Apparatus and method for visualizing effect of TVCM, and program therefor

Abstract

To provide an apparatus and method for effectively visualizing the effect that is produced by TVCM broadcasted in a target area for actions on a computer network, and a program therefor.SOLUTION: An apparatus is configured to: acquire action history data representing actions on an IP network (S301); generate time-series first effect scores in an effect measurement area, and time-series second effect scores in a comparative area for comparison on the basis of the acquired action history data (S302); calculate a coefficient by comparing the sum of the second effect scores with the sum of the first effect scores in a period before broadcasting of TVCM (S303); generate third effect scores by multiplying the second effect scores by the coefficient (S304); and transmit display information, such as an HTML file, or the like, to be displayed with the first effect sores, to a terminal (S305).SELECTED DRAWING: Figure 3

Description

[Technical Field]

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

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

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

[0004] The effect of a TV commercial is expected to be to induce computer network actions such as conducting a search and accessing a website, or downloading an application (hereinafter referred to as an "app") from a smartphone. When trying to measure such effects, it is not necessarily easy to properly measure the effect if the TV commercial is only aired in one region. This is true not only when the target region is strictly one region, but also when it includes multiple regions.

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

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

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

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

[0009] Furthermore, a fourth aspect of the present invention is characterized in that in the first aspect, the amount of action taken at a location within the effectiveness measurement area is represented in chronological order, and the second effectiveness score represents the amount of action taken at a location within the entire nation excluding the effectiveness measurement area in chronological order.

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

[0011] Furthermore, a sixth aspect of the present invention is characterized in that, in the first aspect, the third effect score is generated by multiplying the second effect score by the coefficient.

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

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

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

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

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

[0017] [Figure 1] FIG. 2 is a diagram showing an example of a TV commercial effect display screen according to the first embodiment of the present invention. [Figure 2] 1 is a diagram showing a device for visualizing the effect of a TV commercial according to a first embodiment of the present invention. [Figure 3] FIG. 2 is a diagram showing the flow of a method for visualizing the effect of a TV commercial according to the first embodiment of the present invention. [Figure 4] FIG. 10 is a diagram showing another example of the TV commercial effect display screen according to the first embodiment of the present invention. [Figure 5] FIG. 10 is a diagram showing yet another example of the effect display screen of a TV commercial according to the first embodiment of the present invention. DETAILED DESCRIPTION OF THE INVENTION

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

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

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

[0021] More precisely, S1 represents a value determined based on the first effect score 110 for at least a portion of the pre-broadcast period 141, and S2 represents a value determined based on the second effect score for at least a portion of the pre-broadcast period 141. Specific examples of S1 include the sum of the first effect scores 110 for at least a portion of the pre-broadcast period 141, or a value corresponding to the sum obtained by adding a constant or multiplying the sum by a coefficient. The same applies to S2. Note that at least a portion of the pre-broadcast period 141 used to determine the value of S1 may or may not coincide with at least a portion of the pre-broadcast period 141 used to determine the value of S2. If they do not coincide, the coefficients can be calculated after adjusting them by an appropriate multiplication. S1 and S2 may be calculated separately for each day of the week, thereby calculating the coefficients for each day of the week. Alternatively, coefficients may be calculated for each attribute of the day of the week, such as by dividing the data into weekdays and holidays.

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

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

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

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

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

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

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

[0029] In either type of behavior history data, the location of each device used by the viewer of the TV commercial who took the action at the time of the action is included, and based on the location, it is possible to distinguish between actions within the effectiveness measurement area corresponding to the target area where the TV commercial was aired and actions in other areas. Therefore, the device 210 then generates a time-series first effectiveness score 110 for the effectiveness measurement area and a time-series second effectiveness score for the comparison area to be compared, based on the acquired behavior history data (S302). Here, it is described that the first effectiveness score 110 and the second effectiveness score are generated by the device 210, but it is also possible that this is performed in advance by another device, and the first effectiveness score 110 and the second effectiveness score are acquired by the device 210.

