Advertisement frame transaction support device, advertisement frame transaction method and advertisement frame transaction support program

Abstract

To provide an advertisement frame transaction support device which can effectively activate an advertisement frame with a small amount of viewers.SOLUTION: An advertisement frame transaction support device includes transaction index value calculation means for calculating a transaction index value of an advertisement frame, on the basis of data indicating an amount of viewers of an advertisement frame and data indicating a quality of viewing of the advertisement frame, and output means for outputting the advertisement frame and the transaction index value in association with each other. The transaction index value becomes smaller as the amount of the viewers of the advertisement frame becomes larger, and becomes larger as the quality of the viewing of the advertisement frame becomes high.SELECTED DRAWING: Figure 6

Description

[Technical Field]

[0001] The present disclosure relates to an advertising space trading support device, an advertising space trading support method, and an advertising space trading support program. [Background technology]

[0002] In recent years, technologies have been developed to support transactions of advertising space in advertising media such as television broadcasting, radio broadcasting, internet distribution, etc. For example, Patent Document 1 describes a technology that designates a used advertising space (advertising space used in the past) that meets conditions specified by an advertising space user as a designated space, and performs and presents an advertising space analysis based on the degree of exposure to television commercials in the designated space. [Prior art documents] [Patent documents]

[0003] [Patent Document 1] Japanese Patent Publication No. 2020-077226 Summary of the Invention [Problem to be solved by the invention]

[0004] Patent document 1 states that by utilizing the analysis results of the designated slots, it is possible to find unprovided advertising slots that have high utility value (for example, viewership ratings for the target audience) from among those that have not yet been provided (unprovided slots).

[0005] However, when the technology described in Patent Document 1 is applied, demand may be concentrated on advertising slots with high viewing rates (i.e., large viewer volume (equivalent to the number of viewers)), and advertising slots with low viewing rates (i.e., small viewer volume) may not be effectively utilized.

[0006] The present disclosure aims to provide an advertising space trading support device, an advertising space trading support method, and an advertising space trading support program that can effectively utilize advertising spaces with small viewer volumes. [Means for solving the problem]

[0007] The advertising space trading support device according to the present disclosure includes a trading index value calculation means for calculating a trading index value of an advertising space based on data indicating the viewer volume of the advertising space and data indicating the viewing quality of the advertising space, and an output means for outputting the advertising space and the trading index value in association with each other, and the trading index value becomes smaller the greater the viewer volume of the advertising space, and becomes larger the greater the viewing quality of the advertising space.

[0008] In the advertising space transaction support method according to the present disclosure, a computer calculates a transaction index value for an advertising space based on data indicating the viewer volume of the advertising space and data indicating the viewing quality of the advertising space, the value decreasing as the viewer volume of the advertising space increases and increasing as the viewing quality of the advertising space increases, and outputs the advertising space and the transaction index value in association with each other.

[0009] The advertising space trading support program according to the present disclosure causes a computer to execute a trading index value calculation process that calculates a trading index value for an advertising space based on data indicating the viewer volume of the advertising space and data indicating the viewing quality of the advertising space, the value decreasing as the viewer volume of the advertising space increases and increasing as the viewing quality of the advertising space increases, and an output process that outputs the advertising space and the trading index value in association with each other. [Effects of the Invention]

[0010] According to the present disclosure, advertising slots with a small number of viewers can be effectively utilized. [Brief explanation of the drawings]

[0011] [Figure 1] 1 is a block diagram showing an example of the configuration of an advertisement space transaction support device. [Figure 2] FIG. 10 is an explanatory diagram showing an example of the number of viewers for each advertising slot (day of the week / time slot). [Figure 3] FIG. 10 is an explanatory diagram showing an example of reach potential values ​​for each advertising space (day of the week / time slot). [Figure 4] 10 is a flowchart showing an example of the operation of the advertisement space transaction support device. [Figure 5] FIG. 1 is a schematic block diagram showing the configuration of a computer. [Figure 6] 1 is a block diagram showing a main part of an advertisement space trading support device. DETAILED DESCRIPTION OF THE INVENTION

[0012] Hereinafter, embodiments of the present disclosure will be described with reference to the drawings.

