JP7159135B2 - Program, information processing method and information processing apparatus - Google Patents

Description

The embodiments of the present invention relate to a program, an information processing method, and an information processing apparatus for measuring the effectiveness of advertisements.

Advertisers may present advertisements by installing media such as paper or digital signage outdoors or in facilities. Advertisers need to identify users exposed to advertisements in order to measure the effectiveness of such advertisements. Conventionally, advertisers identify users who have come into contact with advertisements by conducting questionnaire surveys or the like.

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

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

JP 2016-24386 A

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

According to the embodiment, the program causes the processor to acquire advertisement information indicating an area in contact with an advertisement and a direction in which the advertisement is displayed; and a function of determining the user's perception based on the advertisement information. The perception indicates the degree of recognition of the advertisement.

According to the embodiment, the server device identifies the movement route of the user based on the facility where the user was located and the coordinates of the user. As a result, the server device can identify the movement route of the user more accurately. Also, the server device determines whether the user has come into contact with the advertisement based on the movement route. Therefore, the server device can more accurately determine whether the user has come into contact with the advertisement.

Also, the server device identifies a user who is located at a predetermined facility, and determines whether the user has come into contact with the advertisement. Therefore, the server device can identify a user who is likely to have come into contact with the advertisement and determine whether the user has come into contact with the advertisement. As a result, the server device can efficiently generate a cluster of users exposed to the advertisement.

FIG. 1 is a diagram schematically showing a configuration example of an advertising system according to an embodiment. FIG. 2 is a block diagram schematically showing a configuration example of a server device according to the embodiment; FIG. 3 is a diagram showing a configuration example of advertisement information according to the embodiment. FIG. 4 is a diagram illustrating a configuration example of area information according to the embodiment. FIG. 5 is a diagram illustrating a configuration example of registration information according to the embodiment. FIG. 6 is a diagram illustrating a configuration example of location information according to the embodiment. FIG. 7 is a flowchart illustrating an operation example of the server device according to the embodiment; FIG. 8 is a flowchart illustrating an operation example of the server device according to the embodiment;

Hereinafter, embodiments will be described with reference to the drawings.
An advertising system according to an embodiment generates clusters of users who come into contact with advertisements placed outdoors or in facilities. Here, the advertisement is placed outdoors or at a predetermined location within the facility. For example, advertisements are hanging or digital signage in trains, signboards or digital signage installed on station platforms, or signboards or digital signage installed in buildings. Advertisements may be paper media such as posters or stickers, or may be digital signage such as displays. The location or medium of advertisement is not limited to any particular configuration.

FIG. 1 is a block diagram showing a configuration example of an advertising system 1 according to an embodiment. As shown in FIG. 1, the advertising system 1 includes a server device 10, media 20, terminals 30, and the like. Note that the advertising system 1 may have a configuration other than the configuration shown in FIG. 1 as necessary, or may exclude a specific configuration.

The server device 10 (information processing device) measures the effectiveness of advertisements. The server device 10 holds advertisement information indicating the date and time when the advertisement is displayed and the location where the user comes into contact with the advertisement. The server device 10 also acquires location information indicating the facility where the user was located and the date and time when the user was located at the facility. The server device 10 identifies the user who has come into contact with the advertisement based on the advertisement information, the location information, and the like. Moreover, the server device 10 clusters the specified users and measures the effectiveness of the advertisement. The configuration of the server device 10 will be detailed later.

The medium 20 is a medium for displaying advertisements. The medium 20 is installed in a place where an unspecified number of users can recognize it.
As described above, the medium 20 may be a paper medium such as a poster or sticker, or a digital signage such as a display.

Also, the medium 20 is installed outdoors or in a facility such as a building or a store. Alternatively, the medium 20 may be installed on the roof or wall of a building such as a building. Alternatively, the medium 20 may be installed in a transportation system such as a train, monorail, bus, ship, or aircraft. The installation location of the medium 20 is not limited to a specific configuration.

