WO2014207833A1 - Système, dispositif et programme d'analyse d'efficacité de publicité - Google Patents

Système, dispositif et programme d'analyse d'efficacité de publicité Download PDF

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Publication number
WO2014207833A1
WO2014207833A1 PCT/JP2013/067492 JP2013067492W WO2014207833A1 WO 2014207833 A1 WO2014207833 A1 WO 2014207833A1 JP 2013067492 W JP2013067492 W JP 2013067492W WO 2014207833 A1 WO2014207833 A1 WO 2014207833A1
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WO
WIPO (PCT)
Prior art keywords
advertisement
content
viewer
content reproduction
image data
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Application number
PCT/JP2013/067492
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English (en)
Japanese (ja)
Inventor
正 對馬
佳樹 柏谷
Original Assignee
株式会社ｆｕｚｚ
Priority date (The priority date is an assumption and is not a legal conclusion. Google has not performed a legal analysis and makes no representation as to the accuracy of the date listed.)
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Publication date
Application filed by 株式会社ｆｕｚｚ filed Critical 株式会社ｆｕｚｚ
Priority to PCT/JP2013/067492 priority Critical patent/WO2014207833A1/fr
Publication of WO2014207833A1 publication Critical patent/WO2014207833A1/fr

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    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G06Q30/0241—Advertisements
    • G06Q30/0242—Determining effectiveness of advertisements