[0013] The transaction of advertising space is carried out between an advertising space provider that provides advertising space in an advertising medium and an advertising space user that uses the advertising space.

[0014] The advertisement space provider is, for example, a broadcasting station that broadcasts television or radio programs, but may also include, for example, a business that distributes digital content over the Internet.

[0015] An advertising space user is, for example, an advertiser who places an advertisement. The advertising space user can broadcast or distribute advertisements in the advertising space of the advertising medium acquired through the transaction. Note that advertising space transactions may be conducted with a third party (e.g., an advertising agency) intervening between the advertising space provider and the advertising space user.

[0016] In this embodiment, a case will be described in which television broadcasting is used as an advertising medium and advertising slots are specified by the day of the week and the time period. However, advertising media to which the technology of the present disclosure can be applied are not limited to television broadcasting. Furthermore, advertising slots of advertising media to which the technology of the present disclosure can be applied are not limited to those specified by the day of the week and the time period.

[0017] 1 is a block diagram showing an example of the configuration of an advertising space trading support device according to the present disclosure. The advertising space trading support device 100 of this embodiment includes a data input unit 101, a reach potential value calculation unit 102, and a data output unit 103.

[0018] The data input unit 101 inputs viewer volume data. The data input unit 101 inputs viewer volume data acquired via a network such as the Internet in response to, for example, a user operation.

[0019] The viewer volume data is data that indicates the viewer volume of each advertising space. In other words, the viewer volume data is data that allows the number of viewers of each advertising space to be specified (or estimated). The viewer volume data is, for example, the television (real-time) viewing rate by time slot published by the Ministry of Internal Affairs and Communications. The viewer volume data may be, for example, the so-called household viewer rating, individual viewer rating, or overall individual viewer rating.

[0020] FIG. 2 is an explanatory diagram showing an example of the amount of viewers for each advertising slot (day of the week / time slot). FIG. 2 shows a table with the day of the week (Monday to Sunday) on the horizontal axis and the time slot from 5:00 to 28:00 (i.e., 4:00 AM the following morning) on ​​the vertical axis. In this embodiment, advertising slots are identified by the day of the week and the time slot. Therefore, each section identified by the day of the week and the time slot in the table of FIG. 2 corresponds to an advertising slot. In FIG. 2, each advertising slot is expressed in a manner according to the amount of viewers. That is, in the table of FIG. 2, the darker the color of the advertising slot, the larger the amount of viewers, and the lighter the color of the advertising slot, the smaller the amount of viewers. Specifically, from Monday to Friday, the amount of viewers is large from around 6:00 to 8:00 and from around 18:00 to 22:00. On Saturday and Sunday, the amount of viewers is large from 7:00 to 22:00, and especially from around 19:00 to 20:00.

[0021] Data relating to viewing quality is input to the data input unit 101. For example, the data input unit 101 inputs data relating to viewing quality acquired via a network such as the Internet in response to a user operation.

[0022] The data relating to viewing quality is data indicating the viewing quality of each advertising space. The advertising space trading support device 100 can use various types of data as data indicating the viewing quality of an advertising space. Specific examples (1) to (3) of the data relating to viewing quality input by the data input unit 101 are shown below. However, in the present disclosure, the data relating to viewing quality that can be input is not limited to a specific type in terms of its format or the information contained therein.

[0023] (1) Data on the quality of viewing may also be data indicating the degree of attention to content (hereinafter simply referred to as a program) broadcast (or distributed) in an advertising slot. The degree of attention to a program can be expressed, for example, by measuring the number of people looking at a TV (television) screen during that time period and the number of people in front of the TV set, and then dividing the former number by the latter number. Using such values, it is possible to determine the number of people actually watching TV and their percentage. As a result, it is possible to measure the depth of connection with viewers for each program (i.e., advertising slot).

