Information processing apparatus and information processing program

Abstract

To provide an information processing apparatus and an information processing program for supporting the use and evaluation of information on an advertisement held by a media owner, an advertiser and a user.SOLUTION: An advertisement management system includes a media owner apparatus, an advertiser apparatus, a user terminal, and an advertisement management apparatus. The advertisement management apparatus includes: a primary advertisement retrieval unit which retrieves, in response to a request from the user terminal to retrieve a primary advertisement, the primary advertisement based on primary advertisement placement information acquired from a media owner; a commercial material SNS site support unit which provides the retrieved primary advertisement and a commercial material SNS site including a secondary advertisement related to the primary advertisement, to the user terminal; an advertisement effect measurement unit which measures an advertisement effect of an advertisement medium with the primary advertisement placed thereon, on the basis of action information of a user related to retrieval of the primary advertisement and browsing of the commercial material SNS site; and a commercial material power measurement unit which measures commercial material power that indicates relevance between the user needs for the commercial material and understanding of the advertiser.SELECTED DRAWING: Figure 2

Description

Technical Field

[0001] The present invention relates to an information processing apparatus and an information processing program for assisting the use and evaluation of advertisement-related information.

Background Art

[0002] As a means for providing users with information on products and services, online advertisements provided via the Internet or the like, advertising media such as television, newspapers, flyers, and offline advertisements such as advertising media attached to railways, buses, stations, etc. are used. In recent years, offline advertisements using video display devices such as digital signage have also become widespread.

[0003] Users see various advertisements everywhere every day. Even if a user is interested in an advertisement they have seen, they often just pass it by and forget it. However, they may later remember an advertisement they were interested in and have a need to review the advertisements they have seen in the past. Also, media owners and advertisers have a need to know to what extent the advertising media attracts the interest of users or whether they are providing advertisement information that suits the user's preferences.

[0004] Patent Document 1 describes that when a user discovers an advertisement they are interested in, the advertisement registration application program held in the user terminal is launched, and the current location data, date and time data, and advertising media are registered, and data on the location of the advertisement registered at the time of purchase, the advertising media, etc. are provided.

[0005] Patent Document 2 describes constructing a portal site that can search for transportation medium advertisements and indoor / outdoor digital signage advertisements, and enabling direct purchase of products from the portal site. To achieve this, the user can either directly input the management number of the advertisement or fuzzily search for the target advertisement by narrowing down the posting location of the advertisement, such as the edge or center of the vehicle. This allows for easy retrieval of an advertisement accidentally seen in a train at a later time. Additionally, it is described that the physical advertisement is thumbnailized and displayed in the same order as the spatial information where the actual advertisement is posted, and the thumbnail is linked to the homepage of the original company of the actual advertisement.

[0006] Patent Document 3 describes that when it is detected multiple times that the same advertisement content exists in a viewing area for a certain period of time, the user is determined to have viewed the advertisement content, and based on this, the advertisement effect, such as the number of viewers of the advertisement content and the number of users who have taken actions on related information, is measured.

Prior Art Documents

Patent Documents

[0007]

Patent Document 1

Patent Document 2

Patent Document 3

Summary of the Invention

Problems to be Solved by the Invention

[0008] However, it is time-consuming for users to register the location data and date / time data of offline advertisements or input the management numbers of offline advertisements while walking or moving. Also, since there is no known means to fuzzily search for advertisements that can be seen everywhere, it has been difficult for users to revisit an advertisement they have once seen. On the other hand, for media owners and advertisers who are providers of advertising media, even if a user shows interest in an advertisement after seeing it, they cannot know the degree of interest the user has in the advertisement at that time. Therefore, they have been unable to analyze whether the advertising media appealed to the user, whether there was an advertising effect, or whether the product matched the user needs.

[0009] The present invention has been made in view of the above circumstances, and an object thereof is to provide an information processing apparatus and an information processing program for assisting the utilization and evaluation of advertisement-related information possessed by media owners, advertisers, and users.

Means for Solving the Problems

[0010] In order to solve the above problems, a first aspect of the information processing apparatus or computer program according to the present disclosure includes a primary advertisement search unit that searches for a primary advertisement based on primary advertisement posting information acquired from a media owner in response to a search request for a primary advertisement from a user terminal; a commercial material SNS site support unit that provides the user terminal with a commercial material SNS site including the searched primary advertisement and secondary advertisements related to the primary advertisement; an advertisement effect measurement unit that measures the advertisement effect of an advertising medium that posted the primary advertisement based on the user's behavior information related to the search for the primary advertisement and the browsing of the commercial material SNS site; and a commercial material power measurement unit that measures the commercial material power indicating the relevance between user needs for a commercial material and the advertiser's understanding.

[0011] A second aspect of the information processing apparatus according to the present disclosure is characterized in that the user's behavior information includes a search history related to the search for the primary advertisement and a browsing history related to the browsing of the commercial material SNS site, and the advertisement effect measurement unit measures the advertisement effect based on the search history and the browsing history.

[0012] A third aspect of the information processing apparatus according to the present disclosure is that the user's behavior information includes a user's reaction writing behavior with respect to a brand, a product, or a service targeted by an advertisement, and the advertisement effect measuring unit measures the advertisement effect based on the reaction writing behavior.

[0013] A fourth aspect of the information processing apparatus according to the present disclosure is that the advertisement effect measuring unit calculates information dissemination power indicating the degree of reach and penetration to users of the medium on which the primary advertisement is displayed based on the advertisement impression degree determined from the search history and the advertisement viewing action determined from the browsing history.

[0014] A fifth aspect of the information processing apparatus according to the present disclosure is that the advertisement effect measuring unit calculates the advertisement effect of the advertisement medium on which the primary advertisement is displayed by evaluating the cost performance related to the daily advertisement publication cost with respect to the information dissemination power.

[0015] A sixth aspect of the information processing apparatus according to the present disclosure further measures a medium location fitness deviation value indicating the degree to which the information dissemination power of a specific advertisement medium deviates from the information dissemination power of the same or similar advertisement media.

[0016] A seventh aspect of the information processing apparatus according to the present disclosure is that the product power is calculated based on a market fitness indicating the degree of coincidence between the product emphasis points of the advertiser and the product emphasis points of the consumers, a consumer product evaluation point indicating the degree of preference for the product, and a target attribute coefficient indicating the degree of emphasis on the target consumers.

Advantages of the Invention

[0017] According to the first aspect of the present disclosure, by integrating and managing the primary advertising information of the media owner, the product information of the advertiser, and the user's behavior information related to the search for the primary advertisement and the viewing of the product information, when the user wants to review the primary advertisement, the user can view the content of the primary advertisement online. Furthermore, since the secondary advertisement related to the primary advertisement can also be viewed online, the user can become aware of whether they are further interested in the products or matters that the advertisement appeals to. On the other hand, for the advertiser, the product information including the primary advertisement and the secondary advertisement can be efficiently provided, and business opportunities can also be increased. Also, for the media owner, the analysis and evaluation of the owned advertising media are facilitated, and for the advertiser, it is possible to numerically grasp whether consumers are interested in the advertisement. Furthermore, by analyzing the product strength, the advertiser can review the costs for product improvement and the sales plan.

[0018] According to the second aspect of the present disclosure, by using the search history of the user at the time of primary advertisement search and the viewing history of the user at the time of advertisement viewing as the user's behavior information, the effect of the primary advertisement can be measured from the user's behavior information when trying to review the advertisement seen in the past.

[0019] According to the third aspect of the present disclosure, by taking into account the user's reaction writings on the product SNS site as the user's behavior information, by determining what kind of reaction the user had, it is possible to analyze to what extent the user is interested in the product or matter, or whether they are interested. Therefore, the advertising effect directly reflecting the user's reaction can be measured.

[0020] According to the fourth aspect of the present disclosure, since the advertisement impression degree and the advertisement viewing action can be specified from the user's behavior information, the media owner can manage the advertising media based on objective data. Also, for the advertiser, by calculating the information dissemination power of the advertising media, the advantages of the owned advertising media can be numerically appealed.

[0021] According to a fifth aspect of the present disclosure, a media owner can know the cost performance of advertising implementation and can evaluate an advertisement in terms of the themes of expanding advertisement awareness and promoting understanding of a product.

[0022] According to a sixth aspect of the present disclosure, in addition to the information dissemination power which is an absolute index, a media location fitness deviation value indicating the relative information dissemination power compared with the same or similar advertisements can be obtained, so that the selection and cost performance of an advertising medium can be considered.

[0023] According to a seventh aspect of the present disclosure, an advertiser can compare the average, maximum, and minimum data of the product power of the same type of product with the product power of the product to be evaluated, and use it as a basis for judging the current position of the product in the market, considering version upgrades and renovations which are the elements for strengthening the future product, improving the selling method, withdrawing, or maintaining. Also, by comparing the product power over time series, the transition of the value of the product can be evaluated.

Brief Description of the Drawings

[0024]

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DETAILED DESCRIPTION OF THE INVENTION

[0025] The information processing apparatus and information processing program according to the embodiments of the present disclosure will be described below with reference to the drawings. In the following description, for components and elements that are the same as or similar to those already described, the same reference numerals will be used and the description will be omitted.

[0026] (1) Overall configuration of the advertisement management system 1 FIG. 1 is an overhead view showing an example of the overall configuration of an advertisement management system 1 to which an information processing apparatus and an information processing program according to an embodiment of the present disclosure are applied. The advertisement management system 1 shown in FIG. 1 includes an advertisement management apparatus 2, a media owner apparatus 3A, a media owner apparatus 3B, an advertiser apparatus 4X, an advertiser apparatus 4Y, and a user terminal 5 used by a user (or also referred to as a consumer). These apparatuses are connected via a network 6 such as the Internet.

[0027] The advertisement management apparatus 2 is communicably connected to the media owner apparatus 3, the advertiser apparatus 4, and the user terminal 5. By acquiring and integrally managing information regarding advertisement media managed by the media owner, merchandise information including primary advertisements and secondary advertisements managed by the advertiser, and action information that takes the request operations of each user during the search for primary advertisements and the browsing of merchandise information as transactions, the advertisement management apparatus 2 enables the user to search for primary advertisements and browse merchandise information including secondary advertisements through the merchandise SNS site, provides the media owner with the effects of the advertisement media measured using the action information of the user, and provides the advertiser with the merchandise power measured based on the expectations and needs of the user.

[0028] Here, offline advertisements include, for example, advertisements on offline media, specifically, advertisements posted or video-displayed in places such as stations, airports, bus stops, street corners, various facilities, inside vehicle compartments, etc., advertisements posted on the pages of newspapers, magazines, direct mail, etc., and advertisements broadcast on TV, radio, etc. On the other hand, online advertisements are, for example, advertisements on Internet media, specifically, advertisements on the Web, advertisements delivered by mail, advertisements displayed by applications, advertisements presented on SNS sites, etc.