A terminal 30 is a terminal owned by a user. For example, terminal 30 is a portable electronic device. For example, the terminal 30 is a feature phone, smart phone, notebook PC, tablet PC, wearable terminal, or the like. Note that the terminal 30 may be a desktop PC.

The terminal 30 may be one that is capable of performing conversions for which advertisements are intended. For example, if the conversion of the advertisement is the purchase of a product, the terminal 30 displays a site for purchasing the product and acquires necessary information. Also, if the advertisement is to install or activate an application, the terminal 30 installs or activates the application. In addition, the content of conversion is not limited to a specific structure.

Next, the server device 10 will be described.
FIG. 2 is a block diagram showing a configuration example of the server device 10. As shown in FIG.
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 section 15, an operation section 16, a display section 17, and the like. These units are connected to each other via a data bus. In addition to the configuration shown in FIG. 2, the server apparatus 10 may have other configurations as needed, or may exclude specific configurations.

The processor 11 (control unit) has a function of controlling the operation of the server device 10 as a whole. Processor 11 may include an internal cache, various interfaces, and the like. The processor 11 implements various processes by executing programs pre-stored in the internal cache, ROM 12 or NVM 14 .

Note that some of the various functions realized by the processor 11 executing the program may be realized by hardware circuits. In this case, processor 11 controls the functions performed by the hardware circuits.

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

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

The NVM 14 (storage unit) is a non-volatile memory in which data can be written and rewritten. The NVM 14 is composed of, for example, a HDD (Hard Disk Drive), SSD (Solid State Drive), EEPROM (registered trademark), flash memory, or the like. The NVM 14 stores control programs, applications, 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. The advertisement information and registration information will be detailed 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 LAN connection.

The operation unit 16 receives input of various operations from the operator. The operation unit 16 transmits a signal indicating the accepted operation to the processor 11 . For example, the operation unit 16 is composed of a keyboard, ten keys, 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. Note that if the operation unit 16 is configured by a touch panel or the like, the display unit 17 may be formed integrally with the operation unit 16 .

Next, advertisement information will be described.
The advertisement information is composed of information indicating the date and time when the advertisement displayed by the medium 20 is displayed and the location where the user comes into contact with the advertisement.

FIG. 3 illustrates a configuration example of advertisement information.
As shown in FIG. 3, the advertisement information stores "advertisement", "date and time", "area information" and "orientation" in association with each other.
"Advertisement" indicates an advertisement. For example, "advertisement" is information specifying 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, "date and time" specifies the period during which the advertisement is displayed by date and time. Note that the "date and time" may specify the period during which the advertisement is displayed by date.

"Area information" indicates an area (place) where the user comes into contact with the advertisement. That is, the "area information" indicates an area determined to have come into contact with the advertisement when the user stays. "Area information" may indicate a fixed area, such as the perimeter of a building. Also, the "region information" may indicate a moving region such as inside a train.

“Orientation” indicates the orientation of the medium 20 . That is, "orientation" indicates the direction of the surface on which the advertisement is displayed. For example, "orientation" may be composed of a vector or the like indicating orientation.

FIG. 4 shows a configuration example of area information.
In FIG. 4, an area 41 indicates an area of "area information". That is, the area 41 is an area where it is determined that the user came into contact with the advertisement when staying there. Also, in FIG. 4, an arrow 42 indicates "orientation". That is, the arrow 42 indicates the direction of the surface on which the advertisement is displayed.

The area 41 is set based on, for example, the position of the medium 20 that displays the advertisement. In the example shown in FIG. 4, the area 41 is set in a circular shape centered at a position in the direction indicated by the arrow 42 from the medium 20 . The radius of region 41 is based on, for example, the distance at which advertisements displayed by medium 20 can be viewed. For example, the radius of region 41 increases as medium 20 increases in size.
Also, the radius of region 41 may be based on the height at which medium 20 is installed. For example, the radius of region 41 increases the higher the medium 20 is installed.

