Advertisement request control device, advertisement request control method and advertisement request control program

Abstract

To provide an advertisement request control device for appropriately changing an advertising request destination for each of a plurality of advertisers.SOLUTION: A change unit generates second request information of advertisements for each of a plurality of advertisers by changing a request destination included in first request information on the basis of the first request information including the request destination of the advertisements for each of the plurality of advertisers and a change condition. An output unit outputs the second request information. The first request information includes a budget and advertising effectiveness information before the change for each request destination for each of the plurality of advertisers, and the second request information includes a budget and advertising effectiveness information after the change for each request destination for each of the plurality of advertisers. The change condition represents that, for each of the plurality of advertisers, the advertising efficiency based on the budget and the advertising effectiveness information after the change for each request destination is improved compared with the advertising efficiency based on the budget and the advertising effectiveness information before the change for each request destination.SELECTED DRAWING: Figure 1

Description

[Technical Field]

[0001] The present invention relates to advertising request control technology. [Background technology]

[0002] In television broadcasts, advertisers' advertisements are broadcast as commercials (Commercial Messages). Commercials are broadly divided into time commercials and spot commercials. Time commercials are commercials that are broadcast in time slots that are bought and sold together with programs. Time commercials are also called program commercials, program commercials, or sponsored commercials.

[0003] Spot commercials are commercials that are broadcast in time slots set by broadcasting stations regardless of the program. Spot commercials are classified into station breaks (SB), which are broadcast between programs, and participation commercials (PT), which are inserted within programs but are not sponsored by the program.

[0004] 2. Description of the Related Art A slot exchange evaluation system is known that efficiently evaluates the exchange of advertising slots in relation to the creation of commercials (see, for example, Patent Document 1). [Prior art documents] [Patent documents]

[0005] [Patent Document 1] Japanese Patent Application Publication No. 2020-119278 Summary of the Invention [Problem to be solved by the invention]

[0006] If advertiser A1 has requested broadcast station B1 to broadcast its commercial and advertiser A2 has requested broadcast station B2 to broadcast its commercial, and then the two commercials are switched, it is desirable to obtain the consent of advertiser A1, advertiser A2, broadcast station B1, and broadcast station B2. However, if the budget or advertising effectiveness of each advertiser changes after the broadcast stations are switched, it may not be possible to obtain the consent of one of the advertisers or broadcast stations.

[0007] This problem arises not only when switching between two advertisers and two broadcasting stations, but also when switching between many advertisers and many broadcasting stations. Furthermore, this problem arises not only when requesting a broadcasting station to run a commercial on television, but also when requesting a media company to advertise using various advertising media.

[0008] In one aspect, the present invention aims to appropriately change the advertising destination of each of a plurality of advertisers. [Means for solving the problem]

[0009] In one proposal, the advertising request control device includes a change unit and an output unit. The change unit generates second request information for advertisements of each of the plurality of advertisers by changing the request destination included in the first request information based on first request information including the request destination of the advertisement of each of the plurality of advertisers and a change condition. The output unit outputs the second request information.

[0010] The first request information includes a pre-change budget and advertising effectiveness information for each client of each of the multiple advertisers, and the second request information includes a post-change budget and advertising effectiveness information for each client of each of the multiple advertisers. The change condition indicates that, for each of the multiple advertisers, advertising efficiency based on the post-change budget and advertising effectiveness information for each client is improved compared to advertising efficiency based on the pre-change budget and advertising effectiveness information for each client. [Effects of the Invention]

[0011] According to one aspect, it is possible to appropriately change the advertising destination of each of a plurality of advertisers. [Brief explanation of the drawings]

[0012] [Figure 1] FIG. 2 is a functional configuration diagram of an advertising request control device according to an embodiment. [Figure 2] 10 is a flowchart of an advertising request control process. [Figure 3] FIG. 1 is a configuration diagram of a broadcasting system. [Figure 4] FIG. 2 is a functional configuration diagram of a CM request control device. [Figure 5] 10A and 10B are diagrams showing CM ordering information P1 and CM ordering information P2. [Figure 6] 10 is a flowchart of a broadcast information generation process. [Figure 7] FIG. 10 is a diagram showing CM ordering information P1 and CM ordering information P2 for local stations. [Figure 8] FIG. 1 is a configuration diagram of an advertising system. [Figure 9] FIG. 10 is a diagram showing advertisement order information Q1 and advertisement order information Q2. [Figure 10] FIG. 2 is a hardware configuration diagram of an information processing device. DETAILED DESCRIPTION OF THE INVENTION

[0013] Hereinafter, embodiments will be described in detail with reference to the drawings.