[0024] (2) Data indicating attribute viewer ratings may be used as data related to viewing quality. Data indicating attribute viewer ratings is, for example, data indicating the extent to which a program is viewed by gender or age group. By using such data, an advertising space user can understand the extent to which a program is viewed by the gender or age group targeted by the user. As a result, it is possible to identify advertising spaces that can effectively deliver advertisements to the target demographic.

[0025] (3) Data on viewing quality may also be used that indicates the degree of response on the World Wide Web (Web) to a program broadcast (or distributed) in an advertising slot. Data indicating the degree of response on the Web may, for example, indicate the number of searches on search engines using keywords related to the program broadcast in an advertising slot, or the number of posts on social networking services (SNS) containing such keywords. Data indicating the degree of response on the Web may also indicate the number of accesses to a website corresponding to the program broadcast in an advertising slot. Furthermore, the number of searches, posts, and accesses described above may be compared before and after the broadcast, and the degree of change may be used as data indicating the degree of response on the Web. Using such data, it is possible to estimate the degree of viewer interest in each program (i.e., advertising slot). It is also possible to estimate the degree of viewer affinity with the Web for each program (i.e., advertising slot).

[0026] The data input unit 101 may input data related to the advertising space user. The data input unit 101 inputs data related to the advertising space user in response to, for example, a user operation.

[0027] The data related to the advertising space user includes, for example, target data indicating the age and gender of the audience targeted by the advertising space user. The data related to the advertising space user may also include, for example, data specifying whether or not to emphasize the high affinity of the audience with the Web. If the audience has a high affinity with the Web, it can be expected that the advertised product or service will be more likely to be searched for on the Web.

[0028] The reach potential value calculation unit 102 calculates the viewer volume value for each advertising space based on the viewer volume data input by the data input unit 101.

[0029] The viewing volume value is an index showing the number of viewers for an advertising slot (i.e., how many people will view the advertisement). As described above, the data input unit 101 inputs the viewer rate by time slot, the household viewing rate, the individual viewing rate, and the individual overall viewing rate as viewer volume data. The reach potential value calculation unit 102 may use these numerical values ​​as the viewing volume value as they are, or may convert them using a predetermined method and use them as the viewing volume value.

[0030] Furthermore, the reach potential value calculation unit 102 may select one of the multiple pieces of data input as viewer quantity data and use it as the viewing quantity value, or may combine multiple pieces of data and use it as the viewing quantity value.

[0031] The reach potential value calculation unit 102 calculates an audience quality value for each advertising space based on the data relating to the audience quality input by the data input unit 101.

[0032] The audience quality value is an index that indicates the quality of viewing for an advertising space. As described above, the data input unit 101 inputs data indicating the level of attention, data indicating attribute audience ratings, and data indicating reactions on the Web as data related to audience quality. The reach potential value calculation unit 102 may use these numerical values ​​as the audience quality value directly, or may convert them using a predetermined method and use them as the audience quality value.

[0033] Furthermore, reach potential value calculation section 102 may select one of the multiple pieces of data input as data relating to audience quality and use it as the audience quality value, or may combine multiple pieces of data and use it as the audience quality value.

[0034] The reach potential value calculation unit 102 may calculate the viewing quality value based on data related to viewing quality and data related to the advertising space user. The viewing quality value calculated in this manner is a value that reflects the desires of the advertising space user. For example, assume that the data related to the advertising space user includes data indicating a desired audience demographic with a high affinity with the Web. In this case, the reach potential value calculation unit 102 may select data indicating the degree of impact on the Web and use it as the viewing quality value, or may increase the weight of the data indicating the degree of impact on the Web and combine it with other data to use it as the viewing quality value.

