JP7365166B2 - Advertising evaluation system - Google Patents

Description

The present invention relates to an advertisement evaluation system.

Conventionally, advertisements such as billboards have been placed near traffic roads. Advertisements attract the attention of drivers of vehicles passing on traffic roads and promote consumer behavior. It is generally considered that such advertisements have a higher attracting effect as the degree of concentration of the driver's gaze is higher.

Therefore, consideration is being given to calculating the value of advertisements based on the degree of concentration of the vehicle driver's line of sight.

More specifically, it is an interest level estimation device that estimates which of the surrounding objects a passenger of a ride-on type vehicle is interested in, and is arranged in a space in which the ride-on type vehicle moves. map storage means for storing a map of a space in which the object and the position of the object are associated with each other; a position detection means for detecting the current position of the riding type vehicle in the space; and a line of sight of the passenger in the space. Based on the current position of the riding type moving object detected by the position detection means, the line-of-sight direction detected by the line-of-sight direction detection means, and the object in the line-of-sight direction, An interest degree estimating device has been proposed, which includes a gaze degree calculation means for identifying a gaze point, which is a position at which a person is gazing, and calculating a gaze degree indicating the degree of gaze at the gaze point. Furthermore, it has been proposed to use such an interest level estimation device to measure how much attention a car driver pays to a signboard (for example, see Patent Document 1).

Japanese Patent Application Publication No. 2005-6897

However, the method described in Patent Document 1 only measures the degree of interest in the advertisement from the driver's line of sight, and it is unclear whether consumption behavior is actually induced based on the advertisement, making it difficult to evaluate the advertising value. Accuracy may not be sufficient.

The present invention is an advertisement evaluation system that can more accurately calculate the value of advertisements.

The present invention [1] is an advertisement evaluation system that calculates the value of advertisements placed in the area where a vehicle is traveling. A line of sight measuring means for measuring the driver's gaze, a behavior collection means for collecting the consumption behavior of vehicle drivers, a driver's gaze toward advertisements, and a driver's consumption behavior are compared and matched. and a value calculation means that calculates the value of an advertisement based on the suitability calculated by the suitability calculation means.

In the advertisement evaluation system of the present invention, the degree of attention paid to advertisements by vehicle drivers and their actual consumption behavior are observed. Then, the value of the advertisement is calculated based on the degree of compatibility (correlation) between the driver's degree of attention and the degree of inducement of consumption behavior.

Therefore, according to the advertisement evaluation system of the present invention, it is possible to improve the accuracy of calculating the value of advertisements.

FIG. 1 is a schematic configuration diagram showing an embodiment of an advertisement evaluation system of the present invention.

1. Advertisement Evaluation System In FIG. 1, an advertisement evaluation system 1 is installed to calculate the value of advertisements 11 (signboards, flags, display monitors, electronic bulletin boards, etc.) placed in the driving area of a car 10 as a vehicle. There is.

More specifically, the advertisement evaluation system 1 includes a line-of-sight measuring unit 2 as a line-of-sight measuring means that acquires the line of sight of the driver 12 of the automobile 10 as data, and a line-of-sight measurement unit 2 that collects the consumption behavior of the driver 12 of the automobile 10 as data. A behavior collection unit 3 as a behavior collection means, a suitability calculation unit 4 as a suitability calculation means for calculating the suitability of these, and a value calculation means for calculating the value of the advertisement 11 based on these suitability. and a value calculation unit 5.

Note that the line of sight measurement unit 2, behavior collection unit 3, suitability calculation unit 4, and value calculation unit 5 are managed within one management facility, for example, and are capable of communicating with each other.

Although details will be described later, the line of sight measurement unit 2, behavior collection unit 3, suitability calculation unit 4, and value calculation unit 5 each have data storage media (attention level server 22, behavior server 32, suitability server 42, It has a value server 52). These data storage media may be provided independently of each other, or a plurality of data storage media may be integrated into one. In FIG. 1, each data storage medium is shown independently from each other for illustrative purposes.

The line of sight measurement unit 2 is a unit that measures the degree of gaze of the driver 12.

Note that the degree of gaze is the degree to which the driver 12 of the automobile 10 gazes at the advertisement 11. For example, when the driver 12 looks at the advertisement 11 for a long time, or when the driver 12 looks at the advertisement 11 from a short distance, The degree of gaze is determined to be high if the user is looking at the screen.

More specifically, the line of sight measurement unit 2 includes, for example, a GPS device (not shown) that acquires position information of the vehicle 10, a vehicle interior camera 20 that photographs the face of the driver of the vehicle 10, and a vehicle interior camera. 20, and a gaze degree server 22 that stores the gaze degree as data.

