Outdoor advertisement effect measurement and evaluation method based on LBS and OTS models

Abstract

The invention discloses an outdoor advertisement effect measurement and evaluation method based on LBS and OTS models. The method is realized through the following steps. Dynamically generating a geofence based on media attributes: automatically matching an electronic fence construction rule according to an outdoor media type, and capturing LBS positioning data in real time; performing dynamic deduplication and hierarchical statistics on crowds: in the electronic fence, performing deduplication on the basis of an equipment ID of outdoor media to calculate the number of arrived crowds, and filtering and retaining effective exposure target crowds on the basis of stay duration / moving track; and advertisement visibility probability OTS dynamic correction: an advertisement type-OTS probability mapping library is established, and a probability value is derived from large-scale offline questionnaire investigation, so that an outdoor advertisement effect measurement evaluation value is obtained. The method has the advantages that the crowd space positioning error is smaller than 5% through geo-fencing and LBS data, and the precision value is greatly improved; and meanwhile, the cost optimization is greatly improved, the deployment cost is reduced by 90% compared with a hardware monitoring scheme, and nationwide electronic fences are covered.

Description

TECHNICAL FIELD

[0001] The present application relates to the field of outdoor media digital advertising effect measurement, in particular to an outdoor advertising effect measurement and evaluation method based on LBS and OTS model. BACKGROUND

[0002] Traditional outdoor advertising effect evaluation mainly relies on sampling research, manual counting or device sensing data, and has three defects: (1) Coverage limitation: only local area people flow can be counted, and the full range of people reached by the advertisement cannot be quantified; (2) Visibility loss: the probability of users actually noticing the advertisement (such as line of sight obstruction, attention dispersion) is ignored; (3) Insufficient dynamic: it is difficult to reflect the people flow characteristics in different time periods / positions in real time.

[0003] The prior art lacks a solution that systematically combines physical location information with a scientific model of advertisement visibility, resulting in insufficient spatial coverage, reliance on local hardware monitoring (error rate > 30%), lack of visibility quantification, and default 100% advertisement visibility (actual visibility rate 40-80%), and dynamic response lag, with data feedback cycle > 7 days.

[0004] Advertisers need to solve the following key problems: more accurate exposure and reach data quantification is needed for budget optimization; more accurate exposure and reach data is needed for data comparison and effect tracking of different outdoor media types; and more accurate exposure and reach data is needed for outdoor media placement effect evaluation target audience coverage. SUMMARY

[0005] The present application is to overcome the above-mentioned deficiencies in the prior art, and provides an outdoor advertising effect measurement and evaluation method based on LBS and OTS model, which can realize high-precision evaluation of outdoor advertising exposure.

[0006] In order to achieve the above-mentioned purpose, the following technical solutions are adopted: The outdoor advertising effect measurement and evaluation method based on LBS and OTS model constructs a hierarchical dynamic modeling framework, which is realized by the following steps: (1) Dynamic generation of geographic fence based on media attributes: automatically match electronic fence construction rules according to outdoor media type, and real-time grab LBS positioning data; (2) Dynamic de-duplication and hierarchical statistics of people: within the electronic fence, calculate the number of people reached based on the device ID of outdoor media, and filter and retain effective exposure target people based on stay duration / movement trajectory; (3) Dynamic correction of ad visibility probability OTS: Establish an ad type-OTS probability mapping library. The probability values ​​are derived from a large-scale offline questionnaire survey to obtain the outdoor advertising effect measurement and evaluation value.

[0007] This invention achieves a spatial positioning error of less than 5% for crowds by using geofencing and LBS data, greatly improving accuracy. At the same time, cost optimization significantly reduces deployment costs by 90% compared to hardware monitoring solutions, and covers electronic fences nationwide.