[0029] Primary advertisements mean advertisements that the user himself / herself has seen, heard, or experienced. For example, when the user sees an advertisement posted / displayed in the advertisement space of an offline media, this advertisement can be a primary advertisement. Secondary advertisements are advertisements related to primary advertisements and posted with explanations, supplements, or additional information in the form of text, graphics, audio, or video. For example, when the user views an online advertisement related to a primary advertisement after seeing the primary advertisement, this online advertisement can be a secondary advertisement.

[0030] In this embodiment, it will be described that the primary advertisements managed by the media owner device 3 are offline advertisements, and the secondary advertisements linked to the primary advertisements are online advertisements related to the offline advertisements. However, the primary advertisements are not limited to advertisements posted on offline media, and can also be advertisements posted on online media. Similarly, the secondary advertisements can be advertisements posted on either offline media or online media. In addition, when the primary advertisement is an online media, the provider of the online service corresponds to the media owner.

[0031] The media owner device 3 is a device for managing information on primary advertising media owned by the media owner, and is communicably connected to the advertiser device 4 and the advertising management device 2 via the network 6. The media owner device 3A is a device for managing the advertising media of media owner A, and includes a management device 31A and a storage device 32A. The storage device 32A stores information on primary advertising media such as primary advertising posting information, advertising posting schedules, media information, and advertising performance. The management device 31A of the media owner device 3A provides information on the primary advertising media to the advertising management device 2 in response to a request from the advertising management device 2. Also, the management device 31A receives an advertising media evaluation report from the advertising management device 2. The media owner device 3B is a device for managing the primary advertising media of media owner B, and has the same configuration as the media owner device 3A.

[0032] The advertiser device 4 is a device for managing the merchandise handled by the advertiser, and is communicably connected to the advertising management device 2 and the media owner device 3 via the network 6. The advertiser device 4X is a device for managing the merchandise handled by advertiser X, and includes a management device 41X and a storage device 42X. The storage device 42X stores merchandise information for posting on the merchandise SNS site and the like. The management device 41X provides the content of the primary advertisement to the media owner device 3, and also provides merchandise information for constructing the merchandise SNS site to the advertising management device 2. Also, the advertiser device 4X receives a consumer evaluation report and a merchandise evaluation report from the advertising management device 2. The advertiser device 4Y is a device for managing the merchandise of advertiser Y, and has the same configuration as the advertiser device 4X.

[0033] The user terminal 5 is communicably connected to the advertisement management device 2 via the network 6, and a primary advertisement search application for executing a primary advertisement search is installed. The primary advertisement search application acquires search conditions for searching for primary advertisements from the user, transmits a search request for primary advertisements to the advertisement management device 2, receives and displays a primary advertisement search result list from the advertisement management device 2, and transmits a primary advertisement reference request for referring to a primary advertisement to the advertisement management device 2 based on the primary advertisement search result list. Further, a web browser is installed in the user terminal 5, and it is possible to access a product SNS site (the SNS site can also be accessed by an app) provided by the advertisement management device 2 to view primary advertisements and secondary advertisements or write evaluation information. In this embodiment, it is described that the primary advertisement search application is installed in the user terminal 5. However, instead of the primary advertisement search application, the user terminal 5 may be configured to access a primary advertisement search site provided by the advertisement management device 2 using the web browser of the user terminal 5.

[0034] (2) Hardware Configuration (2-1) Advertisement Management Device 2 The advertisement management device 2 includes a processor 21, a memory 22, a storage 23, a communication interface (communication I / F) 24, an input / output interface (input / output I / F) 25, and a bus 26 that connects these components. The processor 21 controls the overall operation of the advertisement management device 2. The processor 21 may be a general-purpose processor such as a CPU, MPU, or GPU, but is not limited to general-purpose processors and may also be a dedicated processor such as an ASIC or FPGA. The memory 22 is a main memory device and includes a RAM or the like. The storage 23 is an auxiliary storage device and includes a non-volatile storage device such as a hard disk drive (HDD) or a solid state drive (SSD). The communication interface (communication I / F) 24 is a wired or wireless communication interface and is a module for communicating with devices such as the media owner device 3, the advertiser device 4, and the user terminal 5 via the network 6. Note that the network 6 is, for example, the Internet and may include access networks such as LAN, WAN, mobile communication networks, wired telephone networks, FTTH, and CATV networks. The input / output interface (input / output I / F) 25 takes in input data from an external device and outputs output data to an external device.

[0035] (2-2) Media Owner Device 3 The media owner device 3 includes at least a processor, a memory, a storage, a communication interface (communication I / F), an input / output interface (input / output I / F), and a bus that connects these components.

[0036] (2-3) Advertiser Device 4 The advertiser device 4 includes at least a processor, a memory, a storage, a communication interface (communication I / F), an input / output interface (input / output I / F), and a bus that connects these components.

[0037] (2-4) User Terminal 5 The user terminal 5 includes a processor 51, a memory 52, a storage 53, a camera 54, a communication interface (communication I / F) 55, an input / output interface (input / output I / F) 56, a touch screen 57, and a bus 50 that connects these components. Here, the storage 53 stores programs such as an operating system (OS), a web browser, a primary advertisement search application, and various data. Also, the touch screen 57 includes an input unit 58 and a display unit 59. The user terminal 5 is a portable terminal such as a smartphone, a tablet terminal, or a notebook personal computer, for example. The user terminal 5 may also be a stationary computer such as a desktop personal computer.

[0038] (3) Functional configuration (3-1) Advertising management device 2 FIG. 2 is a block diagram showing an example of the functional configuration of an information processing apparatus (advertising management device 2) according to the present embodiment. The advertising management device 2 of the present embodiment includes, as a functional configuration, an advertising management control unit 200, a storage unit 210 for advertising management, and a communication control unit 220. The communication control unit 220 controls communication via the network 6 with the media owner device 3, the advertiser device 4, and the user terminal 5 according to an instruction from the advertising management control unit 200.

[0039] (3-1-1) Storage unit 210 for advertising management The storage unit 210 for advertising management includes a storage unit 211 for primary advertisement search, a storage unit 212 for product SNS site, a storage unit 213 for advertising effect measurement, a storage unit 214 for product power measurement, and an externally provided data storage unit 215.

[0040] The memory unit 211 for primary advertisement search is a memory unit for centrally storing and holding the primary advertisement posting information acquired from the media owner device 3. The primary advertisement posting information is stored after being converted into the form of an advertisement index. The advertisement index is an index for efficiently searching for primary advertisements to be searched, and has a data structure capable of hierarchically specifying the access path to the posted primary advertisements. Even when the media owner device 3 holds primary advertisement media information in different forms, it is stored in the memory unit 211 for primary advertisement search as an advertisement index having a standardized data structure.

[0041] The memory unit 212 for the product SNS site stores the product information for generating the product SNS site acquired from the advertiser device 4. The product information includes primary advertisement information, secondary advertisement information related to the primary advertisement, coupon information, questionnaire information, monitor information, and the like. In addition, the memory unit 212 for the product SNS site stores catalog information acquired from product evaluators, evaluation information acquired from consumers, and the like.

[0042] The catalog information is information explaining the price and functions of products created by product evaluators, and also includes analysis and evaluation by product evaluators on functions, quality, cost, design, novelty, etc. of the product. The catalog information is information generated by having volunteer users among the product SNS site users independently create an evaluation report for the specific product. The creator is distinguished from ordinary users as a product evaluator, and this user is premised on actively participating in the SNS autonomously and independently. Note that when looking at a specific individual user, the user will have a two-sided nature of being a product evaluator for one product and an ordinary user for another product. By using the catalog information, the advertiser can obtain consumer evaluations of the products targeted for advertising. Also, for ordinary users, it can shorten the time for researching products and learning, and facilitate the purchase decision-making.

[0043] The evaluation information is the information when consumers directly evaluate a catalog, commercial product, or the advertiser's plan. The evaluation information also includes catalog evaluation information for the catalog. Based on the evaluation information, consumers can grasp what and how other consumers evaluate the commercial product, and can know popular commercial products among consumers and their evaluation reports. Also, the advertiser can grasp what and how consumers evaluate the commercial product.

[0044] The memory unit 213 for measuring advertising effects stores the user's behavior information related to primary advertisement searches and advertisement views, advertising performance such as the advertising posting period and advertising production cost obtained from the media owner device 3, and the media information of the advertising media used for calculating the media location fitness deviation value. The user's behavior information includes the search history when the user searches for a primary advertisement by operating the user terminal 5, and the viewing history when the user refers to a primary advertisement or views a secondary advertisement by operating the user terminal 5. The search history includes information such as the content of the search conditions input by the user to search for a primary advertisement and the time taken for the input. The viewing history includes information related to various operation transactions such as when the user presses the "refer" button for a primary advertisement in the primary advertisement search result list, or when the user views evaluation information for a primary advertisement, secondary advertisement, or catalog, etc. on the commercial product SNS site. The user's behavior information may include writings (hereinafter also referred to as SNS writings) to the commercial product SNS site such as the user's evaluation, comment, question, and catalog evaluation of the commercial product. The user's behavior information is a record in which each user's transaction with the user terminal 5 is associated with a user ID. In addition to the user's behavior information, an action history log for referring to each user's transaction as a history later may be recorded.

[0045] The memory unit 214 for measuring the commercial product strength stores the coupon usage record, monitor participation record, questionnaire response record, hearing response record, etc. The coupon usage record and monitor usage record are automatically stored when consumers use coupons or participate in monitors. The questionnaire response record includes, for example, the response records for various questionnaires conducted at any timing for consumers or advertisers. The hearing response record includes, for example, the response records for various hearings conducted at any timing for consumers or advertisers. The questionnaire response record includes the questionnaire response record regarding the key points of the commercial product emphasized by consumers for the brand or commercial product / service, and the questionnaire response record regarding the key points of the commercial product emphasized by advertisers for the brand or commercial product / service. Also, the hearing response record includes the hearing response record such as the target attribute coefficient for advertisers. The coupon usage record, monitor participation record, questionnaire response record, and hearing response record may be collected by the advertiser device 4 and obtained by the advertisement management device 2 from the advertiser device 4, or may be collected and stored by the advertisement management device 2 itself. These pieces of information can be used when conducting a positive or negative evaluation of the commercial product strength. Based on the questionnaire response record, it is also possible to analyze commercial products whose sales do not reach the expected value despite having commercial product strength, or commercial products with good sales but whose competitiveness is difficult to grasp.

[0046] The memory unit 214 for measuring the commercial product strength further stores user attribute information. The user attribute information is the attribute information of consumers obtained when consumers register as members on the commercial product SNS site. The attribute information includes static attributes such as member name, member number, gender, age, birthday, place of origin, and dynamic attributes such as hobbies, values, address, job title, and interests. The attribute information can be used to obtain the commercial product strength by consumer segment, and can also facilitate the receipt of coupons and participation in monitors by consumers.

