JP7200318B2 - Information processing device, information processing method and program - Google Patents

Description

Embodiments of the present invention relate to an information processing device, an information processing method, and a program for measuring the effectiveness of advertisements.

Advertisers may present advertisements on outdoor installations of media such as paper or digital signage. Advertisers need to identify users who come into contact with outdoor advertisements in order to measure the effectiveness of such outdoor advertisements (outdoor advertisements). Conventionally, advertisers identify users who have come into contact with outdoor 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 outdoor advertisements can only be extracted from users who have cooperated with questionnaire surveys.

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

JP 2016-24386 A

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

According to the embodiment, the information processing apparatus includes a storage unit that stores advertisement information indicating a vehicle or station of a transportation system in which an advertisement is displayed, and a travel information that indicates a boarding station where a user boarded and an alighting station where the user got off. an acquisition unit that acquires a history, and a vehicle boarded by the user is specified based on the boarding station and the boarding station, and the specified vehicle and the vehicle indicated by the advertising information match, or the boarding station Alternatively, when the alighting station and the station indicated by the advertisement information match, a determination unit that determines that the user has come into contact with the advertisement, and a cluster of users that the determination unit has determined to have come into contact with the advertisement, a measuring unit that measures the effect of the advertisement based on an access log of the terminal owned by the user.

According to the embodiment, the server device can identify a user who has passed through the place where the outdoor advertisement is displayed based on the movement history of the user. In addition, the server device can collect movement histories from the servers of transportation facilities, user terminals, or the like. As a result, the server device can identify users who have come into contact with outdoor advertisements without using a method such as questionnaires.

Also, the server device can generate clusters of users who have come into contact with outdoor advertisements based on the movement history of the users. Also, 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 outdoor advertisement for the sub-cluster of users. As a result, the server device can measure the effect on users who come into contact with outdoor advertisements and have predetermined attributes.

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 a server device according to the first embodiment; FIG. 3 is a diagram showing a configuration example of advertisement information according to the first embodiment. FIG. 4 is a diagram showing a configuration example of advertisement 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 movement history according to the first embodiment. FIG. 7 is a flowchart illustrating an operation example of the server device according to the first embodiment; FIG. 8 is a diagram showing a configuration example of advertisement 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 clusters of users who come into contact with advertisements placed outdoors (outdoor advertisements). The outdoor advertisement is installed at a predetermined outdoor location. For example, outdoor advertisements include suspended or digital signage in trains, digital signage installed on station platforms, and signboards or digital signage installed in buildings. The outdoor advertisement may be a paper medium such as a poster or sticker, or may be a digital signage including a display. The installation location or medium of the outdoor 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 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 location of the user and the date and time when the user was at that location. The server device 10 clusters users who have come into contact with outdoor advertisements based on advertisement information and movement histories. In addition, the server device 10 measures the effect of the outdoor advertisement based on the behavior of clustered users. The configuration of the server device 10 will be detailed later.

Medium 20 is a medium for displaying outdoor advertisements. For example, the medium 20 is installed outdoors so that 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.

Alternatively, the medium 20 may be installed within a structure such as a building or 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 configuration of medium 20 is not limited to any particular configuration.
Here, it is assumed that the medium 20 is a digital signage installed inside a train or a digital signage installed at a station platform.

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 capable of performing the conversion targeted by the outdoor advertisement. For example, if the outdoor advertisement conversion is the purchase of a product, the terminal 30 displays a site for purchasing the product and acquires necessary information. Further, when the outdoor advertisement is installation or activation of 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 has a function of controlling the operation of the server apparatus 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 memory, 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 explained.
The advertisement information includes information indicating an advertisement (outdoor advertisement) displayed by the medium 20, the date and time when the advertisement is displayed, and a place where the user comes into contact with the advertisement. Here, the storage area 14a stores advertisement information 21 relating to advertisements displayed on the digital signage in the train and advertisement information 22 relating to advertisements displayed on the digital signage installed at the platform of the station.

