Advertisement evaluation system and advertisement evaluation method

Abstract

The present application relates to an advertisement evaluation system and an advertisement evaluation method. The advertisement evaluation system includes: an acceptance unit that accepts designation of an evaluation target on which an advertisement can be set; an acquisition unit that uses a collection of position-action data, i.e., a position-action data collection, in which position information of a person is associated with action information indicating a head motion of the person, to acquire an estimated number of persons estimated to have seen the evaluation target; and a display unit that displays person number information related to the estimated number of persons.

Description

Technical Field

[0001] This invention relates to an advertising evaluation system and an advertising evaluation method. Background Technology

[0002] Patent Document 1 discloses a communication system that displays attention levels based on a user's attention to an advertisement displayed on a terminal device. In this system, attention data is generated using user actions such as clicking on the terminal device displaying the advertisement.

[0003] Patent Document 1: Japanese Patent Application Publication No. 2020-184217

[0004] Unlike advertisements displayed on mobile devices, it is difficult to determine the actual number of people who see outdoor advertisements when the target audience cannot be identified. Summary of the Invention

[0005] This invention can be implemented in the following forms.

[0006] (1) According to one embodiment of the present invention, an advertising evaluation system is provided. The advertising evaluation system includes: a receiving unit that receives a designation of an evaluation object capable of displaying an advertisement; an acquisition unit that uses a set of location-motion data (i.e., a set of location-motion data) that associates a person's location information with motion information representing the person's head movements to determine the estimated number of people who have seen the evaluation object; and a display unit that displays number information related to the estimated number of people. According to this embodiment, even when it is difficult to obtain evidence that a person capable of viewing the advertisement actually viewed the evaluation object, the estimated number of people determined by the acquisition unit can be used to ascertain the number of people presumed to have actually viewed the advertisement. Users can designate a desired evaluation object and view the number information displayed on the display unit to determine the number of people presumed to have actually viewed the advertisement.

[0007] (2) In the advertising evaluation system of the above embodiment, the acquisition unit may also perform the following processes: a first process of setting the evaluation object range around the evaluation object; and a second process of calculating the number of people who are inferred to have seen the evaluation object from among the people located within the evaluation object range. According to this embodiment, by limiting the objects from which the inferred number is calculated to people located within the evaluation object range, the processing load can be reduced.

[0008] (3) In the advertising evaluation system of the above embodiment, the acquisition unit may also divide the evaluation object into multiple layers according to its height above the ground in the second process, and calculate the estimated number of people for each of the multiple layers. The display unit may also display the number of people for each of the multiple layers. According to this embodiment, the user can view the subdivided number of people for each of the multiple layers. Therefore, the user can understand at what height it is most appropriate to set the advertisement.

[0009] (4) In the advertising evaluation system of the above embodiment, the receiving unit may also accept a specified evaluation period, and the acquiring unit may, in the second process, calculate the number of people who are inferred to have seen the evaluation object from among those who are within the scope of the evaluation object during the evaluation period. According to this embodiment, the user can view the number of people for the desired evaluation period.

[0010] (5) In the advertising evaluation system of the above embodiment, the acquisition unit may also perform a third process, in which the total number of people within the scope of the evaluation object is calculated, and the index ratio calculated by dividing the inferred number of people by the total number of people is calculated. The number of people information may also include the index ratio. According to this embodiment, the user can understand the proportion of people who are inferred to have viewed the evaluation object relative to people within the scope of the evaluation object by the displayed index ratio.

[0011] (6) In the advertising evaluation system of the above embodiment, the motion information may also include information acquired by an angular velocity sensor. In the second processing, after determining that the person's face is facing the evaluation object, the acquisition unit may infer that the person has seen the evaluation object if the time during which the value of the angular velocity sensor is within a predetermined reference range is greater than or equal to a predetermined reference time. According to this embodiment, the acquisition unit can use information from the angular velocity sensor to infer that the person has seen the evaluation object.

[0012] (7) In the advertising evaluation system of the above embodiment, the estimated number of people can also be a first estimated number of people, and the number information can also be a first number of people information. The acquisition unit can also perform inference processing, in which the second estimated number of people who are estimated to have seen the evaluation object are calculated from the people who are estimated to have seen the evaluation object twice. The display unit can also display the second number of people information related to the second estimated number of people. According to this embodiment, the user can view the displayed second number of people information to understand the level of attention to the evaluation object.

[0013] (8) In the advertising evaluation system of the above embodiment, the display unit can also display the indicator ratio using at least one of contour plots and vector plots. According to this embodiment, users can more intuitively identify the indicator ratio.

[0014] This invention can be implemented in various forms, including, in addition to the evaluation system described above, advertising evaluation methods and procedures. Attached Figure Description

[0015] Figure 1 This is a block diagram representing the structure of an advertising evaluation system.

[0016] Figure 2 This is a diagram illustrating an advertisement that is being evaluated.

[0017] Figure 3 This is a block diagram illustrating the structure of an ear-worn device and a portable terminal device.

[0018] Figure 4 This diagram illustrates the detection performed by a motion sensor.

[0019] Figure 5 This is a flowchart illustrating the steps involved in advertising evaluation processing.

[0020] Figure 6 These are examples of the display screens in steps S10, S16, and S18.

[0021] Figure 7 These are examples of the display screens in steps S20 and S24.

[0022] Figure 8 A flowchart illustrating the steps involved in calculating and processing the indicator ratio.

[0023] Figure 9 This is a diagram illustrating step S106.

[0024] Figure 10 This is a graph illustrating the detection values ​​of the motion sensor.

[0025] Figure 11 These are examples of the display screens in steps S28 and S30.

[0026] Figure 12 These are diagrams illustrating each of the embodiments, from the second to the fourth.

[0027] Figure 13 This is the first flowchart of the index ratio calculation process related to the sixth implementation method.

[0028] Figure 14 This is the second flowchart related to the index ratio calculation process in the sixth implementation method.

[0029] Figure 15 This is a flowchart of the advertising evaluation process related to the seventh implementation method.

[0030] Figure 16 These are examples of the display screens in steps S50, S54, and S62.