Note that the region 41 does not have to be circular. Region 41 may be oval, rectangular, polygonal, or the like. The shape and size of region 41 are not limited to any particular configuration.

Next, registration information will be explained.
Enrollment information is information about users that are determined to have been exposed to an advertisement in order to generate a sub-cluster of users exposed to the advertisement. Registration information indicates the class to which the user belongs.

Classes include, for example, "attribute", "preference", "behavior", "funnel", and "existing position".

“Attribute” is a category related to user attributes. For example, "attributes" are gender, occupation, annual income, place of residence, place of work, and the like.

“Preferences” is a category related to user preferences. For example, "preferences" are price preferences related to the price of products purchased by the user (whether they prefer low-priced products, etc.), interests related to user interests or interests, brand intentions related to brands (predetermined brands preferred by users, etc.). and so on.

“Behavior” is a category related to user behavior. For example, "behavior" includes purchase history, content exposure history regarding predetermined content (EC site, etc.), site viewing history regarding predetermined site, movement history, advertisement exposure history, and the like.

"Funnel" is the category of funnel to which the user belongs. For example, a "funnel" could be potential users, high value customers, and so on. For example, the users are clustered into a predetermined funnel based on the history of requests for materials, history of store visits (frequency, etc.), purchase amounts, and the like.

"Existing Location" is a category related to the location where the user acts. For example, "existing position" is a trade area included in the user's action range. Also, the "existing location" may indicate what type of vehicle is registered in the vicinity of the user's place of residence. For example, the vehicle types registered around the user's place of residence are determined from vehicle inspection data or the like.

FIG. 5 shows a configuration example of registration information. As shown in FIG. 5, the registration information stores the user ID and the class to which the user belongs in association with each other.

The registration information stores "user ID" and "sex", "date of birth", "occupation", "annual income", "place of residence" and "place of work" as classes to which the user belongs. In addition to the configuration shown in FIG. 5, the registration information may have a configuration according to need, or may exclude a specific configuration.

"User ID" is an identifier that identifies a user. For example, "user ID" is a string, a number, or a combination thereof. Here, "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 "age" indicating the age of the user instead of "date of birth".

"Occupation" indicates the occupation of the user.
"Annual Income" indicates the annual income of the user.
"Place of residence" indicates the place of residence of the user.
"Place of work" indicates the place of work of the user.

The registration information is stored in advance in the storage area 14b. For example, processor 11 may obtain registration information from an operator through operation unit 16 . Also, 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, processor 11 generates registration information upon opt-in from the user and updates accordingly. Also, the processor 11 may identify a class from a user's behavior pattern or the like, and generate or update registration information.

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

First, the processor 11 has a function of acquiring location information indicating the facility where the user was located and the date and time when the user was located at the facility.

For example, facilities are stations, airports, ports, shops, houses or buildings. For example, the station is a train or monorail station.

For example, the location information is a ride history or purchase history that the user has used using an IC card (a terminal owned by the user) or the like. Also, the location information may be a history of clocking in and out of the office. Also, the location information may be an operation history (for example, login history) of a terminal installed at a predetermined facility. It should be noted that the location information may be obtained by integrating data from a plurality of information sources.

FIG. 6 shows a configuration example of location information. As shown in FIG. 6, the location information stores "user ID", "facility", "date and time", and "action content" in association with each other.

"User ID" is as described above.

"Facility" is the facility where the user is located. Here, "facility" indicates the name of the facility. Note that the "facility" may be an ID or the like indicating the facility.

"Date and time" indicates the date and time when the user was at the facility. For example, "date and time" is the date and time when the user performed a predetermined action (such as purchasing a product) at the facility.

"Action content" indicates an action performed by the user at the facility. For example, when the facility is a station, the "action content" is entry or exit. Further, for example, when the facility is a store, the "details of action" are purchase of goods. Further, for example, when the facility is an office building, the "action content" is, for example, entering or leaving the office.