First, the advertisement information 21 will be explained.
The advertisement information 21 indicates the advertisement displayed on the digital signage in the vehicle, the date and time when the advertisement is displayed, and the vehicle (where the user contacts the advertisement).
FIG. 3 shows a configuration example of the advertisement information 21. As shown in FIG.
As shown in FIG. 3, the advertisement information 21 stores "advertisement", "date and time" and "vehicle" 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.

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

In the example shown in FIG. 3, for example, the advertisement information 21 indicates that the advertisement A will be displayed on the digital signage of the vehicle A from 6:00 to 11:59 on April 1st.

Next, the advertisement information 22 will be explained.
The advertisement information 22 indicates an advertisement to be displayed on a digital signage installed at a station, the date and time at which the advertisement is displayed, and the station (where the user sees the advertisement).

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

"Advertisement" and "date and time" are as described above.

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

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

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

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

Next, registration information will be explained.
Registration information is information about users whose exposure to advertisements is determined in order to generate clusters of users who have been exposed to advertisements. Here, the registration information indicates the user's attribute and "mail address".

FIG. 5 shows a configuration example of registration information. As shown in FIG. 5, the registration information stores user attributes and "mail addresses" in association with each other. The registration information stores "user ID", "sex", "date of birth", "occupation", "annual income", "residential location", and "work location" as user attributes. 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.
"E-mail address" indicates the user's e-mail address.

In the example shown in FIG. 5, for example, the registration information includes the “sex”, “date of birth”, “occupation”, “annual income”, “residential location”, “work location”, and “e-mail address” of the user “0001”. are respectively "male", "May 12, 1990", "office worker", "○○ yen", "△△ Ward", "○○ Ward" and "aaa@bbb".
Note that the configuration of the registration information is not limited to a specific configuration.

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.

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 a movement history indicating a user's position (the position of the terminal owned by the user) and the date and time when the user was at the position (the date and time associated with the position) (acquisition unit). . Here, the movement history is the history of trains used by the user using an IC card (a terminal owned by the user) or the like. For example, the travel history is the usage history of a boarding card common to public transportation.

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

"User ID" is as described above.

“Boarding station” indicates the station where the user indicated by “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”. "Get off station" indicates the station where the user indicated by "user ID" got off.
The "get-off date and time" indicates the date and time when the user indicated by the "user ID" exited from the "get-off station".

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

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

The processor 11 also has a function of acquiring advertisement information corresponding to advertisements that generate clusters of users who come in contact with the user.
The processor 11 sets up advertisements that generate clusters of exposed users. For example, the processor 11 receives an input of an operation for setting an advertisement for generating clusters of users who come in contact with the operation unit 16 .

After setting an advertisement for generating a cluster of users who come into contact with the processor 11, the processor 11 acquires advertisement information corresponding to the advertisement from the storage area 14a. For example, when "advertisement A" is identified as an advertisement that generates a cluster of users who come in contact with it, the processor 11 retrieves the advertisement information 21 corresponding to "advertisement A" from the storage area 14a ("advertisement A", "April 1 date 6:00 to 11:59" and "Vehicle A").

In addition, when "advertisement G" is specified as an advertisement for generating clusters of users who come into contact with the processor 11, the processor 11 retrieves the advertisement information 22 corresponding to the "advertisement G" from the storage area 14a ("advertisement G", "April 1 day 6:00-10:59" and "station A").

The processor 11 also 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 the user has come into contact with an advertisement (determination unit). Note that this "determination" may be read as "estimation" or "prediction".
For example, processor 11 determines if the user has come into contact with medium 20 . That is, the processor 11 determines whether the user's position is included in the "place where the user comes into contact with the advertisement" indicated by the advertisement information. When determining that the user's position is included in the "place where the user comes into contact with the advertisement" indicated by the advertisement information, the processor 11 determines whether the advertisement was displayed on the medium 20 at the date and time when the user came into contact with the medium 20. do. That is, the processor 11 determines whether there is an overlap between the date and time when the user comes into contact with the medium and the "date and time" of the advertisement information. If it is determined that there is an overlap between the date and time when the user came into contact with the medium and the "date and time" of the advertisement information, the processor 11 determines that the user has come into contact with the advertisement. Upon determining that a user has been exposed to an advertisement, processor 11 classifies the user into a cluster of users exposed to 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", "alighting station" and "alighting date and time" from the storage area 14a. The processor 11 identifies the vehicle (composition of vehicles) in which the user boarded from the "boarding station" and the "departing station". For example, the processor 11 identifies a vehicle that travels on a route from the "boarding station" to the "departing station" as the vehicle boarded by the user.