[0014] 1 shows an example of the functional configuration of an advertising request control device according to an embodiment. The advertising request control device 101 in FIG.

[0015] Fig. 2 is a flowchart showing an example of advertising request control processing performed by the advertising request control device 101 of Fig. 1. First, the change unit 111 generates second request information for advertisements of each of the plurality of advertisers by changing the request destination included in the first request information based on first request information including the request destination of the advertisements of each of the plurality of advertisers and on the change conditions (step 201). Next, the output unit 112 outputs the second request information (step 202).

[0016] The first request information includes a pre-change budget and advertising effectiveness information for each client of each of the multiple advertisers, and the second request information includes a post-change budget and advertising effectiveness information for each client of each of the multiple advertisers. The change condition indicates that, for each of the multiple advertisers, advertising efficiency based on the post-change budget and advertising effectiveness information for each client is improved compared to advertising efficiency based on the pre-change budget and advertising effectiveness information for each client.

[0017] According to the advertising request control device 101 of FIG. 1, it is possible to appropriately change the advertising request destination for each of a plurality of advertisers.

[0018] Fig. 3 shows an example of the configuration of a broadcasting system including the advertising request control device 101 of Fig. 1. The broadcasting system of Fig. 3 includes a commercial request control device 301, advertiser terminal devices 302-1 to 302-N, broadcast station terminal devices 303-1 to 303-M, and broadcast devices 304-1 to 304-M. N and M are integers equal to or greater than 2. The commercial request control device 301 corresponds to the advertising request control device 101 of Fig. 1.

[0019] The advertiser terminal device 302-i (i = 1 to N) is an information processing device (computer) of the advertiser Ai, and the broadcast station terminal device 303-j (j = 1 to M) is an information processing device of the broadcast station Bj. The broadcast station Bj is a broadcast station for television broadcasting, radio broadcasting, internet broadcasting, etc.

[0020] CM request control device 301 can communicate with advertiser terminal devices 302-1 to 302-N, broadcast station terminal devices 303-1 to 303-M, and broadcast devices 304-1 to 304-M via communication network 305. Communication network 305 is, for example, a WAN (Wide Area Network).

[0021] Each advertiser Ai requests a broadcast station Bj to broadcast a commercial related to a product or service by placing an order with the broadcast station Bj. Therefore, each broadcast station Bj is the advertiser Ai's commercial request destination.

[0022] An advertiser Ai specifies order conditions and requests a broadcast station Bj to broadcast a commercial. The order conditions include, for example, a budget (order amount), the number of orders, and the order GRP (Gross Rating Point). GRP is the total audience rating for households. The budget, number of orders, or order GRP of each advertiser Ai may be the same or different.

[0023] The CM request control device 301 generates CM order information P1 based on the order conditions of each advertiser Ai. The CM order information P1 includes the budget and acquisition KPI (Key Performance Indicator) for each broadcast station Bj of the CM of each advertiser Ai.

[0024] The acquisition KPI can be a predicted audience rating of the commercial to be broadcast. The predicted audience rating may be a predicted TRP (Target Rating Point), a predicted GRP, or the like. TRP is a cumulative audience rating targeted at individuals. Targets of TRP include, for example, all individuals (ages 4 and over), men aged 20-34, women aged 20-34, both men and women aged 20-34, housewives, housewives (with children aged 0-3), and the like. The predicted audience rating may also include a predicted time-shifted audience rating.

[0025] The CM order information P1 is an example of first request information, and the acquisition KPI is an example of advertising effectiveness information.

