JP7418140B1 - Apparatus, method and program for evaluating TV commercial proposals - Google Patents

Abstract

The present invention provides a method for evaluating a TV commercial proposal, in which the proposal is evaluated as a whole. SOLUTION: A device 110 associates a graded evaluation with each advertisement space and stores it in a storage unit 113 (S201). Next, the device 110 acquires plan data representing the plan from the user terminal 100 (S202). The draft data includes a plurality of program names or program identifiers. The draft data may further include at least one of the broadcast start time or broadcast start date and time, the broadcast end time or broadcast end date and time, and the television station name or television station identifier of each program. Then, the device 110 determines the evaluation of each program represented by the proposal data using a graded evaluation for each advertising space assigned in advance (S203). The device 110 calculates the evaluation ratio of the plurality of evaluations of the plurality of programs represented by the acquired proposal data (S204). As an example, evaluation percentages include 17% for "excellent," 69% for "normal," and 14% for "bad." [Selection diagram] Figure 2

Description

The present invention relates to an apparatus and method for evaluating a TV commercial proposal, and a program therefor.

Although the market size of Internet advertising (Japan) has grown to far exceed the market size of commercials aired on television (hereinafter referred to as "TVCM"), which is just under 2 trillion yen, television still has the greatest influence. It is a media with By repeatedly conveying your message through audio and video, you can leave a strong impression on your audience.

TV commercials are generally distributed through media space transactions in which advertising space provided by a television station, which is a media company, as advertising space is sold by an advertising company to an advertiser. An advertiser who wishes to air a TV commercial informs an advertising company of his or her budget or goals, and receives from the advertising company a table called a demarcation table in which a set of advertising slots is determined for each television station. Then, the advertiser or advertising company allocates which materials will be broadcast in these media slots and informs each television station.

Patent No. 6953643 Patent No. 6792694 JP2021-111322 JP2022-136062

Up until now, advertisers have not been able to personally evaluate a set of advertising spaces (hereinafter also referred to as a "draft") they receive from an advertising company based on their past experience and request the TV station to make corrections. However, it was difficult for advertisers to objectively evaluate in advance whether ad space desirable for their company had been selected. In addition, although there are services that measure and visualize the effectiveness of aired TV commercials after the fact (see Patent Documents 1 and 2), they only evaluate individual advertising spaces, and do not evaluate the entire proposal. It's not something you do.

The present invention has been made in view of these points, and an object of the present invention is to provide an apparatus, a method, or a program for evaluating a TV commercial proposal, in order to evaluate the proposal as a whole.

In order to solve such problems, a first aspect of the present invention is a method for evaluating a TV commercial proposal, which includes a step in which a first device obtains proposal data representing the proposal; a step in which the first device determines the evaluation of each program included in the plan represented by the plan data using a graded evaluation for each advertising space assigned in advance; , calculating the evaluation ratio of at least a portion of the plurality of evaluations for the plurality of programs included in the plan, and setting a score representing an increase in acts performed on the Internet after the TV commercial as an effect score, The graded evaluation for each advertising space is calculated using a plurality of effectiveness scores of a plurality of TV commercials aired in the past in the advertising space.

Further, a second aspect of the present invention is the method according to the first aspect, in which the graded evaluation for each advertising space is performed for each of a plurality of past TV commercials including those aired in the advertising space. If the broadcast history data includes a plurality of effect scores of TVCMs that have been aired a predetermined number of times or more in the past in the relevant advertising space, the cumulative number of the plurality of effect scores or this It is assigned based on the value obtained by multiplying the value corresponding to the advertisement space by the correction coefficient associated with the advertisement space.