In addition, the structure of "action content" is not limited to a specific structure. Also, the structure of the location information is not limited to a specific structure.

The processor 11 also has a function of acquiring advertisement information corresponding to advertisements whose effectiveness is to be measured.
Processor 11 sets up advertisements whose effectiveness is to be measured. For example, processor 11 receives input of an operation for setting an advertisement whose effectiveness is to be measured through operation unit 16 .

After setting the advertisement whose effect is to be measured, the processor 11 acquires the advertisement information corresponding to the advertisement from the storage area 14a.

The processor 11 also has a function of specifying two facilities (route facilities) corresponding to the advertisement based on the advertisement information.
A root facility is a facility where a user who may have come into contact with the advertisement is located. In other words, the route facility is a facility on the moving route of the user who came into contact with the advertisement.

For example, if the advertisement is recognized from vehicles between predetermined stations, the route facility is a station at which vehicles can be boarded between the predetermined stations. For example, if the advertisement is seen from a vehicle between A station and B station, the route facilities are A station and B station. Also, the route facility is a station at which a vehicle running between A station and B station can be boarded. In the above case, route facilities may be limited to stations within a predetermined distance from the advertisement.

Also, when the advertisement is installed on the outer wall of a given building, the root facility is a facility close to the building. For example, a root facility is a facility within a predetermined distance of the building in question.

Also, if the advertisement is in a given building, the root facility may be the building or the facility within the building.
The configuration of the route facility is not limited to any particular configuration.

The processor 11 also has a function of identifying users who are located at the two identified route facilities based on the location information.

The processor 11 refers to the "facility" of the location information to identify users who are located at both of the two route facilities. In addition, the processor 11 may identify a user whose date/time difference between two route facilities is equal to or less than a predetermined threshold. For example, processor 11 may identify users who have been at two route facilities with a difference in date and time that is less than or equal to the time to travel between them (or a threshold based on that time).

The processor 11 also has a function of acquiring user location information between two route facilities.

The location information indicates coordinates of the user. For example, the position information is acquired by the terminal 30 possessed by the user. The terminal 30 identifies its own coordinates using GPS (Global Positioning System), beacons, mobile carrier space information, WIFI connection history, or the like, and generates location information. Processor 11 acquires location information from terminal 30 .

Also, the processor 11 may refer to the IP address of the terminal 30 to acquire the location information. For example, processor 11 may obtain location information from an IP address using an external service.
Note that the processor 11 may extract the user's location information between two route facilities from previously acquired location information. A method for the processor 11 to acquire location information is not limited to a specific method.

Processor 11 obtains location information while the user travels from one route facility to another route facility. For example, the processor 11 acquires the position information of the time between the date and time of being at one route facility and the date and time of being at the other route facility.

The processor 11 also has a function of generating a cluster of users who have come into contact with advertisements from the identified users based on the two route facilities and the acquired location information.

Processor 11 identifies a travel route between two route facilities. For example, based on the two route facilities and the acquired position information, the processor 11 identifies a travel route taken by the user from one route facility to the other route facility. For example, if the two route facilities are stations, the processor 11 identifies the route taken by the user as the travel route based on the position information.

Also, if the two route facilities are shops, etc., the processor 11 identifies roads or the like that the user has passed between the two route facilities as the movement route.
After identifying the user's travel route, the processor 11 determines whether the user has come into contact with the medium 20 based on the identified travel route.

That is, the processor 11 determines whether the travel route (at least part of the travel route) is included in the area indicated by the "area information" of the advertisement information. When determining that the movement route is included in the area, the processor 11 determines whether the advertisement was displayed on the medium 20 at the time when the user was in the area. That is, the processor 11 determines whether the date and time when the user was in the area overlaps with the "date and time" of the advertisement information. When determining that the date and time when the user was in the area overlaps with the "date and time" of the advertisement information, the processor 11 determines that the user has come into contact with the advertisement. That is, the processor 11 classifies the user into a cluster of users exposed to the advertisement.