[0026] Next, the commercial request control device 301 generates commercial ordering information P2 by changing the broadcast station Bj to which a commercial from any advertiser Ai, which is included in the commercial ordering information P1, to another broadcast station Bj. The commercial ordering information P2 is an example of second request information.

[0027] Next, the CM request control device 301 extracts the budget and acquisition KPI for each broadcast station Bj for the CM of each advertiser Ai from the CM ordering information P2, generates CM ordering information P2(Ai), and transmits it to the advertiser terminal device 302-i.

[0028] Next, the commercial request control device 301 extracts the budget for each advertiser Ai of each broadcast station Bj from the commercial ordering information P2, generates commercial ordering information P2(Bj), and transmits it to the broadcast station terminal device 303-j.

[0029] The advertiser terminal device 302-i displays on its screen the CM order information P2(Ai) received from the CM request control device 301. An employee of the advertiser Ai checks the displayed CM order information P2(Ai) and inputs a response indicating whether or not the CM order information P2(Ai) is accepted into the advertiser terminal device 302-i. The advertiser terminal device 302-i then transmits the input response to the CM request control device 301.

[0030] The broadcast station terminal device 303-j displays on its screen the commercial order information P2(Bj) received from the commercial request control device 301. An employee of the broadcast station Bj checks the displayed commercial order information P2(Bj) and inputs a response indicating whether or not the commercial order information P2(Bj) is accepted into the broadcast station terminal device 303-j. The broadcast station terminal device 303-j then transmits the input response to the commercial request control device 301.

[0031] CM request control device 301 checks the responses received from advertiser terminal devices 302-1 to 302-N and broadcast station terminal devices 303-1 to 303-M.

[0032] If the responses received from all advertiser terminal devices 302-i and all broadcast station terminal devices 303-j indicate acceptance, the commercial request control device 301 generates commercial broadcast information for each broadcast station Bj based on the commercial order information P2. The commercial request control device 301 generates commercial broadcast information for each broadcast station Bj by allocating advertising slots of each broadcast station Bj to each advertiser Ai so as to conform to the commercial order information P2. The advertising slots represent time slots during which commercials are broadcast. The commercial request control device 301 then transmits the commercial broadcast information for broadcast station Bj to broadcast device 304-j.

[0033] Broadcasting device 304-j broadcasts commercials for each advertiser Ai along with the program in accordance with the commercial broadcast information for broadcasting station Bj received from commercial request control device 301. This allows a broadcast receiving device of a viewer (not shown) to receive and output the program and commercials broadcast by broadcasting device 304-j.

[0034] Fig. 4 shows an example of the functional configuration of the CM request control device 301 of Fig. 3. The CM request control device 301 of Fig. 4 includes a communication unit 411, a change unit 412, a generation unit 413, and a storage unit 414. The change unit 412 corresponds to the change unit 111 of Fig. 1.

[0035] The communication unit 411 communicates via the communication network 305 with the advertiser terminal devices 302-1 to 302-N, the broadcast station terminal devices 303-1 to 303-M, and the broadcast devices 304-1 to 304-M.

[0036] The modification unit 412 generates commercial order information P1 based on the order conditions of each advertiser Ai and stores it in the storage unit 414. As one example, the modification unit 412 may calculate the acquisition KPI included in the commercial order information P1 by multiplying the order GRP of each advertiser Ai by the KPI content rate for each broadcast station Bj. As another example, the modification unit 412 may calculate the acquisition KPI from the result of allocating advertising slots of each broadcast station Bj to each advertiser Ai so as to match the order number and order GRP of each advertiser Ai.

[0037] The storage unit 414 stores change conditions 421. The change conditions 421 indicate that, for each advertiser Ai included in the commercial order information P1, the advertising efficiency based on the changed budget and acquisition KPI for each broadcast station Bj is improved compared to the advertising efficiency based on the changed budget and acquisition KPI for each broadcast station Bj.

[0038] The change unit 412 generates commercial ordering information P2 by changing the broadcast station Bj that is the requested broadcast station Bj for one or more advertisers Ai, which is included in the commercial ordering information P1, to another broadcast station Bj so that the change condition 421 is satisfied. Then, the change unit 412 stores the generated commercial ordering information P2 in the storage unit 414. At this time, the change unit 412 calculates the acquisition KPI included in the commercial ordering information P2 in the same way as the acquisition KPI included in the commercial ordering information P1.