Further, a third aspect of the present invention is the method according to the first aspect, in which the stepwise evaluation for each advertising space is performed based on the broadcast history data, and the number of TV commercials scheduled to be aired based on the plan. The first effectiveness score of a TV commercial that has been aired a predetermined number of times in the past by a first advertiser in the relevant ad space is not included, and the first effectiveness score of a TV commercial that has been aired a predetermined number of times in the past in the relevant ad space by a second advertiser who is not the first advertiser is not included. If the second effectiveness score of the TV commercials aired above is included, it is based on the value obtained by multiplying the cumulative number of the second effectiveness scores or the corresponding value by the correction coefficient associated with the relevant advertising space. It was given by

A fourth aspect of the present invention is the method according to the second or third aspect, wherein the correction coefficient is based on each of one or more materials used in a plurality of TV commercials included in the broadcast history data. The acquisition efficiency of the effect score is defined as a creative score, which is a value that is inversely proportional to the weighted average of one or more creative scores of the one or more materials in the advertising space to which the correction coefficient is associated.

Furthermore, a fifth aspect of the present invention is the method according to the second or third aspect, wherein the predetermined times are two or three times.

A sixth aspect of the present invention is the method according to the second or third aspect, wherein the graded evaluation for each advertising space includes graded evaluation of the program aired in the advertising space.

A seventh aspect of the present invention is the method according to the sixth aspect, comprising the step of performing preprocessing to change the program name included in the broadcast history data before assigning a graded rating to the program. further including.

An eighth aspect of the present invention is the method according to the second or third aspect, wherein the stepwise evaluation for each advertising space is performed using a second device different from the first device or the second device. The device grants.

Further, a ninth aspect of the present invention is a program for causing a first device to execute a method for evaluating a TVCM proposal, the method including the step of acquiring proposal data representing the proposal. and a step of determining the evaluation of each program included in the plan represented by the plan data using a graded evaluation for each advertising space assigned in advance; The graded evaluation for each advertising space includes the step of calculating an evaluation ratio of at least a part of the evaluations of This is calculated using multiple effectiveness scores of multiple TV commercials aired in the relevant advertising space.

Furthermore, a tenth aspect of the present invention is a first apparatus for executing a method for evaluating a TVCM proposal, the first device acquiring proposal data representing the proposal, and obtaining the proposal data representing the proposal. The evaluation of each program included in the plan is determined using a graded evaluation for each advertising space assigned in advance, and the evaluation ratio of at least a part of the plurality of evaluations for the plurality of programs included in the plan is determined. The graded evaluation for each advertising space is calculated based on the effectiveness score, which is a score representing the increase in actions performed on the Internet after the TV commercial. It was calculated using the effectiveness score.

According to one aspect of the present invention, plan data representing a TV commercial plan is acquired, and the evaluation of each program included in the plan is determined using a graded evaluation for each advertising space assigned in advance. By calculating the evaluation ratio of the resulting evaluation, it becomes possible to evaluate the proposal as a whole.

FIG. 1 is a diagram showing a system according to a first embodiment of the present invention. FIG. 3 is a diagram showing the flow of plan evaluation according to the first embodiment of the present invention. FIG. 3 is a diagram showing a flow of giving graded evaluation according to the first embodiment of the present invention.

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

(First embodiment)
FIG. 1 shows a system according to a first embodiment of the invention. A device 110 for evaluating a TV commercial proposal (hereinafter also referred to as the "first device") communicates with a user terminal 100 of a user who uses the proposal evaluation service provided by the device 110 via an IP network such as the Internet. connect.

The device 110 includes a communication unit 111 such as a communication interface, a processing unit 112 such as a processor or CPU, and a storage unit 113 including a storage device or storage medium such as a memory or a hard disk, and is configured to perform each process or operation. It can be configured by executing the program in the processing unit 112. Device 110 may include one or more devices, computers or servers. Further, the program may include one or more programs, and may be recorded on a computer-readable storage medium to form a non-transitory program product. The program is stored in a storage device or storage medium such as the database 114 that is accessible from the storage unit 113 or the device 110 via an IP network, and the instructions included in the program are executed in at least one processor of the processing unit 112. can be executed. Data described below as being stored in storage unit 113 may be stored in a storage device or storage medium such as database 114, and vice versa.

First, the device 110 associates a graded evaluation with each advertisement space and stores it in the storage unit 113 (S201). For example, three-level evaluations such as "excellent," "normal," and "bad" may be associated. In addition to being assigned by the device 100, the graded evaluation associated with each advertising space is assigned to each advertising space by a device 120 (hereinafter also referred to as a "second device") other than the device 110. It may be stored in the storage unit 113. Further, the given graded evaluation may be stored in, for example, the second device 120 as a storage device or storage medium accessible from the device 110, and may be received from there as necessary. Next, the device 110 acquires plan data representing the plan from the user terminal 100 (S202).

