Apparatus, method and program for visualizing effect of TV cm

Abstract

To provide an apparatus, a method and a program for effectively visualizing the effect of a TV CM broadcasted at a subjected area for an activity on a computer network.SOLUTION: This method causes an apparatus 210 to: obtain activity record data representing an activity on an IP network (S301); generate time-series first effect scores 110 at an effect measuring area and time-series second effect scores at a compared area subjected to comparison based on the obtained activity record data (S302); calculate a coefficient by a comparison between a total S2 of the second effect scores and a total S1 of the first effect stores 110 both within a time period 141 before broadcasting of a TV CM (S303); generate third effect scores 130 by multiplying the second effect scores 120 with the coefficient (S304); and transmit, to a terminal 230, display information like an HTML file to be simultaneously displayed with the first effect scores 110 (S305).SELECTED DRAWING: Figure 3

Description

[Technical field]

[0001] The present invention relates to an apparatus, a method, and a program for visualizing the effects of a TV commercial. [Background technology]

[0002] Although the market size of Internet advertising (in Japan) has grown significantly, exceeding the market size of television commercials (hereafter referred to as "TV commercials"), which is just under 2 trillion yen, television remains the most influential medium. By conveying a message repeatedly through audio and video, it is possible to leave a strong impression on viewers.

[0003] TV commercials are aired by purchasing media time provided by television stations, which are the media companies, as advertising space.When they are purchased from local broadcasting stations that sell commercials by prefecture, such as Hokkaido, Miyagi Prefecture, and Hiroshima Prefecture, the TV commercials are aired in the broadcasting area of ​​that local broadcasting station. Summary of the Invention [Problem to be solved by the invention]

[0004] The effect of a TV commercial is expected to be to induce actions on computer networks, such as conducting searches and accessing websites, or downloading applications (hereafter referred to as "apps") from smartphones. When trying to measure such effects, it is not necessarily easy to properly measure the effects if the TV commercial is aired only in one area. This is true not only when the target area is strictly one area, but also when it includes multiple areas.

[0005] The present invention has been made in consideration of such problems, and its purpose is to effectively visualize the effect that TV commercials aired in a target area have on behavior on a computer network. [Means for solving the problem]

[0006] In order to achieve this object, a first aspect of the present invention is a method for visualizing the effectiveness of a TV commercial, comprising the steps of: obtaining a first effectiveness score in an effectiveness measurement area corresponding to the target area in which the TV commercial was aired and a second effectiveness score in a comparison area to be compared, which are generated based on behavioral history data representing behavior on the Internet; calculating a coefficient by comparing the second effectiveness score in at least a portion of the period before the TV commercial is aired with the first effectiveness score in at least a portion of the period before the TV commercial is aired; adjusting the second effectiveness score using the coefficient to generate a third effectiveness score; and generating display information for displaying the third effectiveness score simultaneously with the first effectiveness score during at least a portion of the airing period of the TV commercial.

[0007] In addition, a second aspect of the present invention is characterized in that, in the first aspect, the behavioral history data is either the number of accesses to a website associated with the TV commercial, the number of member registrations on the website, or the number of orders on the website.

[0008] A third aspect of the present invention is characterized in that in the first aspect, the behavior history data is the number of times an application associated with the TV commercial has been started.

[0009] In addition, a fourth aspect of the present invention is characterized in that in the first aspect, the amount of action taken at a location within the effectiveness measurement area is represented in time series, and the second effectiveness score represents the amount of action taken at a location within a nationwide area excluding the effectiveness measurement area in time series.

[0010] In addition, a fifth aspect of the present invention is characterized in that in the first aspect, the coefficient is a ratio between the sum of the second effectiveness scores or a value corresponding thereto during at least a portion of the period before the airing of the TV commercial and the sum of the first effectiveness scores or a value corresponding thereto during at least a portion of the period before the airing of the TV commercial.

[0011] Further, a 6th aspect of the present invention, in the 1st aspect, is characterized in that the third effect score is generated by multiplying the second effect score by the coefficient.

[0012] Further, a seventh aspect of the present invention, in the first aspect, is characterized in that the third effect score is generated by converting the vertical axis of the second effect score by the coefficient.