Definitions

  • the present invention relates to an advertisement effect analysis system, an advertisement effect analysis apparatus, and an advertisement effect analysis program, and more particularly to a system for analyzing an advertisement effect regarding advertisements recorded with broadcast programs and viewing of advertisements streamed on a web browser. And suitable.
  • CM refers to product and service promotion activities.
  • CMs are typically broadcast on television broadcasts, but recently, video CMs are often streamed on web browsers, such as video viewing services and browser games.
  • web browsers such as video viewing services and browser games.
  • advertisers who provide commercials how much commercials are viewed by viewers is a serious concern, and it is required to measure the audience rating of commercials. In addition, it is also required to analyze what kind of attribute viewers often view commercials.
  • TV audience ratings are calculated based on data obtained from dedicated devices connected to the TV.
  • a measurement method if the TV is turned on and a channel through which a CM to be measured flows is selected, it is considered that the CM is being viewed. In other words, even if there is no viewer in front of the monitor or the viewer does other work without watching the monitor during the CM, the CM played on that channel is considered to be viewed. End up. For this reason, there has been a problem that the audience rating of CM cannot be measured correctly.
  • the reaction collection device captures a viewer's reaction by an advertising program output to a display and a speaker with a camera, and adds additional data such as time, device ID, and program name to the recorded image data. Are superimposed and sent to the advertisement effect analyzer.
  • the advertisement effect analysis device records data received from a plurality of reaction collection devices so that the analyst can analyze the operation of the viewer (reaction analysis of the number of viewers, generation, sex, etc. with respect to the advertisement-provided program). The data is reproduced in a predetermined format.
  • a motion vector is detected from increase / decrease in the number of viewers imaged by a surveillance camera. Then, the difference between the motion vectors at the start and end of the commercial is calculated, and if the difference between the motion vectors is greater at the start of the commercial than at the end, the commercial is determined to be popular and the commercial starts. If the time is less than or equal to the end, the commercial is determined to be unpopular.
  • the CM played in the program can be specified based on the broadcast time, program name, etc., and the audience rating can be calculated or viewed. Can be correctly reflected in the attribute analysis.
  • the CM played in the program it is possible to identify the program being played from the broadcast time and program name recorded as additional data with the program, but it was streamed in that program. It cannot be specified whether or not the viewer has actually watched the CM.
  • Such a problem also occurs in a case where a moving image CM is played on a web browser such as a moving image viewing service or a browser game.
  • playback is not always performed in time series from the beginning to the end without any operations such as pause, fast forward, and rewind, and the CM is skipped or fast forwarded during the playback of the video.
  • I can't figure it out. For this reason, there is a problem that the effect of the CM cannot be correctly analyzed with respect to the CM viewed along with the moving image on the web browser.
  • the present invention has been made to solve such a problem, and it is possible to analyze the effect of advertisement more accurately with respect to the advertisement recorded along with the broadcast program and the viewing of the advertisement streamed on the web browser.
  • the purpose is to do so.
  • a viewer in front of the content reproduction device is photographed by the imaging device, and the audio of the content output from the content reproduction device is input, and the image data acquired thereby And analyze the effectiveness of advertising based on voice data. Specifically, by identifying the advertising information based on the audio data of the content and analyzing the viewer's action based on the image data taken while the advertising information is being reproduced by the content reproduction device, The effect of the advertisement related to the advertisement information is analyzed.
  • the advertisement information when advertisement information is actually reproduced in the content reproduction apparatus, the advertisement information is identified from the output sound at that time, and the advertisement information is being reproduced (that is, It is possible to determine whether or not the viewer is actually viewing the advertisement information by analyzing the image data captured by the imaging device while the output sound is being input from the sound input device.
  • FIG. 1 is a diagram illustrating a configuration example of an advertisement effect analysis system according to the present embodiment.
  • the advertisement effect analysis system of this embodiment includes a content reproduction device 11, a camera 12 as an imaging device, a microphone 13 as an audio input device, a data transmission device 14, and an advertisement effect analysis device 20. Yes.
  • the content reproduction device 11, the camera 12, the microphone 13, and the data transmission device 14 are installed in each home 101, 102, 103,... (Client) of a user who becomes a CM viewer.
  • the data transmission device 14 is connected to the advertisement effect analysis device 20 (server) via a communication network such as the Internet 200.
  • the content playback device 11 plays back content including advertisement information.
  • the content playback device 11 includes a recording / playback device that plays back a recorded television broadcast, a monitor that displays video played back by the recording / playback device, and a speaker that outputs audio played back by the recording / playback device. Composed.
  • the recording / playback apparatus may be configured integrally with the television receiver.
  • the recorded television broadcast (content) includes CM (advertisement information) in addition to the main program.
  • the content playback device 11 may be a personal computer that plays back video data in a web browser.
  • the personal computer includes a monitor that displays a moving image reproduced by a web browser, and a speaker that outputs sound reproduced by the web browser. Alternatively, these monitors and speakers may be connected to a personal computer.
  • the moving image data (content) includes CM (advertisement information) in addition to the main part.
  • the camera 12 captures a viewer in front of the content reproduction apparatus 11.
  • the camera 12 is installed in the vicinity of the monitor of the content reproduction apparatus 11 and facing the front of the monitor.
  • the microphone 13 inputs sound output from the speaker of the content reproduction apparatus 11. It is preferable to install the microphone 13 in the vicinity of the speaker of the content reproduction apparatus 11 so that sound can be easily input.
  • the camera 12 and the microphone 13 are shown as separate configurations here, a camera with a built-in microphone may be used.
  • the microphone 13 was shown here as an example of a voice input device, it is not limited to this.
