stored in the database 104 may be stored in the storage unit 103, and the computer network from the device 100. It may be stored in a storage device or storage medium accessible via.

The broadcast time of the TV commercial to be evaluated can be received from the user terminal 120 capable of communicating with the device 100 via the computer network. A user of the TVCM effect evaluation service available on the website provided by the device 100 inputs the airing time of the TVCM to the website using the user terminal 120, or includes one or more airing times of the TVCM. It is conceivable that the user uploads the data from the user terminal 120 to the device 100. Further, it is conceivable that the device 100 receives data including one or a plurality of airing times of the TV commercial from a server (not shown) that provides data related to the TV commercial via a computer network, for example, using an API. As described above, various methods can be considered in which the device 100 acquires the broadcast time of the TV commercial.

FIG. 2 shows the flow of a method for evaluating the effect of a TV commercial according to an embodiment of the present invention. First, the apparatus 100, from the database 104, _(a N is an integer of 1 or more, i is 1 or more N an integer.) Past the N time t _i in the first period of subsequent or later get the utilization start number of downloads, etc. in the previous or the second period before the use start number and the plurality of time points downloads such, at each time point t _i, use start number in the first period and the second calculating the difference delta _i between utilization start number in the period (S201). As an example, represents the number of downloads in one minute increments, for the past each time point t _i, such as shown in FIG. 3, the use of the previous 8 minutes utilization start number and the time t _i of each time point t _i after 8 minutes Calculate the difference Δ _i from the number of starts. The difference delta _i of use start number, each time t _i can be said to represent the usage start number increased relative to the said to the case of an index number of downloads indicates the number of increased downloads.

Here, the inventors take an action on the Internet for the viewer of the TV commercial, and it takes about 8 minutes or the like to appear as the number of downloads of the application associated with the TV commercial, the number of first launches, and the like. The present invention focuses on a few minutes after the TV commercial is aired, although it is not always limited to 8 minutes.

In the above description, but to define the delta _i in t _i the time as the difference between utilization start number, subtracting from the available number of starts in the first period is doubled the number of start use in the period half of the first period it is also possible to calculate the utilization start increasing number delta _i by. In other words, the difference may be a considered to use start increasing number delta _i between utilization start number or an approximate value thereof at the start use number or approximate value and the second time period that in the first period. Further, the value obtained by the difference may be multiplied by a constant or a constant may be added, and more generally, the number of start-ups in the first period after or after a certain point in time or an approximate value thereof. The difference from the number of start-ups or an approximate value thereof in the second period before or before the certain point in time, or a value corresponding thereto may be referred to as a "use start score". This is sometimes called a "download score" when the number of downloads is used as an index. More generally, the "use start score" is the number of start of use or an approximation thereof in the first period after or after a certain point in time and the number of start of use in the second period before or before the point in time or an approximation thereof. It is a value indicating an increase in the start of use, which is determined by using a value.

Then, the apparatus 100, day or by dividing the N number of time t _i based on at least one of its attributes and time of day or its attributes, to calculate the standard deviation of the distribution of downloading score for each classification (S202) .. _{As an example, FIG. 4 shows standard deviations σ m, n} (m is an integer of 1 or more and 7 or less, and n is an integer of 0 or more and 23 or less) when divided by day of the week and hourly. Here, when m is 1, it corresponds to Sunday, and when n is 0, it corresponds to 0 o'clock. The standard deviation may be classified according to whether the attribute of the day of the week is a weekday or a holiday, or the attribute of the time zone is morning, noon, or night. The device 100 can store the standard deviation calculated in this way in the database 104 so that it can be acquired in the subsequent effect measurement.

Further, the calculation of the standard deviation, Tokyo, may be beneficial to perform each region and Fukuoka, in addition to at least one of the N time points t _i a day or its attributes and the time zone or the attribute It may be classified based on the region. It may be possible to determine from which point or region the terminal is located when downloading the application from the server 110, starting it for the first time after downloading, or starting other uses. In such a case, use the download score, etc. It is possible to classify the starting score by region.

