Frame exchange evaluation system, frame exchange evaluation device and program

Abstract

The present invention efficiently evaluates the exchange of advertisement frames. A frame exchange evaluation system according to one embodiment of the present invention is characterized in that it includes: a control unit that determines a plurality of activities as objects of advertisement frame exchange; and an acquisition unit that acquires current frame information of each activity and setting information for frame exchange, wherein the setting information includes information related to the allowable predicted ratings of at least one activity after frame exchange, and the control unit determines candidates for frame exchange based on the current frame information and the setting information.

Description

Technical Field

[0001] The present invention relates to a frame exchange evaluation system, a frame exchange evaluation device and a program. Background Art

[0002] In television broadcasting, commercials (CMs) are played as advertisements. CMs are roughly divided into time CMs and spot CMs. Time CMs are played using a frame that is traded together with the program. They can also be called program commercials, program CMs, and provided CMs.

[0003] The time slot CM corresponds to the CM broadcasted in the CM time frame designated by the TV station. The time slot CM is divided into station breaks (SB) broadcasted between programs, participation (PT) inserted into the program but not provided for display (or participation CM), etc.

[0004] The task of which CM to broadcast in which time period (also called advertisement frame selection, planning, etc.) is a very complicated task determined by planners, the person in charge of planning and management of the radio station (also called the planning department, etc.) based on experience. Planners and the person in charge of planning and management are required to maximize the advertising effect (such as GRP (cumulative ratings), TRP (target ratings), number of recipients, etc.) of each of the numerous advertising campaigns. Planners determine the schedule of CMs in consideration of the ratings of the programs, the recognition of the products / services targeted by the CMs, and the competition among sponsors.

[0005] Therefore, in order to reduce the burden on planners and planning management personnel and further improve the advertising effect, a method of automating CM planning has been studied (for example, Patent Document 1).

[0006] Prior art literature

[0007] Patent Literature

[0008] Patent Document 1: Japanese Patent Application Publication No. 2002-150107 Summary of the invention

[0009] Problems to be solved by the invention

[0010] The selection of the best advertisement frame estimated based on past data and the confirmation of the response after the actual broadcast may require the modification of some sponsors' advertisements (changing the advertisement frame of the CM) in order to further improve the advertising effect. However, the method described in Patent Document 1 is a method for creating each frame from a completely undetermined state, and is difficult to use when the advertisement frame is already allocated.

[0011] Therefore, there is a problem that corrections cannot be made quickly. A method for efficiently generating and evaluating advertisement frame exchange proposals is required.

[0012] Therefore, one object of the present invention is to provide a frame exchange evaluation system, a frame exchange evaluation device, and a program that can efficiently evaluate the exchange of advertisement frames.

[0013] Means for solving problems

[0014] A frame exchange evaluation system according to one embodiment of the present invention is characterized in that it includes: a control unit, which determines multiple activities as objects of advertising frame exchange; and an acquisition unit, which acquires current frame information of each activity and setting information for frame exchange, wherein the setting information includes information related to the allowable predicted ratings of at least one activity after the frame exchange, and the control unit determines candidates for frame exchange based on the current frame information and the setting information.

[0015] Effects of the Invention

[0016] According to one aspect of the present invention, it is possible to efficiently evaluate the exchange of advertisement frames. BRIEF DESCRIPTION OF THE DRAWINGS

[0017] Figure 1 This is a diagram showing an example of a schematic configuration of a frame exchange evaluation system according to an embodiment.

[0018] Figure 2 This is a diagram showing an example of a flowchart of a frame exchange target determination method according to one embodiment.

[0019] Figure 3 This is a diagram showing another example of a flowchart of the frame exchange target determination method according to one embodiment.

[0020] Figure 4 This is a diagram showing an example of frame attributes.

[0021] Figure 5 This is a diagram showing an example of a deviation applied to predicted audience ratings.

[0022] Figure 6 This is a diagram showing an example of a timetable in which the attributes of a frame are applied to the entire period.

[0023] Figure 7 This is a diagram showing an example of applying the attributes of a frame to the schedule of all syndicated stations.

[0024] Figure 8 This is a diagram showing an example of the functional configuration of an evaluation device according to one embodiment.

[0025] Fig. 9This is a diagram showing an example of a hardware configuration of an evaluation device and the like according to an embodiment. DETAILED DESCRIPTION

[0026] The existing fixes have the following issues:

[0027] ·Since the effect of exchanging ad frames is not transparent, it has to rely on planners;

[0028] The planner needs to obtain the consent of both the source advertiser and the destination advertiser of the advertisement frame exchange, so it takes time to determine the correction.

[0029] Therefore, the inventor of the present application has conceived a mechanism that enables transactions in which advertisers directly exchange television CM frames with each other.

[0030] According to one aspect of the present invention, it is possible to appropriately generate an advertisement package after frame exchange while confirming changes in advertisement effects when frame exchange is performed. In addition, by allowing the advertiser of the advertisement frame exchange source to participate in the creation of the frame exchange plan, the correction can be determined as long as the consent of the advertiser of the exchange target is obtained, so that the correction creation can be realized in a short time.

[0031] Hereinafter, embodiments of the present invention will be described in detail with reference to the accompanying drawings. In the following description, the same reference numerals are given to the same parts. The same parts have the same names, functions, etc., and therefore detailed descriptions thereof will be omitted.

[0032] (Frame Exchange Rating System)

[0033] Figure 1 This is a diagram showing an example of a schematic configuration of a frame exchange evaluation system according to an embodiment. Figure 1 The frame exchange evaluation system 1 shown includes a frame exchange evaluation device 10 , a broadcast distribution device 20 , and a frame exchange plan approval device 30 .