The draft data includes a plurality of program names or program identifiers. The draft data may further include at least one of the broadcast start time or broadcast start date and time, the broadcast end time or broadcast end date and time, and the television station name or television station identifier of each program. The program names are not necessarily unified even if they are the same program, and the device 110 may perform preprocessing to change the program names of at least some of the programs included in the draft data. Possible causes of fluctuations in the notation are that the notation differs depending on the advertising company from which the advertiser receives draft data, or that the advertiser modifies the draft data received from the advertising company.

As an example of preprocessing, the program name may be changed to one of a plurality of predetermined program names, and more specifically, the degree of similarity with each of the plurality of predetermined program names may be changed. An example is to calculate and change to the most similar one. In addition, the program name may be changed by modifying or omitting part of it.More specifically, changing the official name to an abbreviation, changing the abbreviation to the official name, or replacing the full-width "!" in the program name. Change half-width or half-width to full-width, omit "!" in program name, change full-width "?" in program name to half-width or change half-width to full-width, omit "?" in program name, ink Examples include omission of parentheses, omission of the part surrounded by "~" or the part following "~", etc. The preprocessing described here can also be applied to program names included in broadcast history data used in graded evaluation, which will be described later.

Then, the device 110 determines the evaluation of each program represented by the proposal data using a graded evaluation for each advertising space assigned in advance (S203). Details of the graded evaluation given in advance to each advertising space will be described later.

The device 110 calculates the evaluation ratio of the plurality of evaluations of the plurality of programs represented by the acquired proposal data (S204). As an example, evaluation percentages include 17% for "excellent," 69% for "normal," and 14% for "bad." The evaluation ratio may be calculated for each television station or may be calculated without distinguishing between television stations. The evaluation ratio may be calculated for at least a portion of the plurality of evaluations, with or without including in the denominator the program "under evaluation," which will be described later.

Details of graded evaluation Advertising spaces to which graded evaluation is given may be specified by program name or program identifier, or by station, day of the week, and time slot. In the following, the case where the program name is specified will be mainly explained. Further, as described above, although it is not necessarily necessary to assign the graded evaluation by the first device 110, for the sake of simplicity, the case where it is performed by the first device 110 will be described as an example.

First, broadcast history data representing the effects of a plurality of TV commercials regarding a predetermined product, service, or brand (hereinafter referred to as "product, etc.") that was aired in the past by an advertiser broadcasting TV commercials is input into the device 110 ( S301). The broadcast history data includes the program name or program identifier, material name or material identifier, effect score, and estimated number of views for each TV commercial that was aired. The broadcast history data may include data regarding TVCMs other than the plurality of TVCMs regarding the predetermined product or the like.

Next, the device 110 divides the cumulative number of effect scores by the cumulative estimated number of views for the plurality of TVCMs regarding a predetermined product, etc. included in the broadcast data, and determines whether the predetermined product, etc. is The acquisition efficiency for acquiring the effect score is calculated (S302). The acquisition efficiency does not have to be exactly the value obtained by dividing the cumulative total of effect scores by the cumulative total of estimated number of views, but may be an approximate value thereof. The approximate value includes, for example, a value obtained by dividing the cumulative number of effect scores or its approximate value by the cumulative total of estimated number of views or its approximate value, rounded down to the nearest whole number, but is not limited thereto. In this specification, the acquisition efficiency calculated in this manner may be referred to as a "brand score."

The above-mentioned "effectiveness score" means a score that represents an increase in actions performed on the Internet after a TVCM. Targeted actions include, for example, starting to use an application associated with a TVCM, and starting to use an application associated with a TVCM. These include accessing websites or web pages that have been linked to TV commercials, and searching in search engines using one or more words associated with the TV commercial. Details are described in patent documents 1, 3 and 4, respectively, by the applicant.