[0047] The externally provided data storage unit 215 stores purchase logs and external member information. The purchase logs are purchase information obtained from advertisers or third parties. By using the purchase logs, unlike sales analysis based on the attributes of purchasers, in addition to such conventional analysis results, it is also possible to evaluate how a merchandise was purchased or what the merchandise was purchased in comparison with. The external member information is, for example, login information or member information registered on social media. By using the external member information, it is possible to evaluate the merchandise power for external members who have logged in or registered as members on other merchandise SNS sites, and it is also possible to obtain the merchandise power for each segment. For consumers, it is also possible to save the trouble of registering as a member and logging in on each site.

[0048] (3-1-2) Advertising Management Control Unit 200 The advertising management control unit 200 functions as a primary advertisement search unit 201, a merchandise SNS site support unit 202, an advertising effect measurement unit 203, and a merchandise power measurement unit 204 when the processor 21 executes a program stored in the memory 22.

[0049] The primary advertisement search unit 201 acquires the primary advertisement posting information managed by the media owner device 3. The primary advertisement search unit 201 converts the primary advertisement posting information acquired from the media owner device 3 into an advertisement index having a specific data structure and stores it in the primary advertisement search storage unit 211. The timing for acquiring the primary advertisement posting information from the media owner device 3 may be arbitrary, but for example, any timing that can keep the advertisement index up-to-date, such as periodically or when the primary advertisement posting information is updated, is acceptable.

[0050] When the primary ad search application installed on the user terminal 5 is launched by the user, it sends the login information input by the user to the primary ad search unit 201 and makes a login authentication request. When the primary ad search unit 201 receives the user's login authentication request from the primary ad search application, it executes the login authentication process. In addition, when the primary ad search application is newly installed on the user terminal 5, the primary ad search unit 201 may execute new member registration for the user.

[0051] When the primary ad search unit 201 receives a search history including a search request for a primary ad and search conditions for the primary ad from the user terminal 5, it uses the ad index stored in the primary ad search storage unit 211 to search for a primary ad that satisfies the search conditions for the primary ad. The primary ad search unit 201 sends a primary ad search result list to the user terminal 5 for display on the user terminal 5. In the primary ad search result list, a "reference" button for referring to the corresponding primary ad is provided for each of the searched primary ads, and the user can refer to the primary ad again by pressing the "reference" button. If no primary ad that satisfies the search conditions can be found, a message indicating that no corresponding primary ad has been found is displayed on the search result screen. On the other hand, if the number of searched primary ads exceeds the preset maximum number, a message indicating that not all search results can be displayed may be displayed.

[0052] When the primary ad search unit 201 receives a primary ad reference request from the user terminal 5 in response to the user pressing the "reference" button for a desired primary ad, it relays the primary ad reference request to the product SNS site support unit 202. At this time, the primary ad search unit 201 may relay the login information of the user received from the user terminal 5 to the product SNS site support unit 202. The primary ad search unit 201 stores the search history transmitted together with the primary ad search request from the user terminal 5 in the advertising effect measurement storage unit 213 as the user's behavior information in association with the user's login information.

[0053] The primary advertisement search unit 201 may be configured to be called not only from the user terminal 5 but also from other programs. In this case, the output destination of the search results can be specified from the source that issues the primary advertisement search request, and the primary advertisement search unit 201 may send the search results to the specified output destination. For example, when the output destination of the search results is not specified, the primary advertisement search unit 201 sends a search result list to the source of the primary advertisement search request, which is the default output destination. On the other hand, when the output destination of the search results is specified for the primary advertisement search unit 201, the search result list is sent to the specified output destination. As the output destination, a specific address to which the user has logged in elsewhere, for example, a specific website, the user's email, an interface process, etc. can also be specified. Thereby, even when the user uses the login information for other programs, the user can execute the primary advertisement search using this information processing apparatus, and the advertisement management apparatus 2 can also analyze and evaluate the data by the members of other programs.

[0054] When the commercial material SNS site support unit 202 takes over the reference request for the primary advertisement from the primary advertisement search unit 201, or when it receives an access request from the user to the commercial material SNS site, it is activated. The commercial material SNS site support unit 202 provides the user terminal with a commercial material SNS site including the primary advertisement and secondary advertisements related to the primary advertisement.

[0055] When the commercial material SNS site support unit 202 takes over the reference request for the primary advertisement from the primary advertisement search unit 201, it may take over the login information sent to the primary advertisement search unit 201. On the other hand, when the commercial material SNS site support unit 202 receives an access request from the user to the commercial material SNS site, it can request the user for new member registration or login information using a pre-registered account. When the commercial material SNS site support unit 202 performs user login authentication based on the taken-over login information or the login information sent from the user terminal 5, it provides the commercial material SNS site to the user terminal 5.

[0056] The commercial product SNS site is a site for realizing communication among media owners, advertisers, and users, and includes primary advertisements, secondary advertisements related to the primary advertisements, word-of-mouth information, Q&A columns, SNS link buttons, evaluation buttons, and the like. For example, the commercial product SNS site provides secondary advertisements associated with brands, commercial products, services, etc. targeted by the primary advertisements and QA information with their manufacturing and sales providers, refers to evaluation information (reports, comments, likes, etc.) by consumers, or enables writing responses (posts, applications, likes, etc.) to these evaluation information. That is, the commercial product SNS site is configured to be able to share these information among participants in the commercial product SNS site (users, media owners, advertisers), and has a usage form as an SNS regarding commercial products.

[0057] The commercial product SNS site support unit 202 stores, as the behavior information of the user, the browsing history including information that the user has pressed the "reference" button of the primary advertisement from the primary advertisement search result list, and selection information (click information), text information, etc. input to the commercial product SNS site page displayed on the user terminal 5, in the advertisement effect measurement storage unit 213. Further, reaction writing actions such as writing to the commercial product SNS site by the user, such as commercial product evaluation, comment, question, catalog evaluation (hereinafter also referred to as SNS writing), may be stored in the advertisement effect measurement storage unit 213 as the behavior information of the user. The browsing history and reaction writing actions recorded by the commercial product SNS site support unit 202 are recorded as the behavior information of each user in association with the login information of each user together with the search history recorded by the primary advertisement search unit 201.

[0058] The advertisement effect measurement unit 203 measures the advertisement effect of the advertisement medium on which the primary advertisement is posted, based on the search of the primary advertisement and the user behavior information related to the browsing of the product SNS site. Here, the user behavior information includes the search history related to the search of the primary advertisement, the browsing history related to the browsing of the product SNS site, and the user's reaction writing behavior towards the brand, product or service targeted by the advertisement. The advertisement effect measurement unit 203 calculates the advertisement impression degree from the search history, determines the advertisement browsing action from the browsing history, and calculates the information dissemination power indicating the degree of reach and penetration to the users of the medium on which the primary advertisement is displayed, based on the advertisement impression degree and the advertisement browsing action. The advertisement effect measurement unit 203 calculates the advertisement effect of the advertisement medium on which the primary advertisement is displayed, by evaluating the cost performance related to the daily advertisement posting cost with respect to the information dissemination power. In addition, the advertisement effect measurement unit 203 can also measure the advertisement effect based on the reaction writing behavior. Furthermore, the advertisement effect measurement unit 203 measures the medium location fitness deviation value indicating the degree to which the information dissemination power of a specific advertisement medium deviates from the information dissemination power of the same or similar advertisement media.

[0059] The information dissemination power is an index for representing the advertisement effect of the medium on which the primary advertisement is displayed, and is an absolute index indicating the degree of reach (primary information dissemination power) and the degree of penetration (secondary information dissemination power) to the users of the medium on which a specific offline advertisement is displayed. The information dissemination power is calculated from the search history of the primary advertisement by the user and the browsing history of the product SNS site. That is, from the search history by the user, it is possible to determine the advertisement impression degree indicating how well the user remembers when and where the primary advertisement was seen. Also, from the user's browsing history, it is possible to determine the advertisement browsing action indicating how well the user browsed the primary advertisement and the secondary advertisement. The information dissemination power is obtained by summing up the primary information dissemination power and the secondary information dissemination power for each user who has searched for the evaluation target product over all users, and dividing this sum by the advertisement posting period.

[0060] The advertisement effect measurement unit 203 can also identify response posts from SNS posts, which are user behavior information, and measure the advertisement effect based on the records and histories of the response posts. Here, the response post behavior refers to the behavior (input) of users on the SNS product site, which is different from search histories such as specified search conditions. For example, it includes "likes", reports and comments on products, applications to events and campaigns organized by manufacturers, input of questions and answers, etc. Since the response post reveals the value (intention) of the user as an activity, the advertisement effect can be measured by collecting it as information representing the user's intention and evaluation of the advertisement medium, primary advertisement, or secondary advertisement. For example, when measuring how detailed an advertisement has been viewed in the calculation of information dissemination power, response posts can be added as a calculation basis in addition to the viewing history. Also, it can be utilized for marketing analysis as user evaluation information regarding the target (brand, product, product material) of the advertisement.

[0061] The media location fitness deviation value is a relative indicator showing how well a specific medium that has displayed an advertisement can appeal to the target group compared to advertisement media that are displaying the same or similar advertisements. Since the information dissemination power is an absolute value, it tends to be correlated with the region of the advertisement posting medium, or the total number of people passing in front of the advertisement posting medium (passing traffic flow) and the degree of congestion. On the other hand, the media location fitness deviation value is an indicator showing how much the information dissemination power of the offline advertisement medium to be analyzed deviates from that of an advertisement media group that satisfies predetermined conditions such as the area where the advertisement media are posted, passing traffic flow and congestion conditions (public transportation, highways, etc.), and the track record of the same product material. For example, it can be represented by the deviation value or standard deviation from the average of the information dissemination power of the advertisement media group that satisfies the predetermined conditions. Note that as the degree representing the deviation, statistical values such as the median and mode can also be used in addition to the average.

[0062] The commercial material strength measurement unit 204 measures the commercial material strength indicating the relevance between user needs for commercial materials and advertisers' understanding. The commercial material strength is calculated based on the relevance between consumers' needs for commercial materials and advertisers' understanding, that is, the concept that "commercial materials that can understand and value the diverse expectations and needs of consumers for commercial materials by manufacturers and service providers are valuable". The commercial material strength is calculated based on, for example, the market fitness indicating the degree of agreement between the points that advertisers value for commercial materials and the points that consumers value for commercial materials, the consumers' evaluation points for commercial materials indicating the degree of preference for commercial materials, and the target attribute coefficient indicating the degree of emphasis on target consumers.

[0063] The market fitness is an index obtained based on the concept that "commercial materials with a high degree of agreement between the points that consumers value for commercial materials and the points that advertisers value for commercial materials and a large sales volume have a high market fitness". The points that consumers value for commercial materials are represented as consumer importance and can be obtained from catalog evaluation information collected on commercial material SNS sites. The points that advertisers value for commercial materials are represented as advertiser importance and can be obtained from questionnaires and hearing results for advertisers. The consumers' evaluation points for commercial materials are the degree of preference for commercial materials from different perspectives obtained from questionnaire response information by consumers. For each attribute of consumers, for the perspectives of the function (performance), quality, cost, design, and novelty of commercial materials, for example, the questionnaire results evaluated on a 5-point scale (very attractive ⇒ 5 points, good ⇒ 3 points, average ⇒ 1 point, almost there ⇒ -3 points, out of the question ⇒ -5 points) are tabulated and calculated. The target attribute coefficient is a weight coefficient set according to the importance of the target attribute, which is the attribute of consumers that advertisers value as a target, and is obtained from the hearing results regarding the target attributes of commercial materials by advertisers.