  • a cable connecting the audio output terminal of the content reproduction apparatus 11 and the audio input terminal of the data transmission apparatus 14 may be used instead of the microphone 13.
  • the data transmission device 14 transmits the image data captured by the camera 12 and the voice data input by the microphone 13 to the advertisement effect analysis device 20 via the Internet 200.
  • the timing at which the data transmission device 14 transmits data can be arbitrarily set.
  • the data transmission device 14 is also turned on in conjunction with the power-on of the content playback device 11, and image data and audio data input to the camera 12 and the microphone 13 are sequentially transmitted during content playback. Is possible. Alternatively, image data and audio data input to the camera 12 and the microphone 13 may be accumulated for a certain period of time, and may be transmitted periodically and collectively at a predetermined time.
  • the content reproduction apparatus 11 and the data transmission apparatus 14 are shown as separate configurations, but the content reproduction apparatus 11 and the data transmission apparatus 14 may be configured as an integrated apparatus.
  • the advertisement effect analysis device 20 is based on image data and audio data transmitted from a plurality of data transmission devices 14 installed in each home 101, 102, 103,. Analyze the effect of the flowed CM.
  • the advertisement effect analysis device 14 includes a data reception unit 21, an advertisement identification unit 22, an advertisement voice storage unit 23, and an analysis processing unit 24 as a functional configuration for analyzing the CM effect.
  • each functional block of the data reception unit 21, the advertisement identification unit 22, and the analysis processing unit 24 can be configured by any of hardware, DSP (Digital Signal Processor), and software.
  • each of the functional blocks 21, 22, and 24 is actually configured by including a CPU, RAM, and ROM of a computer and stored in a recording medium such as a RAM, ROM, hard disk, and semiconductor memory. This is realized by operating the advertising effect analysis program.
  • the functions of the functional blocks 21, 22, and 24 can be realized by recording the advertisement effect analysis program on a recording medium such as a CD-ROM and reading the program into a computer.
  • a recording medium for recording the advertisement effect analysis program a flexible disk, a hard disk, a magnetic tape, an optical disk, a magneto-optical disk, a DVD, a nonvolatile memory card, and the like can be used in addition to the CD-ROM. It can also be realized by downloading the advertisement effect analysis program to a computer via a communication network such as the Internet 200.
  • the data receiving unit 21 receives image data and audio data respectively transmitted from a plurality of data transmission devices 14 installed in each home 101, 102, 103,.
  • the advertisement identification unit 22 identifies the advertisement information reproduced by the content reproduction device 11 based on the audio data of the content received by the data reception unit 21. Specifically, the advertisement identifying unit 22 collates the audio data of the content received by the data receiving unit 21 with the advertising audio data stored in the advertising audio storage unit 23 in advance as comparison data. The advertisement information reproduced by the content reproduction device 11 is identified.
  • the television broadcast when the content played back by the content playback device 11 is a recorded television broadcast, the television broadcast includes some CMs. That is, the audio data input from the microphone 13 when the content reproduction apparatus 11 reproduces the recording of the television broadcast includes audio data related to some CMs.
  • the advertisement identification unit 22 determines whether or not the series of audio data received by the data reception unit 21 includes audio data that matches the advertisement audio data stored in the advertisement audio storage unit 23. If audio data matching the advertising audio data is included, it is identified that the CM corresponding to the advertising audio data has been reproduced by the content reproduction apparatus 11.
  • the advertisement voice storage unit 23 stores in advance advertisement voice data that the advertisement identification unit 22 uses for comparison when collating.
  • advertisement ID identification information
  • the above-described advertisement identification unit 22 has an advertisement ID and a reproduction time (for example, a time from the beginning of the content to the start of the CM (CM start time) and a CM The time until the end (CM end time) is output to the analysis processing unit 24.
  • the analysis processing unit 24 is photographed by the camera 12 during a period in which the CM identified by the advertisement identification unit 22 is being reproduced by the content reproduction device 11 among the series of image data received together with the audio data by the data reception unit 21.
  • the effect of the CM identified by the advertisement identifying unit 22 is analyzed by analyzing the operation of the viewer based on the image data.
  • the period during which the CM is being reproduced can be specified by the reproduction time of the CM supplied from the advertisement identification unit 22.
  • the analysis processing unit 24 performs the face recognition process based on the image data captured by the camera 12 during the period in which the CM is being reproduced by the content reproduction apparatus 11, thereby the period during which the CM is being reproduced. Then, it is determined whether or not the viewer is facing the content reproduction apparatus 11. If it is determined that the viewer is facing, the audience rating is calculated assuming that the viewer is actually viewing the CM. For example, the number of households in which the camera 12, the microphone 13, and the data transmission device 14 are installed is assumed to be a parameter. On the other hand, the number determined by the analysis processing unit 24 to watch the CM identified by the advertisement identifying unit 22 is counted. Then, the audience rating is calculated from the ratio of the counted number of viewers to the population parameter.
  • the analysis processing unit 24 performs the face recognition process using the image data captured by the camera 12 during the period in which the CM is being played back by the content playback device 11 to thereby set the viewer attributes (gender, generation, etc.).
  • the audience rating may be calculated for each attribute. For example, the number of viewings determined by the analysis processing unit 24 when viewing the CM identified by the advertisement identifying unit 22 is counted for each attribute, and the viewing rate for each attribute is calculated from the ratio of the number of viewings for each attribute to the population. calculate.
  • the timing at which the analysis processing unit 24 calculates the audience rating can be arbitrarily set.
  • the audience rating may be calculated periodically at a predetermined time interval, or the audience rating may be calculated when designated by the operator of the advertisement effect analysis apparatus 20.
  • the advertisement effect analysis device 20 accumulates image data and audio data received by the data receiving unit 21 as needed, and when the timing of calculating the audience rating comes, the advertisement identifying unit 22 and the analysis processing unit 24 Execute the process.