If the target act is the start of use, the effect score can be called the "start of use score", which is the number of starts of use in the first period after or after a certain point, or its approximate value, and the number of starts of use before or after the certain point. This is a value representing an increase in the number of usage starts determined using the number of usage starts in the previous second period or an approximate value thereof. Start of use includes downloading an application from a server, starting the application for the first time after downloading, and other actions to start using the application, and when the number of downloads is used as an indicator, the effectiveness score is called the "download score". Sometimes.

When the target action is access, the effect score can be called an "access score", and is calculated by calculating the number of accesses in the first period after or after a certain point in time, or an approximate value thereof, and the number of accesses in the first period before or after the certain point in time. This value represents the increase in accesses determined using the number of accesses in period 2 or an approximate value thereof. Various methods are possible for counting the number of accesses.

When the target action is a search, the effect score can be called a "search score" and is a value representing an increase in the number of searches from a certain point in time. The search score is calculated based on search history data regarding multiple searches performed on the Internet. The search history data includes, for each search, one or more words used in the search or a combination thereof as a logical OR or AND, and the time when the search was performed. When one or more words used in a search are the name of a product, etc. associated with a TV commercial or the name of a category to which the product, etc. belongs, the search is called a "named search"; When it is a name, it is sometimes called a "name search." Further, in this specification, a search score in a named search may be referred to as a "named search score."

In addition, the above-mentioned "estimated number of viewers" represents the number of people or households estimated to have watched the TV commercial. There are various estimation methods, and the number estimated by any method may be used. .

Next, the device 110 calculates the acquisition efficiency for each material for a plurality of TV commercials related to the product, etc., included in the broadcast history data, and calculates the acquisition efficiency for the product, etc. to obtain an effectiveness score through the TV commercial using the material. Efficiency is calculated (S303). The acquisition efficiency for each material calculated in this way is sometimes called a "creative score" because materials are often called "creative" in the advertising industry.

Then, the device 110 calculates the acquisition efficiency for each advertising space, and calculates the acquisition efficiency at which the advertising space obtains an effectiveness score through the TV commercial (S304). In this specification, the acquisition efficiency calculated in this manner is referred to as an "advertisement space score", and in this example where an advertising space is specified by a program name, it is called a "program score". Although the explanation below will mainly be based on the example of the program score, the advertising space score can also be considered in the same way.

After that, the device 110 calculates a corrected program score by multiplying each program score by a correction coefficient associated with the program determined by the following formula (S305).
Correction coefficient = Constant / Weighted average for each program of creative score The weighted average for each program of creative score represents the acquisition efficiency of the creative when it is assumed that a single creative is used for each program, and this value By correcting the program score using a correction coefficient that is inversely proportional to , it can be assumed that the TV commercial was aired using material with an average creative score for all programs. Therefore, by using the corrected program score, it is possible to alleviate differences between programs in the influence of one or more materials used in the plurality of TV commercials regarding a predetermined product, etc., included in the broadcast data. The above-mentioned constant may be, for example, a brand score, or other values may be determined as appropriate.

More generally, the corrected advertising space score can be a score obtained by multiplying the advertising space score of the advertising space by a correction coefficient that is inversely proportional to the weighted average of the creative score for each advertising space. The correction coefficient can be said to be a coefficient that is inversely proportional to the magnitude of the influence of the material for each advertising space. Here, the ad space score is multiplied by a correction coefficient. The same meaning can be obtained by dividing by the cumulative number of estimated viewers of TV commercials aired in 2018 or an approximate value thereof. Therefore, the corrected ad space score of each ad space can more generally be a value obtained by multiplying the cumulative number of effect scores that the ad space has acquired through TV commercials, or a value corresponding to this, by a correction coefficient. .

Table 1 shows a sample of draft data for explaining program scores.

The correction coefficient calculated when the numerator is the brand score and the weight of each creative score in the weighted average of the denominator is the cumulative number of effect scores in the program for the material that is the subject of the creative score is the brand score and material When shown together with the creative scores of a and b, it is as follows.
Brand score 0.000615
Creative score material a 0.000780
Material b 0.000480
Correction coefficient Program P 0.897
Program Q 0.788
Program R 1.28
Program score Program P 672
Program Q 365
Program R 712

This result means that the corrected program score is higher in the order of R>P>Q, that is, the advertising effectiveness is higher in this order for products etc. that are the subject of multiple TV commercials included in the broadcast history data used. .