After identifying the vehicle in which the user has boarded, the processor 11 determines whether the vehicle in 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 “location 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 ``location where the user comes into contact with the advertisement'' indicated by the advertisement information on the route traveled by the user, the processor 11 determines the period during which the user got into the vehicle based on the ``boarding date and time'' and the ``alighting date and time''. identify. After identifying the period during which the user got into the vehicle, the processor 11 determines whether there is an overlap between the period during which the user got into the vehicle and the “date and time” indicated by the advertisement information 21 .

If it is determined that there is an overlap between the period during which the user got into the vehicle and the “date and time” indicated by the advertisement information 21, the processor 11 determines whether the date and time when the user touched the medium and the “date and time” indicated by the advertisement information 21 do not overlap. Determine that there is. If it is determined that the date and time when the user came into contact with 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 came into contact with the advertisement.

Next, a 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", "alighting station" and "alighting date and time" from the storage area 14a. The processor 11 identifies the "departure station" and the "departure station" as the stations used by the user. If there is a transfer station on the way from the "departure station" to the "departure station", the processor 11 may also identify the transfer station as the station used by the user.

After identifying the stations used by the user, 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 “location 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 comes in contact with the advertisement” indicated by the advertisement information on the route traveled by the user, the processor 11 changes the “date and time of boarding” or the “date and time of getting off” to the “date and time” indicated by the advertisement information 22. Determine if it is included. For example, when the “boarding station” matches the advertisement location, the processor 11 determines whether the “boarding date and time” is included in the “date and time” indicated by the advertisement information 22 . Also, when the “get-off station” matches the advertisement location, the processor 11 determines whether the “get-off date and time” is included in the “date and time” indicated by the advertisement information 22 .

Note that if the transfer station and the location of the advertisement match, the processor 11 may calculate the travel time to the transfer station from the "date and time of boarding" 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 determining that the "date and time of boarding" or the "date and time of getting off" is included in the "date and time" of the advertisement information, the processor 11 determines that the "date and time" of the advertisement information overlaps with the date and time when the user comes into contact with the medium. If it is determined that the date and time when the user came into contact with the medium overlaps with the "date and time" of the advertisement information, the processor 11 classifies the user into a cluster of users who came into contact with 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 have come into contact with the advertisement.

The processor 11 also has a function of generating sub-clusters from clusters based on user attributes (sub-cluster generation unit). That is, the processor 11 sets attributes of users whose advertising effectiveness is to be measured, and generates sub-clusters of users having those attributes.

The processor 11 sets attributes of users whose advertising effectiveness is to be measured. For example, processor 11 receives an input of an operation for setting attributes of a user whose advertising effectiveness is to be measured through operation unit 16 . For example, processor 11 accepts input of "female" as an attribute.

After setting a user attribute, the processor 11 refers to the registration information and generates sub-clusters of users having the attribute from the cluster. The processor 11 refers to the registration information and acquires attributes of a certain user classified into clusters. Upon obtaining the attributes of the user, processor 11 determines whether the attributes of the user match the attributes 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. A sub-cluster is a cluster of users who have come into contact with the advertisement and have certain attributes.

A sub-cluster may be a cluster of users having any or both of a plurality of attributes. Conditions for generating subclusters are not limited to a specific configuration.

The processor 11 also has a function of measuring the effectiveness of advertisements for users classified into sub-clusters (measuring unit).
For example, the processor 11 refers to the registration information and obtains the email addresses of the users classified into sub-clusters. The processor 11 sends a questionnaire regarding the advertisement to the obtained e-mail address at a predetermined timing.

The questionnaire includes questions for measuring the effectiveness of advertising. For example, the questionnaire includes questions such as did you see the advertisement, impressions of the advertisement, impressions of the product etc. caused by the advertisement (whether you wanted the product, etc.), or whether you made a conversion related to the advertisement.