[0039] When a request for a commercial from one of the advertisers Ai to one of the broadcasting stations Bj is canceled by changing the request destination included in the commercial ordering information P1, the change unit 412 sets the additional budget for the broadcasting station Bj to be imposed on the advertiser Ai in the commercial ordering information P2. The additional budget is charged to the advertiser Ai as a cancellation fee for the canceled commercial.

[0040] Figure 5 shows examples of commercial ordering information P1 and commercial ordering information P2 in Figure 4. Figure 5(a) shows an example of commercial ordering information P1 before the change. The commercial ordering information P1 in Figure 5(a) includes tables 511 and 512. In this example, N=3 and M=5. Broadcast stations B1 to B5 are, for example, five key stations of commercial terrestrial broadcasting.

[0041] Table 511 shows the budget for each advertiser Ai's commercials for each broadcasting station Bj. The unit is 10,000 yen. For example, advertiser A1's budget for commercials for broadcasting station B1 is 10 million yen. Advertiser A1's clients are broadcasting stations B1, B3, and B5, advertiser A2's clients are broadcasting stations B2 and B4, and advertiser A3's clients are broadcasting stations B1, B2, and B5.

[0042] The total budget for advertiser A1 is 25 million yen, the total budget for advertiser A2 is 20 million yen, and the total budget for advertiser A3 is 15 million yen. Therefore, the total budget for advertisers A1 to A3 is 60 million yen. When the budgets are tallied for each broadcast station Bj, the total budget for each of broadcast stations B1 and B2 is 15 million yen, and the total budget for each of broadcast stations B3 to B5 is 10 million yen.

[0043] Table 512 shows the acquisition KPI for each advertiser Ai's commercials on each broadcasting station Bj. The unit is %. For example, the acquisition KPI for advertiser A1's commercials on broadcasting station B1 is 50%. The total acquisition KPI for advertiser A1 is 110%, the total acquisition KPI for advertiser A2 is 60%, and the total acquisition KPI for advertiser A3 is 70%. Therefore, the total acquisition KPI for advertisers A1 to A3 is 240%.

[0044] The unit price represents the cost to acquire 1% of the KPI. The unit price for each advertiser Ai is calculated by dividing the total budget of each advertiser Ai by the total acquired KPI. The unit price for advertiser A1 is 227,000 yen, the unit price for advertiser A2 is 333,000 yen, and the unit price for advertiser A3 is 214,000 yen.

[0045] Advertising efficiency can be expressed, for example, by the KPI of acquisition per unit budget. In this case, the smaller the unit price, the greater the advertising efficiency. Therefore, by changing the CM request destination so as to minimize the unit price of each advertiser Ai, the advertising efficiency of each advertiser Ai can be maximized.

[0046] When the acquisition KPIs are tallied for each broadcasting station Bj, the total acquisition KPI for broadcasting station B1 is 70%, the total acquisition KPI for broadcasting station B2 is 60%, and the total acquisition KPI for broadcasting station B3 is 50%. The total acquisition KPIs for broadcasting stations B4 and B5 are each 30%.

[0047] 5(b) shows an example of the CM ordering information P2 after the change. The CM ordering information P2 in FIG.

[0048] In this example, the change condition 421 includes conditions C1 to C3. Condition C1 indicates that for each advertiser Ai, the sum of the post-change budget for each broadcast station Bj is the same as the sum of the pre-change budget for each broadcast station Bj. Condition C2 indicates that for each broadcast station Bj, the sum of the post-change budget for each advertiser Ai is the same as the sum of the pre-change budget for each advertiser Ai. Condition C3 indicates that for each advertiser Ai, the sum of the post-change acquisition KPI for each broadcast station Bj is greater than the sum of the pre-change acquisition KPI for each broadcast station Bj.