[0013] Further, an eighth aspect of the present invention, in the first aspect, is characterized in that the display information displays at least one of the first effect score and the third effect score in a line graph.

[0014] In addition, a ninth aspect of the present invention is a program for causing a computer to execute a method for visualizing the effectiveness of a TV commercial, the method including the steps of obtaining a first effectiveness score in an effectiveness measurement area corresponding to the target area in which the TV commercial was aired and a second effectiveness score in a comparison area to be compared, generated based on behavioral history data representing behavior on the Internet, calculating a coefficient by comparing the second effectiveness score in at least a portion of the period before the TV commercial was aired with the first effectiveness score in at least a portion of the period before the TV commercial was aired, adjusting the second effectiveness score using the coefficient to generate a third effectiveness score, and generating display information for displaying the third effectiveness score simultaneously with the first effectiveness score during at least a portion of the airing period of the TV commercial.

[0015] In addition, a tenth aspect of the present invention is a device for visualizing the effectiveness of a TV commercial, which acquires a first effectiveness score in an effectiveness measurement area corresponding to the target area in which the TV commercial was aired and a second effectiveness score in a comparison area to be compared, both generated based on behavioral history data representing behavior on the Internet, calculates a coefficient by comparing the second effectiveness score for at least a portion of the period before the TV commercial is aired with the first effectiveness score for at least a portion of the period before the TV commercial is aired, adjusts the second effectiveness score using the coefficient to generate a third effectiveness score, and generates display information for displaying the third effectiveness score simultaneously with the first effectiveness score for at least a portion of the airing period of the TV commercial. Effect of the Invention

[0016] According to one embodiment of the present invention, the second effectiveness score for the broadcast period 142 and the subsequent period 143 is adjusted by comparing the first effectiveness score 110 for at least a portion of the pre-broadcast period 141 with the second effectiveness score for at least a portion of the pre-broadcast period 141, and a third effectiveness score 130 representing the effectiveness under the assumption that the TV commercial had not been broadcast is displayed simultaneously with the first effectiveness score 110, thereby visually communicating the effectiveness of the TV commercial. [Brief description of the drawings]

[0017] [Figure 1] FIG. 2 is a diagram showing an example of a TV commercial effect display screen according to the first embodiment of the present invention. [Diagram 2] FIG. 1 is a diagram showing a device for visualizing the effect of a TV commercial according to a first embodiment of the present invention. [Diagram 3] FIG. 2 is a diagram showing the flow of a method for visualizing the effect of a TV commercial according to the first embodiment of the present invention. [Figure 4] FIG. 11 is a diagram showing another example of the effect display screen of a TV commercial according to the first embodiment of the present invention. [Diagram 5] FIG. 11 is a diagram showing yet another example of the effect display screen of a TV commercial according to the first embodiment of the present invention. DETAILED DESCRIPTION OF THE PREFERRED EMBODIMENTS

[0018] Hereinafter, an embodiment of the present invention will be described in detail with reference to the drawings.

[0019] (First embodiment) 1 shows an effect display screen of a TV commercial according to one embodiment of the present invention. The effect display screen 100 displays a first effect score 110 in an effect measurement area corresponding to a target area where the TV commercial was aired, and a third effect score 130 in a comparison area compared to the effect measurement area. The horizontal axis is expressed in days, and the vertical axis is expressed in terms of the number of sessions to a website associated with the TV commercial, but the horizontal axis can be expressed in units other than days, and various units of effect scores can be considered for the vertical axis, as described below.

[0020] The first effect score 110 and the third effect score 130 can be divided into a period 141 before the airing of the TV commercial, a period 142 during the airing, and a period 143 after the airing, and the third effect score 130 is obtained by calculating a coefficient by comparing the second effect score (not shown) in the comparison area in the period 141 before the airing with the first effect score 110, and multiplying the coefficient by the second effect score to adjust it. The coefficient may be the ratio S1 / S2 of the first effect score 110 to the second effect score, or conversely, the ratio S2 / S1 of the second effect score to the first effect score 110. It is also possible to multiply these by a constant to obtain the coefficient.