[0064] (3-2) Media owner device 3 Figure 3 is a block diagram showing an example of the functional configuration of the media owner device 3 according to the present embodiment. The media owner device 3 of the present embodiment includes, as a functional configuration, a primary advertisement management unit 300, a primary advertisement storage unit 310, and a communication control unit 320.

[0065] The primary advertisement management unit 300 functions as a primary advertisement information management unit 301 and a primary advertisement information providing unit 302 by the processor executing a program stored in the memory.

[0066] When there is a request from an advertiser to use an advertising medium, the primary advertisement information management unit 301 stores the advertisement posting schedule of the requested advertising medium in the primary advertisement storage unit 310. The primary advertisement information management unit 301 stores, as primary advertisement posting information, the advertisements that have reached their advertisement posting dates among the advertisements recorded in the advertisement posting schedule in the primary advertisement storage unit 310. Also, the primary advertisement information management unit 301 manages the medium information and advertisement performance related to the advertising medium.

[0067] When the primary advertisement information providing unit 302 receives a request from the advertisement management device 2 to acquire information related to primary advertisements, such as primary advertisement posting information, medium information, and advertisement performance, managed by the media owner device 3, it provides the requested information to the advertisement management device 2. At this time, the primary advertisement information providing unit 302 may provide the information newly updated after the previous acquisition request.

[0068] The primary advertisement memory unit 310 stores primary advertisement posting information, advertisement posting schedules, media information, and advertisement performance. The primary advertisement posting information can be stored, for example, in the form of a primary advertisement posting table containing information on the primary advertisements to be posted. The primary advertisement posting table is a table that stores the posting information of the primary advertisement media managed by the media owner, and includes an advertisement media ID, an advertiser, advertisement date and time, advertisement posting location, posted content, and advertisement media. The advertisement posting schedule is the posting schedule for each primary advertisement media owned by the media owner, and includes an advertisement media ID, advertisement posting period, scheduled posting location, advertisement content, etc. Here, the advertisement content includes the content to be posted for the primary advertisement (for example, if it is a primary advertisement related to women's clothing, the posted content such as women's clothing, sweaters, mufflers, etc.). The media information stores, for each advertisement media ID, the type, size, etc. of the advertisement media. The types of advertisement media include newspapers, magazines, radio, television, in addition to the Internet (banner ads, etc.), outdoor advertisement media (posters, neon signs, large vision), digital signage (electronic billboards), transportation advertisement media (hanging ads, etc.), flyers, etc. Also, the media information includes information such as the area where the advertisement media is installed, passing pedestrian flow, congestion conditions (public transportation, highways, etc.). The advertisement performance includes the advertisement posting period and advertisement production cost of each advertisement media.

[0069] FIG. 4 is an example of the primary advertisement posting table 311 stored in the primary advertisement storage unit 310. The primary advertisement posting table 311 is configured such that for each advertisement medium ID, items such as the advertiser, advertisement date and time, advertisement posting location, posting content, and advertisement medium can be entered. The advertisement medium ID is an advertisement medium identification number assigned when a request is received from the advertiser. The advertiser is the name of the person who requested the posting of the advertisement on the advertisement medium. The advertisement date and time is the date and time or period when the corresponding advertisement is being posted. The advertisement posting location is an item for hierarchically specifying the access route to reach the posted advertisement, and specifies "address", "route name / road name", "station name, airport name", "facility name / building name", and "posting position". In the "address", the prefecture, city, ward, and building number where the advertisement medium is installed are entered. In the "route name / road name", for example, when using public transportation as the access route, the route name and station name are entered, and when using walking or a car, the road name is entered. In the "facility / building name", for example, the name of the inside of the station or the building name is entered. In the "posting position", the position where the advertisement medium is posted, such as Platform 1 or Bus Stop C1, is entered. In the posting content, a keyword representing the content of the advertisement content is entered. The keyword may be selected from a predetermined category or may be any free word. Alternatively, if the details of the posting content of the advertisement content are described in the advertisement posting schedule, a link to the advertisement posting schedule may be entered.

[0070] It is desirable that the input items of the primary advertisement posting table 311 correspond to all the items included in the data structure of the advertisement index. However, for example, when the station name can be specified and the transportation means and train route can be predicted using a known route search, the primary advertisement posting table 311 can be configured to be able to enter only the minimum necessary items for generating the advertisement index.

[0071] In the primary advertisement display table 311 shown in FIG. 4, advertisement medium IDs 01 to 03 are exemplified. Advertisement medium ID 01 is a poster such as women's clothing placed on the first platform of Line A, at Station A1, inside the station building. Advertisement medium ID 02 is the same as advertisement medium ID 01 up to Station A1, but is a digital signage installed on the wall of the building of Station A1, which displays hotels and the like. Advertisement medium ID 03 is a flyer for food and the like installed at Bus Stop C1 on Bus Route C, which is a bus route. For advertisement medium ID 03, since "station name / airport name" and "facility / building name" do not apply, they are left blank (N / A).

[0072] Regarding each item in the primary advertisement display table 311, the media owner may be allowed to enter information freely, but a pull-down menu may be displayed for each item so that the entered content can be selected in a manner consistent with the data structure of the advertisement index described later. For example, a multi-level pull-down menu may be applied to "route name / road name", and options for public transportation and roads such as "train route, bus route, airline, taxi, road" may be displayed as selectable options at the first level. When "train route" is selected, the route names of each railway company may be displayed as selectable options at the second level. In FIG. 4, both the primary advertisement display information when using public transportation as the access route and the primary advertisement display information when using a car or walking may be entered in separate lines respectively.

[0073] (3-3) Advertiser device 4 FIG. 5 is a block diagram showing an example of the functional configuration of the advertiser device 4 according to the present embodiment. The advertiser device 4 of the present embodiment includes, as a functional configuration, a merchandise information management unit 400, a merchandise information storage unit 410, and a communication control unit 420.

[0074] The product information storage unit 410 is a storage unit that stores product information including primary advertisement information, secondary advertisement information related to the primary advertisement, coupon information, questionnaire information, monitor information, etc. The primary advertisement information is information for enabling the primary advertisement posted by the media owner to be viewed again on the product SNS site. The secondary advertisement information is information for providing a secondary advertisement having content associated with the primary advertisement. The coupon information is information such as the coupon user, the date and time of coupon use, the store, and the usage record of the coupon such as the product name. The questionnaire information is information related to various questionnaires for users, advertisers, etc. The monitor information includes the monitor result of the product by consumers, that is, the comment when the consumer uses the product to be monitored, as well as the monitor participation conditions, the attributes of the participating consumers, and the product information of the monitored product. The advertiser can obtain an opportunity to communicate directly with consumers through the product SNS site of the composite enterprise joint participation type. For consumers, they can obtain the details of the product from the primary advertisement they are interested in.

[0075] The product information management unit 400 functions as a product SNS page information providing unit 401, a product information editing unit 402, and an event management unit 403 when the processor executes a program stored in the memory. The product SNS page information providing unit 401 provides information for constructing the product SNS site provided by the advertisement management device 2 to the advertisement management device 2. The product information editing unit 402 performs editing such as creation, update, and deletion of product information. The event management unit 403 supports the preparation of schedules, distribution materials, and distribution destinations when implementing coupons, questionnaires, or monitors, and performs processes such as obtaining the coupon implementation status from consumers or stores, collecting, storing, and analyzing the questionnaire results and hearing results from consumers or advertisers.

[0076] (3 - 4) User terminal 5 FIG. 6 is a block diagram showing an example of the functional configuration of the user terminal 5 according to the present embodiment. The user terminal 5 of the present embodiment includes, as a functional configuration, an advertisement search and browsing unit 500, an advertisement search history storage unit 510, and a communication control unit 520. The advertisement search and browsing unit 500 includes a primary advertisement search reference unit 501 and a product SNS site browsing unit 502. In the present embodiment, the primary advertisement search reference unit 501 is a function realized by a primary advertisement search application installed in the user terminal 5, and the product SNS site browsing unit 502 will be described as a function realized by a web browser installed in the user terminal 5. Note that the functions of the user terminal 5 may be realized by either an application or a web browser.

[0077] In the present embodiment, it is assumed that membership registration is performed when the primary advertisement search application is downloaded, and a login ID and a password are assigned to the user. The membership registration is registered as a user identifier and is, in principle, unique to the terminal. The registration of personal information for the user identifier may be performed not only when the primary advertisement search application is downloaded but also when the primary advertisement search application is started for the first time, or separately from these timings, when accessing the product SNS site. Further, the user identifier may be linked and registered with a different identifier managed by a third party.

[0078] When the primary advertisement search reference unit 501 is activated by the user, it may request the user to log in and display an input screen for login information on the display unit 59 of the user terminal 5. When the user inputs the login ID and the password, the login information is transmitted to the advertisement management device 2, the advertisement management device 2 performs user login authentication, and the authentication result is transmitted to the user terminal 5. In response to the successful user login authentication, the primary advertisement search application displays a primary advertisement search screen on the display unit 59 of the user terminal 5.

[0079] The primary advertisement search reference unit 501 receives an input operation of primary advertisement search conditions from the user, stores them in the advertisement search history storage unit 510 as a search history, and when receiving a primary advertisement search request instruction from the user, transmits the primary advertisement search request and the search history to the advertisement management device 2. Further, the primary advertisement search reference unit 501 displays the primary advertisement search result list received from the advertisement management device 2 on the display unit 59, and transmits a primary advertisement reference request by the user to the advertisement management device 2.

[0080] The product material SNS site browsing unit 502 is a browser for browsing the product material SNS site transmitted from the advertisement management device 2, displays the product material SNS site provided by the advertisement management device 2, and enables browsing of primary advertisements and secondary advertisements on the product material SNS site, or writing of evaluation information, etc. based on the browsing operation of the product material SNS site by the user.

[0081] FIG. 7 is a diagram showing an example of the primary advertisement search screen displayed on the user terminal 5 by the primary advertisement search reference unit 501. FIG. 7(a) is a diagram showing an example of the entrance page of the product material SNS site. On the entrance page of the product material SNS site, in addition to the "Search" button for primary advertisement search, digital signage advertisements 1 to 3 are displayed as "Recommendations for You", and buttons for jumping to the product page, event page, and catalog list are displayed for each of them. As the digital signage advertisements displayed as "Recommendations for You", those that match the purchase trends analyzed based on the purchase information of members can be selected. When the user presses the "Search" button on the entrance page of the product material SNS site, the primary advertisement search input screen is displayed. On the other hand, when the user presses the button displayed as "Recommendations for You", the product material SNS site browsing unit 502 is activated, and the desired content on the product material SNS site can be browsed.