The processor 11 performs the above operations on the identified users to generate clusters of users who have come into contact with the advertisement.

Processor 11 also has the ability to determine the perception of each user of the cluster.
Perceptions indicate the degree of recognition of an advertisement. That is, perceptions indicate how well users perceive advertisements. For example, the perception is composed of numerical values that indicate the degree of recognition.

For example, the processor 11 determines the perception based on the length of time the user stays within the "area information" area. For example, the processor 11 calculates the length of time the user stayed within the area based on the position information. For example, the processor 11 judges the degree of recognition to be higher as the staying time is longer.

Processor 11 may also determine the perception based on the speed of movement of the user within the area. For example, the processor 11 calculates the moving speed within the area based on the position information. For example, the processor 11 determines the degree of recognition to be higher as the moving speed is slower.

Processor 11 may also determine perception based on the user's orientation within the region. For example, processor 11 obtains orientation information indicating the orientation of the user from terminal 30 . For example, the terminal 30 generates orientation information indicating the orientation of the user using a gyro sensor, a compass, or the like, and transmits it to the server device 10 .

Processor 11 determines perception based on the orientation of the user and the "orientation" of the advertising information. For example, the processor 11 judges the degree of recognition to be higher as the orientation of the user and the "orientation" of the advertisement information are more opposed to each other (the closer the angle difference between the two is to 180 degrees).

Note that the processor 11 may determine perception based on multiple factors. The method by which processor 11 determines perceptions is not limited to a particular method.

Processor 11 also has the ability to generate sub-clusters based on the class of users exposed to the advertisement.

That is, the processor 11 sets a class of users whose advertising effect is to be measured, and generates sub-clusters of users belonging to the class.

The processor 11 establishes a class of users for which it wishes to measure advertising effectiveness. For example, processor 11 receives an input of an operation to set a class of users whose advertising effectiveness is to be measured through operation unit 16 . For example, processor 11 accepts an input of "female" as a class.

After setting a user class, the processor 11 refers to the registration information and generates sub-clusters of users belonging to the class from the cluster. For example, the processor 11 refers to the registration information and obtains a class of users classified into clusters. Upon obtaining the user's class, processor 11 determines whether the user's class matches the class for generating sub-clusters. Upon determining that the two match, processor 11 classifies the user into a sub-cluster. For example, the processor 11 classifies users whose “sex” is “female” into sub-clusters.

Processor 11 performs a similar operation for each user classified into a cluster to generate sub-clusters. That is, a sub-cluster is a cluster of users who come into contact with an advertisement and belong to a given class.

Note that a sub-cluster may be a cluster of users having either or both of a plurality of classes. Conditions for generating subclusters are not limited to a specific configuration.

The processor 11 also has a function of generating reporting information based on the generated sub-clusters.
The reporting information indicates the contact status of the user's advertisement. For example, the reporting information consists of the number of users exposed to the advertisement, the perception of the users exposed to the advertisement, the number of users belonging to each sub-cluster, and the like.

Note that the configuration of the reporting information is not limited to a specific configuration.

Also, the processor 11 may display the reporting information on the display unit 17 . Processor 11 may also transmit reporting information to another device through communication unit 15 .

In addition, the processor 11 has a function of identifying advertisements exposed to users who have completed a predetermined conversion.
For example, the processor 11 sets predetermined conversions (conversions to be tracked). For example, the processor 11 receives input of an operation for setting conversion through the operation unit 16 .

Upon setting the conversion, processor 11 identifies the advertisement corresponding to the conversion. That is, the processor 11 identifies advertisements aimed at the conversion. Note that processor 11 may identify advertisements associated with the conversion (eg, corporate advertisements related to the conversion).

Upon identifying the advertisement, processor 11 identifies the user who completed the conversion.
For example, the processor 11 identifies a user who has completed a conversion based on each user's action log (Web browsing log, etc.).