[0034] The frame exchange evaluation device 10 is a device that attempts to exchange advertisement frames between multiple advertisement campaigns and provides information related to the exchange results. The frame exchange evaluation device 10 is also referred to as the evaluation device 10 hereinafter.

[0035] It should be noted that, in the present invention, frame exchange may also be replaced by frame rotation, etc.

[0036] The evaluation device 10 may also be a mobile terminal (mobile communication terminal) such as a mobile phone, a smart phone, or a tablet terminal, or a fixed communication terminal such as a personal computer (PC). In other words, the evaluation device 10 in the present invention can be replaced by a communication device.

[0037] The evaluation device 10 may communicate with a network (such as the Internet) via wired and / or wireless (for example, LTE (Long Term Evolution), Wi-Fi (registered trademark), etc.).

[0038] The broadcast distribution device 20 is a device for distributing broadcasts to a television (TV). The television (television image receiver) may also be a device having a function of receiving at least one of terrestrial broadcasts, broadcasts by a broadcasting satellite (BS: Broadcasting Satellite) / communications satellite (CS: Communications Satellite), and Internet broadcasts (Internet TV). For example, the television may also be a multi-function TV, a smart TV, an IP (Internet Protocol) TV, a set-top box, and the like.

[0039] It should be noted that broadcasting refers to the transmission of electronic communications for the purpose of being directly received by the public, and may also include wireless broadcasting, Internet broadcasting, etc.

[0040] The frame exchange plan approval device 30 is a device that performs processing related to approval (understanding) of the frame exchange plan (plan) output by the evaluation device 10. The frame exchange plan approval device 30 is also simply referred to as the approval device 30 hereinafter.

[0041] An example of the functional configuration and hardware configuration of each device such as the evaluation device 10 will be described later.

[0042] It should be noted that the system configuration is an example and is not limited thereto. Figure 1 The configuration includes one of each, but the number of each device is not limited to this, and there may be multiple devices. The frame exchange evaluation system 1 may be configured to not include some devices, or may be configured to implement the function of one device by multiple devices.

[0043] A configuration in which the functions of a plurality of devices are implemented by one device may be adopted. For example, at least two of the frame exchange evaluation device 10, the broadcast distribution device 20, and the approval device 30 may be installed on one server.

[0044] (Frame Exchange Evaluation Method)

[0045] The following describes a frame exchange evaluation method according to an embodiment of the present invention. Each frame exchange evaluation method can also be applied to the above-mentioned frame exchange evaluation system.

[0046] <Determination of frame exchange target>

[0047] Figure 2 This is a diagram showing an example of a flowchart of a frame exchange target determination method according to one embodiment.

[0048] First, the evaluation device 10 determines a plurality of activities as frame exchange targets (step S101). The evaluation device 10 may determine the plurality of activities based on user input. In addition, the evaluation device 10 may determine any plurality of activities as frame exchange targets. In the present invention, an activity that is a source of advertisement frame exchange among the plurality of activities is also referred to as a first activity, and any activity that is a target of exchange is also referred to as a second activity.

[0049] The evaluation device 10 acquires the current frame information of each activity (step S102). The frame information may be information based on a planned CM schedule.

[0050] The frame information may also include information related to the advertisement (also referred to as advertisement information, CM information, etc.). The advertisement information may include information related to the contents of the advertisement, or may indicate the contents of the goods or services of the advertisement (e.g., whether it is related to the medical system, gambling, finance, alcohol, tobacco, etc.).

[0051] In addition, the advertisement information may also include information related to whether the advertisement in the corresponding frame of the corresponding activity is an interstitial CM or a time slot CM. The advertisement information may also include information related to whether the advertisement in the corresponding frame of the corresponding activity is a SB or a PT. It should be noted that the frame exchange in the present invention assumes the exchange between time slot CMs, but is not limited to this.

[0052] In addition, the advertising information may include information related to the submission mode of the advertisement of the corresponding event (for example, inverted L-shaped, all-day type, ヨ-shaped, U-shaped, inverted F-shaped, late night type, all-day type, etc.).

[0053] The frame information may also include information related to the program to which the advertisement is assigned (also referred to as program information). The program information may include, for example, broadcast date and time (start time, end time, day of the week, program duration, etc.), time slot level (CM fee level), program type, program content information, program-related keywords, program predicted ratings, etc.

[0054] Program types may also include news, variety shows, television, movies, music, sports, and others. The predicted ratings may include predicted ratings (or estimated ratings) calculated based on at least one of the real-time ratings and the time-shifted ratings, and may also include other indicators such as activity coefficients.

[0055] The predicted ratings may be, for example, a predicted rating related to at least one of a target total rating (TRP: Target Rating Point) including a sum of individual ratings corresponding to a target layer and a gross rating (GRP: Gross Rating Point) corresponding to a sum of household ratings. In addition, the predicted ratings may include a predicted rating for a sum of real-time viewing and time-shifted viewing up to the seventh day after broadcasting (which may also be referred to as All, P+C7 (Program+Commercial7), etc.) as an overall rating for an individual.

[0056] It should be noted that the target layer assumes the gender / age classification used in the market field (C (Child) layer, T (Teen) layer, M (Male) 1-M3 layer, F (Female) 1-F3 layer), but is not limited to this.

[0057] The activity coefficient may be a value indicating how much the target program has become a hot topic (whether it is active). The activity coefficient may be calculated or predicted based on the quantity and / or quality of word-of-mouth, Internet reviews, etc. of the target program.

[0058] The evaluation device 10 acquires the setting information for frame exchange (step S103). The evaluation device 10 may acquire the setting information based on the user's input.