[0049] By changing the commercial request destination so that conditions C1 and C3 are satisfied, the cost per advertiser Ai can be reduced, improving the advertising efficiency of each advertiser Ai. Therefore, it becomes easier to obtain consent from each advertiser Ai for the change in the request destination. Furthermore, by changing the commercial request destination so that condition C2 is satisfied, the budget of each broadcasting station Bj before the change is maintained. Therefore, it becomes easier to obtain consent from each broadcasting station Bj for the change in the request destination.

[0050] Table 521 shows the budget for each advertiser Ai's commercials for each broadcasting station Bj. The advertiser A1's requests have been changed to broadcasting stations B2, B4, and B5, and the requests from advertiser A1 to broadcasting stations B1 and B3 have been canceled.

[0051] The advertiser A2's request destinations have been changed to broadcasting stations B1, B3, and B5, and the advertiser A2's requests to broadcasting stations B2 and B4 have been canceled. The advertiser A3's request destinations have been changed to broadcasting stations B1, B2, and B3, and the advertiser A3's request to broadcasting station B5 has been canceled.

[0052] The total budget of advertiser A1 is 25 million yen, the total budget of advertiser A2 is 20 million yen, and the total budget of advertiser A3 is 15 million yen. Therefore, the total budget of each advertiser Ai is the same as that in table 511 in FIG. 5(a), and condition C1 is satisfied.

[0053] The total budget of each of broadcast stations B1 and B2 is 15 million yen, and the total budget of each of broadcast stations B3 to B5 is 10 million yen. Therefore, the total budget of each broadcast station Bj is the same as that in table 511 of FIG. 5(a), and condition C2 is satisfied.

[0054] Table 522 shows the acquisition KPI for each broadcasting station Bj of each advertiser Ai's commercials. The total acquisition KPI for advertiser A1 is 160%, the total acquisition KPI for advertiser A2 is 90%, and the total acquisition KPI for advertiser A3 is 100%. Therefore, the total acquisition KPI for each advertiser Ai is higher than that in table 512 of FIG. 5(a), and condition C3 is satisfied.

[0055] The unit price of advertiser A1 is 156,000 yen, the unit price of advertiser A2 is 222,000 yen, and the unit price of advertiser A3 is 150,000 yen. Therefore, the unit price of each advertiser Ai is lower than that in table 512 of Figure 5(a), and the advertising efficiency of each advertiser Ai has improved.

[0056] Table 523 shows the additional budget for each advertiser Ai for each broadcast station Bj. The unit is 10,000 yen. For example, advertiser A1's additional budget for broadcast station B1 is 800,000 yen. Since advertiser A1 has canceled its request for broadcast stations B1 and B3, advertiser A1 is required to pay the additional budget for broadcast stations B1 and B3.

[0057] Since advertiser A2 has cancelled its request to broadcast station B2 and broadcast station B4, advertiser A2 is being charged an additional budget for broadcast station B2 and broadcast station B4. Since advertiser A3 has cancelled its request to broadcast station B5, advertiser A3 is being charged an additional budget for broadcast station B5.

[0058] The total additional budget for advertiser A1 is 1.8 million yen, the total additional budget for advertiser A2 is 1.5 million yen, and the total additional budget for advertiser A3 is 2 million yen. Therefore, the total additional budget for advertisers A1 to A3 is 5.3 million yen. When the additional budgets are tallied for each broadcast station Bj, the total additional budget for broadcast station B1 is 800,000 yen, and the total additional budgets for broadcast station B2 and broadcast station B3 are each 1 million yen. The total additional budget for broadcast station B4 is 500,000 yen, and the total additional budget for broadcast station B5 is 2 million yen.

[0059] By setting an additional budget for each broadcast station Bj, the order amount for each broadcast station Bj after the change increases. Therefore, it becomes easier to obtain consent from each broadcast station Bj for the change of the request destination. The additional budget may be calculated from the budget of each advertiser Ai shown in table 511 of FIG. 5(a), or may be a fixed amount regardless of the budget. For example, if the budget is less than 10 million, the additional budget may be X1% of the budget, and if the budget is 10 million or more, the additional budget may be X2% of the budget (X2>X1).