[0008] As a preferred option, in step (1), the LBS positioning data collection is directly based on the geographical location of the outdoor media location, and then the radius of the electronic fence is selected. That is, the electronic fence radius of different outdoor media locations is obtained by automatically matching the electronic fence construction rules based on the type of outdoor media, thereby determining the size of the corresponding electronic fence. Then, according to the period of the corresponding outdoor media location, the number of people entering the electronic fence within the period is counted.

[0009] As a preferred option, in step (2), specifically: based on the dwell time / movement trajectory, filter the passersby whose dwell time does not match the dwell time of different outdoor media types, and retain the effective exposure target group, that is, set the dwell time of the group at the electronic fence for different outdoor media locations to determine whether the group is effective or invalid.

[0010] Preferably, in step (3), the method for obtaining the outdoor advertising effectiveness measurement and evaluation value is as follows: Number of people exposed = Number of valid people within the electronic fence × OTS probability; Number of people reached = Number of deduplication device IDs within the electronic fence × OTS probability; Among them, the effective number of people within the electronic fence refers to the number of people who enter the electronic fence and meet the required stay time, which is counted as one person and calculated accordingly; the number of deduplicated device IDs within the electronic fence refers to the number of unique users reached by deduplicating device IDs based on outdoor media; the OTS probability is derived from a large-scale offline questionnaire survey.

[0011] The beneficial effects of this invention are: by using geofencing and LBS data, the spatial positioning error of the population is less than 5%, which greatly improves the accuracy; at the same time, the cost optimization is significantly improved, reducing the deployment cost by 90% compared with hardware monitoring solutions, and covering the entire country with electronic fences. Detailed Implementation

[0012] The present invention will be further described below with reference to specific embodiments.

[0013] The outdoor advertising effectiveness measurement and evaluation method based on LBS and OTS models is a core approach that integrates LBS location data, geofence dynamic modeling, and OTS (Optical Time To See) probabilities to accurately evaluate outdoor advertising exposure. It constructs a hierarchical dynamic modeling framework and achieves high-precision evaluation of outdoor advertising exposure through the following steps: (1) Dynamic generation of geofence based on media attributes: Automatically match the electronic fence construction rules according to the type of outdoor media (as shown in Table 1 below) and capture LBS positioning data (mobile phone signaling, GPS, etc.) in real time. Table 1. Rules for constructing electronic fences based on outdoor media type matching

[0014] In this technical solution, LBS positioning data collection itself is not involved. It mainly uses LBS positioning data from map providers such as Gaode and Tencent. It directly selects the radius of the electronic fence (500 meters, 100 meters, etc.) based on the geographical location of the outdoor media location. The electronic fence size varies depending on the radius of the different outdoor media locations. Based on the deployment period of a certain outdoor media location, such as a week, the number of people entering the electronic fence during that week is counted.

[0015] (2) Dynamic deduplication and stratified statistics of the crowd: Within the electronic fence, the number of people reached (unique users) is calculated based on the device ID of the outdoor media; at the same time, the passers-by who do not match the dwell time of different types of outdoor media are filtered based on the dwell time / movement trajectory, and the effective exposure target audience is retained; For different outdoor media locations, the determination of whether the audience is a valid or invalid audience is based on the length of time they stay within the electronic fence. For example, at bus stop outdoor media advertising locations, only those who stay within the electronic fence for more than 10 minutes are considered valid audiences; at outdoor media locations in residential areas or office buildings, anyone who passes through the area is considered a valid audience; at subway outdoor media locations, a stay of 5 minutes is required to be considered a valid audience, and so on.

[0016] (3) Dynamic correction of ad visibility probability (OTS): Establish an ad type-OTS probability mapping library (some examples are shown in Table 2 below). The probability values ​​are derived from a large-scale offline questionnaire survey to obtain the outdoor advertising effect measurement and evaluation value.