[0035] Generally, advertising space transactions are conducted using household viewership ratings and individual viewership ratings as indicators. Advertising space users tend to desire advertising space with high household viewership ratings and individual viewership ratings (i.e., large viewer volumes). As a result, advertising space with small viewer volumes tends to become inventory (i.e., advertising space transactions are difficult to conclude). Therefore, it may not be easy for advertising space providers to turn advertising space with small viewer volumes into revenue. On the other hand, demand for advertising space with large viewer volumes is concentrated, so even if advertising space users want it, transactions may not be concluded. As such, the advertising space desired by advertising space users and the advertising space that advertising space providers want to utilize effectively do not necessarily match.

[0036] Therefore, the advertising space trading support device 100 of this embodiment supports trading of advertising spaces by using the reach potential value as an index instead of or in addition to the household audience rating or the individual audience rating. In particular, the advertising space trading support device 100 effectively supports trading of advertising spaces with a small number of viewers.

[0037] The reach potential value calculation unit 102 calculates the reach potential value for each advertising space based on the viewing quality value and the viewing quantity value. The reach potential value is calculated using the following formula (1). The reach potential value is used to find advertising spaces with high viewing quality for the advertising space relative to the viewer quantity. Reach potential value = Viewing quality value / Viewing quantity value Formula (1)

[0038] Because the viewing quality value is an index that indicates the quality of viewing for an advertising space, the higher the value, the higher the advertising effectiveness. Generally, the cost of acquiring advertising space (hereinafter also referred to as advertising cost) is roughly proportional to the household viewing rate or individual viewing rate (i.e., the amount of viewers). For example, if there are two advertising spaces with the same amount of viewers but different viewing quality, the advertising costs for both are roughly the same. However, it is thought that the advertising effectiveness is higher for advertising spaces with higher viewing quality. Therefore, it can be said that the higher the viewing quality of an advertising space, i.e., the higher the viewing quality value, the higher the advertising cost effectiveness.

[0039] The viewing volume value is an index that indicates the number of viewers of an advertising space. As mentioned above, demand for advertising space with a large number of viewers is concentrated, so even if an advertising space user wants to make a transaction, it may not be possible to make a transaction. Therefore, the larger the viewing volume value, the more concentrated the demand is, making it more difficult to make a transaction.

[0040] The reach potential value is calculated by dividing the view quality value by the view quantity value. Therefore, advertising spaces with a high reach potential value have high advertising effectiveness, are easy to close a deal with, or both. Here, advertising spaces that are easy to close a deal with have a small view quantity value, and therefore can be said to be relatively inexpensive to purchase. On the other hand, advertising spaces with a low reach potential value have low advertising effectiveness, are hard to close a deal with, or both.

[0041] FIG. 3 is an explanatory diagram showing an example of reach potential values ​​for each advertising slot (day of the week / time slot). FIG. 3 shows an example in which "time slot participant rate for TV (real-time) viewing" (males in their 60s, nationwide)" is used as data related to viewing quality, and "time slot participant rate for TV (real-time) viewing" (all generations, nationwide) is used as data related to viewer volume. In FIG. 3, advertising slots with high reach potential values ​​are represented by diagonal shading, and advertising slots with low reach potential values ​​are represented by grid shading. Also, in FIG. 3, the darker the diagonal lines, the higher the reach potential value, and the darker the grid, the lower the reach potential value.

[0042] In the table in Figure 3, the 5am, 9am to 11am, and 1pm to 5pm time slots from Monday to Friday are surrounded by thick solid frames. These time slots have high reach potential and are ad slots that should be prioritized for acquisition. Additionally, in the table in Figure 3, the 7am, Monday to Friday, 9am to 10am, Saturday and Sunday, and 7pm to 5am from Monday to Sunday are surrounded by thick dashed frames. These time slots have low reach potential and are ad slots that should be prioritized for acquisition.

[0043] As shown in Figures 2 and 3, a high reach potential value does not necessarily equate to a large audience size. Therefore, by aiming to acquire ad slots with high reach potential values, you are more likely to acquire ad slots with high advertising effectiveness even if the audience size is not large.