Then, the device 100 receives the broadcast time t of the TV commercial to be evaluated via the computer network (S203). It is preferable that the device 100 is acquired by adding the identifier of the TVCM. If the association between the TVCM identifier and the application identifier is stored, the device 100 determines the application to be used for measuring the effect of the TVCM based on the acquired TVCM identifier, and determines the number of starts of using the application. The standard deviation calculated using can be obtained. Alternatively, the device 100 may directly acquire the identifier of the application associated with the TVCM from the user terminal 120 or other computer in addition to the airing time t of the TVCM. The device 100 may acquire the broadcasting area of the TVCM at the same time as or before or after the broadcasting time t is acquired.

Further, the device 100 has one or a plurality of apps associated with the TVCM for one or more categories corresponding to the day of the week or its attribute and the time zone or at least one of the attributes determined from the received airing time t. Acquire the standard deviation (S204).

When the standard deviation is stored for each day of the week and time zone as a set of parameters as shown in FIG. 4, the device 100 may acquire the values of the day of the week and the time zone corresponding to the received airing time t. .. Further, the device 100 determines whether the received airing time t is a weekday or a holiday, acquires the values of a plurality of days of the week corresponding to the weekday if it is a weekday, and uses this to obtain, for example, the average standard of the weekday. The deviation may be defined. Further, the device 100 determines whether or not the received airing time t is night, acquires values of a plurality of time zones corresponding to night if it is night, and uses this to obtain, for example, an average of night. A standard deviation may be set. Alternatively, if as a set of parameters, the standard deviation classified by the classification corresponding to the attribute of the day of the week such as weekday or holiday and the classification corresponding to the attribute of the time zone of morning, noon or night is stored. The device 100 can determine the attribute of the received airing time t and acquire the value of the corresponding category. Further, when the standard deviation is stored for each area, the device 100 can acquire the broadcasting area in addition to the broadcasting time t, and can acquire the standard deviation of the division corresponding to the broadcasting area.

The device 100 calculates the usage start score Δ at the acquired TV commercial broadcast time t (S205). Here, the airing time t can be expressed in units of 1 minute or several minutes or in units of 1 second, several seconds or several tens of seconds. Further, the airing time t may be converted into 1 minute or several minutes in calculating the usage start score by acquiring data expressed in units of 1 second, several seconds or several tens of seconds. Here, according to the findings of the inventors, "several minutes" is preferably 7 minutes or 8 minutes, but is not limited to this, and may be 4 minutes, 5 minutes, 6 minutes, or the like. .. Further, "several seconds" may be 3 seconds, 5 seconds, etc., and "tens of seconds" may be 30 seconds, 50 seconds, etc. The airing time t can be broadly expressed in a predetermined unit of minutes or a predetermined number of seconds, and may be expressed in any unit of less than 10 minutes or less than tens of minutes, for example.

Then, the device 100 evaluates the effect of the TVCM by comparing the usage start score Δ of the application with one or a plurality of standard deviations of the application or a value σ determined by using the one or a plurality of standard deviations (S206). .. As an example, as represented by Δ> 1.5σ, if the usage start score Δ is larger than the value obtained by multiplying the standard deviation σ by a predetermined coefficient, it is evaluated as having an effect, and if it is less than that, it is evaluated as having no effect. Can be mentioned. Alternatively, a ratio represented by Δ / σ may be calculated, and if the ratio is larger than a predetermined value, it is effective, and if it is less than that, it is evaluated that there is no effect. Here, an example of the value σ determined by using one or a plurality of standard deviations is an average value of a plurality of standard deviations.

In the above description, the presence or absence of the effect of the TVCM is evaluated, but the probability that the effect of the TVCM has appeared may be evaluated based on the comparison between the usage start score Δ and the standard deviation σ. Specifically, one or more threshold values are set for the comparison result between the usage start score Δ and the standard deviation σ, and if each threshold value is exceeded, the probability x of the effect is a <x ≦. It is conceivable to evaluate as b (a and b are numbers between 0 and 100). Further, it is conceivable to evaluate the return on investment by comparing the usage start score obtained as the evaluation result of the effect of the TV commercial with the broadcasting cost of the TV commercial.

Further, in the above description, the calculation of the standard deviation for each category is described as being performed by the device 100, but the calculation is performed by a device, computer or server different from the device 100, and the device 100 later acquires this. You may memorize it as much as possible.