[0059] The setting information may also include at least one of a period for frame exchange and a period outside the frame exchange object. If the frame corresponds to the period for frame exchange, the evaluation device 10 determines that the frame can be exchanged, otherwise it is determined that the frame cannot be exchanged (for example, the frame has been determined). In addition, if the frame corresponds to a period outside the frame exchange object, the evaluation device 10 determines that the frame cannot be exchanged, otherwise it is determined that the frame can be exchanged.

[0060] The setting information may also include information related to the permissible predicted ratings of each activity after the frame exchange. The evaluation device 10 may also perform control to not select (prompt) a plan (also referred to as a correction plan, frame exchange plan, etc.) for which at least one predicted rating of each activity after the frame exchange does not meet the permissible predicted rating. It should be noted that the predicted rating may also be replaced by the sum of the predicted ratings of all advertisement frames during the activity period.

[0061] The allowable predicted ratings may be directly represented by the value or range of the predicted ratings after the frame exchange, or may be represented by the difference or range of the difference based on the predicted ratings before the frame exchange. For example, the allowable predicted ratings may represent that any one of the GRP, TRP, and ALL before the frame exchange is X%, or may represent an increase or decrease of Y% (Y may be any of a positive value, 0, and a negative value) or more from before the frame exchange, or a range of ±Y% relative to before the frame exchange.

[0062] When a plurality of permissible predicted ratings are set (for example, for GRP and ALL), the setting information may also include information (priority information) for selecting a certain predicted rating to be increased preferentially. For example, when the priority information indicates the order of GRP and ALL, the evaluation device 10 may also control the frame exchange in such a way that the value of GRP becomes larger. It should be noted that the priority information may be independent of the determination of frame exchange and only used for the priority setting when the frame exchange result is displayed.

[0063] The permissible predicted audience rating may be set for one or both of the activity of the exchange source and the activity of the exchange destination.

[0064] The setting information may include appropriate program information (for exchange) as the exchange target. If the exchange target is a frame corresponding to the appropriate program information, the evaluation device 10 may determine that the exchange is possible, otherwise it may determine that the exchange is not possible (for example, the exchange target frame has been determined).

[0065] The above-mentioned setting information may also include information related to the number of frames to be exchanged (number of exchange frames). The information may also include at least one of the number of frames to be exchanged in the activity of the exchange source and the number of frames to be exchanged in the activity of the exchange target. The number of these frames may be the same (that is, they may be exchanged in n pairs or n pairs), or different (they may be exchanged in n pairs or m pairs (n≠m)).

[0066] It should be noted that the evaluation device 10 may also determine the default values ​​of various values ​​included in the above setting information based on the relationship between the activities of the exchange source and the activities of the exchange target. The relationship may be, for example, whether they are in the same or similar industries (products), how much the activity periods overlap, etc.

[0067] In addition, the evaluation device 10 may display a screen prompting the user to input a value during the process of acquiring the setting information. The evaluation device 10 may initially display the default value when the screen is displayed.

[0068] The evaluation device 10 determines the candidates for frame exchange based on the current frame information and the setting information (step S104). The evaluation device 10 may also select the determined candidate information for the user to select. It should be noted that the main target layer of the exchange source activity and the exchange target activity may also be different.

[0069] For example, in step S103, as an example, consider the case where the current predicted ratings of the exchange source activity (the sum of the predicted ratings of all advertising frames during the activity) are GRP=270.0, ALL=140.5, and TRP=85.0, and the current predicted ratings of the exchange target activity (the sum of the predicted ratings of all advertising frames during the activity) are GRP=320.0, ALL=155.0, and TRP=125.5.

[0070] When the allowable predicted ratings of "GRP increase of 0% or more" are set for two activities, the evaluation device 10 may select a frame exchange plan from the period of frame exchange objects of the two activities that satisfies the GRP of the source activity being 270.0 or more and the GRP of the target activity being 320.0 or more.

[0071] It should be noted that the evaluation device 10 may also display information on which index (predicted audience rating) was used to select the current source or target activity. This can provide the user with a criterion for selecting a plan because it can indicate an index that tends to be more important.

[0072] The evaluation device 10 may automatically generate a frame exchange plan from past trends based on a plan of frame exchange candidates determined in the past. In this case, at least a part of steps S101 to S104 may be omitted.

[0073] It should be noted that there are cases where the advertisement broadcasting is limited to a specific time period according to the contents of the advertisement. The evaluation device 10 may also set the relationship between the limited advertisement contents and the time period as the above-mentioned setting information or store the information in advance.

[0074] The evaluation device 10 may also determine whether to restrict the broadcasting of the advertisement before the exchange in the time period after the exchange based on the above-mentioned information related to the content of the advertisement in the frame information, and determine not to perform the exchange if it is restricted. For example, if the advertisement before the exchange is an advertisement for alcohol and is restricted from being broadcast in the time period after the exchange, the frame exchange may not be performed.

[0075] It should be noted that the multiple activities in step S101 may be more than 3. In this case, as candidates for frame exchange in step S104, for example, the frame of company A may be exchanged with that of company B, the frame of company B may be exchanged with that of company C, and the frame of company C may be exchanged with that of company A.

[0076] [Properties of the frame]

[0077] It should be noted that in the above-mentioned frame exchange object determination method, the period of frame exchange object and non-exchange object can be set, and a more detailed period can also be set.

[0078] As the setting information shown in step S103, the following frame attributes may also be set:

[0079] Out of the box ("out")

[0080] ·Hope box ("in")

[0081] Importance box (“importance”)

[0082] Prohibition box (“prohibition”)

[0083] Adjustment box (“adjustment”)

[0084] It should be noted that the period to which the attributes of a frame are applied may also be referred to as a band. For example, the period of an important frame may also be referred to as an important frame band, etc. A plurality of attributes may also be set for a certain frame.