[0060] The additional cost represents the cost to increase the KPI by 1%. The increase in the acquisition KPI can be calculated by subtracting the total acquisition KPI before the change from the total acquisition KPI after the change for each advertiser Ai. Then, the additional cost for each advertiser Ai can be calculated by dividing the total additional budget for each advertiser Ai by the increase in the acquisition KPI. The additional cost for advertiser A1 is 36,000 yen, the additional cost for advertiser A2 is 50,000 yen, and the additional cost for advertiser A3 is 67,000 yen.

[0061] The additional advertising efficiency can be expressed, for example, by the acquisition KPI per unit additional budget. In this case, the smaller the additional unit cost, the greater the additional advertising efficiency.

[0062] The change unit 412 may randomly set the budget for each broadcast station Bj of the commercials of each advertiser Ai so that the conditions C1 and C2 are satisfied, and repeat the process of calculating the acquisition KPI for each broadcast station Bj. In this case, the change unit 412 can set the budget combination that maximizes the total acquisition KPI of each advertiser Ai in the commercial ordering information P2.

[0063] Next, the generation unit 413 extracts the budget and acquisition KPI for each broadcast station Bj of the commercials of each advertiser Ai from the commercial order information P2 to generate commercial order information P2(Ai). Then, the generation unit 413 transmits the commercial order information P2(Ai) to the advertiser terminal device 302-i via the communication unit 411.

[0064] Next, the generation unit 413 extracts the budget for each advertiser Ai of each broadcast station Bj from the CM ordering information P2 to generate CM ordering information P2(Bj).Then, the generation unit 413 transmits the CM ordering information P2(Bj) to the broadcast station terminal device 303-j via the communication unit 411.

[0065] Next, the generation unit 413 receives responses from the advertiser terminal devices 302-1 to 302-N and the broadcast station terminal devices 303-1 to 303-M via the communication unit 411, and checks the received responses.

[0066] If the responses received from all advertiser terminal devices 302-i and all broadcast station terminal devices 303-j indicate acceptance, the generation unit 413 generates commercial broadcast information for each broadcast station Bj based on the commercial order information P2. The generation unit 413 then transmits the commercial broadcast information for the broadcast station Bj to the broadcast device 304-j via the communication unit 411.

[0067] According to the broadcasting system of Figure 3, by changing the commercial ordering information P1 to the commercial ordering information P2, it is possible to improve the advertising efficiency of each advertiser Ai and increase the order amount of each broadcast station Bj. Therefore, the advertiser Ai's commercial request destination is appropriately changed, making it easier to obtain the consent of each advertiser Ai and each broadcast station Bj.

[0068] Fig. 6 is a flowchart showing an example of broadcast information generation processing performed by the commercial request control device 301 of Fig. 4. First, the change unit 412 generates commercial order information P1 based on the order conditions of each advertiser Ai (step 601). Next, the change unit 412 generates commercial order information P2 by changing the broadcast station Bj to which one or more advertisers Ai have requested commercials, which is included in the commercial order information P1, to another broadcast station Bj so that the change condition 421 is satisfied (step 602).

[0069] Next, the generation unit 413 extracts the budget and acquisition KPI for each broadcast station Bj of the commercials of each advertiser Ai from the commercial ordering information P2 to generate commercial ordering information P2(Ai) (step 603).Then, the generation unit 413 transmits the commercial ordering information P2(Ai) to the advertiser terminal device 302-i via the communication unit 411 (step 604).

[0070] Next, the generation unit 413 extracts the budget for each advertiser Ai of each broadcast station Bj from the CM ordering information P2 to generate CM ordering information P2(Bj) (step 605).Then, the generation unit 413 transmits the CM ordering information P2(Bj) to the broadcast station terminal device 303-j via the communication unit 411 (step 606).

[0071] Next, the generation unit 413 receives responses from the advertiser terminal devices 302-1 to 302-N and the broadcast station terminal devices 303-1 to 303-M via the communication unit 411 (step 607), and checks the received responses (step 608).

[0072] If the responses received from all advertiser terminal devices 302-i and all broadcast station terminal devices 303-j indicate acceptance (step 608, YES), the generation unit 413 generates commercial broadcast information for each broadcast station Bj based on the commercial order information P2 (step 609).Then, the generation unit 413 transmits the commercial broadcast information for broadcast station Bj to broadcast device 304-j via the communication unit 411 (step 610).