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

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

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

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

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

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

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

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

[0038] FIG. 5 shows yet another example of a TV commercial effect display screen according to one embodiment of the present invention. This shows the first effect score 110 and the third effect score 130 shown in FIG. 1 as bar graphs. In addition to showing both the first effect score 110 and the third effect score 130 as bar graphs as in FIG. 5, one may be shown as a bar graph and the other as a line graph. In FIG. 5, when the third effect score 130 exceeds the first effect score 110, it is shown in black. In addition to the example shown in FIG. 5, various methods such as area graphs, step graphs, and stacked graphs can be used, and in any case, it is sufficient to be able to display the third effect score 130 and the first effect score 110 simultaneously in comparison.

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

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

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

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

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

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

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

[0046] (Third embodiment) In the first and second embodiments, it is assumed that the device 210 transmits display information such as an HTML file for simultaneously displaying the third effect score 130 and the first effect score 110 to the terminal 230 via a computer network, but the device 210 may generate an image as display information for simultaneously displaying the third effect score 130 and the first effect score 110. This image can then be transmitted to the terminal 230 as necessary. (Addendum) (Appendix 1) A method for visualizing the effectiveness of advertisements that can induce viewers to take action on the Internet, comprising: a step in which a computer acquires a first time-series effectiveness score in an effectiveness measurement area corresponding to a target area to which the advertisement has been provided and a second time-series effectiveness score in a comparison area to be compared, the first time-series effectiveness score being generated based on behavior history data indicating the number of times of the behavior; a step of the computer calculating a coefficient based on a value corresponding to the sum of the second effectiveness scores for at least a portion of a period before the advertisement is provided and a value corresponding to the sum of the first effectiveness scores for at least a portion of a period before the advertisement is provided; generating display information by the computer for displaying a third effectiveness score obtained by multiplying the second effectiveness score by the coefficient and the first effectiveness score during a period during which the advertisement is provided and at least a portion of a period thereafter; Including, The method is characterized in that the display information is used to display the first effectiveness score and the third effectiveness score in comparison with the first effectiveness score on a graph for at least a portion of the period during which the advertisement was provided and a period thereafter. (Appendix 2) A method for visualizing the effectiveness of advertisements that can induce viewers to take action on the Internet, comprising: a step in which a computer acquires a first time-series effectiveness score in an effectiveness measurement area corresponding to a target area to which the advertisement was provided and a second time-series effectiveness score in a plurality of comparison areas to be compared, the first time-series effectiveness score being generated based on behavior history data indicating the number of times of the behavior; a step of the computer calculating a coefficient based on a value corresponding to the sum of the second effectiveness scores for at least a portion of a period before the advertisement is provided and a value corresponding to the sum of the first effectiveness scores for at least a portion of a period before the advertisement is provided; generating display information by the computer for displaying a third effectiveness score obtained by multiplying the second effectiveness score by the coefficient and the first effectiveness score during a period during which the advertisement is provided and at least a portion of a period thereafter; Including, the display information is used to display the first effectiveness score and the third effectiveness score on a graph in a manner comparable to the first effectiveness score during at least a portion of a period during which the advertisement was provided and a period thereafter; A method, wherein the behavioral history data is any one of the number of accesses to a website associated with the advertisement, the number of member registrations on the website, or the number of orders on the website. (Appendix 3) The method described in Appendix 1, wherein the behavioral history data is the number of times users start using an app associated with the advertisement. (Appendix 4) The method described in Appendix 1, characterized in that the display information is used to display at least one of the first effect score and the third effect score in a line graph. (Appendix 5) A program for causing a computer to execute a method for visualizing the effectiveness of advertisements that can induce viewers to take action on the Internet, the method comprising: The computer acquires a first time-series effectiveness score in an effectiveness measurement area corresponding to a target area to which the advertisement has been provided and a second time-series effectiveness score in a comparison area to be compared, the first time-series effectiveness score being generated based on behavior history data indicating the number of times of the behavior; a step of the computer calculating a coefficient based on a value corresponding to the sum of the second effectiveness scores for at least a portion of a period before the advertisement is provided and a value corresponding to the sum of the first effectiveness scores for at least a portion of a period before the advertisement is provided; generating display information by the computer for displaying a third effectiveness score obtained by multiplying the second effectiveness score by the coefficient and the first effectiveness score during a period during which the advertisement is provided and at least a portion of a period thereafter; Including, The display information is used to display the first effectiveness score and the third effectiveness score in comparison with the first effectiveness score on a graph during at least a portion of the period during which the advertisement was provided and a period thereafter. (Appendix 6) A device for visualizing the effect of advertisements that can induce viewers to take action on the Internet, A first time-series effectiveness score in an effectiveness measurement area corresponding to the target area where the advertisement was provided and a second time-series effectiveness score in a comparison area to be compared are obtained, which are generated based on behavior history data indicating the number of times of the behavior; calculating a coefficient based on a value corresponding to the sum of the second effectiveness scores for at least a portion of a period before the advertisement is provided and a value corresponding to the sum of the first effectiveness scores for at least a portion of a period before the advertisement is provided; generating display information for displaying a third effectiveness score obtained by multiplying the second effectiveness score by the coefficient and the first effectiveness score during a period during which the advertisement is provided and at least a portion of a period thereafter; The display information is used to display the first effectiveness score and the third effectiveness score in comparison with the first effectiveness score on a graph for at least a portion of the period during which the advertisement was provided and a period thereafter. [Explanation of symbols]