[0031] Figure 17 This is another implementation of the display screen for the indicator ratio. Detailed Implementation

[0032] A. First implementation method:

[0033] A1. Evaluation System Structure:

[0034] Figure 1 This is a block diagram illustrating the structure of the advertising evaluation system 1. In this embodiment, the example described is an outdoor advertisement, where the advertising evaluation system 1 is used as the evaluation object. However, the advertisement evaluated by the advertising evaluation system 1 is not limited to outdoor advertisements; it can also be an indoor advertisement. Examples of indoor advertisements include those fixed to walls or ceilings within commercial facilities, and those independently located in passageways within commercial facilities.

[0035] Figure 2 This diagram illustrates an advertising AD (Advertisement Ad) that is the subject of the Advertising Evaluation System 1. The advertising AD is fixed to the exterior wall of a multi-story building (BU). The purpose of the advertising AD is to be seen by pedestrians (PDs) passing by. It is difficult to assess how many people see this type of advertisement. Therefore, the Advertising Evaluation System 1 assesses how many people see the advertising AD. Furthermore, the Advertising Evaluation System 1 also assesses how many people can see the advertisement in locations where no advertising AD is installed. Moreover, outdoor advertising is not limited to advertising ADs installed on buildings (BU). Examples of outdoor advertising include advertisements independently placed on sidewalks, specifically including advertisements placed at bus stops.

[0036] like Figure 1 As shown, the advertising evaluation system 1 is configured as a computer system in which the processor 20, storage unit 30, communication interface 40, and input / output interface 50 are interconnected via a bus. The input / output interface 50 is connected to a display unit 51 such as a liquid crystal display, and input devices 52 such as a keyboard and mouse.

[0037] The processor 20 performs various processes by executing programs stored in the storage unit 30. The processor 20, as a functional unit, has a receiving unit 21 and an acquiring unit 22. The receiving unit 21 and the acquiring unit 22 are implemented by executing programs stored in the storage unit 30. The storage unit 30 is implemented using memory such as RAM or ROM. The storage unit 30 stores a location and motion data database 31, an advertising evaluation program 32, and map information 33. The location and motion database 31 is a collection of location and motion data that associates a person's location information with their motion information. The location and motion data utilizes... Figure 2 The map information 33 is created by acquiring location and motion information from the ear-worn device 80 and portable terminal device 90 carried by the pedestrian PD shown. The map information 33 includes two-dimensional map information and three-dimensional map information including altitude and building height information.

[0038] like Figure 2 As shown, the ear-worn device 80 is worn on the head of the pedestrian PD. The ear-worn device 80 has a pair of housings 80a respectively mounted on the ears of the pedestrian PD. In this embodiment, the ear-worn device 80 is an earphone type, and each of the pair of housings 80a has a shape that allows it to be inserted into the ear canal. The ear-worn device 80 is used to detect the movement of the pedestrian PD's head. Furthermore, the shape of the ear-worn device 80 is not limited to earphone type; it can also be a headband type.

[0039] Figure 3 This is a block diagram of an ear-worn device 80 and a portable terminal device 90. In the ear-worn device 80, in... Figure 2 The pair of housings 80a shown each housing has a built-in Figure 3 The motion sensor 81, the voice converter 82, and the communication interface 84 are shown. Furthermore, the motion sensor 81 can be integrated into either of the pair of housings 80a, or into either housing 80a.

[0040] Motion sensor 81 is used to detect head movements of the pedestrian PD. Specifically, motion sensor 81 is a general-purpose so-called six-axis motion sensor. Motion sensor 81 includes a three-axis accelerometer and a three-axis angular velocity sensor. Motion sensor 81 detects the acceleration [m / s²] and angular velocity [deg / s] of each of the three axes. Sound conversion unit 82 converts the sound data, which is an electrical signal, into sound and emits it to the ear of the pedestrian PD.

[0041] Figure 4 This diagram illustrates the detection performed by motion sensor 81. (For example...) Figure 4As shown, the motion sensor 81 detects acceleration and angular velocity along three axes: specifically, the mutually orthogonal yaw axis, roll axis, and pitch axis. The yaw axis is parallel to the vertical direction, with the pedestrian PD as the reference. The roll axis is parallel to the forward and backward direction, with the pedestrian PD as the reference. The pitch axis is parallel to the left and right direction, with the pedestrian PD as the reference.

[0042] Regarding yaw axis acceleration, motion sensor 81 outputs a positive value when the pedestrian PD moves their head upward and a negative value when the pedestrian PD moves their head downward. Regarding roll axis acceleration, motion sensor 81 outputs a positive value when the pedestrian PD moves their head forward and a negative value when the pedestrian PD moves their head backward. Regarding pitch axis acceleration, motion sensor 81 outputs a positive value when the pedestrian PD moves their face to the left and a negative value when the pedestrian PD moves their head to the right. Regarding yaw axis angular velocity, motion sensor 81 outputs a positive value when the pedestrian PD faces to the right and a negative value when the pedestrian PD faces to the left. Regarding roll axis angular velocity, motion sensor 81 outputs a positive value when the pedestrian PD tilts their face to the left and a negative value when the pedestrian PD tilts their head to the right. Regarding pitch axis angular velocity, motion sensor 81 outputs a positive value when the pedestrian PD faces downward and a negative value when the pedestrian PD faces upward. Therefore, head movements can be detected based on the changes in acceleration and angular velocity of each of the three axes.

[0043] Figure 3 The communication interface 84 shown communicates with the portable terminal device 90 over short distances. In this embodiment, the communication interface 84 communicates with the portable terminal device 90 via Bluetooth (registered trademark). The communication interface 84 is implemented using electronic circuitry or the like.

[0044] In this embodiment, the portable terminal device 90 is a smartphone. The portable terminal device 90 includes a processor 91, a storage unit 92, a display operation unit 93, a location information acquisition unit 94, and a communication interface 95.

[0045] The processor 91 performs various processes by executing programs stored in the storage unit 92. The storage unit 92 is implemented using memory such as RAM and ROM. The storage unit 92 stores an information-providing application program 96. The display operation unit 93 has a touch screen. The display operation unit 93 displays information on the touch screen and simultaneously accepts operations input to the touch screen.