[0044] The data output unit 103 outputs data associating the reach potential value calculated by the reach potential value calculation unit 102 with the advertising space. For example, the data output unit 103 outputs the data associating the reach potential value with the advertising space to the advertising space trading support device 100 or a storage unit (not shown) of an external device.

[0045] The data output unit 103 may output and display data associating the reach potential values ​​with the advertising spaces on a display device (not shown). In this case, the data output unit 103 may display a list associating the advertising spaces with the reach potential values ​​(i.e., numerical values). The data output unit 103 may also display a diagram that represents each advertising space in a manner according to the reach potential value (for example, a table in which the reach potential value for each advertising space (day of the week / time slot) shown in FIG. 3 is represented by a shading pattern).

[0046] Furthermore, the data output unit 103 may output a viewer quantity value (viewer quantity data) and a viewer quality value (data related to viewer quality) in association with the reach potential value for the advertising space.

[0047] Next, a description will be given of the operation of the advertisement space trading support device 100. Fig. 4 is a flowchart showing an example of the operation of the advertisement space trading support device 100 of this embodiment.

[0048] The data input unit 101 inputs data on the number of viewers and data on the quality of viewers for an advertisement space (step S1).

[0049] The data input unit 101 inputs data relating to the advertisement space user (step S2).

[0050] The reach potential value calculation unit 102 calculates the viewer volume value for each advertising space based on the viewer volume data (step S3).

[0051] The reach potential value calculation unit 102 calculates an audience quality value for each advertisement space based on the data relating to the quality of audience and the data relating to the advertisement space user (step S4).

[0052] The reach potential value calculation unit 102 calculates the reach potential value for each advertising space based on the audience quality value and the audience quantity value (step S5).

[0053] The data output unit 103 outputs data associating the reach potential value with the advertising space (step S6).

[0054] 4 does not limit the operation of the advertising space trading support device 100 of the present disclosure. For example, the processing of step S1 and the processing of step S2 may be executed in the reverse order or may be executed in parallel. Furthermore, the processing of step S3 and the processing of step S4 may be executed in the reverse order or may be executed in parallel.

[0055] In this embodiment, the advertising space trading support device 100 calculates a reach potential value based on viewer volume data and data related to viewing quality. Furthermore, the advertising space trading support device 100 outputs the calculated reach potential value and the advertising space in association with each other. By comparing the output reach potential values, the user can find an advertising space with a high viewing quality for the advertising space relative to the viewer volume.

[0056] For example, by comparing reach potential values, advertising space users can find advertising space that has high advertising effectiveness and is easy to complete a transaction for (i.e., has a small viewing volume value and can be purchased relatively cheaply). Also, advertising space providers can complete transactions for advertising space with small viewing volumes and high inventory risk, leading to profits. As a result, advertising space with small viewing volumes can be effectively utilized.

[0057] 5 is a schematic block diagram showing the configuration of a computer according to the present disclosure. A CPU 1000 executes processing in accordance with an advertising space trading support program stored in a storage device 1001, thereby realizing each function of the advertising space trading support device 100 according to the above embodiment.

[0058] That is, the CPU 1000 executes processing in accordance with the advertising space trading support program stored in the memory device 1001, thereby realizing the functions of the data input unit 101, reach potential value calculation unit 102, and data output unit 103 of the advertising space trading support device 100 shown in Figure 1.

[0059] The storage device 1001 is, for example, a non-transitory computer-readable medium. The non-transitory computer-readable medium includes various types of tangible storage media. Specific examples of the non-transitory computer-readable medium include semiconductor memory (e.g., mask ROM, PROM (Programmable ROM), EPROM (Erasable PROM), and flash ROM).

[0060] The memory 1002 is realized by, for example, a RAM (Random Access Memory), and is a storage means for temporarily storing data when the CPU 1000 executes processing.