[0017] Table 2 Ad Type - OTS Probability Mapping Library

[0018] The scientific calculation model for measuring and evaluating the effectiveness of outdoor advertising, namely, exposure, is as follows: Number of people exposed = Number of valid people within the electronic fence × OTS probability; Number of people reached = Number of deduplication device IDs within the electronic fence × OTS probability; Among them, the effective number of people within the electronic fence refers to the number of people who enter the electronic fence and meet the required stay time, which is counted as one person and calculated accordingly; the number of deduplicated device IDs within the electronic fence refers to the number of unique users reached by deduplicating device IDs based on outdoor media; the OTS probability is derived from a large-scale offline questionnaire survey.

[0019] The effects of the overall technical solution innovation and evaluation method innovation are as follows: 1. Improved accuracy: By using geofencing and LBS data, the spatial positioning error of the crowd is reduced to less than 5% (compared to more than 30% with traditional methods). 2. Refined Calculation Logic Unit for Campaign Period: Supports hourly / daily / weekly granular analysis of exposure fluctuations, adaptable to time-sensitive advertisements such as light shows and outdoor LED carousels; where, the calculation logic refers to the three steps mentioned above, and time is only a statistical dimension based on the campaign period of outdoor media advertising. For example, light shows are launched in a time period throughout the month, and the overall campaign data for the month, including exposure and reach, can be calculated. It can also calculate the daily exposure and reach, and the campaign period based on different media locations is determined by the client's needs. 3. Cost optimization: Reduces deployment costs by 90% compared to hardware monitoring solutions, and covers the entire country with electronic fences.

Claims

1. A method for measuring and evaluating the effectiveness of outdoor advertising based on LBS and OTS models, characterized by: The hierarchical dynamic modeling framework is constructed through the following steps: (1) Dynamic generation of geofence based on media attributes: Automatically match the electronic fence construction rules according to the type of outdoor media and capture LBS positioning data in real time; (2) Dynamic deduplication and stratified statistics of the crowd: Within the electronic fence, the number of people reached is calculated based on the device ID of the outdoor media, while filtering and retaining the effective exposure target audience based on the dwell time / movement trajectory; (3) Dynamic correction of ad visibility probability OTS: Establish an ad type-OTS probability mapping library. The probability values ​​are derived from a large-scale offline questionnaire survey to obtain the outdoor advertising effect measurement and evaluation value.

2. The method for measuring and evaluating the effectiveness of outdoor advertising based on LBS and OTS models according to claim 1, characterized in that, In step (1), specifically: LBS positioning data collection is based on the geographical location of the outdoor media location, and then the radius of the electronic fence is selected. That is, the electronic fence radius of different outdoor media locations is obtained by automatically matching the electronic fence construction rules based on the type of outdoor media, thereby determining the size of the corresponding electronic fence. Then, according to the period of the corresponding outdoor media location, the number of people entering the electronic fence within the period is counted.

3. The method for measuring and evaluating the effectiveness of outdoor advertising based on LBS and OTS models according to claim 1, characterized in that, In step (2), specifically: based on the dwell time / movement trajectory, filter the passersby whose dwell time does not match the dwell time of different outdoor media types, and retain the effective exposure target group. That is, set the dwell time of the group at the electronic fence for different outdoor media locations to determine whether the group is effective or invalid.

4. The method for measuring and evaluating the effectiveness of outdoor advertising based on LBS and OTS models according to claim 1, characterized in that, In step (3), the method for obtaining the outdoor advertising effectiveness measurement and evaluation values ​​is as follows: Number of people exposed = Number of valid people within the electronic fence × OTS probability; Number of people reached = Number of deduplication device IDs within the electronic fence × OTS probability; Among them, the effective number of people within the electronic fence refers to the number of people who enter the electronic fence and meet the required stay time, which is counted as one person and calculated accordingly; the number of deduplicated device IDs within the electronic fence refers to the number of unique users reached by deduplicating device IDs based on outdoor media; the OTS probability is derived from a large-scale offline questionnaire survey.

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