[0085] The release frame is equivalent to a candidate for a frame delivered to the other party (a frame that is not needed by the user or has low advertising effect). The important frame is a frame that cannot be moved to the other party. Even if a frame is set as a release frame, if it is equivalent to an important frame, it is restricted from being exchanged.

[0086] The desired frame is equivalent to a candidate frame that you want to obtain from the other party (a frame that is useful to you or has a high advertising effect). The prohibited frame is a frame to which advertisements will not be moved from the other party (the other party cannot use it). Even if a certain frame is set as the desired frame, if the frame is also equivalent to the prohibited frame, the other party's advertisement is restricted from being moved to the frame.

[0087] The adjustment frame is a frame prepared for frame exchange when only the release frame and the desired frame cannot exchange frames with each other that meet the conditions.

[0088] It should be noted that, when the time period of a certain frame spans multiple periods, it is also possible to set whether to make the frame the object of exchange.

[0089] By using the above frame attributes, in addition to exchanging the advertisement frame A of the first activity and the advertisement frame B of the second activity, for example, the advertisement frame A of the first activity can be configured as the advertisement frame B of the second activity, and the advertisement frame D of the second activity can be configured as the advertisement frame C of the first activity.

[0090] Figure 3is another example of a flowchart showing a method for determining a frame exchange target according to an embodiment of the present invention. Figure 2 The details of step S104 after the attributes of the above-mentioned frame are set in step S103 after step S102.

[0091] First, the evaluation device 10 attempts to determine a plan that satisfies the frame exchange conditions between activities based on the released frames that are not included in the important frames and the desired frames that are not included in the prohibited frames (step S201). That is, the evaluation device 10 attempts to derive a plan that moves the frames included in the released frame of the first activity to the frames included in the desired frame of the second activity by the number of exchange frames, and moves the frames included in the released frame of the second activity to the frames included in the desired frame of the first activity by the number of exchange frames. The adjustment frame is not used at this stage.

[0092] In the case where there is no plan in step S201, the evaluation device 10 attempts to determine a plan that satisfies the conditions for frame exchange between activities based on the released frames, the desired frames, and the adjustment frames (step S202). For example, after the evaluation device 10 exchanges the released frames and the desired frames for the number of exchange frames described in step S201, it further exchanges frames with each other using the adjustment frames between activities to attempt to derive a plan that satisfies the conditions. In other words, the exchange in the adjustment frame may not be counted in the number of exchange frames.

[0093] It should be noted that, in step S202, the released frame may be a released frame not included in the important frame, or may be all released frames including frames included in the important frame and frames not included in the important frame. In addition, in step S202, the desired frame may be a desired frame not included in the prohibited frame, or may be all desired frames including frames included in the prohibited frame and frames not included in the prohibited frame. In addition, in step S202, the evaluation device 10 may also perform frame exchange between the released frame or the desired frame and the adjustment frame.

[0094] Figure 4 : is a diagram showing an example of frame attributes. In this example, the schedule of activity A, which is the frame exchange source, and the schedule of activity B, which is the frame exchange destination, are shown.

[0095] The time periods corresponding to the properties of the box set for activity A are as follows:

[0096] Release box: Wednesday 9:30-10:30

[0097] ·Hope Frame: Friday to Sunday 19:00-24:00

[0098] Important Frame: Monday 16:50-17:53

[0099] ・No frame: 21:00-23:00 on Saturday

[0100] Adjustment frame: Monday to Tuesday 14:50-24:25

[0101] In addition, the time periods corresponding to the attributes of the frame set for activity B are as follows:

[0102] Release frame: Saturday 24:55-25:25

[0103] ·Hope Box: 7:00-11:45, Saturday to Sunday

[0104] Important box: None

[0105] ·Prohibition box: No

[0106] Adjustment frame: Monday to Friday 15:50-19:00

[0107] In this example, the evaluation device 10 first searches for a plan that satisfies the frame exchange condition using only the release frame of activity A, the desired frame of activity B, the desired frame of activity A (excluding the prohibited frame), and the release frame of activity B. If there is such a plan, activities A and B can play advertisements that should be played in their respective release frames in their respective desired frames.

[0108] When the above-mentioned plan does not exist, the evaluation device 10 may further include the exchange of adjustment frames of each activity and search whether there is a plan that satisfies the conditions for frame exchange.

[0109] [Bias in predicted ratings]

[0110] The predicted ratings before and after the frame exchange mentioned above may also be values ​​to which a prescribed deviation is applied. For example, the predicted ratings may also be adjusted by taking into account at least one of the viewing attitude, viewing quality, and purchase need coefficient. In other words, the frame exchange of the present invention may also be performed based on at least one of the ratings (predicted ratings), viewing attitude, viewing quality, and purchase need coefficient. The evaluation device 10 may also evaluate or implement frame exchange based on at least one of the ratings (predicted ratings), viewing attitude, viewing quality, and purchase need coefficient.

[0111] Viewing attitude (also called viewing quality, etc.) can also be expressed using an index that represents how the CM is viewed. When the viewer normally views the CM, the viewing attitude can be expressed as 1 (or 100%), and when the viewer does not consciously view the CM, the viewing attitude can be expressed as a value less than 1. In addition, when the viewer pays great attention to the CM, the viewing attitude can be expressed as a value greater than 1. It should be noted that viewing quality can also indicate factors such as who is viewing and how they are viewing.

[0112] That is, by broadcasting the CM in a frame where the viewing attitude is good, it is expected that the ratings of the CM will actually increase.