A GPS device (not shown) is capable of acquiring position information of the automobile 10 and transmitting the position information as data (hereinafter referred to as position data) to the gaze degree calculation unit 21.

The vehicle interior camera 20 is arranged near the driver's seat of the automobile 10 and facing the driver 12 . The vehicle interior camera 20 is capable of photographing the face of the driver 12 and transmitting the photographed image as data (hereinafter referred to as image data) to the gaze degree calculation unit 21 .

The gaze level calculation unit 21 has map information of the driving area of the automobile 10 as data (hereinafter referred to as map data).

The map data includes information on advertisements 11 placed within the map as data (hereinafter referred to as advertisement data). Information on the advertisement 11 includes, for example, the position and size of the advertisement 11, the direction in which the advertisement surface is facing, the content of the advertisement, the advertiser, and the like. Note that the map data and advertisement data are updated as necessary.

Then, the gaze degree calculation unit 21 calculates the above map data, the position data of the automobile 10 acquired by a GPS device (not shown), and the imaged data of the face of the driver 12 acquired by the cabin camera 20. The information is comprehensively processed using a predetermined program, and the degree of gaze can be calculated.

More specifically, the gaze degree calculation unit 21 is capable of extracting information on the driver's 12's line of sight as data (hereinafter referred to as line of sight data) from the imaging data. Examples of the line-of-sight information include the direction of the line-of-sight and the duration of the line-of-sight.

Furthermore, the gaze level calculation unit 21 can identify the advertisement that is in front of the driver's 12's line of sight by comparing the line of sight data of the driver 12 with the position data and map data (advertisement data) of the vehicle 10. .

In addition, the gaze degree calculation unit 21 calculates the time during which the driver's line of sight remains on the advertisement 11, the distance between the driver 12 and the advertisement 11, etc. from the gaze data, and It is possible to measure (for example, quantify) the degree of gaze.

Note that the method of measuring (for example, converting into a numerical value) the degree of gaze can be based on a known calculation method.

The gaze degree server 22 is capable of communicating with the gaze degree calculation unit 21, and is a data storage medium that can store the gaze degree obtained above as data (hereinafter referred to as gaze degree data).

Note that as the line of sight measurement unit 2, for example, an interest level estimation device described in Japanese Patent Laid-Open No. 2005-6897 can be adopted.

The behavior collection unit 3 is a unit that collects consumption behavior of the driver 12.

Note that consumption behavior is behavior in which consumers give and receive products and/or services in response to consideration. Examples of consumption behavior include purchasing behavior and usage behavior.

The behavior collection unit 3 includes a behavior collection section 31 and a behavior server 32.

The behavior collection unit 31 is a device for collecting consumption behavior of the driver 12. Consumption behavior is collected by various methods using a predetermined program.

For example, the consumption behavior of the driver 12 may include a destination set by the driver 12 on the car navigation device (not shown) of the vehicle 10 or a stopping time observed by the GPS device (not shown) of the vehicle 10. It can be estimated based on, etc.

More specifically, for example, if the driver 12 sets a specific store as a destination on a car navigation device (not shown), the driver 12 may purchase products and/or services at the destination store in exchange for the product and/or service. It is presumed that the money was given and received accordingly. Thereby, the consumption behavior of the driver 12 is collected.

Furthermore, even if a specific store is not set as a destination, if it is observed by a GPS device (not shown) that the automobile 10 has stopped at a specific store for a relatively long time, the driver No. 12 is presumed to have given and received goods and/or services at the store for consideration. Thereby, the consumption behavior of the driver 12 is collected.

Note that the behavior collection unit 31 can also directly collect the consumption behavior of the driver 12. More specifically, for example, the consumption behavior of the driver 12 can be collected by collecting the driver's 12's product purchase history, various service usage history, etc. as log data.

The behavior server 32 is capable of communicating with the behavior collection unit 31, and is a data storage medium that can store the consumption behavior of the driver 12 obtained above as data (hereinafter referred to as consumption behavior data).

The degree of suitability calculation unit 4 is a unit that compares the degree of attention of the driver 12 to the advertisement 11 and the consumption behavior of the driver 12, and calculates their degree of suitability.

The degree of suitability is an index indicating whether the advertisement 11 with a high degree of attention induces consumption behavior corresponding to the advertisement 11.

For example, if the degree of attention to the advertisement 11 is relatively high and the consumption behavior corresponding to the advertisement 11 is relatively large, the degree of compatibility between the degree of attention and the consumption behavior is calculated to be relatively high.