[0046] The location information acquisition unit 94 has a GNSS (Global Navigation Satellite System) receiver (not shown) and receives signals from positioning satellites under the control of the processor 91. In this embodiment, the location information acquisition unit 94 uses GPS (Global Positioning System) as the GNSS. The location information acquisition unit 94 may also use other satellite positioning systems such as the Quasi-Zenith Satellite System to acquire location information. In addition, the location information acquisition unit 94 may also use an accelerometer (not shown) provided by the mobile terminal device 90, radio waves from the mobile communication system base station, radio waves from the wireless LAN (Local Area Network) access point, etc., to correct the location information.

[0047] Communication interface 95 communicates with communication interface 84 of ear-worn device 80 at close range. Furthermore, communication interface 95 communicates with communication interface 40 of advertising evaluation system 1 using a mobile communication system such as 5G (5th Generation Mobile Communication System). Moreover, the communication method between communication interface 95 and communication interface 40 of advertising evaluation system 1 is not limited to mobile communication systems; it may also use wireless LAN, or a combination of both. Furthermore, communication between ear-worn device 80 and portable terminal device 90 is not limited to wireless communication; it may also be conducted via wired communication.

[0048] The processor 91 of the portable terminal device 90 executes the information providing application 96, sequentially sending the location information acquired by the location information acquisition unit 94 and the motion information acquired by the motion sensor 81 to the advertising evaluation system 1. In other words, the location information refers to the pedestrian PD, i.e., the location information of a person. The motion information refers to information representing the pedestrian PD, i.e., the head movements of a person. Specifically, the motion information is the detection value of the motion sensor 81.

[0049] The processor 20 of the advertising evaluation system 1 associates the received location information with the action information using the date and time to create location-action data. Subsequently, the processor 20 stores the created location-action data in the location-action database 31 in a processable state.

[0050] A2. Advertising Evaluation Processing:

[0051] Figure 5 This is a flowchart of the advertising evaluation process that implements advertising evaluation methods. Figure 6 These are examples of the display screens shown on the display unit 51 in steps S10, S16, and S18. Figure 7These are examples of the display screens shown on the display unit 51 in steps S20 and S24. Figure 11 This is an example of the display screen shown on the display unit 51 in steps S28 and S30. In the advertising evaluation process of this embodiment, an index ratio Rm is calculated. This index ratio Rm refers to the proportion of people in the vicinity of the predetermined location where the advertising AD is set up who are looking at the predetermined location where the advertising AD is set up. The location range that will be the object of the calculation of the index ratio Rm is called the evaluation object range RE. When the user instructs to start the advertising evaluation program 32, the processor 20 will start the advertising evaluation process.

[0052] exist Figure 5 In step S10, the receiving unit 21 displays a selection screen on the display unit 51 for specifying a method for accepting the evaluation object OJ. Here, the evaluation object OJ refers to a predetermined location for setting up the advertising AD, that is, a location where the advertising AD can be set up. In addition to buildings such as buildings BU, the receiving unit 21 also accepts spatial areas as evaluation object OJs. Even if there is no current building, the advertising AD can be set up. By accepting spatial areas as evaluation object OJs, spatial areas can also be considered as locations for setting up advertising ADs.

[0053] like Figure 6 As shown in "S10", the selection screen displays a first selection button D1, a second selection button D2, and a message D3. Message D3 prompts the user to select either the first selection button D1 or the second selection button D2. The first selection button D1 is typically selected when designating the exterior wall of a building such as a building BU as the evaluation object OJ. The second selection button D2 is selected when designating a spatial area as the evaluation object OJ. The user selects either the first selection button D1 or the second selection button D2.

[0054] exist Figure 5 In step S12, the receiving unit 21 accepts the specified method of either the selected first selection button D1 or the second selection button D2. In step S14, the receiving unit 21 determines whether the first selection button D1 has been selected. If it is determined that the first selection button D1 has been selected, then in step S16, the receiving unit 21 uses the map information 33 to display on the display unit 51. Figure 6 The 2D map D4 shown is an example. Figure 6 As shown in "S16", the display unit 51 displays map D4 and message D5 prompting the user to select an evaluation object OJ. The user selects one of the multiple exterior walls owned by the building BU where the advertising AD is scheduled to be set as the evaluation object OJ. The following example illustrates how the user will... Figure 6 The following example illustrates how an exterior wall of building BU, indicated by "S18", can be selected as the evaluation object OJ.

[0055] exist Figure 5 In step S18, the receiving unit 21 accepts the user-selected evaluation object OJ as the evaluation object OJ used to calculate the indicator ratio Rm. Furthermore, as... Figure 6 As shown in “S18”, for ease of identification, the receiving unit 21 displays the color of the received evaluation object OJ using a color not used in map D4. Furthermore, the receiving unit 21 also displays a message D6 on the display unit 51 indicating the setting of the evaluation object range RE.

[0056] In this embodiment, such as Figure 7 As shown in “S20”, the evaluation object range RE is set as a semicircle centered on the midpoint CN of the edge of the evaluation object OJ, i.e., the outer wall on map D4. Specifically, the graphic represented on map D4 corresponding to the evaluation object range RE is a semicircle obtained by dividing the circle centered on the midpoint CN by a straight line that extends the edge of the evaluation object OJ. The evaluation object range RE is in contact with the building BU where the evaluation object OJ is located. The user sets the evaluation object range RE by specifying its radius.

[0057] exist Figure 5 In step S20, the acquisition unit 22 sets the pre-defined evaluation object range RE to the evaluation object range RE for calculating the index ratio Rm. Furthermore, the acquisition unit 22 will... Figure 7 The third selection button D7, indicated by "S20", is displayed on the display unit 51. The third selection button D7 is the selection button for accepting the calculation of the starting index ratio Rm. The user selects the third selection button D7 after completing the setting of the evaluation object range RE.

[0058] like Figure 5 As shown, when the third selection button D7 is selected, in step S22, the acquisition unit 22 performs index ratio calculation processing.