[0082] FIG. 7(b) is a diagram showing an example of a primary advertisement search input screen. On the primary advertisement search input screen, input boxes are displayed for each item of "date and time", "route name / road name", "station name / airport name", and "display position", and input items of "advertising medium", "merchandise category", and "free word" are displayed as keyword input fields. It is desirable that the input items on the primary advertisement search screen correspond to all the items included in the data structure of the advertisement index. However, for example, in a case where, if a station name is specified, a known route search can be used to predict a transportation facility or a train route, the primary advertisement search screen can be configured to allow input of only the minimum necessary items for generating the advertisement index.

[0083] The user inputs, as search conditions, the remembered content about the primary advertisement that the user has seen in the past. For example, the user inputs January 10, 2023 as the "date and time", the subway Line A as the "route name / road name", Station A1 as the "station name / airport name", and the platform as the "display position". Note that for each item on the primary advertisement search input screen, the user may input within the remembered range. For example, if the user only remembers the date and time and the station name for the primary advertisement, only the corresponding items such as January 2023 and Station A1 need to be input. As the input method, the corresponding data may be selected from a pull-down menu, or text may be input. When the pull-down menu is adopted as the input method, multi-level options can be displayed so that input can be made according to the data structure of the advertisement index.

[0084] The primary advertisement search reference unit 501 stores search histories such as the search conditions input for the primary advertisement search input screen in FIG. 7(b), the time taken for the input, and the number of input corrections in the advertisement search history storage unit 510. When the primary advertisement search reference unit 501 detects that the user has pressed the "Execute Search" button, it transmits a primary advertisement search request and the search history stored in the advertisement search history storage unit 510 to the advertisement management device 2.

[0085] The advertisement management device 2 activates the primary advertisement search unit 201 in response to a primary advertisement search request from the user terminal 5. The primary advertisement search unit 201 extracts search conditions from the search history related to the primary advertisement search request, and searches for primary advertisements that satisfy the search conditions using the advertisement index stored in the primary advertisement search storage unit 211. After executing the search for the primary advertisement, the primary advertisement search unit 201 transmits a primary advertisement search result list to the user terminal 5. FIG. 7(c) is a diagram showing an example of the primary advertisement search result list displayed on the user terminal 5. In the primary advertisement search result list, the advertisement posting location, advertisement medium, and advertisement content are displayed. For each of the primary advertisements displayed in the primary advertisement search result list, a "reference" button for referring to the primary advertisement is displayed.

[0086] When the "reference" button displayed in the search result list of the primary advertisement in FIG. 7(c) is pressed by the user, the primary advertisement search reference unit 501 transmits a primary advertisement reference request to the advertisement management device 2. In response to the primary advertisement reference request, the primary advertisement search unit 201 of the advertisement management device 2 activates the product SNS site support unit 202 and relays the login information of the user and the received primary advertisement reference request to the product SNS site support unit 202. The product SNS site support unit 202 causes the user terminal 5 to display a product SNS page including the corresponding primary advertisement according to the primary advertisement reference request.

[0087] FIG. 8 is a diagram showing an example of a product SNS site browsing screen displayed by the product SNS site browsing unit 502 of the user terminal 5, and includes a secondary advertisement browsing top page, a catalog page, and an event page. FIG. 8(a) is a diagram showing an example of the secondary advertisement browsing top page of the product SNS site. For example, it is composed of a primary advertisement content area, a secondary advertisement area, and a review list & review registration area. In the primary advertisement content area, the primary advertisement content corresponding to the "reference" button pressed by the user is displayed, and the user can review the primary advertisement that he / she is interested in. Adjacent to the primary advertisement content area, items such as Q&A, SNS messages, and like evaluations related to the primary advertisement are also displayed. In the secondary advertisement area, one or more secondary advertisements related to the primary advertisement are displayed. When the primary advertisement is a sweater, detailed information about the sweater is provided. In the review list & review registration area, review information is displayed based on the evaluation information stored in the product SNS site storage unit 212, and review registration is also enabled. In addition, the user can transition to the catalog page or the event page by pressing a predetermined button (not shown) from the secondary advertisement browsing top page.

[0088] FIG. 8(b) is a diagram showing an example of the catalog page. An index of the catalog list by advertisement is displayed. When the user selects a desired catalog from this catalog list, the user transitions to the corresponding catalog page. On the catalog page, consumer product evaluation reports are displayed by category, and contents such as experience videos, product comparisons, reports, recommended purchases, Q&A, advertisement spaces, and review lists & registrations are displayed. In addition, the catalog page is configured to enable favorite registration and like evaluations. The catalog page is displayed based on the catalog information stored in the product SNS site storage unit 212.

[0089] FIG. 8(c) is a diagram showing an example of an event page. On the event page, campaigns, coupons, questionnaires, and an entrance to the monitor are displayed. Also, as a communication tool with advertisers, an FAQ for advertisers and an entrance to PM with the advertiser are provided. The event page is displayed based on coupon information, questionnaire information, and monitor information acquired from the advertiser device 4 and stored in the product SNS site storage unit 212.

[0090] (4) Operation of the advertisement management system 1 (4-1) Overall operation of the advertisement management system 1 FIG. 9 is an example of the overall operation of the advertisement management system 1 of the present embodiment, and shows an example of an operation flow in which each of the advertisement management device 2, media owner device 3, advertiser device 4, and user terminal 5 constituting the advertisement management system 1 cooperates.

[0091] The primary advertisement search unit 201 receives primary advertisement posting information from the media owner device 3 at a predetermined timing, converts it into the data structure of the advertisement index, and stores it in the primary advertisement search storage unit 211 (step S900). The predetermined timing may be a timing such as when the advertisement management device 2 is started up or periodically, so that the latest advertisement index can be maintained.

[0092] When the primary advertisement search unit 201 receives a login request from the user terminal 5 (step S901), it performs user authentication. Next, when the primary advertisement search unit 201 receives a search history including a primary advertisement search request and search conditions from the primary advertisement search application of the user terminal 5 (step S902), it searches the advertisement index stored in the primary advertisement search storage unit 211, extracts primary advertisements that match the search conditions for the primary advertisements, and transmits the extracted primary advertisements to the user terminal 5 as a primary advertisement search result list (step S903). When the "reference" button corresponding to a desired primary advertisement among the primary advertisements included in the primary advertisement search result list is pressed by the user, a primary advertisement reference request is transmitted from the user terminal 5 to the advertisement management device 2 (step S904). The primary advertisement search unit 201 passes on the transmitted primary advertisement reference request and the user's login information to the product SNS site support unit 202. The primary advertisement search unit 201 stores the search history including the search conditions received from the user terminal 5 in the advertisement effect measurement storage unit 213 as the user's behavior information.

[0093] The product SNS site support unit 202 acquires product information for constructing a product SNS site from the advertiser device 4 at a predetermined timing and stores it in the product SNS site storage unit 212 (step S905). The predetermined timing may be a timing such as when the advertisement management system 1 is started up or periodically, so that the latest product SNS site can be provided to the user. When the user logs in to the primary advertisement search unit 201 during primary advertisement search, the product SNS site support unit 202 continues to receive the login information from the primary advertisement search unit 201. Also, when there is a direct access request from the user terminal 5 to the product SNS site, a login operation is requested from the user, and when the user's login authentication is performed, the login information is acquired and the product SNS site is provided to the user terminal 5.

[0094] When the commercial material SNS site support unit 202 takes over the primary advertisement reference request from the user (step S904) from the primary advertisement search unit 201, in response to the user's primary advertisement reference request, it provides the user terminal 5 with a commercial material SNS site including the primary advertisement (step S906). Next, when receiving a browsing request for a secondary advertisement included in the commercial material SNS site from the user terminal 5 (step S907), it provides the user terminal 5 with a commercial material SNS site including the secondary advertisement for which the browsing request was made (step S908). When there is a browsing request on the commercial material SNS site from the user, it provides the corresponding page to the user terminal 5 (S909).

[0095] The commercial material SNS site support unit 202 stores the user's browsing history of the primary advertisement and the secondary advertisement as the user's behavior information in the advertisement effect measurement storage unit 213. Also, the commercial material SNS site support unit 202 stores the record and history of the user's reaction writing on the commercial material SNS site as the user's behavior information in the advertisement effect measurement storage unit 213.

[0096] The advertisement effect measurement unit 203 acquires the user's behavior information related to the primary advertisement search and the secondary advertisement browsing from the advertisement effect measurement storage unit 213 based on the user's login information, for example, the user ID. The advertisement effect measurement unit 203 calculates the information dissemination power of the user based on the advertisement impression degree generated from the search history included in the behavior information and the advertisement browsing action generated from the browsing history. In addition to the information dissemination power, the advertisement effect measurement unit 203 acquires the advertisement performance and the media information from the media owner device 3 (step S910) and calculates the advertisement effect of the advertisement medium or the media location adaptation deviation value. Also, the advertisement effect measurement unit 203 measures the advertisement effect based on the record and history of the reaction writing included in the user's behavior information. These calculation results are transmitted to the media owner device 3 as an advertisement medium evaluation report (step S911).

[0097] The commercial material strength measurement unit 204 acquires catalog evaluation information, questionnaire response information by users, and hearing response information by advertisers from the commercial material strength measurement storage unit 214 (steps S912 and S913). Based on this response information, the commercial material strength measurement unit 204 calculates the commercial material strength, which is an index representing the current value of the commercial material, and transmits the commercial material strength measurement result to the advertiser device 4 as a consumer evaluation report and a commercial material evaluation report (step S914).

[0098] (4-2) Operation of the primary advertisement search unit 201 FIG. 10 is a diagram showing an example of the operation flow of the primary advertisement search unit 201. As shown in FIG. 10, the primary advertisement search unit 201 acquires primary advertisement posting information from the media owner device 3 (step S100), generates an advertisement index from the acquired primary advertisement posting information and stores it in the primary advertisement search storage unit 211 (step S101), acquires a primary advertisement search request and search conditions from the user (step S102), searches for a primary advertisement that satisfies the search conditions related to the primary advertisement search request based on the advertisement index stored in the primary advertisement search storage unit 211 (step S103), presents the searched primary advertisement to the user (step S104), and stores the search history in the advertisement effect measurement storage unit 213. It comprises a computer program that causes a computer to execute these operations.

[0099] The primary advertisement search unit 201 acquires the primary advertisement posting table 311 shown in FIG. 4 as primary advertisement posting information from the media owner device 3. The primary advertisement search unit 201 generates an advertisement index from the primary advertisement posting table 311 and stores the generated advertisement index in the primary advertisement search storage unit 211. The advertisement index includes an advertisement index when using public transportation and an advertisement index when using a car or walking.