[0113] Viewing attitudes can also be conceived to vary based on the following conditions:

[0114] Time period (week, time),

[0115] Radio stations,

[0116] Target layer,

[0117] The type of CM (e.g. PT or SB),

[0118] Program (e.g. the content of the program),

[0119] Events (e.g., products advertised in the event).

[0120] These conditions can also be used in a table with multiple deviations. Figure 5 This is a diagram showing an example of a deviation applied to predicted audience ratings. Figure 5 The left side of shows an example of time period deviation based on time period change. For example, the time period deviation may be a value when a CM of a certain event is broadcasted on a certain broadcasting station, or a different table may be defined for each event and each broadcasting station.

[0121] in addition, Figure 5 An example of a PT / SB deviation corresponding to the PT / SB difference is shown on the right side of . For example, the PT / SB deviation may be a value when a CM of a certain event is broadcast on a certain radio station, or may be a table that specifies different values ​​for at least one of the event and the radio station.

[0122] For example, consider the case where the TRP of a CM broadcasted as SB at 5:00 on Monday is X%. Figure 5 In the case of broadcasts with two types of deviations shown, the adjusted TRP is X*0.1*0.8=0.08X[%].

[0123] The purchase need coefficient may also be equivalent to parameters such as the purchase environment and purchase trend of the product. The purchase need coefficient may also be obtained based on at least one of the weather (which may also include temperature, etc.), social data (whether it is popular), social conditions, the price of a certain product, the price of a certain service, etc.

[0124] For example, if a CM of a dish ingredient (e.g., cabbage) using the ingredient is broadcasted during a period when the price of the ingredient is reduced, the purchase need coefficient can be calculated based on the increase in the profit of the ingredient. In this case, the purchase need coefficient of the CM of the ingredient can also be expressed as a value greater than 1.

[0125] For example, during the period when the purchase demand coefficient of the CM for the ingredients of twice-cooked pork is 1.1, when the TRP of the CM broadcast at 5:00 on Monday is X% and the CM is the CM for the ingredients of twice-cooked pork, the adjusted TRP can also be calculated as X*1.1=1.1X[%].

[0126] According to the above-described aspect, by taking viewing attitude, purchase demand coefficient, etc. into consideration in frame exchange, CM can be appropriately allocated to a more appropriate frame.

[0127] <Approval of frame exchange object>

[0128] When the frame exchange plan (plan) has been determined, the evaluation device 10 may also send the frame exchange plan to the broadcast distribution device 20. The broadcast distribution device 20 may also broadcast the CM according to the CM schedule reflecting the result of the frame exchange plan. It should be noted that the frame exchange plan may also be sent via the television commercial electronic data interchange (EDI: Electronic Data Interchange) system.

[0129] However, it is also possible that only one of the advertisers of the exchange source campaign and the exchange target campaign agrees to the frame exchange. It is preferable to obtain the understanding of both advertisers. In addition, since CM has a significant impact on the program, it is more preferable to obtain the understanding of the broadcasting station for the frame exchange.

[0130] The evaluation device 10 may also send information related to the determined frame exchange plan to the approval device 30. The approval device 30 may also send information requesting understanding of the frame exchange plan received from one or more evaluation devices 10 to the devices of the relevant parties (at least two of the advertiser of the exchange source activity, the advertiser of the exchange target activity, the exchange source broadcasting station, and the exchange target broadcasting station). In addition, the approval device 30 may also control so as to display a message requesting the above understanding to the relevant parties.

[0131] The approval device 30 may also determine that the frame exchange plan is understood when receiving information indicating the understanding of the frame exchange plan from the above-mentioned relevant parties. The approval device 30 may also send the understood frame exchange plan to the broadcast distribution device 20. The broadcast distribution device 20 may also broadcast the CM according to the CM schedule reflecting the result of the understood frame exchange plan.

[0132] It should be noted that, when receiving multiple frame exchange proposals from one or more evaluation devices 10, the approval device 30 may generate a new frame exchange proposal taking the multiple frame exchange proposals into consideration, and implement control for obtaining the understanding of the above-mentioned relevant parties with respect to the new frame exchange proposal.

[0133] According to the embodiment described above, the exchange of advertisement frames can be evaluated efficiently, and as a result, adjustments can be made to dynamically further improve the advertising effect of each campaign.

[0134] <Modification>

[0135] The settings (e.g., frame attributes), the determined frame exchange plan, etc. shown in the above embodiment can also be applied to the schedule of other periods (e.g., the entire period) during the advertising campaign, or to the schedule of other broadcasting stations (e.g., affiliate stations).

[0136] Figure 6 This is a diagram showing an example of applying the attributes of the frame to a schedule for the entire period. In this example, it is assumed that the activity period is the month of April. In addition, it is assumed that the schedule for the week of April 2 (month) to April 8 (day) in this period is used as a representative.

[0137] The evaluation device 10 may apply the frame attributes set for the schedule to the schedules of weeks other than the representative week. In addition, the evaluation device 10 may apply the frame exchange plan determined for the representative week to the schedules of weeks other than the representative week.

[0138] Figure 7 This is a diagram showing an example of applying the attributes of a frame to the schedule of all syndicated stations. Figure 6 same.

[0139] The evaluation device 10 may also apply the attributes of the frame set for the schedule to the schedules of other network stations 1-6 in the same week as the above-represented week. In addition, the evaluation device 10 may also apply the frame exchange plan determined for the above-represented week to the schedules of other network stations 1-6 in the same week as the above-represented week.

[0140] According to the configuration of this variation, since the content set for a certain period or the frame determined can be exchanged and used in another period or another station, corrections can be made quickly.