[0059] Figure 8 This is a flowchart of the indicator ratio processing. When the acquisition unit 22 begins the indicator ratio calculation process, it sets the variable used to count the estimated number of people Nm, which is the first estimated number of people, to an initial value of zero. Figure 8 In step S100, the acquisition unit 22 extracts location motion data whose location information is contained within the evaluation object range RE. The extracted location motion data is managed as one location motion data for each pedestrian PD. Then, from one location motion data, location motion data for the period during which the location information is contained within the evaluation object range RE is separated and extracted.

[0060] In step S102, the acquisition unit 22 sets one of the extracted position motion data as the position motion data of the object to be processed subsequently. In step S104, the acquisition unit 22 infers the direction of travel of the pedestrian PD by utilizing the time-varying position information contained in the position motion data.

[0061] In step S106, the acquisition unit 22 uses the yaw axis angle, pitch axis angle and roll axis angle in the motion information contained in the position motion data to determine whether the pedestrian PD is facing the evaluation object OJ.

[0062] Figure 9 This is a diagram illustrating step S106. Figure 9 The diagram shows the state of pedestrian PD moving along the direction of travel from time t1 to time t3. The acquisition unit 22 assumes that pedestrian PD's posture is one where the face is directly facing the direction of travel. At times t2 and t3, pedestrian PD's face is directly facing the evaluation object OJ. At the position of time t2, the range RY of the evaluation object OJ, represented by the yaw axis angle, can be seen and calculated using position information and the direction of travel. Therefore, when the yaw axis angle θy1 enters the range RY, the acquisition unit 22 determines that pedestrian PD's face is facing the evaluation object OJ.

[0063] Figure 10 This is a graph illustrating the detection values ​​of motion sensor 81. Figure 10 The graphs shown from top to bottom depict the relationship between the yaw angle and elapsed time, and the graph depicting the relationship between the yaw angular velocity and elapsed time. The horizontal axes of both graphs are aligned in a consistent manner.

[0064] Figure 10 Corresponding to Figure 9 That is, at time t2, the pedestrian PD faces the evaluation object OJ. In step S106, specifically, when the angular velocity of the yaw axis is outside a preset reference range, the acquisition unit 22 determines that the orientation of the face has changed. Subsequently, when the yaw axis angle θy1 after the change in the orientation of the face enters the range RY, the acquisition unit 22 determines that the pedestrian PD's face is facing the evaluation object OJ. In addition, when the evaluation object OJ is located in the direction of the pedestrian PD's travel and the pedestrian PD's face is facing forward, the acquisition unit 22 also determines that the pedestrian PD has turned its face towards the evaluation object OJ.

[0065] exist Figure 8 In step S106, if it is determined that a pedestrian (PD) is facing the evaluation object (OJ), in step S108, the acquisition unit 22 determines whether the time of its facial orientation has reached or exceeded the reference time RTth. Figure 10As shown, in this embodiment, when the period Td1 during which the angular velocity of the yaw axis is within the reference range RYa reaches or exceeds the reference time RYth, the acquisition unit 22 determines that the time for which the face is turned has reached or exceeded the reference time RYth. Here, the reference range RYa refers to the range within which the pedestrian PD can see the evaluation object OJ without changing the direction of their face, and this range is predetermined through experiments, etc.

[0066] exist Figure 8 In step S108, if it is determined that the time for the face to be turned is more than the reference time RTth, the acquisition unit 22 determines in step S110 that the pedestrian PD has seen the evaluation object OJ, and increments the estimated number of people Nm.

[0067] In step S108, if it is determined that the time for which the pedestrian PD turns its face is not more than the reference time RYth, the acquisition unit 22 returns the processing to step S106 because the pedestrian PD can change its face orientation again.

[0068] In step S106, if it is determined that the pedestrian PD is not facing the evaluation object OJ, the acquisition unit 22 proceeds to step S120. The situations in which it is determined that the pedestrian PD is not facing the evaluation object OJ include: there is no evaluation object OJ in the direction of the pedestrian PD's movement, and the pedestrian PD has not changed the orientation of its face; or the pedestrian PD is not facing the evaluation object OJ.

[0069] In step S120, the acquisition unit 22 determines whether at least step S106 has been performed on all the position and motion data extracted in step S100. That is, in step S120, the acquisition unit 22 determines whether the pedestrian PD (PD) gaze assessment of the online judge (OJ) has been performed on all extracted position and motion data. If it is determined that step S106 has not been performed on any of the position and motion data, the acquisition unit 22 returns the processing to step S102 to perform step S106 on the next set of position and motion data. On the other hand, if it is determined that step S106 has been performed, the acquisition unit 22 proceeds the processing to step S122.

[0070] In step S122, which is the third processing step, the acquisition unit 22 calculates the index ratio Rm. Specifically, the acquisition unit 22 uses the estimated number of people Nm and the total number of position and motion data Na extracted in step S100, and uses the following formula (1) to obtain the index ratio Rm.

[0071] Rm=Nm / Na・・・(1)

[0072] The total number Na of location motion data extracted in step S100 is the total number of people located within the evaluation target range RE. By calculating the index ratio Rm, the index ratio Rm can be multiplied by the separately acquired number of people within the evaluation target range RE to obtain the number of people inferred to have seen the evaluation target OJ. Thus, although information on people not wearing the earpiece 80 cannot be obtained, the number of people inferred to have seen the evaluation target OJ can be obtained separately using the index ratio Rm. The separately acquired information on the number of people within the evaluation target range RE can be, for example, information collected by a mobile communication system base station. After performing step S122, the acquisition unit 22 ends this processing procedure.

[0073] exist Figure 5 In step S24, the acquisition unit 22 displays the number of people and the indicator ratio Rm, which is the first number of people information, on the display unit 51. In this embodiment, as... Figure 7 As shown in "S24", the indicator ratio Rm is displayed on map D4 using a contour map. In this embodiment, the contour map is displayed as a graph where the color changes continuously from a high value of indicator ratio Rm to a low value. Specifically, in this embodiment, the color corresponding to a high value of indicator ratio Rm is displayed as "red", and the color corresponding to a low value of indicator ratio Rm is displayed as "blue". This allows the user to intuitively understand the level of the indicator ratio Rm. Furthermore, the indicator ratio Rm corresponding to high values ​​and the indicator ratio Rm corresponding to low values ​​in the contour map can be appropriately set, for example, using statistics. In addition to the contour map, the acquisition unit 22 also displays the value of the indicator ratio Rm and the estimated number of people Nm, which serves as population information, on the display unit 51. This allows the user to understand the number of people who are estimated to have seen the advertising ad placed on the evaluation object OJ, and the number of people expected to view the advertising ad when it is placed on the evaluation object OJ.