[0073] If the response received from any of the advertiser terminal devices 302-i or any of the broadcast station terminal devices 303-j indicates non-approval (step 608, NO), the commercial request control device 301 repeats the processing from step 602 onwards.

[0074] Broadcasting stations B1 to BM may be local stations in each of a plurality of regions. The plurality of regions may be, for example, Kanto, Chukyo, Kinki, Hokkaido, Fukuoka, etc. The key station is one of the local stations whose broadcasting area is Kanto.

[0075] Figure 7 shows examples of commercial ordering information P1 and commercial ordering information P2 for local stations. Figure 7(a) shows an example of commercial ordering information P1 before the change. The commercial ordering information P1 in Figure 7(a) includes tables 711 and 712. In this example, N=2 and M=2. Broadcast station B1 and broadcast station B2 are local stations in two different regions.

[0076] Table 711 shows the budget for each advertiser Ai's commercials for each broadcast station Bj. The unit is 10,000 yen. Advertiser A1 commissions broadcast station B1, and advertiser A2 commissions broadcast station B2. Advertiser A1's total budget is 20 million yen, and advertiser A2's total budget is 10 million yen. Therefore, the total budget for advertisers A1 and A2 is 30 million yen. When the budgets are tallied for each broadcast station Bj, the total budget for broadcast station B1 is 20 million yen, and the total budget for broadcast station B2 is 10 million yen.

[0077] Table 712 shows the acquisition KPI for each advertiser Ai's commercials for each broadcasting station Bj. The unit is %. The total acquisition KPI for advertiser A1 is 100%, and the total acquisition KPI for advertiser A2 is 50%. Therefore, the total acquisition KPI for advertisers A1 and A2 is 150%. The unit price represents the cost to acquire 1% of the KPI. The unit price for each of advertisers A1 and A2 is 200,000 yen.

[0078] When the acquisition KPI is tallied for each broadcast station Bj, the total acquisition KPI for broadcast station B1 is 100%, and the total acquisition KPI for broadcast station B2 is 50%.

[0079] Fig. 7(b) shows an example of the changed CM ordering information P2. The CM ordering information P2 in Fig. 7(b) includes tables 721 to 723. The changed conditions 421 include conditions C1 to C3.

[0080] Table 721 shows the budget for each advertiser Ai's commercials for each broadcasting station Bj. Advertiser A1's request destination has been changed to broadcasting stations B1 and B2, and of the 20 million yen request from advertiser A1 to broadcasting station B1, 10 million yen has been canceled. Advertiser A2's request destination has been changed to broadcasting station B1, and advertiser A2's request to broadcasting station B2 has been canceled.

[0081] The total budget of advertiser A1 is 20 million yen, and the total budget of advertiser A2 is 10 million yen. Therefore, the total budget of each advertiser Ai is the same as that in table 711 in Figure 7(a), and condition C1 is satisfied.

[0082] The total budget of broadcasting station B1 is 20 million yen, and the total budget of broadcasting station B2 is 10 million yen. Therefore, the total budget of each broadcasting station Bj is also the same as that in table 711 of FIG. 7(a), and condition C2 is satisfied.

[0083] Table 722 shows the acquisition KPI for each broadcasting station Bj of each advertiser Ai's commercials. The total acquisition KPI for advertiser A1 is 150%, and the total acquisition KPI for advertiser A2 is 100%. Therefore, the total acquisition KPI for each advertiser Ai is higher than that in table 712 of FIG. 7(a), and condition C3 is satisfied.

[0084] The unit price of advertiser A1 is 133,000 yen, and the unit price of advertiser A2 is 100,000 yen. Therefore, the unit price of each advertiser Ai is lower than that in table 712 of Figure 7(a), and the advertising efficiency of each advertiser Ai has improved.

[0085] Table 723 shows the additional budget for each advertiser Ai for each broadcast station Bj. The unit is 10,000 yen. Because advertiser A1's request for 10 million yen to broadcast station B1 has been canceled, advertiser A1 is being charged an additional budget for broadcast station B1. Because advertiser A2's request to broadcast station B2 has been canceled, advertiser A2 is being charged an additional budget for broadcast station B2.