[0141] (Machine composition)

[0142] Figure 81 is a diagram showing an example of the functional configuration of an evaluation device according to an embodiment. As shown in this example, the evaluation device 10 includes a control unit 110, a storage unit 120, a communication unit 130, an input unit 140, and an output unit 150. Figure 8 , the functional blocks of the characteristic parts in this embodiment are mainly shown, and the evaluation device 10 may also include other functional blocks required for other processing. In addition, a configuration that does not include some functional blocks may be adopted.

[0143] The control unit 110 controls the evaluation device 10. The control unit 110 can be configured by a controller, a control circuit, or a control device described based on common knowledge in the technical field of the present invention.

[0144] The storage unit 120 stores (holds) information used in the evaluation device 10. The storage unit 120 can be configured by, for example, a memory, a storage, a storage device, etc., which are described in common knowledge in the technical field of the present invention.

[0145] The communication unit 130 communicates with other communication devices (machines, servers, etc.) via the network. The communication unit 130 may also output various types of information received to the control unit 110 .

[0146] The communication unit 130 can be composed of a transmitter / receiver, a transceiver circuit, or a transceiver device described in the art of the present invention. It should be noted that the communication unit 130 can also be composed of a transmitter and a receiver.

[0147] The input unit 140 receives input through user operation. Alternatively, the input unit 140 may be connected to a predetermined device, storage medium, etc. to receive input of data. The input unit 140 may also output the input result to the control unit 110, for example.

[0148] The input unit 140 can be composed of input devices such as keyboards, mice, and buttons, input / output terminals, and input / output circuits, etc., which are described based on the common knowledge in the technical field of the present invention. In addition, the input unit 140 may be integrated with the display unit (eg, a touch panel).

[0149] The output unit 150 outputs data, content, etc. in a form that can be perceived by the user. For example, the output unit 150 may be configured to include a display unit that displays images, a voice output unit that outputs voice, and the like.

[0150] The display unit can be constituted by, for example, a display device such as a display or a monitor based on the common understanding of the technical field of the present invention. In addition, the audio output unit can be constituted by an output device such as a speaker based on the common understanding of the technical field of the present invention.

[0151] The output unit 150 can be configured to include, for example, a computing unit, a computing circuit, a computing device, a player, an image / video / sound processing circuit, an image / video / sound processing device, an amplifier, etc., which are described in the technical field of the present invention.

[0152] It should be noted that the control unit 110 can also implement Figure 2 , Figure 3 For example, control unit 110 may determine a plurality of events to be the objects of advertisement frame exchange.

[0153] The communication unit 130 or the input unit 140 may also be referred to as an acquisition unit. The acquisition unit may also acquire the current frame information of each activity with respect to the plurality of activities. In addition, the acquisition unit may also acquire the setting information for frame exchange including information related to the permissible predicted audience rating of at least one activity (an activity of an exchange source or an exchange destination) after the frame exchange.

[0154] The control unit 110 may determine frame exchange candidates (frame exchange plan) based on the current frame information and the setting information. For example, the control unit 110 may determine the candidates so that the predicted audience rating of each activity after frame exchange satisfies the permissible predicted audience rating.

[0155] The control unit 110 may also determine the above-mentioned candidates based on the released frame not included in the important frame and the desired frame not included in the prohibited frame. The released frame may correspond to the candidate of the frame delivered to the frame exchange partner, the important frame may correspond to the frame that cannot be moved to the partner, the desired frame may correspond to the candidate of the frame desired to be obtained from the partner, and the prohibited frame may correspond to the frame that will not be moved from the partner.

[0156] The control unit 110 may also determine the candidate based on the release frame, the desired frame, and the adjustment frame. In the case where the candidate cannot be determined only by the release frame (the release frame not included in the important frame) and the desired frame (the desired frame not included in the prohibited frame), the adjustment frame may be equivalent to the frame used for frame exchange.

[0157] The control unit 110 may not count the number of frame exchanges in the adjustment frame as the number corresponding to the number of frames to be exchanged specified by the setting information. The control unit 110 may determine candidates for frame exchange using the adjustment frame regardless of the number of frames to be exchanged specified by the setting information.

[0158] The broadcast distribution device 20, the approval device 30, etc. may also have Figure 8 The same structure. If a person skilled in the art can appropriately replace the understanding Figure 8 The description related to the evaluation device 10 in the description.

[0159] Below, several parts are explained by way of example. Figure 8 For the reference numerals of the devices corresponding to the functional blocks of the apparatus, the first digit of the reference numeral representing each device (for example, if it is the broadcast distribution device 20, it is the first digit "2" of "20") is used to represent Figure 8 The first digit of .

[0160] The communication unit 230 of the broadcast distribution device 20 may also receive the determined frame exchange plan from the evaluation device 10. The communication unit 230 of the broadcast distribution device 20 may also receive the frame exchange plan that has been understood from the approval device 30. The control unit 210 of the broadcast distribution device 20 may also determine the CM to be broadcasted in a predetermined time period according to the CM schedule reflecting the result of the frame exchange plan. The communication unit 230 of the broadcast distribution device 20 may also distribute (transmit) the CM.

[0161] The communication unit 330 of the approval device 30 may also receive the determined frame exchange plan from the evaluation device 10. The control unit 310 of the approval device 30 may also perform processing for obtaining understanding from the relevant parties (at least two of the advertiser of the exchange source activity, the advertiser of the exchange target activity, the exchange source broadcasting station, and the exchange target broadcasting station). The communication unit 330 of the approval device 30 may also transmit the frame exchange plan obtained by understanding to the broadcast distribution device 20.

[0162] (Hardware Configuration)

[0163] It should be noted that the block diagrams used in the description of the above embodiments illustrate blocks of functional units. These functional blocks (constituents) are implemented by any combination of hardware and / or software. In addition, the implementation means of each functional block is not particularly limited. That is, each functional block can be implemented by a physically combined device, or two or more physically separated devices can be connected by wire or wirelessly and implemented by the multiple devices.