[0100] FIG. 11 is an example of an advertisement index when using public transportation, and FIG. 12 is an example of an advertisement index when using a car or walking. The advertisement index is composed of a data structure having a topmost root node (a node without a parent node), a bottommost leaf node (a node without a child node), and a branch node (a node having a parent node and a child node) which is a node therebetween.

[0101] In the example of FIG. 11, "date and time" is used as the root node, "means of transportation", "train line", "station / airport", etc. are used as branch nodes, and "bus stop", "inside the vehicle", "inside the plane", "on the door / window", "seat", "platform (track)", "concourse / passage", etc. are arranged as leaf nodes. Each node includes a pair of a data part and a pointer part (data part, pointer part). The data part indicates an element included in that node, and the pointer part indicates a pointer to a node located one layer below that node. A pointer to the serial management number of the primary advertisement is set in the pointer part of the leaf node. The serial management number of the primary advertisement is a unique serial number assigned to each advertisement medium managed by the advertisement management device 2, and is used for management of advertisement media, statistical processing, etc. in the advertisement management device 2. The advertisement index when using a car or walking in FIG. 12 also has a similar data structure.

[0102] Figure 13 shows an example of converting the primary advertisement posting table 311 shown in Figure 4 into an advertisement index. For example, for the advertisement medium ID 01 shown in Figure 4, in the "Date and Time" node, (January 10, 2023, Region 110) is set, in the "Region 110" node, (Kanto, Transportation 1102) is set, in the "Transportation 1102" node, (Train, Train Route 11022) is set, in the "Train Route 11022" node, (Subway Line A, Station / Airport A) is set, in the "Station / Airport A" node, (Station A1, Station / Airport A1) is set, in the "Station / Airport A1" node, (Inside the Station, Inside A1) is set, in the "Inside A1" node, (Platform, Platform A11) is set, and in the leaf node of "Platform A11", (Platform 1, Advertisement A111) is set. Advertisement A111 is a pointer to the serial management number of the primary advertisement posted on Platform 1 of Station A1 on Subway Line A. For advertisement medium ID 02, from "Date and Time" to "Train Route", it passes through the same links as advertisement ID 01, but from the "Station / Airport A1" node, it branches to the "Outside the Ticket Barrier A1" node, and links to the "Station Building A11" node and the "Wall A112" node are formed. In the leaf node of "Wall A112", a pointer to the serial management number of advertisement medium ID 02 is set. For advertisement medium ID 03, a link to the serial management number of the advertisement medium posted at Bus Stop C1 on Bus Route C is formed.

[0103] Next, an example of searching for a primary advertisement that satisfies the user's primary advertisement search request using the advertisement index will be described. The primary advertisement search unit 201 acquires the search conditions input on the primary advertisement search input screen (Figure 7(b)) from the search history transmitted together with the primary advertisement search request from the user terminal 5. The primary advertisement search unit 201 traverses from the root node to the leaf node of the advertisement index along the access path specified by the search conditions, and identifies the primary advertisement that satisfies the search conditions from the pointer set in the leaf node. In the case of the search conditions in Figure 4, it traverses each node of "Date and Time", "Region", "Transportation", "Train Route", "Station", "Inside the Station", and "Platform" in Figure 13, and extracts the primary advertisements pointed to by Advertisement A111, Advertisement A112, and Advertisement A113 from the elements included in the leaf node "Platform A11", and further determines the search results according to the merchandise category or free word specified by the search conditions.

[0104] The primary advertisement search unit 201 can output search results from ambiguous search conditions even when the user cannot recall all the routes to the primary advertisement. For example, when the user inputs only the date and time and Station A1 as search conditions, the primary advertisement search unit 201 traces from the "date and time" node to the "Station / Airport A1" node in the advertisement index, and determines as search results the primary advertisements pointed to from all the leaf nodes ("Home A11" node and "Wall A11" node) linked to the "Station / Airport A1" node. That is, even when the user specifies ambiguous search conditions, it is possible to search from the root node of the advertisement index to the node corresponding to the search conditions, and generate primary advertisement search results from all the leaf nodes linked to that node. If the number of search results becomes extremely large, instead of outputting them as they are, it may be possible to further narrow them down or request a review of the condition settings.

[0105] In this way, since the primary advertisement search unit 201 has the function of being able to search for the primary advertisement even when the date and time or location where the user saw the primary advertisement is ambiguous, the user can easily reach that primary advertisement when they want to see the primary advertisement they saw in the past again. Also, since the user can view secondary advertisements from the primary advertisement search results, it is possible to perform a series of operations from the search for the primary advertisement to the in-depth exploration and purchase of the product.

[0106] (4-3) Operation of the product SNS site support unit 202 FIG. 14 is a diagram showing an example of the operation flow of the product SNS site support unit 202. The product SNS site support unit 202 acquires product information managed by an advertiser from the advertiser device 4 and stores it in the product SNS site storage unit 212 (S140), acquires the user's login information (S141), and provides a product SNS page including a primary advertisement in response to a primary advertisement reference request by the user (S142), provides a product SNS page including a secondary advertisement in response to a secondary advertisement viewing request by the user (S143), responds to a viewing request or SNS writing to the product SNS site by the user (S144), and stores, as the behavior information of the user, the fact that there has been a primary advertisement reference request from the user terminal 5, the viewing history including the fact that a secondary advertisement corresponding to the primary advertisement for which the reference request has been made has been viewed, or a reaction writing by the user, in the advertising effect measurement storage unit 213 (step S144). It comprises a computer program for causing a computer to execute these operations.

[0107] The product SNS site support unit 202 comprehensively provides information such as viewing of primary and secondary advertisements, evaluation of products, coupons, and questionnaires, using the information of primary advertisements managed by a media owner and product information managed by an advertiser via the product SNS site. The product SNS site support unit 202 stores the product SNS site content in a directory in the product SNS site storage unit 212. When receiving a URL (Uniform Resource Locator) for accessing the product SNS site from a user, it acquires the product SNS site content from the directory in the product SNS site storage unit 212 corresponding to the URL and displays the product SNS site on the user terminal 5. The product SNS site support unit 202 constructs the product SNS site provided to the user terminal 5 by generating or updating the content stored in this directory based on the product information acquired from the advertiser device 4 and the like.

[0108] When the Commercial Product SNS Site Support Unit 202 is notified by the Primary Ad Search Unit 201 that there has been a user request to view a primary ad, the Commercial Product SNS Site Support Unit 202 takes over the login information of the user and the primary ad view request from the Primary Ad Search Unit 201, and provides the user terminal 5 with a commercial product SNS site browsing screen (Figure 8) that includes the primary ad for which the view request was made. On the other hand, when there is a direct access from the user to the commercial product SNS site, the top page of the commercial product SNS site (not shown) is provided to the user.

[0109] The Commercial Product SNS Site Support Unit 202 executes operations based on user input operations on the commercial product SNS site. For example, on the commercial product SNS site browsing screen (Figure 8), when the Commercial Product SNS Site Support Unit 202 receives a user request to view a primary ad or a secondary ad related to the primary ad, the corresponding content is read from a directory in the commercial product SNS site storage unit 212, and a commercial product SNS page including the content is provided to the user terminal 5. Also, when there is a request to view various contents posted on the commercial product SNS site, the requested content is transmitted to the user terminal 5. Further, when there is a user's reaction writing such as SNS writing on the commercial product SNS site, responses such as SNS writing save processing and statistical processing are performed.

[0110] For the user, the commercial product SNS site enables the user to check detailed information and evaluations related to ads on one site, making it easier to make a purchase decision. Also, by measuring the advertising effect for each commercial product using the user's operation history on the commercial product SNS site, the "like" log indicating the degree of comparison and consideration, and the screen operation log, etc., the media owner can easily grasp the cost-effectiveness of the primary advertising medium for a certain commercial product. Also, for the advertiser, since not only commercial product information can be provided to the user but also the evaluation of the commercial product power can be utilized, the advertiser can directly obtain the market reaction and obtain an overview of the market.

[0111] (4-4) Operations of the Advertising Effect Measurement Unit 203 FIG. 15 is a diagram showing an example of the operation flow of the advertisement effect measurement unit 203. The advertisement effect measurement unit 203 reads the user's behavior information from the advertisement effect measurement storage unit 213, and acquires the search history and browsing history included in the user behavior information (step S150). The advertisement effect measurement unit 203 identifies the advertisement impression degree based on the user's search history, and identifies the advertisement browsing action based on the browsing history. The advertisement effect measurement storage unit 213 uses the information dissemination power scoring table to calculate the primary information dissemination power and the secondary information dissemination power indicating the degree of reach and penetration to the user of the advertisement medium on which the advertisement is posted, based on the advertisement impression degree and the advertisement browsing action of the user (step S151). Based on the calculated primary information dissemination power and secondary information dissemination power, and the advertisement posting period read from the advertisement effect measurement storage unit 213, the information dissemination power is calculated (step S152). Further, the advertisement effect measurement unit 203 measures the advertisement effect using the advertisement production cost stored in the advertisement effect measurement storage unit 213 (step S153). Further, the advertisement effect measurement unit 203 measures the medium location fitness deviation value using the medium information of the advertisement (step S154). The advertisement effect measurement unit 203 provides these measurement results to the media owner device 3 as an advertisement medium evaluation report (step S155).

[0112] (4-4-1) Measurement of Information Dissemination Power The information dissemination power is calculated by applying the "information dissemination power scoring table" to the advertisement impression degree determined from the search history when the user searches for the primary advertisement, and the advertisement browsing action determined from the browsing history, for the advertisement medium on which the primary advertisement to be measured is posted.

[0113] FIG. 16 is a diagram showing an example of an information transmission power score table. On the horizontal axis of the information transmission power score table, keyword search, location search, and date-time location search are arranged as items related to the advertisement impression degree by the user. The advertisement impression degree is set such that the score varies depending on the method by which the user searches for the advertisement. For an advertisement that the user remembers in detail when and where they saw it, since the advertisement remains in the impression, the score is set to increase as more detailed search conditions are specified. Also, on the vertical axis, advertisement viewing actions such as only search, primary advertisement reference, and secondary advertisement viewing are arranged as items related to the user's advertisement viewing actions. The advertisement viewing action is set such that the score varies depending on the degree to which the user views the advertisement, and the score is set to increase as the advertisement is viewed in more detail.

[0114] The advertisement impression degree is obtained by extracting the search history, which is the user's action information related to the primary advertisement search, from the user's action information recorded in the advertisement effect measurement memory unit 213, and determining whether the user performed keyword search, location search, or date-time location search. The advertisement viewing action is determined by extracting the viewing history, which is the action information related to the viewing of the commercial material SNS site, from the user's action information recorded in the advertisement effect measurement memory unit 213, and determining whether the user performed "only search", "primary advertisement reference", or "secondary advertisement viewing". Here, "only search" corresponds to the case where although there is a search history by the user, the commercial material SNS site support unit 202 did not receive a primary advertisement reference request from the user, "primary advertisement reference" corresponds to the case where the commercial material SNS site support unit 202 received a primary advertisement reference request, and "secondary advertisement viewing" corresponds to the case where a secondary advertisement viewing request corresponding to the primary advertisement was received.