For example, a questionnaire is to be answered 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 results and measures the effectiveness of the advertisement. For example, the processor 11 counts the responses to each questionnaire item and measures the effectiveness of the advertisement. Note that another external device may acquire the results of the questionnaire and measure the effectiveness of the advertisement.

Also, the processor 11 may measure the effectiveness of the advertisement based on the access log of the terminals 30 possessed by the users classified into sub-clusters.
For example, the processor 11 acquires access logs of the terminals 30 possessed by users classified into sub-clusters from other external devices or the like. The access log is a history of accesses made by the terminal 30 to servers (web servers, etc.) through the Internet.

Processor 11 determines whether the user has converted the advertisement based on the access log. For example, if the conversion is the purchase of a product, the processor 11 determines whether the user purchased the product from a website where the user purchases the product after coming into contact with the advertisement.

Also, if the conversion is the 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.

Also, if the conversion is the activation of an application, the processor 11 determines whether the user's terminal 30 is accessed 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 for a server accessed when the application is started.

Processor 11 determines whether each user in the sub-cluster has converted. Processor 11 counts the number of conversions that have taken place.

The processor 11 calculates a conversion rate, which is the probability that a user exposed to an advertisement will convert, based on the number of users classified into sub-clusters and the number of conversions. The processor 11 acquires the conversion rate as the advertising effect.

Note that the method by which the processor 11 measures the results of advertisements 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 apparatus 10. FIG. First, the processor 11 of the server device 10 acquires movement history (S11). After obtaining the movement history, the processor 11 sets advertisements to generate clusters of users in contact (S12).

After setting the advertisement, the processor 11 acquires advertisement information corresponding to the advertisement from the storage area 14a (S13). After obtaining the advertisement information, the processor 11 generates a cluster of users who have come into contact with the advertisement based on the movement history and the advertisement information (S14).

After generating the clusters, the processor 11 sets attributes of users whose advertising effectiveness is to be measured (S15). After setting the attribute, the processor 11 generates sub-clusters of users having the attribute from the cluster (S16).

Having generated the sub-clusters, the processor 11 measures the effectiveness of the advertisements for the users of the sub-clusters (S17). After measuring the effectiveness of the advertisement, processor 11 terminates its operation.

Note that the processor 11 may generate clusters based on "the place where the user comes into contact with the advertisement". For example, if medium 20 continuously displays the same advertisement, processor 11 generates clusters based on "where the user encounters the advertisement". That is, the processor 11 classifies the user into a cluster if there is "a place where the user comes into contact with the advertisement" on the travel route of the user.

Also, the processor 11 may not generate sub-clusters. Processor 11 may measure the effectiveness of advertisements for users grouped into clusters.

In addition, the processor 11 may generate clusters by using, as movement histories, usage histories of means of transportation other than trains, such as buses, monorails, ships, and airplanes. For example, the processor 11 generates clusters based on advertisement information and usage histories regarding advertisements displayed at stations or vehicles of transportation facilities.
(Second embodiment)
Next, a second embodiment will be described.
The advertising system 1 according to the second embodiment differs from that of the first embodiment in that it is determined whether or not the user has come into contact with an advertisement based on the coordinates of the user. Therefore, other elements are denoted by the same reference numerals, and detailed description thereof is omitted.

Terminal 30 is a portable electronic device. For example, the terminal 30 is a feature phone, smart phone, tablet PC, notebook PC, wearable terminal, or the like.

The terminal 30 acquires its own position (coordinates). For example, the terminal 30 acquires its position in chronological order using 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.

Note that the terminal 30 may acquire its own position using communication radio waves from a plurality of base stations for cellular communication. Also, the terminal 30 may acquire three-dimensional coordinates as its own position.

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

In addition, the storage area 14a stores advertisement information 23. FIG. The advertisement information 23 relates to advertisements installed on the walls or roofs of structures such as buildings, or on road shoulders.

The advertisement information 23 indicates the advertisement displayed on the digital signage, the date and time when the advertisement is displayed, and the area where the user comes into contact with the advertisement (where the user comes into contact with the advertisement).