[0164] For example, the device (evaluation device 10 or the like) in one embodiment of the present invention may function as a computer that performs the processing of the frame exchange evaluation method of the present invention. Fig. 9 1001, memory 1002, storage 1003, communication device 1004, input device 1005, output device 1006, bus 1007, etc. The above-mentioned evaluation device 10, broadcast distribution device 20, etc. can also be physically configured by a computer device including a processor 1001, a memory 1002, a storage 1003, a communication device 1004, an input device 1005, an output device 1006, a bus 1007, etc.

[0165] It should be noted that in the present invention, devices, circuits, equipment, units, servers, etc. can be replaced with each other. The hardware configuration of the evaluation device 10, the broadcast distribution device 20, etc. may include one or more of the devices shown in the figure, or may exclude some of the devices.

[0166] For example, only one processor 1001 is shown, but it may be a plurality of processors. In addition, the processing may be performed by one processor or by two or more processors simultaneously, sequentially or using other methods. It should be noted that the processor 1001 may also be implemented using one or more chips.

[0167] The various functions in the evaluation device 10, the broadcast distribution device 20, etc. are implemented as follows: by reading the specified software (program) into the hardware such as the processor 1001 and the memory 1002, the processor 1001 performs calculations and controls the communication performed by the communication device 1004, the reading and / or writing of data in the memory 1002 and the storage 1003, etc.

[0168] The processor 1001 controls the entire computer by, for example, operating an operating system. The processor 1001 may also be composed of an interface with peripheral devices, a control device, a computing device, a central processing unit (CPU) including registers, etc. It should be noted that the above-mentioned control unit 110 and other parts may also be implemented by the processor 1001.

[0169] In addition, the processor 1001 reads a program (program code), a software module, data, etc. from at least one of the storage device 1003 and the communication device 1004 to the memory 1002, and performs various processes accordingly. As a program, a program that causes a computer to perform at least a part of the actions described in the above embodiment is used. For example, the control unit 110 can also be implemented by a control program stored in the memory 1002 and operated in the processor 1001, and other functional blocks can also be implemented in the same way.

[0170] The memory 1002 is a computer-readable recording medium, and may be composed of at least one of a ROM (Read Only Memory), an EPROM (Erasable Programmable ROM), an EEPROM (Electrically EPROM), a RAM (Random Access Memory), or other suitable storage media. The memory 1002 may also be referred to as a register, a cache, a main memory (main storage device), etc. The memory 1002 may store a program (program code), a software module, etc. that can be executed to implement a method of an embodiment.

[0171] The storage device 1003 is a computer-readable recording medium, and may also be composed of at least one of, for example, a floppy disk, a floppy (registered trademark) disk, an optical magnetic disk (such as a compressed disk (CD-ROM (Compact Disc ROM)), a digital versatile disk, a Blu-ray (registered trademark) disk), a removable disk, a hard disk drive, a smart card, a flash memory device (such as a card, a stick, a key drive), a magnetic stripe, a database, a server, and other appropriate storage media. The storage device 1003 may also be referred to as an auxiliary storage device. It should be noted that the above-mentioned storage unit 120 may also be implemented by the memory 1002 and / or the storage device 1003.

[0172] The communication device 1004 is hardware (transceiver) for communicating between computers via at least one of a wired network and a wireless network, and is also referred to as, for example, a network device, a network controller, a network card, a communication module, etc. The communication device 1004 may also include a SIM card. It should be noted that the communication unit 130 may also be implemented by the communication device 1004.

[0173] The input device 1005 is an input device (e.g., a keyboard, a mouse, etc.) that receives input from the outside. The output device 1006 is an output device (e.g., a display, a speaker, etc.) that implements output to the outside. It should be noted that the input device 1005 and the output device 1006 may also be formed as an integrated structure (e.g., a touch panel). It should be noted that the above-mentioned input unit 140 and the output unit 150 may also be implemented by the input device 1005 and the output device 1006, respectively.

[0174] In addition, the processor 1001, the memory 1002 and other devices are connected via a bus 1008 for information communication. The bus 1007 may be composed of a single bus or different buses between devices.

[0175] In addition, the evaluation device 10, the advertisement distribution server 50, etc. may be composed of hardware such as a microprocessor, a digital signal processor (DSP), an ASIC (Application Specific Integrated Circuit), a PLD (Programmable Logic Device), or an FPGA (Field Programmable Gate Array), and may also implement a part or all of each functional block by the hardware. For example, the processor 1001 may also be implemented using at least one of these hardware.

[0176] (Variation Example)

[0177] It should be noted that the terms used to explain the present invention and / or the terms required for understanding the present invention may be replaced with terms having the same or similar meanings.

[0178] The information, parameters, etc. described in the present invention may be expressed as absolute values, relative values ​​relative to a specified value, or other corresponding information. In addition, in the present invention, the names used for parameters, etc. are not limiting in any way.

[0179] The information, signals, etc. described in the present invention may also be represented by any one of a variety of different technologies. For example, the data, commands, instructions, information, signals, bits, symbols, chips, etc. mentioned in the above description may also be represented by voltage, current, electromagnetic waves, magnetic fields or magnetic particles, light fields or photons, or any combination thereof.

[0180] Information, signals, etc. may also be input and output via multiple network nodes. The input and output information, signals, etc. may be stored in a specific location (such as a memory) or managed using a table. The input and output information, signals, etc. may be rewritten, updated, or appended. The output information, signals, etc. may also be deleted. The input information, signals, etc. may also be sent to other devices.