[0115] The information transmission power score table includes the scores for primary information transmission power and secondary information transmission power respectively. The primary information transmission power is calculated using the score table part related to "search only" and "primary ad reference" in the ad viewing action. The secondary information transmission power is calculated using the score table part related to "secondary ad viewing" in the ad viewing action. For example, if a user performs a keyword search once to search for a primary ad and views the primary ad 2 times on the product SNS site, the primary information transmission power is (1×1)+(1×2)=3 points. After that, if the user views the secondary ad 4 times, the secondary ad information transmission power for that user is (3×4)=12 points. Also, if the user searches for a primary ad by location and views the secondary ad on the product SNS site, the secondary information transmission power is 6 points. Similarly, if the user searches for a primary ad by date and location and views the secondary ad on the product SNS site, the secondary information transmission power is 12 points. Note that when a search combining a location search or a date and location search is performed together with a keyword search, the score for the location search or the date and location search is applied. Also, when a search combining a location search and a date and location search is performed, the score for the date and location search is applied.

[0116] In the information dissemination power score table of FIG. 16, the advertisement impression degree is classified into three actions: keyword search, location search, and date and time location search. Also, the advertisement viewing action is classified into three actions: search only, primary advertisement reference, and secondary advertisement viewing. However, by further classifying the advertisement impression degree and the advertisement viewing action in more detail, it may be configured so that more detailed information dissemination power can be calculated. For example, as the classification of the advertisement impression degree, "route name / road name", "station name / airport name", "posting position", etc. may be adopted, and for example, the information dissemination power score table may be set so that the scores increase in this order. Similarly, for the advertisement viewing action, points may be assigned to the user's reaction writing action for the merchandise. Also, the higher the interest shown in the primary advertisement or the secondary advertisement, such as referring to the catalog information and evaluation information regarding the primary advertisement and the secondary advertisement, the higher the score may be set. Furthermore, based on the time taken for the primary advertisement search and the frequency of modification of the search conditions, the higher the score of the advertisement impression degree may be set as the user inputs the search conditions smoothly. Alternatively, the score of the advertisement viewing action may be set to increase as the advertisement is viewed for a longer time.

[0117] The information dissemination power is calculated by summing up the primary information dissemination power and the secondary information dissemination power calculated for each user over the entire target users, and calculating the sum as the score per day divided by the advertisement posting period. For example, if the advertisement posting period is 15 days and the total of the primary information dissemination power and the secondary information dissemination power is 30,000 points, the information dissemination power per day is 30,000÷15 = 2,000 points. Note that the advertisement performance including the advertisement posting period and the advertisement production cost is acquired from the media owner device 3 and stored in the advertisement effect measurement storage unit 213. The information dissemination power is basically evaluated based on the advertisement posting period, but in the long term, since the layer interested in the advertisement also changes, the tendency for each type of consumer (such as early adapter) can also be analyzed. By analyzing the information dissemination power, for the media owner, the information dissemination power of the owned advertising media can be numerically appealed to the advertiser.

[0118] (4-4-2) Measurement of advertisement effect Advertising effectiveness is an indicator for evaluating the two themes of "cognitive expansion / image creation" and "promotion of understanding of commercial products" of an advertisement, and can be measured as the advertising cost per information dissemination power (1 point) as shown in the following formula. Advertising effectiveness = (Advertising cost ÷ Number of advertising posting days) ÷ ((Primary information dissemination power + Secondary information dissemination power) ÷ Advertising posting period) = Advertising cost per day ÷ Information dissemination power per day Among the advertising effectiveness, the ratio of the primary information dissemination power corresponds to the indicator of "cognitive expansion / image creation", that is, the indicator for informing consumers of the existence and name. Also, among the advertising effectiveness, the ratio of the secondary information dissemination power corresponds to the indicator of "promotion of understanding of commercial products", that is, the indicator for conveying the merits of commercial products to consumers. By comparing the magnitudes of the indicator of "cognitive expansion / image creation" and the indicator of "promotion of understanding of commercial products", if the indicator of "promotion of understanding of commercial products" is larger, it can be evaluated as a high-performance advertisement with a lower unit price.

[0119] (4-4-3) Measurement of media location fitness deviation value To obtain the media location fitness deviation value, first, for each of the media group for which the deviation value is to be measured and the specific media group randomly sampled with a predetermined number of samples (for example, 30 or more) from the media group, the sample mean is obtained. The sample mean of the media group is calculated by adding up all the numerical values of the information dissemination power of the media included in the media group and dividing the sum by the number of media. Similarly, for the 30 or more specific media sampled, the sample mean of the information dissemination power is obtained by adding up all the numerical values of the information dissemination power and dividing the sum by the number of media. Then, the media location fitness deviation value of the specific media is obtained by the following formula. Media location fitness deviation value = (Sample mean of specific media - Average of sample means of media group) ÷ Standard deviation × 10 + 50 Here, the standard deviation is the average of the deviations from the "average of the sample means of the media group", "×10" indicates scaling to 10, and "+50" indicates setting the average to 50. By analyzing the media location fitness deviation value, the fitness as an advertising placement location can be presented as a deviation value.

[0120] (4-4-4) Method for Utilizing Information Transmission Power and Media Location Compatibility Deviation Value The analysis results of the media utilizing the information transmission power and the media location compatibility deviation value are provided to the media owner as an advertising media evaluation report. The media owner can analyze the advertising media by utilizing the information transmission power and the media location compatibility deviation value. In the case of a commodity with low profit margins and high sales volume, the advertising media can be selected within the budget range in descending order of "information transmission power". In the case of a high-value-added commodity, the advertising media can be selected within the budget range in descending order of "media location compatibility deviation value". As an applied utilization method, the evaluation of advertising expenses becomes possible. That is, by "advertising placement fee for offline advertising media ÷ media location compatibility deviation value", the advertising placement fee per point of the media location compatibility deviation value for a specific period can be known, and it is possible to determine whether the advertising expenses are expensive or cheap by comparing multiple media. Also, the evaluation of the validity of the advertising period can be performed. That is, by graphing the total value of the daily scores for each terminal over time instead of the average value per day of the information transmission power, the evaluation of the advertising period validity can be performed. For example, when the information transmission power of a certain media decreases day by day, it can be understood that the advertising effect of that media has weakened, so a decision can be made to stop the advertising of that media. On the other hand, for media with a flat or increasing information transmission power, a decision can be made to continue the advertising of these media.

[0121] (4-5) Operation of Commodity Power Measurement Unit 204 FIG. 17 is a diagram showing an example of the operation flow of the commercial material strength measurement unit 204. The commercial material strength measurement unit 204 calculates the consumer's points of emphasis (consumer importance by perspective) for the commercial material based on the catalog evaluation information stored in the commercial material SNS site storage unit 212 (step S170), and calculates the advertiser's points of emphasis (advertiser importance by perspective) for the commercial material based on the questionnaire response information stored in the commercial material strength measurement storage unit 214 (step S171), calculates the market fitness based on the consumer's and advertiser's points of emphasis for the commercial material (step S172), calculates the market needs (step S173), obtains the consumer's commercial material evaluation and the advertiser's target attribute coefficient based on the questionnaire response information and the hearing response information stored in the commercial material strength measurement storage unit 214 (step S174), and calculates the commercial material strength based on the market fitness, the consumer's commercial material evaluation, and the advertiser's target attribute coefficient (step S175), and includes a computer program for causing a computer to execute these operations.

[0122] (4-5-1) Calculation of the consumer's points of emphasis for the commercial material (consumer importance by perspective) (step S170) The consumer's points of emphasis for a brand, commercial material, or service are calculated as the consumer importance by perspective, which indicates the ratio of the consumer's importance for each of the perspectives of the function (performance), quality, cost, design, and novelty of the commercial material. The consumer importance by perspective can be generated from the catalog evaluation information stored in the commercial material SNS site storage unit 212. An example of the steps from catalog creation by a commercial material evaluator to the aggregation of the consumer importance by perspective is as follows. 1) Catalog creation The commercial material evaluator creates a catalog for the advertising commercial material and selects the items emphasized by the commercial material from among "function (performance)", "quality", "cost", "design", and "novelty" (multiple selections are possible, and the selected ones become the display conditions for various "like" buttons). Such catalogs are created and updated at regular or arbitrary timings and stored in the commercial material SNS site data storage device. 2) Catalog display The commercial product SNS site support department 202 sorts and displays the catalog according to the items emphasized by consumer attributes obtained from advertisers through interviews and the preferences (such as function priority) registered by consumers. This enables the analysis of member attributes that respond to the catalog, time-series analysis, custom analysis by region, etc. 3) Catalog evaluation When consumers evaluate a catalog, they can press the "Like" buttons for "Function (Performance)", "Quality", "Cost", "Design", and "Novelty" (multiple selections are possible). This allows for determining what consumers have evaluated. The "Like" evaluations by consumers are stored in the memory unit 212 for the commercial product SNS site as catalog evaluation information. Here, for example, only those items registered as emphasized by the commercial product evaluator (catalog owner) in 1) can have the "Like" button pressed. Also, when evaluating with "Like", it can be added to bookmarks and, if you want to view it later, it can be added to the favorites list with the "Add to Favorites" button. 4) Consumer importance by perspective Read out the catalog evaluation information stored in the memory unit 212 for the commercial product SNS site, and group the consumers who have evaluated the catalog by attributes such as minor females, minor males, adult females, and adult males. Then, classify the perspectives from which users focus on the commercial product into function, quality, cost, design, and novelty, calculate the total number of "Likes" for all catalogs of the commercial product by attribute and perspective, and tabulate what each group values. The tabulation results are stored in the memory unit 214 for measuring commercial product strength as consumer importance by attribute and perspective.

[0123] Figure 18(a) is a diagram for explaining an example of consumer importance by perspective. The consumer importance by perspective is calculated by obtaining the total number of "Likes" for all consumer attributes by perspective and dividing the total by the total number of "Likes" (2126). Note that the total of consumer importance by perspective is 1.

[0124] (4-5-2) Calculation of the points emphasized by the advertiser for the commercial product (advertiser importance by perspective) (step S171) The advertiser's key points regarding a brand, product material, or service are represented by the advertiser importance by perspective, which indicates the ratio of the importance of the advertiser for each of the perspectives of the function (performance), quality, cost, design, and novelty of the product material. The advertiser importance by perspective is obtained through a questionnaire for the advertiser and is stored in the product material strength measurement storage unit 214 as questionnaire response information.

[0125] Figure 18(b) is a diagram for explaining an example of the advertiser importance by perspective obtained from the questionnaire response information. The advertiser importance by perspective is determined as the ratio of the importance for the advertiser regarding the "function (performance)", "quality", "cost", "design", and "novelty" of the product material. The total of the advertiser importance is 1.