Once the converting users are identified, the processor 11 generates clusters of users exposed to the advertisement from the converting users. For example, processor 11 identifies two route establishments corresponding to the advertisement. After identifying the two route facilities, the processor 11 identifies users who were located at the two route facilities from the users who completed the conversion. After identifying the users located at the two route facilities, the processor 11 identifies a moving route between the two route facilities based on the location information of each user. Once travel times are identified, processor 11 generates clusters of users exposed to advertisements based on each user's travel route.

The processor 11 has a function of generating tracking information based on the generated clusters.
Tracking information is information about advertisements exposed to users who completed conversions. That is, the tracking information is information about advertisements that contributed to conversions. For example, the tracking information indicates, for each ad, the number of users who completed conversions and were exposed to the identified ad (the number of users belonging to the generated cluster). Tracking information may also indicate the number of users who completed conversions but were not exposed to the identified advertisement.
Tracking information may also indicate the number of users who were exposed to an ad but did not complete a conversion. Also, the tracking information may indicate the conversion rate (conversion rate) of users who come into contact with the advertisement for each advertisement.

The configuration of the tracking information is not limited to any particular configuration.
Also, the processor 11 may display the tracking information on the display unit 17 . Also, the processor 11 may transmit the tracking information to another device through the communication unit 15 .

Next, an operation example of the server device 10 will be described.
First, an operation example in which the server device 10 generates reporting information will be described.
FIG. 7 is a flow chart for explaining an operation example in which the server apparatus 10 generates reporting information.

First, the processor 11 of the server device 10 acquires the location information of each user (S11). After obtaining the location information of each user, the processor 11 sets an advertisement whose effect is to be measured (S12).

After setting the advertisement whose effect is to be measured, the processor 11 identifies two route facilities corresponding to the advertisement (S13). After identifying the two route facilities, the processor 11 identifies users who were located at the two route facilities based on the location information of each user (S14).

After specifying the users located at the two route facilities, the processor 11 acquires the location information of the specified users (S15). After acquiring the specified location information of the user, the processor 11 specifies a travel route between the two route facilities based on the two route facilities and the acquired location information (S16).

After identifying the travel route between the two route facilities, the processor 11 generates a cluster of users who have come into contact with the advertisement based on the travel route of each user and the advertisement information of the advertisement (S17).
After generating a cluster of users who have been exposed to the advertisement, the processor 11 determines the perception of each user belonging to the cluster (S18).

Upon determining perceptions, processor 11 generates sub-clusters from the cluster of users exposed to the advertisement (S19). After generating the sub-clusters, the processor 11 generates reporting information based on the sub-clusters (S20). After generating the reporting information, processor 11 terminates its operation.

Next, an operation example in which the server device 10 generates tracking information will be described.
FIG. 8 is a flow chart for explaining an operation example in which the server device 10 generates tracking information.

First, the processor 11 of the server device 10 acquires the location information of each user (S21). After obtaining the location information of each user, the processor 11 sets conversions to be tracked (S22).

After setting the conversion, the processor 11 identifies the advertisement corresponding to the conversion (S23). Upon identifying the advertisement, processor 11 identifies the user who completed the conversion (S24).

After identifying the user who completed the conversion, the processor 11 identifies the route facility corresponding to the identified advertisement (S25). After identifying the route facilities, the processor 11 identifies users located at two route facilities from the users who completed the conversion (S26).

After specifying the users who are located at the two route facilities, the processor 11 acquires the location information of the users (S27). After acquiring the location information of the user, the processor 11 identifies a moving route between the two route facilities based on the two route facilities and the acquired location information (S28).

After specifying the travel route between the two route facilities, the processor 11 generates a cluster of users who have come into contact with the advertisement based on the travel route of each user and the advertisement information of the advertisement (S29).
After generating the clusters, the processor 11 generates tracking information based on the generated clusters (S30).

After generating the tracking information, processor 11 terminates its operation.