[0021] More precisely, S1 represents a value determined based on the first effect score 110 in at least a part of the pre-broadcast period 141, and S2 represents a value determined based on the second effect score in at least a part of the pre-broadcast period 141. A specific example of S1 is the sum of the first effect scores 110 in at least a part of the pre-broadcast period 141, or a value corresponding to the sum obtained by adding a constant to the sum or multiplying the sum by a coefficient, and the same is true for S2. Here, at least a part of the pre-broadcast period 141 used to determine the value of S1 and at least a part of the pre-broadcast period 141 used to determine the value of S2 may or may not match, and if they do not match, the coefficients can be obtained after adjusting by multiplying them by an appropriate value. S1 and S2 may be calculated separately for each day of the week, and the coefficients may be calculated for each day of the week. In addition, the coefficients may be calculated for each attribute of the day of the week, such as by dividing the period into weekdays and holidays.

[0022] The third effect score 130 during the broadcast period 142 and the post-broadcast period 143 can be evaluated as a prediction of the behavior in the effect measurement area if the TV commercial had not been broadcast. Therefore, by plotting the third effect score 130 simultaneously with the first effect score 110, the effect of the TV commercial can be visually and clearly communicated. This will be explained in more detail below.

[0023] 2 shows a device for visualizing the effect of a TV commercial according to one embodiment of the present invention. The device 210 receives behavior history data representing behavior on an IP network such as the Internet from a server 220 associated with the TV commercial, and generates a first effect score 110 and a third effect score 130. Then, it transmits display information for displaying them on a display screen to a terminal 230. Here, examples of the server 220 include a server that provides a website associated with the TV commercial, a server that manages an app associated with the TV commercial so that it can be downloaded, etc.

[0024] 2 shows an example in which device 210 acquires behavior history data by receiving it from server 220 via a computer network such as the Internet, but various methods are possible, such as manually inputting the generated behavior history data, such as the number of visits to a website and the number of times an app is used, into device 210. Access to a website is an action on a computer network in the sense that it is made possible by a viewer of a TV commercial making a request to a server that provides the website via a computer network to view the website, and downloading of an app is an action on a computer network in the sense that it is made possible by a viewer of a TV commercial making a request to download the app from a mobile device such as a smartphone or tablet via a computer network to a server that manages apps so that they can be downloaded.

[0025] The device 210 includes a communication unit 211 such as a communication interface, a processing unit 212 such as a processor or CPU, and a storage unit 213 including a storage device or storage medium such as a memory or a hard disk, and can be configured by executing a program for performing each process, and may include one or more devices, computers, or servers. The program may include one or more programs, and may be recorded in a computer-readable storage medium to form a non-transient program product. The program may be stored in a storage device or storage medium accessible from the storage unit 213 or the device 210, and can be executed by the processing unit 212.

[0026] 3 shows a flow of a method for visualizing the effect of a TV commercial according to the first embodiment of the present invention. First, the device 210 acquires behavior history data representing behavior on an IP network (S301). Examples of behavior history data include the number of accesses to a website associated with the TV commercial, the number of membership registrations or orders on the website associated with the TV commercial, and the number of users who have started using an app associated with the TV commercial.

[0027] Here, "number of accesses" refers to the number of accesses made to a website, and various counting methods are possible, such as page views, which count the number of pages viewed, and session counts, which counts one session even if multiple pages are viewed on the same device. Additionally, "number of usage starts" refers to the number of times an app is started to be used on a mobile device such as a smartphone or tablet, and various counting methods are possible, such as the number of app downloads, the number of first launches after download, the number of membership registrations after download, the number of orders, etc.

[0028] The correspondence between the identifier of a TV commercial and a website or app may be stored in a storage device or storage medium accessible from the memory unit 213 or the device 210, and upon receiving the identifier of a TV commercial whose effects are to be visualized, the device 210 may acquire behavioral history data or the first effect score 120 and second effect score described below.