Similarly, when the degree of attention to the advertisement 11 is relatively low and the consumption behavior corresponding to the advertisement 11 is relatively small, the degree of compatibility between the degree of attention and the consumption behavior is calculated to be relatively high.

On the other hand, for example, if the degree of attention to the advertisement 11 is relatively high but the consumption behavior corresponding to the advertisement 11 is relatively small, the degree of compatibility between the degree of attention and the consumption behavior is calculated to be relatively low.

Further, if the degree of attention to the advertisement 11 is relatively low, but the consumption behavior corresponding to the advertisement 11 is relatively large, the degree of compatibility between the degree of attention and the consumption behavior is calculated to be relatively low.

Note that the goodness of fit can be calculated based on, for example, a known calculation method.

More specifically, the suitability calculation unit 4 includes a data processing section 41 for calculating suitability, and a suitability server 42 that stores the calculated suitability.

Using a predetermined program, the data processing unit 41 can compare the degree of attention data accumulated in the degree of attention server 22 and the consumption behavior data accumulated in the behavior server 32, and calculate the degree of suitability thereof.

The suitability server 42 is a data storage medium that is capable of communicating with the data processing unit 41 and allows the suitability obtained above to be stored as data (hereinafter referred to as suitability data).

The value calculation unit 5 is a unit that calculates the value of the advertisement 11 based on the degree of suitability described above.

Note that the value of the advertisement 11 is calculated to be higher as the ability to induce the person who viewed the advertisement 11 to engage in consumption behavior is greater.

More specifically, the value calculation unit 5 includes a value calculation section 51 that calculates the value of the advertisement 11 based on the suitability data stored in the suitability server 42, and a value calculation section 51 that stores the calculated value of the advertisement 11. A value server 52 is provided.

The value calculation unit 51 is capable of calculating the value of the advertisement 11 based on the degree of compatibility between the degree of attention to the advertisement 11 and the consumption behavior of the driver 12 according to a predetermined program, as will be described in detail later.

The value server 52 is a data storage medium that can communicate with the value calculation unit 51 and allows the value of the advertisement 11 obtained above to be stored as data (hereinafter referred to as value data).

2. Value Calculation by Advertising Evaluation System In the advertising evaluation system 1 described above, first, the gaze level calculation unit 21 of the line of sight measurement unit 2 acquires the position data of the automobile 10 acquired by the GPS device (dashed line arrow A in FIG. 1). .

Furthermore, the gaze level calculation unit 21 that has acquired the position data of the car 10 extracts information on the advertisements 11 around the car 10 based on the map data (broken line arrow B in FIG. 1).

At the same time, the gaze degree calculation unit 21 extracts visual line data of the driver 12 from the image data captured by the in-vehicle camera 20 (broken line arrow C in FIG. 1).

The line-of-sight data is then compared with the position data and map data (advertisement data) of the automobile 10 to identify the advertisement located ahead of the driver's 12 line of sight. More specifically, the gaze degree calculation unit 21 collates the position data of the automobile 10 (driver 12) with the direction of the line of sight from that position to identify the destination of the line of sight. Furthermore, the gaze degree calculation unit 21 identifies the advertisement 11 ahead of the driver's 12's line of sight by comparing the driver's 12's line of sight with map data (advertisement data) (the dashed line in FIG. Arrow D).

Then, the gaze degree calculation unit 21 extracts the time during which the gaze remains on the advertisement 11 and the distance between the driver 12 and the advertisement 11 from the imaging data and the gaze data, and extracts the gaze degree of the driver 12 with respect to the advertisement 11. Measure (for example, quantify). The obtained gaze degree is stored in the gaze degree server 22 as data (gazing degree data).

On the other hand, in this advertisement evaluation system 1 , the behavior collection section 31 of the behavior collection unit 3 collects consumption behavior of the driver 12 and stores it in the behavior server 32 . Note that the method of collecting consumption behavior is not particularly limited, and as described above, it may be collected at a destination set on the car navigation device (not shown) of the vehicle 10 or at a store where the vehicle 10 has stopped for a relatively long time. Based on this, the consumption behavior of the driver 12 can be collected. Further, the consumption behavior of the driver 12 can also be collected from the Internet log of the driver 12 (dashed arrow E in FIG. 1).

The collected consumption behavior is then accumulated in the behavior server 32 as data (consumption behavior data).

Next, in this advertisement evaluation system 1, the suitability calculation unit 4 compares the above-mentioned attention degree data and the above-mentioned consumption behavior data, and calculates their suitability.