  • the analysis processing unit 24 stores the count value. Then, when it is time to calculate the audience rating, the audience rating can be calculated based on the number of views stored at that time. In this way, there is an advantage that it is not necessary to store a large amount of image data and audio data for a certain period.
  • the viewer in front of the content reproduction apparatus 11 is photographed by the camera 12, and the audio of the content reproduced by the content reproduction apparatus 11 is input from the microphone 13, thereby
  • the acquired image data and audio data are transmitted to the advertisement effect analysis apparatus 20 to analyze the CM effect (viewing rate).
  • the advertisement effect analysis device 20 identifies a CM based on the audio data of the content, and analyzes the operation of the viewer based on the image data captured by the camera 12 during the period in which the CM is being reproduced by the content reproduction device 11. By doing so, the audience rating regarding the CM is analyzed.
  • the CM when a CM is actually played back in the content playback apparatus 11, the CM is identified from the output sound at that time, and is shot by the camera 12 while the CM is being played back. By analyzing the obtained image data, it can be determined whether or not the viewer is actually viewing the CM.
  • the present invention is not limited to this.
  • the advertisement identifying unit 22 recognizes the sound of the content indicated by the sound data received by the data receiving unit 21 and collates the recognition result with a pre-prepared advertisement sound dictionary to include a predetermined keyword.
  • the CM reproduced by the content reproduction apparatus 11 may be identified by determining whether or not the content is reproduced.
  • the predetermined keyword can be arbitrarily set in advance.
  • one or more keywords specific to the CM to be identified may be selected and registered in the advertising voice dictionary.
  • the content playback device 11 may play back audio-only content such as radio.
  • the advertisement effect is analyzed only for the CM included in the content to be played back has been described, but the present invention is not limited to this.
  • image data and audio data input by the camera 12 and the microphone 13 and the recorded television broadcast are reproduced when the television broadcast is actually being broadcast.
  • the effect of the CM may be analyzed using both the image data and the sound data input by the camera 12 and the microphone 13 during the recording.
  • the CM playback time (CM start time and end time) identified by the advertisement identification unit 22 is output to the analysis processing unit 24, so that the analysis processing unit 24 is based on the playback time.
  • the advertisement effect analysis apparatus 20 reproduces image data and audio data at the same time
  • the CM is identified by the advertisement identification unit 22 based on the audio data
  • the CM is reproduced from the image data being reproduced at the same time. It may be specified as image data photographed by the camera 12 during the period.
  • the advertisement effect analysis apparatus on the server side uses the image data photographed by the camera 12 of each home 101, 102, 103,... On the client side and the voice data input by the microphone 13 on the server side.
  • the present invention is not limited to this example.
  • the image data taken by the camera 12 may be encrypted and transmitted to the advertisement effect analysis apparatus 20. This is to protect the privacy of the viewer.
  • the image data of the face portion may be extracted from the image data captured by the camera 12 on the client side, and only the image data of the face portion may be encrypted and transmitted to the advertisement effect analysis apparatus 20. This is to reduce the amount of data transmitted from the client side to the server side and the amount of data stored on the server side in addition to protecting privacy.
  • the face recognition processing is performed on the client side based on the image data captured by the camera 12, and when it is determined that the viewer is facing the content reproduction apparatus 11 during the CM reproduction period, Data related to viewer attributes (gender, generation, etc.) analyzed by face recognition may be transmitted to the advertisement effect analysis apparatus 20.
  • the privacy protection of the viewer can be further strengthened, and the amount of data transmitted from the client side to the server side and the amount of data stored on the server side can be greatly reduced.
  • the audio data input from the microphone 13 may be encrypted and transmitted to the advertisement effect analysis apparatus 20.
  • feature extraction processing may be performed on speech data input from the microphone 13 as preprocessing for speech recognition, and the extracted feature data may be encrypted and transmitted to the advertisement effect analysis apparatus 20. This is to reduce the amount of data transmitted from the client side to the server side and the amount of data stored on the server side.
  • voice recognition processing is performed on the client side based on the voice data input from the microphone 13, and the advertisement ID and the data related to the playback time corresponding to the CM identified as being played back by the content playback device 11 are used as the advertisement effect analysis device 20. You may make it transmit to. In this way, the amount of data transmitted from the client side to the server side and the amount of data stored on the server side can be greatly reduced.
  • the data related to the advertisement ID and the reproduction time is transmitted to the advertisement effect analysis apparatus 20 only when the image data taken by the camera 12 is analyzed by the advertisement effect analysis apparatus 20. That is, as described above, when image data analysis is also performed on the client side, it is not necessary to transmit data relating to the CM playback time to the advertisement effect analysis apparatus 20.
  • Image data is encrypted on the client side and transmitted to the server side, and face recognition is performed on the server side to analyze viewer attributes.
  • Image data obtained by extracting the face portion on the client side is encrypted and transmitted to the server side, and face recognition is performed on the server side to analyze the attributes of the viewer.
  • Face recognition of the image data is performed on the client side, the attributes of the viewer are analyzed, and the analysis result data is transmitted to the server side.
  • the voice data is encrypted on the client side and transmitted to the server side, and the CM is specified by performing voice recognition on the server side.
  • the voice data subjected to feature extraction on the client side is encrypted and transmitted to the server side, and the CM is specified by performing voice recognition on the server side.
  • a CM is specified by performing voice recognition on the client side, and data related to the specified CM is transmitted to the server side.
  • the three patterns (1) to (3) related to the image data and the three patterns (1) to (3) related to the audio data can be arbitrarily combined and applied.
  • a combination in which the analysis of the image data and the analysis of the sound data are separately performed on the client side and the server side is also possible. In this case, it is necessary to associate image data or an analysis result thereof with audio data or an analysis result thereof using predetermined information.