[0029] In either type of behavior history data, the location of each terminal used by the viewer of the TVCM who took the behavior at the time of the behavior is included, and the behavior in the effect measurement area corresponding to the target area where the TVCM was aired can be distinguished from the behavior in other areas according to the location. Therefore, the device 210 next generates a first effect score 110 in time series in the effect measurement area and a second effect score in time series in the comparison area to be compared based on the acquired behavior history data (S302). Here, it is described that the first effect score 110 and the second effect score are generated in the device 210, but it is also possible that this is performed in advance in another device, and the first effect score 110 and the second effect score are acquired by the device 210.

[0030] When the behavior history data is the number of accesses, this may be used as the effectiveness score as is, or a value obtained by performing some kind of calculation may be used as the effectiveness score. More generally, the first effectiveness score 110 represents the amount of behavior taken at a position in the effectiveness measurement area in a time series, and the second effectiveness score 120 represents the amount of behavior taken at a position in the comparison area in a time series.

[0031] The location of each terminal during the action is expressed, for example, by longitude and latitude or address. The effect measurement area can be specified by expressing it by address, or by expressing the address of the target area where the TV commercial is aired by longitude and latitude. This is not necessary when the target area and the effect measurement area are expressed by the same expression, but when they are expressed by different expressions, the correspondence between the target area and the effect measurement area for converting between the two is stored in a storage device or storage medium accessible from the memory unit 213 or the device 210. Examples of areas to be compared include the entire country, areas of the entire country excluding the effect measurement area, and one or more specific areas. As an example, it is preferable to compare areas of the entire country excluding the effect measurement area.

[0032] Then, a coefficient is calculated by comparing the sum S2 of the second effect scores in the period 141 before the TV commercial is aired with the sum S1 of the first effect scores 110 (S303). For example, in the example of Fig. 1, the sum S2 of the second effect scores 120 in the period 141 before the TV commercial is aired is 576076, and the sum S1 of the first effect scores 110 is 17874, and the coefficient 3.10271% is calculated as the ratio S1 / S2 of the sum S1 of the first effect scores 110 to the sum S2 of the second effect scores 120.

[0033] The period for calculating the sum S1 of the first effect scores 110 can be any period as long as it is literally the period 141 before the TV commercial is aired, and it can be the same period as the airing period 142 last year, or only weekdays of a specific period in the period 141 before the airing. It can also be possible to calculate the sum for each day of the week as described above, and calculate a coefficient for each day of the week. The same applies to the sum S2 of the second effect scores 120.

[0034] Next, the device 210 generates a third effect score 130 by multiplying the second effect score 120 by the coefficient (S304), and transmits display information such as an HTML file to be displayed simultaneously with the first effect score 110 to the terminal 230 (S305). On the terminal 230, an effect display screen as shown in Fig. 1 is displayed based on the display information. In Fig. 1, a pre-broadcast period 141, a broadcast period 142, and a post-broadcast period 143 are displayed, but it may be acceptable to display at least a part of the broadcast period 142.

[0035] Here, the third effect score 130 is generated by multiplying the second effect score 120 by a coefficient, but the vertical axis of the second effect score 120 may be converted by the coefficient to generate the third effect score 130. In this case, the third effect score 130 is drawn using a vertical axis separate from the vertical axis of the first effect score 110. Here, the effect score can be considered as a concept including units of the horizontal axis and the vertical axis.

[0036] In this way, by comparing the first effectiveness score 110 for at least a portion of the pre-broadcast period 141 with the second effectiveness score for at least a portion of the pre-broadcast period 141, the second effectiveness score for the broadcast period 142 and the period thereafter 143 is adjusted, and a third effectiveness score 130 representing the effectiveness under the assumption that the TV commercial had not been broadcast is displayed simultaneously with the first effectiveness score 110, thereby visually communicating the effectiveness of the TV commercial.

[0037] Fig. 4 shows another example of a TVCM effect display screen according to one embodiment of the present invention. This is a six-day moving average of the first effect score 110 and the third effect score 130 shown in Fig. 1. By displaying the moving average in this way, it is possible to visualize the trend of the TVCM effect.