It should be noted that processor 11 may identify one route facility corresponding to the advertisement. For example, the processor 11 may identify a moving route around the route facility based on the location information of the user who was at the route facility. Processor 11 may determine whether the user has been exposed to an advertisement based on the route of travel.

Processor 11 may also determine perceptions of users who have completed conversions and have been exposed to advertisements. Processor 11 may generate tracking information including the determined perceptions.

It should be noted that the present invention is not limited to the above-described embodiments, and various modifications can be made in the implementation stage without departing from the scope of the invention. Further, each embodiment may be implemented in combination as appropriate, in which case the combined effect can be obtained. Furthermore, various inventions are included in the above embodiments, and various inventions can be extracted by combinations selected from a plurality of disclosed constituent elements. For example, even if some constituent elements are deleted from all the constituent elements shown in the embodiments, if the problem can be solved and effects can be obtained, the configuration with the constituent elements deleted can be extracted as an invention.
The invention described in the scope of claims at the time of filing of the present application will be additionally described below.
[C1] In the processor,
Acquire advertising information indicating the area in contact with the advertisement,
Acquire location information indicating the facility where the user was located,
acquire location information indicating the coordinates of the user;
determining whether the user has come into contact with the advertisement based on the location information, the location information, and the advertisement information;
program.
[C2] to the processor,
specifying a travel route between two facilities where the user is located based on the location information;
determining that the user has come into contact with the advertisement when at least part of the movement route is included in the area;
The program according to C1 above.
[C3] The route of travel is a route of travel between two route facilities corresponding to the advertisement.
The program according to C2 above.
[C4] to the processor,
generating a cluster of the users determined to have come into contact with the advertisement;
generating sub-clusters of said cluster;
The program according to any one of C1 to C3.
[C5] the user is a user who completed a conversion corresponding to the advertisement;
The program according to any one of C1 to C4.
[C6] The facility is a station,
The program according to any one of C1 to C5.
[C7] An information processing method executed by a processor, comprising:
Acquire advertising information indicating the area in contact with the advertisement,
Acquire location information indicating the facility where the user was located
Acquiring location information indicating the coordinates of the user;
Determining whether the user has come into contact with the advertisement based on the location information, the location information, and the advertisement information;
Information processing methods.
[C8] a storage unit for storing advertisement information indicating an area in contact with an advertisement;
Acquire location information indicating the facility where the user was located
Acquiring location information indicating the coordinates of the user;
Determining whether the user has come into contact with the advertisement based on the location information, the location information, and the advertisement information;
a control unit;
Information processing device.

DESCRIPTION OF SYMBOLS 1... Advertising system, 10... Server apparatus, 11... Processor, 14... NVM, 14a and 14b... Storage area, 20... Medium, 30... Terminal, 41... Area, 42... Arrow.

Claims (6)

A program executed by a processor,
to the processor;
a function of obtaining advertisement information indicating an area in contact with an advertisement and a direction in which the advertisement is displayed;
A function to acquire location information indicating the coordinates of the user;
a function of determining the user's perception based on the location information and the advertisement information;
to realize
the perception indicates a degree of recognition of the advertisement;
program. determining the perception is based on time spent by the user in the region;
A program according to claim 1. determining the perception is based on the speed of movement of the user in the region;
3. A program according to claim 1 or 2. 4. A program according to any one of claims 1 to 3, wherein determining the perception is based on the orientation of the user in the area. An information processing method executed by a processor,
Acquiring advertising information indicating the area in contact with the advertisement and the direction in which the advertisement is displayed;
Get the location information indicating the user's coordinates,
determining the user's perception based on the location information and the advertisement information ;
the perception indicates a degree of recognition of the advertisement;
Information processing methods. Acquiring a storage unit for storing advertisement information indicating the area in contact with the advertisement and the direction in which the advertisement is displayed, and position information indicating the coordinates of the user;
determining the user's perception based on the location information and the advertising information;
a control unit;
with
the perception indicates a degree of recognition of the advertisement;
Information processing equipment.

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