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

"Area information" indicates the area 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.

FIG. 9 shows a configuration example of area information.
As shown in FIG. 9, the area information indicates area 41 . Area 41 is an area where it is determined that the user has come into contact with the advertisement when staying there.

Area 41 is set based on the location of medium 20 on which the advertisement is displayed. In the example shown in FIG. 9, the area 41 is set in a circular shape centered on 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.

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

Region 42 is set based on the position and orientation of medium 20 on which the advertisement is displayed. In the example shown in FIG. 10, the medium 20 displays advertisements in the direction of the arrow. For example, medium 20 may consist of a display or the like facing in the direction of the arrow.

As shown in FIG. 10, the area 42 is set in a circular shape centered at a position advanced from the medium 20 in the direction of the arrow. Similar to the radius of region 41, the radius of region 42 is based, for example, on the distance at which advertisements displayed by media 20 may be viewed.

Note that the regions 41 and 42 do not have to be circular. Regions 41 and 42 may be oval, rectangular, polygonal, or the like. The shape and size of regions 41 and 42 are not limited to any particular configuration.

Next, functions realized by the processor 11 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 movement history from the terminal 30 .
For example, processor 11 acquires movement history from terminal 30 through communication unit 15 . The processor 11 may receive movement histories that are transmitted at predetermined timings. Also, the processor 11 may transmit a request to acquire a movement history to the terminal 30 and receive the movement history as a response to the request.

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

The processor 11 also has a function of acquiring advertisement information corresponding to advertisements that generate clusters of users who come in contact with the user.
The processor 11 sets up advertisements that generate clusters of exposed users. For example, the processor 11 receives an input of an operation for setting an advertisement for generating clusters of users who come in contact with the operation unit 16 .

After setting an advertisement for generating a cluster of users who come into contact with the processor 11, the processor 11 acquires the advertisement information 23 corresponding to the advertisement from the storage area 14a.

In addition, the processor 11 generates clusters 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 and movement history for generating clusters of users who have come into contact with the advertisement. It has the function to

For example, processor 11 determines if a user has come into contact with medium 20 . That is, the processor 11 determines whether the user's position is included in the "place where the user comes into contact with the advertisement" indicated by the advertisement information. When determining that the user's position is included in the "place where the user comes into contact with the advertisement" indicated by the advertisement information, the processor 11 determines whether the advertisement was displayed on the medium 20 at the date and time when the user came into contact with the medium 20. do. That is, the processor 11 determines whether the date and time when the user comes into contact with the medium overlaps with the "date and time" of the advertisement information. If it is determined that the date and time when the user came into contact with the medium overlaps with the "date and time" of the advertisement information, the processor 11 classifies the user into a cluster of users who came into contact with the advertisement.

The processor 11 determines whether the user stayed within 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 overlaps with the area indicated by the area information.

When determining that the user has stayed within 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 “location where the user comes into contact with the advertisement” indicated by the advertisement information on the route traveled by the user, the processor 11 identifies the period during which the user stayed in the area based on the movement history. For example, processor 11 identifies the period between the date and time when the user entered the area and the date and time when the user left the area as the period of stay in the area. After identifying the period during which the user stayed in the area, the processor 11 determines whether there is an overlap between the period and the "date and time" of the advertisement information.

When determining that there is overlap between the period and the "date and time" of the advertisement information, the processor 11 determines that there is overlap between the date and time when the user contacted the medium and the "date and time" of the advertisement information. If it is determined that the date and time when the user came into contact with the medium overlaps with the "date and time" of the advertisement information, the processor 11 classifies the user into a cluster of users who came into contact with 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 have come into contact with the advertisement.

An example of the operation of the server device 10 is the same as that of the first embodiment, so the explanation is omitted.