[0038] FIG. 5 shows another example of the TVCM effect display screen according to one embodiment of the present invention. This shows the first effect score 110 and the third effect score 130 shown in FIG. 1 in the form of a bar graph. In addition to showing both the first effect score 110 and the third effect score 130 as a bar graph as shown in FIG. 5, one may be shown as a bar graph and the other as a line graph. In FIG. 5, when the third effect score 130 exceeds the first effect score 110, it is shown in black. In addition to the example shown in FIG. 5, various methods such as an area graph, a step graph, and a stacked graph can be adopted, and in any case, it is sufficient to display the third effect score 130 and the first effect score 110 in a comparative manner at the same time.

[0039] In the graphs shown in Figures 1, 4 and 5, the start date and end date of the broadcast period 142 are represented by a dotted line parallel to the vertical axis, but they may be represented by coloring the area corresponding to the broadcast period 142. Also, in Figures 1 and 4, the lower areas of the line graphs may be colored, and in the area where the two overlap, the color of the graph with the smaller value on the vertical axis may be displayed preferentially. By applying appropriate coloring in this way, the contrast between the first effect score 110 and the third effect score 130 can be made even clearer.

[0040] Please note that unless there is a statement such as "based only on XX," "depending only on XX," or "only in the case of XX," this specification assumes that additional information may be taken into consideration. As an example, please note that the statement "do b when a" does not necessarily mean "always do b when a" or "do b immediately after a" unless expressly stated. Furthermore, the statement "each a constituting A" does not necessarily mean that A is composed of multiple components, but includes the case where the component is singular.

[0041] Also, just to be clear, even if there is an aspect of a method, program, terminal, device, server or system (hereinafter referred to as a "method, etc.") that performs an operation different from that described in this specification, each aspect of the present invention is directed to an operation that is the same as any of the operations described in this specification, and the existence of an operation different from that described in this specification does not make the method, etc. outside the scope of each aspect of the present invention.

[0042] Moreover, the "start" and "end" shown in FIG. 3 are merely examples, and do not necessarily mean that the method according to this embodiment starts at S301 or ends at S305.

[0043] Furthermore, in this embodiment, the behavioral history data has been considered as data representing behavior on a computer network such as an IP network, but it is noted that the spirit of this invention may also be applicable to data representing behavior in a physical store, such as sales revenue, number of calls received, number of orders, number of visits, etc., if it is possible to distinguish between behavior within the effectiveness measurement area corresponding to the target area where the TV commercial was aired and behavior in other areas.

[0044] Second embodiment In the first embodiment, the third effect score 130 was generated using a coefficient calculated by comparing the first effect score 110 in the target area during the pre-broadcast period 141 with the second effect score in the comparison area during the same period, but in this embodiment, the third effect score 130 is generated without comparing with the comparison area.

[0045] Specifically, values ​​such as the average value of the first effect score 110 calculated for each day of the week or for each attribute of each day of the week in at least a part of the period 141 before the broadcast can be used as an estimate of the third effect score 130 in the broadcast period 142. When the second effect score in the comparison region is adjusted to generate the third effect score 130, the effect of the TV commercial can be visualized by subtracting the effects of seasonal fluctuations or temporary events, which is more preferable, but when it is difficult to compare regions, it is also possible to generate the value of the third effect score 130 in the broadcast period 142 based on the value of the first effect score 110 in at least a part of the period 141 before the broadcast in this way.

[0046] (Third embodiment) In the first and second embodiments, it is assumed that the device 210 transmits display information such as an HTML file for displaying the third effect score 130 simultaneously with the first effect score 110 to the terminal 230 via a computer network, but the device 210 may generate an image for displaying the third effect score 130 simultaneously with the first effect score 110 as display information. The image can be transmitted to the terminal 230 thereafter as necessary. [Explanation of symbols]

[0047] 100 Effect display screen 110 First Effect Score 130 Third Effect Score 141 Period before TV commercial airs 142 Broadcast Period 143 Post-broadcast period 210 Equipment 211 Communications Department 212 Processing section 213 Storage section 220 Server 230 Terminals