[0126] (4-5-3) Calculation of market fitness (step S172) Market fitness and market needs are indicators showing the market synchronism of the product material, that is, the degree of realization of a waste-free consumer society. Regarding market fitness, a product material with a high degree of agreement between the key points emphasized by consumers and advertisers and with a large volume is considered to have a high market fitness, and it is calculated as follows. Market fitness by perspective = Consumer importance by perspective × Advertiser importance by perspective Market fitness = Total of market fitness by perspective Figure 18(c) is a diagram showing an example of the calculation of market fitness. For example, the market fitness regarding the "function" of a certain product material is calculated as 0.02 for the "function" by multiplying the consumer importance 0.12 (Figure 18(a)) regarding the "function" of the product material and the advertiser importance 0.2 (Figure 18(b)). The other perspectives are calculated in the same way, and when the market fitness by perspective is totaled, the final market fitness is calculated as 0.23.

[0127] (4-5-4) Calculation of market needs (step S173) The market need is obtained by multiplying the market suitability by the average number of viewers (UU number) of the top 3 catalogs in the cumulative viewer number ranking for that product, as shown in the following formula. Note that the UU number (unique user number) is the number of users who viewed that catalog. Market need = Market suitability × Average number of viewers (UU number) The reason for using the viewer numbers of the top 3 catalogs in the cumulative viewer number ranking is that consumers are likely to use catalogs with a large number of viewers as a reference for purchasing.

[0128] Figure 18(d) is a diagram showing an example of the average number of viewers UU. For catalogs A to E for one product, it shows an example of the number of PVs (page views), UU numbers, and the number of "likes" pressed for that catalog. Note that the PV number (page view number) is the number of times a user viewed a specific page within the website, and the act of viewing the catalog multiple times is counted. In the example of Figure 18(d), the market need is obtained as follows by multiplying the market suitability of 0.23 obtained in Figure 18(c) by the total of the top 3 UUs, which is 6,696. Market need = 0.23 × 6,696 = 1,540 By analyzing the market suitability and market need, advertisers can grasp, in specific numerical values, the extent to which offline advertisements attract consumers' interest.

[0129] (4-5-5) Calculation of product strength (Steps S174, S175) The product strength is obtained by the following calculation formula. Product strength by attribute and perspective = Market suitability by perspective × Product evaluation points by attribute and perspective × Target attribute coefficient (1.0 to 1.5) Product strength = Total of product strengths by attribute and perspective The market suitability by perspective is obtained by multiplying the consumer importance by perspective and the advertiser importance by perspective, and is the value illustrated in Fig. 18(c). The material power evaluation points by perspective and attribute are the total of the evaluation points based on the five-level evaluations by consumers regarding the perspectives of "function (performance)", "quality", "cost", "design", and "novelty" of the target material. These are obtained through questionnaires to consumers and stored as questionnaire response information in the material power measurement storage unit 214. In the five-level evaluation, for each perspective, evaluations are made as "very attractive (5 points), good (3 points), mediocre (1 point), almost there (-3 points), out of the question (-5 points)". The questionnaire response information includes, for each attribute of the questionnaire respondents, the total of the evaluation points, the median of the evaluation points by perspective, and the subtotal of the evaluation points by attribute.

[0130] The advertiser's target attribute coefficient is a weight coefficient set for the consumer attributes that the advertiser values as targets. For example, when the advertiser targets adult women, a high target attribute coefficient is set for adult women. The advertiser target attribute coefficient is obtained through hearings from the advertiser and stored as hearing response information in the material power measurement storage unit 214. When targeting all consumer attributes and when targeting only specific consumer attributes, the advertiser target attribute coefficient is set to "1.0". When prioritizing between consumer attributes, an arbitrary coefficient between "1.0 and 1.5" is set.

[0131] Figs. 19(a) to (d) are examples of the material power by perspective and attribute, where the material power by perspective (function, quality, cost, design, novelty) is calculated for each consumer attribute (underage female, underage male, adult female, adult male). The material power by perspective and attribute is calculated by multiplying the market suitability, the material evaluation points, and the target attribute coefficient for each perspective and attribute.

[0132] Fig. 19(a) shows an example of calculating the material power by attribute and perspective for underage females. The market suitability is the same value as the market suitability illustrated in Fig. 18(c), and the values of the underage female material evaluation score and the target attribute coefficient are obtained from the questionnaire response information stored in the material power measurement storage unit 214. In Fig. 19(a), the material power for "function" is calculated as 0.02 × 120 × 1.0 = 2.40, and the same calculation is performed for other perspectives. Then, the material power by attribute and perspective for underage females is calculated by summing up the material powers of each perspective, which is 86.31. The material power by attribute and perspective is calculated in the same way for Figs. 19(b) to (d). Here, since the advertiser emphasizes "adult females" as the target, the target attribute coefficient for adult females in Fig. 19(c) is set as high as 1.5. The total material power of the target material is calculated as the sum of the subtotals of the four material powers by attribute and perspective, which is 326.53 (86.31 + 55.59 + 131.30 + 53.33).

[0133] The material power measurement unit 204 calculates the material power based on the market suitability of the material, the material evaluation score by consumers, and the target attribute coefficient by the advertiser, and transmits the consumer evaluation report and the material evaluation report to the advertiser device 4.

[0134] By analyzing the material power, for the advertiser, it is possible to evaluate whether the target material of the advertisement has no sales despite having a high "material power", or has poor "material power" despite having sales, etc., and the allocation of the budget for material improvement and the review of the sales plan can be carried out with specific basis.

[0135] In addition, by using the calculation process of the commercial material strength, it is also possible to analyze the improvement points of the commercial material. When there are differences between the ratios of the scores of the consumer importance for each attribute of the commercial material and the ratios of the importance of the target attributes expected by the advertiser for the commercial material, the improvement points of the commercial material can be extracted by analyzing the differences. For example, assume that the advertiser sets adult women as the target attribute, and for the importance of the commercial material, assumes ratios of function = 20%, quality = 10%, cost = 10%, design = 50%, and novelty = 10%. On the other hand, assume that the consumer importance of adult women regarding the commercial material is, as illustrated in Fig. 18(a), function = 52 (8%), quality = 185 (28%), cost = 277 (42%), design = 99 (15%), novelty = 43 (7%), and the total number of evaluations is 656. Since the total number of evaluations of 656 for adult women is larger than that for other attributes, it can be said that the targeting is successful for adult women. However, it can be analyzed that adult women value cost rather than the design emphasized in product development.

[0136] In this embodiment, an advertising management system including one advertising management device, two media owner devices, two advertiser devices, and one user terminal is exemplified, but the number of these devices may be arbitrary. Also, the functions respectively possessed by the advertising management device, the media owner device, and the advertiser device may be aggregated into one or two devices, or may be further distributed among more devices. Further, although the advertising manager, the media owner, and the advertiser are described as separate entities, for example, the media owner and the advertiser may be the same person. Also, although an example is given in which each of the advertising management device, the media owner device, and the advertiser device includes a storage unit and the storage unit stores specific data, the configuration is not limited to such a configuration, and it is sufficient that the configuration is such that necessary data on the network can be accessed.

[0137] The present disclosure is not limited to the above-described embodiments as they are, and at the implementation stage, components can be modified and embodied without departing from the gist thereof. Also, various inventions can be formed by appropriately combining a plurality of components disclosed in the above-described embodiments. For example, some components may be deleted from all the components shown in the embodiments. Furthermore, components from different embodiments may be appropriately combined.

Explanation of Signs

[0138] 1... Advertising management system, 2... Advertising management device, 21... Processor, 22... Memory, 23... Storage, 24... Communication I / F, 25... Input / output I / F, 3... Media owner device, 31... Management device, 32... Storage device, 4... Advertiser device, 41... Management device, 42... Storage device, 5... User terminal, 50... Bus, 51... Processor, 52... Memory, 53... Storage, 54... Camera, 55... Communication I / F, 56... Input / output I / F, 57... Touch screen, 58... Input unit, 59... Display unit, 6... Network, 200... Advertising management control unit, 201... Primary advertisement search unit, 202... Product SNS site support unit, 203... Advertising effect measurement unit, 204... Product power measurement unit, 210... Storage unit, 211... Primary advertisement search storage unit, 212... Product SNS site storage unit, 213... Advertising effect measurement storage unit, 214... Product power measurement storage unit, 215... Externally provided data storage unit, 220... Communication control unit, 300... Primary advertisement management unit, 301... Primary advertisement information management unit, 302... Primary advertisement information providing unit, 310... Primary advertisement storage unit, 320... Communication control unit, 311... Primary advertisement posting table, 400... Product information management unit, 401... Product SNS page information providing unit, 402... Product information editing unit, 403... Event management unit, 410... Product information storage unit, 420... Communication control unit, 500... Advertising search and browsing unit, 501... Primary advertisement search reference unit, 502... Product SNS site browsing unit, 510... Advertising search history storage unit, 520... Communication control unit

Claims

1. A computer program for supporting a merchandising SNS site, acquiring product information from an advertiser, wherein the product information includes primary advertising information relating to a primary advertisement and secondary advertising information relating to a secondary advertisement related to the primary advertisement; Acquiring primary advertisement placement information relating to a primary advertisement from a media owner; providing a primary advertisement search result based on the primary advertisement placement information in response to a primary advertisement search request from a user; In response to a request from the user to refer to a primary advertisement, providing a merchandise page including the primary advertisement information; providing a merchandise page including the secondary advertisement information in response to a viewing request from the user for a secondary advertisement related to the primary advertisement; A computer program that causes a computer to execute the following.

2. The computer program of claim 1, wherein the primary advertisement is an offline advertisement managed by the media owner, and the secondary advertisement related to the primary advertisement is an online advertisement related to the offline advertisement.

3. A computer program as described in claim 1, wherein the primary advertising information includes posting information of a primary advertising medium managed by the media owner.

4. The computer program of claim 1, wherein providing the primary advertising search results is configured to be able to output search results from ambiguous search criteria.

5. The computer program of claim 1, wherein the primary advertising search results are provided as a primary advertising search result list, and the primary advertising search result list includes a reference button for each searched primary advertisement to reference the corresponding primary advertisement.

6. An information processing method executed by an information processing device for supporting a product SNS site, acquiring product information from an advertiser, wherein the product information includes primary advertising information relating to a primary advertisement and secondary advertising information relating to a secondary advertisement related to the primary advertisement; Acquiring primary advertisement placement information relating to a primary advertisement from a media owner; providing a primary advertisement search result based on the primary advertisement placement information in response to a primary advertisement search request from a user; In response to a request from the user to refer to a primary advertisement, providing a merchandise page including the primary advertisement information; providing a merchandise page including the secondary advertisement information in response to a viewing request from the user for a secondary advertisement related to the primary advertisement; An information processing method comprising:

7. An information processing device for supporting a product SNS site, Memory and a processor coupled to the memory; The memory stores a computer program according to any one of claims 1 to 5. Information processing device.

Images