If the effectiveness score acquisition efficiency is not different for each material, the creative score will be a constant score regardless of the material, and therefore the denominator of the correction coefficient described above will also be a constant coefficient regardless of the program. More specifically, in this case, the weighted average of the creative score for each program is equal to the brand score, and the correction coefficient is 1. For example, if the correction coefficient for program R is set to 1, the corrected program score will be 556, and the advertising effectiveness will be higher in the order of P>R>Q. This can be interpreted to be because in program R, only material b with a low creative score is used, and the cumulative number of effect scores for program R is low due to the influence of the material. Therefore, by multiplying and correcting by a correction coefficient exceeding 1, it becomes possible to appropriately evaluate the advertising effectiveness of the program itself.

As another example, the numerator is the brand score, and the weight of each creative score in the weighted average of the denominator is the creative score in the program for the material that is the subject of the creative score (hereinafter referred to as the "in-program creative score"). The correction coefficients and program scores calculated for the case where the following is the case are as follows.
Correction coefficient Program P 0.867
Program Q 0.788
Program R 1.28
Program score Program P 650
Program Q 365
Program R 712

This result shows that the corrected program score is higher in the order of R>P>Q, as in the previous example, and the weight of each creative score in the weighted average of the denominator is subject to the correction coefficient. It can be said that it may be a quantity representing the influence of the material that is the object of the creative score in the program.

The device 110 assigns a graded evaluation to each TVCM included in the broadcast history data based on the calculated corrected program score (S306). More specifically, with a plurality of corrected program scores calculated for a plurality of TVCMs included in the broadcast history data as a population, the corrected program score is equal to or higher than a predetermined first ranking or a predetermined first threshold, or A first graded rating may be given to a program that ranks above, and a second graded rating may be given to a predetermined second ranking or a program that is less than or equal to a predetermined second threshold. The first ranking may be, for example, the top 30%. In addition, when using a threshold value, calculate the deviation value of the corrected program score or a value corresponding to this, and if the deviation value is 55 or more or more, if the standardized score is used as the value corresponding to the deviation value, 0 A first graded rating may be given to programs with a rating of .5 or above. In this case, a second graded rating may be given to programs whose deviation value is less than or equal to 45 or whose standardized score is less than or equal to -0.5, or where the deviation value is less than or equal to 55 or whose standardized score is 0. A second graded rating may be given to programs that are less than or equal to 5. If the first ranking and the second ranking are different, a third graded rating may be given to programs that are less than or below the first ranking and higher than or above the second ranking, and the same applies to the threshold. I can think. Although a two-step or three-step graded evaluation has been described here, a larger number of graded evaluations may be given.

If any of the multiple advertising spaces included in the plan represented by the plan data is a new program, the past broadcast history data of the advertiser who plans to air a TV commercial according to the plan includes: Naturally, the broadcast performance of the new program will not be included. In such a case, the advertising space can be identified by station, day of the week, and time slot rather than by individual program name or program identifier, and a graded evaluation can be similarly given to the advertising space.

In addition, even if there is a track record of broadcasting, if the number of broadcasts for the program or advertising space is less than a predetermined number of times, the difference between each program or advertising space due to the influence of one or more materials used in the TV commercial must be sufficiently evaluated. Therefore, the inventors have found that it is preferable to have a track record of broadcasting twice, or even three times or more. For programs or advertising spaces that have been aired more than once and less than a predetermined number of times, an evaluation of "under evaluation" may be determined without giving the above-mentioned graded evaluation. Also, based on the corrected program score or corrected ad space score of the program or advertising space, it is expected that the first graded evaluation will be given because the conditions of the first ranking or the first threshold are satisfied. Alternatively, it may be determined that the second graded evaluation is expected because the conditions of the second ranking or the second threshold value are satisfied.