Claims

1. A method for visualizing the effectiveness of an advertisement capable of inducing a viewer to take action on the Internet, comprising: A step in which a computer acquires a first time-series effectiveness score in an effectiveness measurement area corresponding to a target area to which the advertisement is provided and a second time-series effectiveness score in a comparison area to be compared, the first time-series effectiveness score being generated based on behavior history data indicating the number of times of the behavior; a step of the computer calculating a coefficient based on a value corresponding to the sum of the second effectiveness scores during at least a portion of a period before the advertisement is provided and a value corresponding to the sum of the first effectiveness scores during at least a portion of a period before the advertisement is provided; generating display information for displaying a third effectiveness score obtained by multiplying the second effectiveness score by the coefficient and the first effectiveness score during a period during which the advertisement is provided and at least a portion of a period thereafter; Including, A method characterized in that the display information is used to display the first effectiveness score and the third effectiveness score in comparison with the first effectiveness score on a graph for at least a portion of the period during which the advertisement was provided and a period thereafter.

2. A method for visualizing the effectiveness of an advertisement capable of inducing a viewer to take action on the Internet, comprising: A step in which a computer acquires a first time-series effectiveness score in an effectiveness measurement area corresponding to a target area to which the advertisement is provided and a second time-series effectiveness score in a plurality of comparison areas to be compared, the first time-series effectiveness score being generated based on behavior history data indicating the number of times of the behavior; a step of the computer calculating a coefficient based on a value corresponding to the sum of the second effectiveness scores during at least a portion of a period before the advertisement is provided and a value corresponding to the sum of the first effectiveness scores during at least a portion of a period before the advertisement is provided; generating display information for displaying a third effectiveness score obtained by multiplying the second effectiveness score by the coefficient and the first effectiveness score during a period during which the advertisement is provided and at least a portion of a period thereafter; Including, the display information is used to display the first effectiveness score and the third effectiveness score in a graph in a manner comparable to the first effectiveness score during a period during which the advertisement was provided and at least a portion of a period thereafter; A method according to claim 1, wherein the behavioral history data is any one of the number of accesses to a website associated with the advertisement, the number of membership registrations at the website, or the number of orders at the website.

3. The method according to claim 1 , wherein the behavioral history data is a usage start count of an app associated with the advertisement.

4. The method according to claim 1 , wherein the display information is used to display at least one of the first effect score and the third effect score in a line graph.

5. A program for causing a computer to execute a method for visualizing the effectiveness of an advertisement capable of inducing a viewer to take action on the Internet, the method comprising: The computer acquires a first time-series effectiveness score in an effectiveness measurement area corresponding to a target area to which the advertisement is provided and a second time-series effectiveness score in a comparison area to be compared, the first time-series effectiveness score being generated based on behavior history data indicating the number of times of the behavior; a step of the computer calculating a coefficient based on a value corresponding to the sum of the second effectiveness scores during at least a portion of a period before the advertisement is provided and a value corresponding to the sum of the first effectiveness scores during at least a portion of a period before the advertisement is provided; generating display information for displaying a third effectiveness score obtained by multiplying the second effectiveness score by the coefficient and the first effectiveness score during a period during which the advertisement is provided and at least a portion of a period thereafter; Including, a display information for displaying the first effectiveness score and the third effectiveness score in comparison with the first effectiveness score on a graph during at least a portion of a period during which the advertisement was provided and a period thereafter, the display information being used to display the first effectiveness score and the third effectiveness score on a graph in comparison with the first effectiveness score,

6. A device for visualizing the effect of an advertisement capable of inducing a viewer to take action on the Internet, comprising: A first effectiveness score in a time series in an effectiveness measurement area corresponding to a target area to which the advertisement is provided and a second effectiveness score in a comparison area to be compared are obtained, the first effectiveness score being generated based on behavior history data indicating the number of times of the behavior; calculating a coefficient based on a value corresponding to the sum of the second effectiveness scores during at least a portion of a period before the advertisement is provided and a value corresponding to the sum of the first effectiveness scores during at least a portion of a period before the advertisement is provided; generating display information for displaying a third effectiveness score obtained by multiplying the second effectiveness score by the coefficient and the first effectiveness score during at least a portion of a period during which the advertisement is provided and a period thereafter; The device is characterized in that the display information is used to display the first effectiveness score and the third effectiveness score in comparison with the first effectiveness score on a graph during at least a portion of the period during which the advertisement was provided and a period thereafter.

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