[0074] exist Figure 5 In step S14, if it is determined that the first selection button D1 is not selected, in step S26, the receiving unit 21 displays map D4 and a message prompting the user to set the evaluation object range RE on the display unit 51. The user specifies a point on map D4 to set the range of the planned advertising AD. The following describes how the user will... Figure 11 The example shown is “S28”, where the area represented by the cross-shading is selected as the evaluation object range RE.

[0075] exist Figure 5 In step S28, the acquisition unit 22 sets the evaluation object range RE, which is set by the user, as the evaluation object range RE for calculating the index ratio Rm. Furthermore, as... Figure 11As shown in “S28”, the receiving unit 21 displays a message D8 on the display unit 51 prompting the user to select an evaluation object OJ. The user selects one edge of the evaluation object range RE of the polygon as the evaluation object OJ.

[0076] exist Figure 5 In step S30, the receiving unit 21 pre-accepts the evaluation object OJ selected by the user as the evaluation object OJ for calculating the indicator ratio Rm. Furthermore, as... Figure 11 As shown in "S30", the receiving unit 21 displays the third selection button D7 on the display unit 51. If the user has completed setting the evaluation object range RE, they select the third selection button D7. When the third selection button D7 is selected, the acquisition unit 22 proceeds the process to step S22. The processing after step S22 is the same as when the first selection button D1 is selected, so its description is omitted here.

[0077] Will Figure 5 Steps S18 and S30 shown are also referred to as process (a). Steps S20 and S28 are also referred to as the first process. Figure 8 The processes shown from step S100 to step S120 are also referred to as the second process and step (b). Step S122 is also referred to as the third process. Figure 5 The step S24 shown is also called process (c).

[0078] According to the first embodiment described above, the advertising evaluation system 1 includes a receiving unit 21, an acquisition unit 22, and a display unit 51. The receiving unit 21 accepts the designation of the evaluation target OJ. The acquisition unit 22 uses the location and motion database 31 to calculate the estimated number of people Nm. The display unit 51 displays the index ratio Rm as the number of people information. Thus, the user can use the estimated number of people Nm obtained by the acquisition unit 22 to determine the number of people who are estimated to have actually seen the advertising ad. The user can specify the desired evaluation target OJ and view the index ratio Rm displayed on the display unit 51 to determine the number of people who are estimated to have actually seen the advertising ad.

[0079] Furthermore, in steps S20 and S28, the acquisition unit 22 sets the evaluation object range RE. Then, the acquisition unit 22 calculates the number of people within the evaluation object range RE who are inferred to have seen the evaluation object OJ as the inferred number Nm. This reduces the workload of the acquisition unit 22 in calculating the inferred number Nm.

[0080] Furthermore, the acquisition unit 22 calculates the indicator ratio Rm in step S122. The display unit 51 displays the indicator ratio Rm in step S24. Thus, the user can understand the proportion of people within the evaluation target range RE who are presumed to have seen the evaluation target OJ.

[0081] Furthermore, after determining in step S106 that a person's face is facing the evaluation object OJ, in step S108, if the time during which the value of the angular velocity sensor is within the reference range RYa is greater than or equal to the reference time RTth, the acquisition unit 22 infers that the person has seen the evaluation object OJ. Thus, the acquisition unit 22 can infer that the person has seen the evaluation object OJ using information from the angular velocity sensor.

[0082] The second to sixth embodiments described below are other embodiments of the first embodiment. Only the parts that differ from the first embodiment described above will be described; descriptions of identical structures will be omitted. Furthermore, identical reference numerals will be used to label identical structures and processing steps as in the first embodiment, and detailed descriptions will be omitted as appropriate. Figure 12 These are diagrams illustrating each of the second to fourth embodiments.

[0083] B1. Second Implementation (Other Implementations within the Scope of Evaluation):

[0084] In step S20 above, the evaluation object range RE is defined as a semicircle on the map. Other implementation methods include... Figure 12 As shown in "B1", the shape of the evaluation object range RE can also be a sector. The central angle of this sector is, for example, 150 degrees. Furthermore, in a 2D map display, this sector is a figure that is linearly symmetrical about a line passing through the midpoint CN and perpendicular to the line passing through the evaluation object OJ. This reflects the reality that a pedestrian PD, located on the same straight line as the evaluation object OJ in the top view, has difficulty seeing the evaluation object OJ. Additionally, the shape of the evaluation object range RE can also be a polygon. Furthermore, users can be allowed to select one of a semicircle, a sector, or a polygon as the graphic representation of the evaluation object range RE.

[0085] B2. Third Implementation Method (Other Implementation Methods for Calculating and Processing Indicator Ratios):

[0086] In the index ratio calculation process of step S22 above, for example, an index ratio Rm can be obtained for an exterior wall of building BU. In this embodiment, in step S22, the acquisition unit 22 divides the evaluation object OJ into multiple layers according to its height from the ground, and calculates the estimated number of people Nm for each layer. In this embodiment, the acquisition unit 22 subdivides the upper, middle and lower layers of building BU, and calculates the index ratio Rm for each layer. More specifically, in Figure 8 In step S106, the acquisition unit 22 uses the pitch axis angle, in addition to the yaw axis angle included in the motion information, to determine which layer of the evaluation object OJ the pedestrian PD saw. Then, in Figure 8In step S108, the acquisition unit 22 uses the angular velocity of the pitch axis in addition to the angular velocity of the yaw axis to determine whether the pedestrian PD has turned its face for a period of time equal to or greater than the reference time RTth. In step S108, if the angular velocity value of either of the two angular velocity sensors is within the reference range for a period of time equal to or greater than the reference time RTth, the acquisition unit 22 infers that the person has seen the evaluation object OJ.