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

Claims

1. A method for visualizing the effectiveness of advertisements that can induce viewers to take action on the Internet, comprising: a step in which a computer acquires a first time-series effectiveness score in an effectiveness measurement area corresponding to a target area to which the advertisement has been provided and a second time-series effectiveness score in a comparison area to be compared, the first time-series effectiveness score being generated based on behavioral history data representing the behavior; a step of the computer calculating a coefficient based on a value corresponding to the second effectiveness score for at least a portion of a period before the advertisement is provided and a value corresponding to the first effectiveness score for at least a portion of a period before the advertisement is provided; generating display information by the computer for displaying a third effectiveness score obtained based on the coefficient and the second effectiveness score during a period during which the advertisement is provided and at least a portion of a period thereafter; Including, The method, wherein the display information is used to display the third effectiveness score on a graph for at least a portion of the period during which the advertisement was served and a period thereafter.

2. A method for visualizing the effectiveness of advertising that can induce viewers to take action on the Internet, comprising: a step in which a computer acquires a first time-series effectiveness score in an effectiveness measurement area corresponding to a target area to which the advertisement has been provided and a second time-series effectiveness score in a plurality of comparison areas to be compared, the first time-series effectiveness score being generated based on behavioral history data representing the behavior; a step of the computer calculating a coefficient based on a value corresponding to the second effectiveness score for at least a portion of a period before the advertisement is provided and a value corresponding to the first effectiveness score for at least a portion of a period before the advertisement is provided; generating display information by the computer for displaying a third effectiveness score obtained based on the coefficient and the second effectiveness score during a period during which the advertisement is provided and at least a portion of a period thereafter; Including, the display information is used to display the third effectiveness score on a graph during a period in which the advertisement is provided and at least a portion of a period thereafter; A method, wherein the behavioral history data is any one of the number of accesses to a website associated with the advertisement, the number of member registrations on the website, or the number of orders on the website.

3. The method described in claim 1, wherein the behavioral history data is the number of times users start using the app associated with the advertisement.

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

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

6. A device for visualizing the effectiveness of advertisements that can induce viewers to take action on the Internet, comprising: a first time-series effectiveness score in an effectiveness measurement region corresponding to the target region where the advertisement was provided and a second time-series effectiveness score in a comparison region to be compared, which are generated based on behavior history data representing the behavior; calculating a coefficient based on a value corresponding to the second effectiveness score for at least a portion of a period before the advertisement is provided and a value corresponding to the first effectiveness score for at least a portion of a period before the advertisement is provided; generating display information for displaying a third effectiveness score obtained based on the coefficient and the second effectiveness score during a period during which the advertisement is provided and at least a portion of a period thereafter; The display information is used to display the third effectiveness score on a graph for at least a portion of the period during which the advertisement was provided and a period thereafter.

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