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 the present application is additionally described below.
[C1]
a storage unit that stores advertisement information indicating a place to come into contact with an advertisement;
an acquisition unit that acquires a user's movement history;
and a determination unit that determines whether the user has come into contact with the advertisement based on the movement history and the advertisement information.
[C2]
The advertisement information indicates a period during which the advertisement is displayed,
The movement history indicates the position of the terminal owned 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 location is included in the location and the date and time are included in the period.
[C3]
The advertisement information relates to advertisements installed in vehicles or stations of transportation,
The movement history is the usage history of the transportation system,
The information processing device according to C1 or 2 above.
[C4]
the advertisement information indicates an area where the user comes into contact with the advertisement;
the movement history indicates the location 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 part of the route traveled by the user overlaps with the area.
[C5]
5. The information processing apparatus according to any one of C1 to C4, further comprising a cluster generation unit that generates a cluster of users determined by the determination unit to have come into contact with the advertisement.
[C6]
The information processing device according to C5, further comprising a measurement unit that measures the effect of the advertisement on the users of the cluster.
[C7]
The storage unit stores registration information indicating user attributes,
Further comprising a sub-cluster generation unit that generates a sub-cluster of users having a predetermined attribute from the cluster,
The information processing device according to C6, wherein the measurement unit measures the effectiveness of the advertisement for users of the sub-cluster.
[C8]
The information processing device according to C6 or 7, wherein the measurement unit measures the effectiveness of the advertisement based on an access log of a terminal possessed by a user of the cluster.
[C9]
Get the user's movement history,
An information processing method, wherein it is determined whether or not the user comes into contact with the advertisement based on the movement history and the advertisement information indicating the place where the advertisement comes into contact.
[C10]
to the processor,
Acquire the user's movement history,
A program for determining whether or not the user comes into contact with the advertisement based on the movement history and advertisement information indicating a place where the advertisement comes into contact.

DESCRIPTION OF SYMBOLS 1... Advertisement system, 10... Server apparatus, 11... Processor, 14... NVM, 14a and 14b... Storage area, 20... Medium, 21 to 23... Ad 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 where the advertisement is displayed;
an acquisition unit that acquires a movement history indicating a boarding station at which the user boarded and an alighting station at which the user got off;
The vehicle boarded by the user is identified based on the boarding station and the alighting station, and the identified vehicle matches the vehicle indicated by the advertising information, or the boarding station or the alighting station and the advertising information a determination unit that determines that the user has come into contact with the advertisement when the station indicated by
a measurement unit that measures the effect of the advertisement based on the access log of the terminal owned by the user in the user cluster determined by the determination unit to have come into contact with the advertisement;
comprising
Information processing equipment. 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 exited from the disembarking station,
The determination unit specifies a period during which the user 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 the boarding station, and specifies the specified period and the advertisement. determining that the user has come into contact with the advertisement when there is an overlap with the period indicated by the information;
The information processing apparatus according to claim 1. The storage unit stores registration information indicating user attributes,
Further comprising a sub-cluster generation unit that generates a sub-cluster of users having a predetermined attribute from the cluster,
The measurement unit measures the effectiveness of the advertisement based on access logs of terminals owned by users of the sub-cluster.
3. The information processing apparatus according to claim 1 or 2. An information processing method executed by a processor,
Obtaining advertisement information indicating the vehicle or station of the transportation system where the advertisement is displayed, and a movement history indicating the boarding station where the user boarded and the alighting station where the user got off,
The vehicle boarded by the user is identified based on the boarding station and the alighting station, and the identified vehicle matches the vehicle indicated by the advertising information, or the boarding station or the alighting station and the advertising information If the station indicated by matches, it is determined that the user has come into contact with the advertisement,
Measuring the effect of the advertisement based on the access log of the terminal owned by the user in the cluster of users determined to have come into contact with the advertisement;
Information processing methods. to the processor,
A function of acquiring advertisement information indicating the vehicle or station of the transportation system where the advertisement is displayed and a movement history indicating the boarding station where the user boarded and the alighting station where the user got off;
The vehicle boarded by the user is identified based on the boarding station and the alighting station, and the identified vehicle matches the vehicle indicated by the advertising information, or the boarding station or the alighting station and the advertising information A function of determining that the user has come into contact with the advertisement when the station indicated by
A function of measuring the effect of the advertisement based on the access log of the terminal owned by the user in the cluster of users determined to have come into contact with the advertisement;
program to realize

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