[0087] In this embodiment, Figure 5 In step S24, such as Figure 12 As shown in "B2", the display unit 51 shows the indicator ratio Rm for each layer. This allows the user to understand which height of the evaluated object (OJ) is more easily seen by pedestrian PDs. Furthermore, Figure 12 The “B2” indicates “upper”, “middle”, and “lower” floors, which correspond to the upper, middle, and lower floors of building BU, respectively.

[0088] B3. Fourth Implementation Method (Other Implementation Methods for Calculating and Processing Indicator Ratios):

[0089] In the advertising evaluation process of the first embodiment, the receiving unit 21 accepts the evaluation target OJ and the evaluation target range RE. In this embodiment, in addition to accepting the evaluation target OJ and the evaluation target range RE, the receiving unit 21 also accepts the evaluation period. The user inputs the evaluation period for which they wish to calculate the indicator ratio Rm. The evaluation period, for example, refers to the entire month of August, or the time period from 9:00 to 17:00. In this embodiment, such as... Figure 8 As shown, in step S101, the acquisition unit 22 extracts location motion data that includes the location information within the evaluation object range RE and has been received for a given period. This allows the user to view the indicator ratio Rm for the desired evaluation period.

[0090] B4. Fifth Implementation (Other Implementations of the Display Method):

[0091] In the first embodiment described above, the index ratio Rm is represented using a contour plot. In this embodiment, as... Figure 12As shown in "B3", the index ratio Rm is represented by a vector graphic LA. Here, a vector graphic refers to a graphic that uses vectors to represent the index ratio Rm. The larger the size of the vector displayed on the display unit 51, the more people Nm are estimated. The orientation of the vector displayed on the display unit 51 is from each of the multiple regions toward the evaluation object OJ. The color of the vector displayed on the display unit 51 can also be changed according to the value of the index ratio Rm. Specifically, the acquisition unit 22 divides the value of the index ratio Rm into multiple regions. Colors corresponding to each of the multiple regions are preset and made different from each other. The acquisition unit 22 uses the color corresponding to the region containing the index ratio Rm value to represent the vector. Thus, the color of the vector is distinguished according to the level of the index ratio Rm. In this embodiment, the evaluation object range RE is divided into multiple regions, and the estimated number of people Nm and the index ratio Rm are calculated for each region. Subsequently, on the map D4, the vector corresponding to the calculated index ratio Rm is displayed at the respective positions of the multiple regions. Thus, the user can more intuitively identify the index ratio Rm.

[0092] B5. Sixth Implementation Method (Other Implementation Methods for Calculating and Processing Indicator Ratios):

[0093] Figure 13 and Figure 14 This is a flowchart of the indicator ratio calculation process related to this embodiment. In this embodiment, when a pedestrian (PD) faces the evaluation object (OJ), it is further determined whether the pedestrian has made a second gaze at the evaluation object OJ. In this embodiment, a second inferred number of people (Nn) is used as a variable. The second inferred number of people (Nn) is set to an initial value of zero after the indicator ratio calculation process begins.

[0094] like Figure 13 As shown, after performing steps S100 to S110, the acquisition unit 22 determines in step S112 whether the pedestrian PD has turned its face away from the evaluation object OJ. In step S112, if the acceleration of the yaw axis exceeds the reference range RYa, the acquisition unit 22 determines that the pedestrian PD has turned its face away from the evaluation object OJ.

[0095] If it is determined that the pedestrian PD turned their face away from the evaluation object OJ, in step S114, the acquisition unit 22, as in step S106, determines whether the pedestrian PD turned their face towards the evaluation object OJ. If it is determined that the pedestrian PD turned their face towards the evaluation object OJ, in step S116, the acquisition unit 22, as in step S108, determines whether the time of turning the face is greater than or equal to the reference time RTth. If it is determined that the time of turning the face is greater than or equal to the reference time RTh, it is determined that the pedestrian PD made a second gaze at the evaluation object OJ, therefore, in step S118, the acquisition unit 22 increments the second inferred number Nn.

[0096] The acquisition unit 22 is the same as in the first embodiment, performing steps S120 and... Figure 14 The process proceeds to step S124 as shown. If the acquisition unit 22 determines in step S112 that the pedestrian PD is not facing the evaluation object OJ, the process continues to step S120. If the acquisition unit 22 determines in step S114 that the pedestrian PD is not facing the evaluation object OJ, the process continues to step S120. If the acquisition unit 22 determines in step S116 that the time for facing the face has not reached the reference time RTth, the process continues to step S120.

[0097] In this embodiment, Figure 5 In step S24, the acquisition unit 22 displays the index ratio Rm on the display unit 51, and simultaneously displays the second estimated number of people Nn, which is the second number of people information, on the display unit 51. Furthermore, the acquisition unit 22 sorts the second estimated number of people Nn and displays the assigned sorting. The sorting is determined, for example, using the value obtained by dividing the second estimated number of people Nn by the estimated number of people Nm. For example, the second estimated number of people Nn can be labeled as "A", "B", and "C" in descending order. The second number of people information displayed on the display unit 51 is not limited to the second estimated number of people Nn and the sorting; for example, it can also be the ratio obtained by dividing the second estimated number of people Nn by the total number Na, or the second estimated number of people Nn. The processing of steps S112 to S118 is also referred to as inference processing.

[0098] According to the sixth embodiment described above, the acquisition unit 22 obtains a second estimated number Nn, representing the number of people who are presumed to have seen the evaluation object OJ again. The display unit 51 displays the second estimated number Nn and its ranking. When someone watches again, it can be considered that the evaluation object OJ has a high level of attention. Therefore, by viewing the displayed second estimated number Nn and ranking, the user can understand the level of attention towards the evaluation object OJ.

[0099] C. Seventh Implementation Method:

[0100] Figure 15This is a flowchart of the advertising evaluation process related to this implementation method. Figure 16 Examples of the display screens in steps S50, S54, and S62 are provided. In the first embodiment, the evaluation object OJ is, for example, an exterior wall of building BU. In contrast, in this embodiment, the evaluation object OJ is all the exterior walls of building BU. The same reference numerals are used to denote the same structures and processing steps as in the above embodiments, and detailed descriptions are omitted where appropriate.