In addition, if there is a lack of airing results for your own products, etc., past airing history data from another advertiser other than the advertiser who is planning to air a TV commercial regarding the product, etc. in accordance with the proposal represented by the proposal data is added. It is also possible to assign a graded evaluation to each advertising space by using the advertising space as a standard or alternatively. When using the broadcast history data of the other advertiser, it is preferable that the data be related to a product, etc. that belongs to the same category as the product, etc. in question.

(Second embodiment)
The device 110 stores in the storage unit 113 an advertising space to be added or excluded from the proposal in association with an advertiser, and after acquiring the proposal data, stores the advertising space to be added or excluded from the proposal. Suggestion information for proposing may be transmitted to the user terminal 100.

In addition, the device 110 determines the suitability of excluding the advertising space according to the evaluation of each advertising space included in the plan represented by the acquired plan data, and selects one or more advertising spaces that are determined to be excluded. Revision proposal information for proposing a modification including the advertisement space can be transmitted to the user terminal 100. The advertiser using the user terminal 100 examines the proposed reform, and requests the advertising company or TV station to make the reform, if necessary.

100 User terminal 110 First device 111 Communication unit 112 Processing unit 113 Storage unit 114 Database 120 Second device

Claims (7)

A method for evaluating a TV commercial proposal, the method comprising:
a first device acquiring draft data representing the draft;
a step in which the first device determines the evaluation of each program included in the plan represented by the plan data using a graded evaluation for each advertising space assigned in advance;
the first device calculating an evaluation ratio of at least a portion of the plurality of evaluations for the plurality of programs included in the plan;
The effectiveness score is a score representing an increase in actions performed on the Internet after a TV commercial, and the graded evaluation for each advertising space is based on the effectiveness scores of multiple TV commercials aired in the past in the advertising space. It was calculated using The method according to claim 1,
The graded evaluation for each advertising space is as follows:
Input broadcast history data representing multiple effectiveness scores of multiple past TV commercials, including those aired in the relevant advertising space,
If the broadcast history data includes a plurality of effectiveness scores of TV commercials that have been aired a predetermined number of times in the past in the relevant advertising space, the cumulative number of the plurality of effectiveness scores or a value corresponding thereto may be associated with the advertising space. It is assigned based on the value obtained by multiplying by a correction coefficient. The method according to claim 1,
The graded evaluation for each advertising space is as follows:
Input broadcast history data representing multiple effectiveness scores of multiple past TV commercials, including those aired in the relevant advertising space ,
The broadcasting history data does not include the first effectiveness score of a TVCM that has been aired a predetermined number of times in the past in the advertising space by the first advertiser who plans to air the TVCM based on the proposal, and the first advertisement If a second effectiveness score of a TV commercial that has been aired a predetermined number of times in the past in the relevant advertising space by a second advertiser other than the main advertiser is included, the cumulative number of said second effectiveness scores or a corresponding value It is assigned based on a value obtained by multiplying the advertising space by a correction coefficient associated with it. The method according to claim 2 or 3,
The predetermined times are two or three times. The method according to claim 2 or 3,
The graded evaluation for each advertising space includes graded evaluation of the program aired in the advertising space. A program for causing a first device to execute a method for evaluating a TV commercial proposal, the method comprising:
obtaining draft data representing the draft;
determining the evaluation of each program included in the plan represented by the plan data using a graded evaluation for each advertising space assigned in advance;
calculating the evaluation ratio of at least some of the plurality of evaluations for the plurality of programs included in the plan,
The effectiveness score is a score representing an increase in actions performed on the Internet after a TV commercial, and the graded evaluation for each advertising space is based on the effectiveness scores of multiple TV commercials aired in the past in the advertising space. It was calculated using A first device for executing a method for evaluating a TV commercial proposal, the first device comprising:
obtaining plan data representing the plan and determining the evaluation of each program included in the plan represented by the plan data using a graded evaluation for each advertising space assigned in advance;
Calculating the evaluation ratio of at least some of the plurality of evaluations for the plurality of programs included in the plan,
The effectiveness score is a score representing an increase in actions performed on the Internet after a TV commercial, and the graded evaluation for each advertising space is based on the effectiveness scores of multiple TV commercials aired in the past in the advertising space. It was calculated using

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