[0061] Next, an overview of the present disclosure will be described. FIG. 6 is a block diagram showing the main components of an advertising space trading support device. The advertising space trading support device 10 shown in FIG. 6 (e.g., corresponding to the advertising space trading support device 100) includes a trading index value calculation means 11 (implemented by the reach potential value calculation unit 102 in the embodiment) that calculates a trading index value (e.g., corresponding to a reach potential value) of an advertising space based on data indicating the viewer volume of the advertising space (e.g., corresponding to viewer volume data) and data indicating the viewing quality of the advertising space (e.g., corresponding to data related to viewing quality), and an output means 12 (implemented by the data output unit 103 in the embodiment) that associates the advertising space with the trading index value and outputs it. The trading index value decreases as the viewer volume of the advertising space increases, and increases as the viewing quality of the advertising space increases. This configuration allows advertising space users to compare trading index values ​​to find advertising spaces that have high advertising effectiveness and are easy to complete a transaction for (i.e., have a small viewer volume and can be purchased relatively inexpensively). Furthermore, advertising space providers can make profits by concluding transactions for advertising space with small audience volumes and high inventory risk, thereby enabling them to effectively utilize advertising space with small audience volumes.

[0062] Although the present disclosure has been described above with reference to the embodiments, the present disclosure is not limited to the above-described embodiments. Various modifications that can be understood by those skilled in the art can be made to the configuration and details of the present disclosure within the scope of the present disclosure. Furthermore, each embodiment can be combined with other embodiments as appropriate. [Explanation of symbols]

[0063] 10,100 Advertising space trading support device 11 Trading index value calculation method 12 Output Method 101 Data Entry Section 102 Reach potential value calculation unit 103 Data output section 1000 CPU 1001 Storage device 1002 memory

Claims

1. a transaction index value calculation means for calculating a transaction index value of the advertisement space based on data indicating the viewer volume of the advertisement space and data indicating the viewing quality of the advertisement space; an output means for outputting the advertising space and the transaction index value in association with each other; The trading index value becomes smaller as the number of viewers of the advertising space increases, and becomes larger as the quality of viewing of the advertising space increases. An advertising space transaction support device characterized by:

2. The transaction index value calculation means calculates the transaction index value by dividing a viewing quality value obtained from data indicating the viewing quality of the advertising space by a viewing quantity value obtained from data indicating the viewer quantity of the advertising space.

2. The advertising space trading support device according to claim 1.

3. The data indicating the quality of viewing of the advertisement space includes data indicating the degree of attention to the content broadcast or distributed in the advertisement space.

3. The advertising space trading support device according to claim 1 or 2.

4. The data indicating the quality of viewing of the advertisement space includes data indicating the degree of response on the Web to the content broadcast or distributed in the advertisement space.

3. The advertising space trading support device according to claim 1 or 2.

5. The output means outputs a diagram that represents each of the plurality of advertising spaces in a manner corresponding to the transaction index value.

3. The advertising space trading support device according to claim 1 or 2.

6. The computer calculating a transaction index value for the advertising space based on data indicating the viewer volume of the advertising space and data indicating the viewing quality of the advertising space, the transaction index value being smaller as the viewer volume of the advertising space increases and being larger as the viewing quality of the advertising space increases; The advertising space and the transaction index value are output in association with each other. An advertising space trading support method comprising:

7. The computer The transaction index value is calculated by dividing a viewing quality value obtained from data indicating the viewing quality of the advertising space by a viewing quantity value obtained from data indicating the viewer quantity of the advertising space. The method for supporting advertising space transactions according to claim 6.

8. On the computer, a transaction index value calculation process that calculates a transaction index value for the advertising space based on data indicating the viewer volume of the advertising space and data indicating the viewing quality of the advertising space, the smaller the value becomes as the viewer volume of the advertising space increases and the larger the viewing quality of the advertising space becomes; an output process of outputting the advertising space and the transaction index value in association with each other; This is an advertising space trading support program to carry out the above.

9. On the computer, In the transaction index value calculation process, the transaction index value is calculated by dividing a viewing quality value obtained from data indicating the viewing quality of the advertising space by a viewing volume value obtained from data indicating the viewer volume of the advertising space.

9. The advertising space transaction support program according to claim 8.

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