[0101] exist Figure 15 In step S50, the receiving unit 21 displays map D4 on the display unit 51 and a message prompting the user to select an evaluation object (OJ). The user selects building BU as the evaluation object (OJ). Hereinafter, the user will... Figure 16 The case of selecting the building BU shown as “S50” as the evaluation object OJ will be used as an example for explanation.

[0102] exist Figure 15 In step S52, the receiving unit 21 accepts the evaluation object OJ selected by the user as the evaluation object OJ for calculating the indicator ratio Rm. Furthermore, as... Figure 16 As shown in “S50”, the receiving unit 21 displays a message D6 on the display unit 51 prompting the setting of the evaluation object range RE.

[0103] In this embodiment, such as Figure 16 As shown in "S54", the evaluation object range RE is set as a circle centered on the evaluation object OJ. The user sets the evaluation object range RE by specifying the radius of the evaluation object range RE.

[0104] exist Figure 15 In step S54, the acquisition unit 22 sets the set evaluation object range RE to the evaluation object range RE for calculating the index ratio Rm. Furthermore, the acquisition unit 22 displays on the display unit 51... Figure 16 The third selection button, D7, is shown as “S54”. If the user has completed setting the evaluation object range RE, then select the third selection button D7.

[0105] If the third selection button D7 is selected, in step S56, the acquisition unit 22 sets one of the multiple exterior walls of the building BU, which is the evaluation object OJ, as the processing object for index ratio calculation. In step S58, the acquisition unit 22 performs index ratio calculation processing in the same way as in the first embodiment. In step S60, the acquisition unit 22 determines whether the index ratio Rm has been obtained for all exterior walls.

[0106] If, in step S60, it is determined that the index ratio Rm has not been calculated for all exterior walls, the acquisition unit 22 returns to step S56 to calculate the index ratio Rm for the next exterior wall. If, in step S60, it is determined that the index ratio Rm has been calculated for all exterior walls, the acquisition unit 22 displays the index ratio Rm on the display unit 51 in step S62. After performing step S62, this processing procedure ends.

[0107] Figure 16 "S62" is an example of the display screen shown in step S62. Furthermore, Figure 16 As in the third embodiment described above, "S62" shows the display screen when the index ratio Rm is calculated for multiple layers. According to this embodiment, the index ratio Rm for multiple exterior walls of the building BU can be determined. In this embodiment, the index ratio Rm is also displayed on the display unit 51. However, in this embodiment, among the multiple index ratios Rm corresponding to multiple exterior walls, only the index ratio Rm for the exterior wall where the pointer indicating the position of the input device 52, i.e., the mouse, is located on the display unit 51 is displayed. This allows the user to easily identify the desired index ratio Rm.

[0108] Figure 17 This is another implementation of the display screen for the index ratio Rm. In the above implementation, a building BU is accepted as the evaluation object OJ, and the index ratio Rm is calculated. As another implementation, it is also possible to calculate the index ratio Rm for all exterior walls of all building BUs included in the evaluation object range RE without requiring the user to specify the evaluation object OJ. Figure 17 This is the display screen for the indicator ratio Rm under this condition. Figure 17 The display screen does not show all calculated indicator ratios Rm, but only those exterior walls whose indicator ratio Rm is greater than the average of all indicator ratios Rm. This allows users to identify the locations of exterior walls with higher indicator ratio Rm. Furthermore, the indicator ratios Rm are displayed as contour maps, using color to differentiate between high and low indicator ratios Rm. This provides users with a clear understanding of the levels of indicator ratios Rm.

[0109] D. Other implementation methods:

[0110] (D1) In the first embodiment described above, the device equipped with the motion sensor 81 is an ear-worn device 80. The device equipped with the motion sensor 81 is not limited to a device worn on the ear of a pedestrian PD, but may also be a device worn on the head of a pedestrian PD. Specifically, the device equipped with the motion sensor 81 may also be a device worn on the head of a pedestrian PD, or a device worn in a manner that covers the eyes of the pedestrian PD.

[0111] (D2) In the first embodiment described above, the device for storing the location action database 31 is the advertising evaluation system 1. Alternatively, the storage device for the location action database 31 may be located on a different device than the advertising evaluation system 1. In this case, the advertising evaluation system 1 performs advertising evaluation processing by providing location action data stored in the location action database 31 via a network from the storage device storing the location action database 31.

[0112] (D3) In the first embodiment described above, the evaluation object range RE is specified by the user. Alternatively, the evaluation object range RE may be set by the acquisition unit 22 as a predetermined range around the evaluation object OJ, independent of the user's specification. In this case, the predetermined range may be set to the range within which a person can visually observe the evaluation object OJ. Furthermore, in the first embodiment, although the evaluation object range RE for calculating the index ratio Rm is calculated in advance as an object, the entire range may also be considered as an object.

[0113] (D4) In the sixth embodiment described above, the same processing procedure is used to determine whether the pedestrian PD has seen the evaluation object OJ and whether the pedestrian PD has made a second fixation on the evaluation object OJ. Alternatively, different processing procedures can be used to determine whether the pedestrian PD has seen the evaluation object OJ and whether the pedestrian PD has made a second fixation on the evaluation object OJ. In this case, the processing procedure used to determine whether the pedestrian PD has seen the evaluation object OJ can be... Figure 8 Furthermore, the procedure for determining whether a second gaze has occurred can be used. Figure 13 Furthermore, in Figure 13 In this process, the reference time RTth used in step S108 can also be set to a shorter time than the reference time RTth used in step S116. This reflects the actual situation where, in the case of secondary fixation, the time spent fixing the evaluation object OJ in the first fixation is shorter than the time spent fixing the evaluation object OJ in the second fixation. For the same reason, the processing procedure used to determine whether a pedestrian PD has fixed their gaze on the evaluation object OJ can be modified accordingly. Figure 8 The reference time RTth used in step S108 is set to be the same as the time of the second fixation assessment of the object OJ. Furthermore, in Figure 13 The processing procedure shown can also include an additional step: if the angular velocity detected by motion sensor 81 during the second observation and evaluation of the OJ is greater than a preset reference velocity, a step is added to determine if a second observation has been performed. This reflects the fact that the head movement speed increases during the second observation of the OJ. Therefore, the accuracy of the detection of whether a second observation has been performed can be improved.