More specifically, the data processing unit 41 of the suitability calculation unit 4 extracts the attention degree data accumulated in the attention degree server 22 and the consumption behavior data accumulated in the behavior server 32. Then, according to a predetermined program, the correspondence between the degree of attention to the advertisement 11 and the amount of consumption behavior corresponding to the advertisement 11 is calculated, and the suitability data is stored in the suitability server 42.

Thereafter, in the advertisement evaluation system 1, the value calculation unit 5 calculates the value of the advertisement 11 based on the above-mentioned suitability data.

Note that the method for evaluating the value of the advertisement 11 using the suitability data also differs depending on the degree of attention paid to the advertisement 11. Therefore, the value calculation unit 51 preferably evaluates the advertisements 11 having the same degree of attention based on the degree of suitability.

For example, in a group of advertisements 11 with a relatively high degree of attention, it is calculated that the higher the degree of relevance, the higher the advertising value.

That is, when the degree of attention to the advertisement 11 is relatively high, if the degree of compatibility between the degree of attention and consumption behavior is relatively high, it is determined that many consumption behaviors can be induced according to the high degree of attention. As a result, the value of advertisement 11 is calculated to be relatively high.

Further, when the degree of attention to the advertisement 11 is relatively high, if the degree of compatibility between the degree of attention and the consumption behavior is relatively low, it is determined that the higher the degree of attention is, the less the consumption behavior can be induced. As a result, the value of advertisement 11 is calculated to be relatively low.

On the other hand, in the group of advertisements 11 with a relatively low degree of attention, it is calculated that the lower the degree of compatibility, the higher the advertising value.

That is, when the degree of attention to the advertisement 11 is relatively low, if the degree of compatibility between the degree of attention and consumption behavior is relatively high, only a small amount of consumption behavior can be induced in accordance with the low degree of attention. Therefore, the value of advertisement 11 is calculated to be relatively low.

On the other hand, when the degree of attention to the advertisement 11 is relatively low, if the degree of compatibility between the degree of attention and consumption behavior is relatively low, it is determined that many consumption behaviors can be induced despite the degree of attention being low. As a result, the value of advertisement 11 is calculated to be relatively high.

In this way, the value calculation unit 51 preferably groups advertisements 11 having the same degree of attention, and calculates the value of the advertisements 11 based on suitability data.

Note that the obtained value data is stored in the value server 52 and used as appropriate in evaluating the advertisement 11.

3. Function/Effect In the advertisement evaluation system 1 described above, the degree of attention of the driver 12 of the automobile 10 to the advertisement 11 and the actual consumption behavior are observed. Then, the value of the advertisement is calculated based on the degree of compatibility (correlation) between the degree of gaze of the driver 12 and the degree of inducement of consumption behavior.

Therefore, according to the above advertisement evaluation system 1, it is possible to improve the accuracy of calculating the value of an advertisement.

1 Advertisement evaluation system 2 Gaze measurement unit 3 Behavior collection unit 4 Relevance calculation unit 5 Value calculation unit 10 Car 11 Advertisement 12 Driver

Claims (2)

It is an advertisement evaluation system that calculates the value of advertisements placed in the area where vehicles are driving.
a line-of-sight measuring means for measuring a driver's degree of gaze toward the advertisement based on information on advertisements around the vehicle and information on the driver's line-of-sight;
a behavior collection means for collecting consumption behavior of a vehicle driver;
Compatibility calculating means for comparing the driver's degree of attention to the advertisement and the driver's consumption behavior and calculating the degree of compliance thereof;
and a value calculation means for calculating the value of the advertisement based on the degree of suitability calculated by the degree of suitability calculation means ,
The gaze information includes gaze direction and gaze dwell time;
The line of sight measurement means includes a gaze degree calculation unit,
The gaze level calculation unit measures the gaze level by calculating the time during which the line of sight remains on the advertisement and the distance between the driver and the advertisement from the line of sight information,
The degree of compatibility between the degree of attention and consumption behavior is an indicator that indicates whether an advertisement with a high degree of attention induces consumption behavior in accordance with the advertisement.
The value calculation means are:
When the degree of attention to an advertisement is relatively high, if the degree of compatibility between the degree of attention and consumption behavior is relatively high, the value of the advertisement is calculated relatively high; If it is low, the value of the advertisement is calculated relatively low,
When the degree of attention to an advertisement is relatively low, if the degree of compatibility between the degree of attention and consumption behavior is relatively high, the value of the advertisement is calculated relatively low; If it is low, the value of the advertisement is calculated relatively high.
An advertising evaluation system characterized by: The behavior collecting means is
The advertisement evaluation system according to claim 1, wherein consumption behavior of the driver is collected based on a destination set in a car navigation device of the vehicle and/or a store where the vehicle has stopped for a relatively long time.

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