Further, in the above description, as the distribution of past usage start scores in the N time t _i delta _i, stores the standard deviation above calculated for every N segments obtained by dividing a time t _i of has been described, generally, for the values of past usage start scores in the N time t _i delta _i, and stores the N 1 was calculated time t _i for each segment obtained by dividing or more thresholds Then, the device 100 later acquires the usage start score Δ at the airing time of the TVCM to be evaluated by using the one or more threshold values or the one or more threshold values obtained. It is also conceivable to evaluate the effect of the TVCM in comparison with the determined value σ. Each acquired threshold value is more generally considered to be a threshold value determined for each category classified by the day of the week or its attribute and the time zone or at least one of the attributes, and is an application associated with TVCM. It should be added that it is not necessarily limited to the number calculated by directly using the number of start-ups or an approximate value thereof, and it is not necessarily excluded that the same value is taken in different categories.

If there is no description of "only" such as "based on XX only", "according to XX only", and "in the case of XX only", additional information is provided in this specification. Note that it is assumed that also can be considered. Also, as an example, it should be noted that the description "b in the case of a" does not necessarily mean "always b in the case of a" or "b immediately after a", except when explicitly stated. I want to be. Further, the description "each a constituting A" does not necessarily mean that A is composed of a plurality of constituent elements, but includes that the constituent elements are singular.

Further, just in case, even if some method, program, terminal, device, server or system (hereinafter referred to as "method") has an aspect of performing an operation different from the operation described in the present specification, each of the present inventions The aspect is intended to be the same operation as any of the operations described in the present specification, and the existence of an operation different from the operation described in the present specification means that the method and the like are described in each of the present inventions. It is added that it is not outside the scope of the aspect.

Further, "start" and "end" shown in FIG. 2 are merely examples, and do not mean that the method according to the present embodiment is always started by S201 and always ends by S206.

100 Device 101 Communication unit 102 Processing unit 103 Storage unit 104 Database 110 Website 120 User terminal

Claims (5)

A computer is a way to evaluate the effectiveness of TV commercials.
The step of acquiring the airing time of the TV commercial to be evaluated, and
Steps to get one or more thresholds,
Including a step of evaluating the effect of the TVCM by comparing the usage start score Δ at the airing time with the acquired one or more threshold values or the value σ determined using the one or more threshold values. ,
The usage start score Δ is the number of usage starts of the application associated with the TVCM in the first period after or after a certain point in time or an approximate value thereof and the application in the second period before or before the certain point in time. It is a value indicating an increase in the number of start-ups determined by using the number of start-ups of use or an approximate value thereof.
The acquired one or more threshold values are audibly stored by the computer. The method according to claim 1.
The first and second periods are represented by a predetermined unit of fractions or a predetermined number of seconds. The method according to claim 1 or 2.
It is characterized by further including a step of acquiring the broadcasting area of the TV commercial. A program for causing a computer to execute a method for evaluating the effect of TVCM.
The step of acquiring the airing time of the TV commercial to be evaluated, and
Steps to get one or more thresholds,
Including a step of evaluating the effect of the TVCM by comparing the usage start score Δ at the airing time with the acquired one or more threshold values or the value σ determined using the one or more threshold values. ,
The usage start score Δ is the number of usage starts of the application associated with the TVCM in the first period after or after a certain point in time or an approximate value thereof and the application in the second period before or before the certain point in time. It is a value indicating an increase in the number of start-ups determined by using the number of start-ups of use or an approximate value thereof.
The acquired one or more threshold values are audibly stored by the computer. A device for evaluating the effects of TV commercials.
Obtain the airing time of the TV commercial that is the subject of evaluation,
Get one or more thresholds,
The effect of the TVCM is evaluated by comparing the usage start score Δ at the airing time with the acquired one or more threshold values or the value σ determined using the one or more threshold values.
The usage start score Δ is the number of usage starts of the application associated with the TVCM in the first period after or after a certain point in time or an approximate value thereof and the application in the second period before or before the certain point in time. It is a value indicating an increase in the number of start-ups determined by using the number of start-ups of use or an approximate value thereof.
The acquired one or more threshold values are audibly stored by the apparatus.

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