[0114] (D5) In the first embodiment described above, the estimated number of people Nm is determined by judging whether the pedestrian PD is facing the evaluation object OJ during the index ratio calculation process. Alternatively, a judgment step can be added to the index ratio calculation process to determine whether the pedestrian PD's walking speed is less than a preset reference speed. Specifically, when the pedestrian PD is facing the evaluation object OJ, the acquisition unit 22 determines that the pedestrian is looking at the evaluation object OJ if the detection value of the motion sensor 81, i.e., the speed expressed by acceleration, is less than the reference speed. This reflects the actual situation that a person's walking speed slows down when looking at the evaluation object OJ. Furthermore, the preset reference speed is, for example, about 1 km / h.

[0115] (D6) In the first embodiment described above, for each pedestrian PD, the estimated number of people Nm is counted once they have viewed the evaluation object OJ. Alternatively, it can be designed so that the estimated number of people Nm is counted even if the pedestrian PD leaves the evaluation object area RE and then re-enters the evaluation object area RE. For example, if a pedestrian PD observes the evaluation object OJ, leaves the evaluation object area RE, and then re-enters the evaluation object area RE and observes the evaluation object OJ again, the estimated number of people Nm can be counted as "2". Furthermore, the user can choose whether to count the estimated number of people Nm when the pedestrian PD enters and exits the evaluation object area RE multiple times.

[0116] (D7) In the seventh embodiment described above, for each of the plurality of exterior walls, an index ratio calculation is performed in step S58. As another embodiment, since step S100 of the index ratio calculation does not need to be performed multiple times, it can also be... Figure 8 The processing procedures from steps S104 to S120 are performed for each of the multiple exterior walls.

[0117] This invention is not limited to the embodiments described above, and can be implemented in various structures without departing from its spirit. For example, the technical features of the embodiments corresponding to the technical features in the various forms described in the summary of the invention can be replaced or combined as appropriate to solve some or all of the above-mentioned problems or to achieve some or all of the above-mentioned effects. Furthermore, any technical feature that is not described as necessary in this specification can be deleted as appropriate.

[0118] Explanation of reference numerals in the attached figures

[0119] 1…Advertising evaluation system, 20…Processor, 21…Receiving unit, 22…Acquisition unit, 30…Storage unit, 31…Location and motion database, 32…Advertising evaluation program, 33…Map information, 40…Communication interface, 50…Input / output interface, 51…Display unit, 52…Input device, 80…Ear-worn device, 80a…House, 81…Motion sensor, 82…Voice conversion unit, 84…Communication interface, 90…Portable terminal device, 91…Processor, 92…Storage unit, 93…Display operation unit, 94…Location information acquisition unit, 95…Communication interface, 96…Information providing application, AD…Advertisement, BU…Building, CN…Midpoint, OJ…Evaluation object, PD…Pedestrian, RE…Evaluation object range, Rm…Indicator ratio.

Claims

1. An advertising evaluation system, comprising: The receiving department accepts the designation of the evaluation targets for setting advertisements; The acquisition unit uses a collection of location-motion data—that is, a collection of location-motion data that associates a person's location information with motion information representing the person's head movements—to determine the estimated number of people who have seen the assessed object; and The display unit shows the number of people related to the aforementioned estimated number of people.

2. The advertising evaluation system according to claim 1, wherein, The above-mentioned acquisition department performs the following processing: The first process of defining the scope of the assessment object surrounding the aforementioned assessment object; and The second process involves calculating, from among the people within the aforementioned assessment target range, the number of people inferred to have seen the aforementioned assessment target as the inferred number.

3. The advertising evaluation system according to claim 2, wherein, In the second process described above, the acquisition unit divides the assessment objects into multiple layers based on their height above the ground, and calculates the estimated number of people for each of the multiple layers. The aforementioned display unit shows the number of people corresponding to each of the aforementioned multiple layers.

4. The advertising evaluation system according to claim 2, wherein, The aforementioned receiving department also accepts the designation during the evaluation period. In the second process described above, the acquisition unit calculates the number of people who are presumed to have seen the assessment object from among those who were within the scope of the assessment object during the assessment period.

5. The advertising evaluation system according to claim 2, wherein, The aforementioned acquisition unit performs a third process, in which it calculates the total number of people within the scope of the aforementioned assessment targets, and divides the estimated number of people by the total number of people to obtain the indicator ratio. The above number of people includes the proportions of the above indicators.

6. The advertising evaluation system according to claim 2, wherein, The aforementioned motion information includes information acquired by the angular velocity sensor. In the second process described above, the aforementioned acquisition unit... After determining that the aforementioned person's face was facing the aforementioned assessment object. If the time during which the value of the aforementioned angular velocity sensor is within a predetermined reference range is greater than a predetermined reference time, it is inferred that the aforementioned person saw the aforementioned object being evaluated.

7. The advertising evaluation system according to claim 6, The above-mentioned estimated number of people is the initial estimated number of people, and the above-mentioned number information is the initial number information. The aforementioned acquisition unit performs inference processing, in which it calculates the second inference number of people who are inferred to have seen the aforementioned evaluation object twice from among those who are inferred to have seen the aforementioned evaluation object twice. The aforementioned display unit shows second number information related to the aforementioned second estimated number of people.

8. The advertising evaluation system according to claim 5, wherein, The aforementioned display unit displays the proportions of the aforementioned indicators using at least one of contour plots and vector plots.

9. An advertising evaluation method comprising the following steps: (a) Accept the specified steps for the evaluation object that can set up the advertisement; (b) The step of using a set of location-motion data that associates a person's location information with motion information representing the person's head movements, i.e., a set of location-motion data, to determine the inferred number of people who saw the assessed object; and (c) The step of displaying the number of people related to the above-estimated number of people.

Images