[0181] In addition, notification of the prescribed information (for example, notification of "is X") is not limited to explicit notification, and may be performed implicitly (for example, not notifying the prescribed information or using other information for notification).

[0182] Software, whether referred to as software, firmware, middleware, microcode, hardware description language, or otherwise, shall be interpreted broadly to mean instructions, sets of instructions, code, code segments, program code, programs, subroutines, software modules, applications, software applications, software packages, routines, subroutines, objects, executables, execution threads, steps, functions, or the like.

[0183] In addition, software, commands, information, etc. may be sent and received via a transmission medium. For example, when software is sent from a website, server, or other remote data source using at least one of wired technology (coaxial cable, fiber optic cable, twisted pair, digital subscriber line (DSL), etc.) and wireless technology (infrared, microwave, etc.), at least one of the wired technology and wireless technology is included in the definition of a transmission medium.

[0184] The terms "system" and "network" used in the present invention can be used interchangeably.

[0185] The various methods / implementations described in the present invention may be used alone or in combination, or may be switched with execution. In addition, the processing steps, timings, flow charts, etc. of the various methods / implementations described in the present invention may be swapped in order as long as they do not contradict each other. For example, the method described in the present invention uses the illustrated order to present the elements of various steps, and is not limited to the specific order presented.

[0186] The term “based on” used in the present invention does not mean “based only on” unless otherwise specified. In other words, the term “based on” means both “based only on” and “based at least on”.

[0187] Any reference to elements by the terms "first", "second", etc. used in the present invention does not limit the number or order of these elements. These terms are used in the present invention as a convenient method to distinguish between two or more elements. Therefore, the reference to the first and second elements does not mean that only two elements are used or that the first element must precede the second element in some form.

[0188] In the present invention, when the terms "include", "including" and their variations are used, these terms represent inclusion in the same way as the term "comprising". In addition, the term "or" used in the present invention represents a non-exclusive logical AND.

[0189] In the present invention, for example, when an article is added by translation, similarly to using English words a, an, and the, the present invention may also include a case where the noun following the article is plural.

[0190] The invention of the present application is described in detail above, but those skilled in the art should know that the invention of the present application is not limited to the embodiments described in the present invention. The invention of the present application can be modified and implemented without departing from the gist and scope of the invention determined based on the records of the claims. Therefore, the purpose of the description of the present invention is to illustrate and explain, and does not mean that any limitation is imposed on the invention of the present application.

[0191] This application is based on Japanese Patent Application No. 2019-9940 filed on January 24, 2019. The contents of the Japanese application are incorporated herein in their entirety.

Claims

1. A frame exchange evaluation system, characterized in that: include: a control unit that determines a plurality of activities as objects for exchanging frames of advertisements; as well as an acquisition unit configured to acquire current frame information about each of the plurality of activities and setting information for frame exchange, wherein the setting information includes information related to an allowable predicted audience rating of at least one of the plurality of activities after frame exchange, The control unit determines the frame exchange candidates according to the plurality of activities based on the current frame information and the setting information, The predicted audience rating of the activity is the sum of the predicted audience ratings of all advertisement frames for the activity during the activity period. The control unit determines the candidates so that the predicted audience rating of each activity after the frame exchange satisfies the respective allowable predicted audience ratings.

2. The frame exchange evaluation system according to claim 1, characterized in that: The predicted audience rating of the activity is adjusted by taking into account at least one of viewing attitude, viewing quality, and purchase need coefficient.

3. The frame exchange evaluation system according to claim 1 or 2, characterized in that: The control unit determines the candidate based on the released frame not included in the important frame and the desired frame not included in the prohibited frame, Among them, the released frame corresponds to a candidate frame delivered to the frame exchange partner, the important frame corresponds to a frame that cannot be moved to the partner, the desired frame corresponds to a candidate frame desired to be obtained from the partner, and the prohibited frame corresponds to a frame that will not be moved from the partner.

4. The frame exchange evaluation system according to claim 3, characterized in that: The control unit determines the candidate based on the release frame, the desired frame, and the adjustment frame, The adjustment frame corresponds to a frame used for frame exchange when the candidate cannot be determined only by the release frame and the desired frame.

5. The frame exchange evaluation system according to claim 4, characterized in that: The control section does not count the number of frame exchanges in the adjustment frame as the number corresponding to the number of frames to be exchanged specified by the setting information.

6. A frame exchange evaluation device, characterized in that: include: a control unit that determines a plurality of activities as objects for exchanging frames of advertisements; as well as an acquisition unit configured to acquire current frame information about each of the plurality of activities and setting information for frame exchange, wherein the setting information includes information related to an allowable predicted audience rating of at least one of the plurality of activities after frame exchange, The control unit determines the frame exchange candidates according to the plurality of activities based on the current frame information and the setting information, The predicted audience rating of the activity is the sum of the predicted audience ratings of all advertisement frames for the activity during the activity period. The control unit determines the candidates so that the predicted audience rating of each activity after the frame exchange satisfies the respective allowable predicted audience ratings.

7. A program product, characterized in that Instruct the computer to perform the following steps: The step of determining a plurality of activities to be the subject of frame exchange of the advertisement; a step of acquiring current frame information about each of the plurality of activities and setting information for frame exchange, wherein the setting information includes information related to an allowable predicted audience rating of at least one of the plurality of activities after frame exchange; and Based on the current frame information and the setting information, determining the candidates for frame exchange according to the multiple activities, The predicted audience rating of the activity is the sum of the predicted audience ratings of all advertisement frames for the activity during the activity period. The computer is further caused to execute the step of determining the candidates so that the predicted audience ratings of the activities after the frame exchange satisfy the respective allowable predicted audience ratings.

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