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Abstract

Le contenu sonore du contenu délivré par un dispositif de lecture de contenu (11) est reçu par un microphone (13) tandis qu'une image d'un observateur se trouvant en face du dispositif de lecture de contenu (11) est capturée par une caméra (12), et les données d'image obtenues et les données de contenu sonore sont transmises à un dispositif d'analyse d'efficacité de publicité (20) afin d'analyser l'efficacité d'une publicité. Le dispositif d'analyse d'efficacité de publicité (20) identifie, à son tour, des informations de publicité sur la base des données de contenu sonore du contenu, analyse l'efficacité d'une publicité par rapport aux informations de publicité en analysant le comportement de l'observateur sur la base des données d'image capturées pendant la lecture des informations de publicité par le dispositif de lecture de contenu (11), et détermine ainsi si l'observateur observait et écoutait réellement les informations de publicité même lorsqu'une opération telle qu'une pause, une avance rapide ou un retour a été exécutée pendant la lecture du contenu, ou même lorsque l'observateur a sauté ou passé le contenu en avance rapide, ce qui rend ainsi possible une analyse plus précise de l'efficacité de la publicité.
PCT/JP2013/067492 2013-06-26 2013-06-26 Système, dispositif et programme d'analyse d'efficacité de publicité WO2014207833A1 (fr)

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Cited By (5)

* Cited by examiner, † Cited by third party
Publication number Priority date Publication date Assignee Title
JP2019036190A (ja) * 2017-08-18 2019-03-07 ヤフー株式会社 判定装置、判定方法、及び判定プログラム
JP2019164710A (ja) * 2018-03-20 2019-09-26 ヤフー株式会社 情報処理装置、情報処理方法、および情報処理プログラム
CN111210276A (zh) * 2020-01-08 2020-05-29 秒针信息技术有限公司 一种广告播放策略调整方法、装置、电子设备及介质
JP2020112857A (ja) * 2019-01-08 2020-07-27 株式会社ビデオリサーチ データ処理装置及びデータ処理方法
JP2020140456A (ja) * 2019-02-28 2020-09-03 Kddi株式会社 広告成果評価方法、装置およびプログラム

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JP2002269290A (ja) * 2001-03-09 2002-09-20 Sony Corp 広告配信システム
WO2009066397A1 (fr) * 2007-11-22 2009-05-28 Endless Co., Ltd. Dispositif d'extraction et système d'extraction
JP2009176254A (ja) * 2008-01-28 2009-08-06 Nec Corp 表示システム、表示方法、表示効果測定システム、及び、表示効果測定方法。

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JP2002269290A (ja) * 2001-03-09 2002-09-20 Sony Corp 広告配信システム
WO2009066397A1 (fr) * 2007-11-22 2009-05-28 Endless Co., Ltd. Dispositif d'extraction et système d'extraction
JP2009176254A (ja) * 2008-01-28 2009-08-06 Nec Corp 表示システム、表示方法、表示効果測定システム、及び、表示効果測定方法。

Cited By (7)

* Cited by examiner, † Cited by third party
Publication number Priority date Publication date Assignee Title
JP2019036190A (ja) * 2017-08-18 2019-03-07 ヤフー株式会社 判定装置、判定方法、及び判定プログラム
JP2019164710A (ja) * 2018-03-20 2019-09-26 ヤフー株式会社 情報処理装置、情報処理方法、および情報処理プログラム
JP2020112857A (ja) * 2019-01-08 2020-07-27 株式会社ビデオリサーチ データ処理装置及びデータ処理方法
JP2020140456A (ja) * 2019-02-28 2020-09-03 Kddi株式会社 広告成果評価方法、装置およびプログラム
JP7084887B2 (ja) 2019-02-28 2022-06-15 Kddi株式会社 広告成果評価方法、装置およびプログラム
CN111210276A (zh) * 2020-01-08 2020-05-29 秒针信息技术有限公司 一种广告播放策略调整方法、装置、电子设备及介质
CN111210276B (zh) * 2020-01-08 2023-12-08 秒针信息技术有限公司 一种广告播放策略调整方法、装置、电子设备及介质

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