[0086] The total additional budget for advertiser A1 is 1.5 million yen, and the total additional budget for advertiser A2 is 800,000 yen. Therefore, the total additional budget for advertisers A1 and A2 is 2.3 million yen. When the additional budgets are tallied for each broadcasting station Bj, the total additional budget for broadcasting station B1 is 1.5 million yen, and the total additional budget for broadcasting station B2 is 800,000 yen.

[0087] The additional unit price represents the cost for increasing the KPI by 1%. The additional unit price for advertiser A1 is 30,000 yen, and the additional unit price for advertiser A2 is 16,000 yen.

[0088] Incidentally, advertisements are provided to contacts not only through broadcast media but also through various other advertising media. Advertising media other than broadcast media include the Internet (WEB), digital OOH (Out of Home), transit advertising, newspapers, magazines, billboards, flyers, etc. Digital OOH includes large outdoor screens and digital signage. In this case, the advertising is requested from a media company that sells advertising space on the advertising media, and broadcast station Bj is an example of a media company.

[0089] Fig. 8 shows an example of the configuration of an advertising system including the advertising request control device 101 of Fig. 1. The advertising system of Fig. 8 includes advertising request control device 801, advertiser terminal devices 802-1 to 802-N, media company terminal devices 803-1 to 803-M, and advertisement generation devices 804-1 to 804-M. N and M are integers equal to or greater than 2. The advertising request control device 801 corresponds to the advertising request control device 101 of Fig. 1.

[0090] Advertiser terminal device 802-i (i=1 to N) is an information processing device of advertiser Ai, and media company terminal device 803-j (j=1 to M) is an information processing device of media company Uj. Media companies U1 to UM each sell advertising space for a different advertising medium.

[0091] The advertisement request control device 801 can communicate with advertiser terminal devices 802-1 to 802-N, media company terminal devices 803-1 to 803-M, and advertisement generation devices 804-1 to 804-M via a communication network 805. The communication network 805 is, for example, a WAN.

[0092] Each advertiser Ai requests advertising from one of the media companies Uj by placing an order for an advertisement for a product or service with that media company Uj. Therefore, each media company Uj is the advertising destination of each advertiser Ai.

[0093] The advertiser Ai requests an advertisement from the media company Uj by specifying the order conditions. The order conditions include, for example, a budget and an order amount of advertisements. The budget and order amount of advertisements of each advertiser Ai may be the same or different.

[0094] The advertising request control device 801 generates advertising order information Q1 based on the order conditions of each advertiser Ai. The advertising order information Q1 includes the budget and acquisition KPI for each media company Uj for the advertisement of each advertiser Ai. The acquisition KPI is an index common to the advertising media of each media company U1 to media company UM, and indicates the predicted advertising effectiveness of the advertisement of media company Uj. The advertising order information Q1 is an example of first request information, and the acquisition KPI is an example of advertising effectiveness information.

[0095] Next, the advertising request control device 801 generates advertising order information Q2 by changing the media company Uj to which an advertisement of one of the advertisers Ai included in the advertising order information Q1 is requested to another media company Uj. The advertising order information Q2 includes the budget and acquisition KPI for each media company Uj of the advertisement of each advertiser Ai. The advertising order information Q2 is an example of second request information.

[0096] Next, the advertising request control device 801 extracts the budget and acquisition KPI for each advertising medium Uj of each advertiser Ai from the advertising order information Q2, generates advertising order information Q2(Ai), and transmits it to the advertiser terminal device 802-i.

[0097] Next, the advertising request control device 801 extracts the budget for each advertiser Ai of each media company Uj from the advertising order information Q2, generates advertising order information Q2(Uj), and transmits it to the media company terminal device 803-j.

[0098] The advertiser terminal device 802-i displays the advertising order information Q2(Ai) received from the advertising request control device 801 on its screen. An employee of the advertiser Ai checks the displayed advertising order information Q2(Ai) and inputs a response indicating whether or not the advertising order information Q2(Ai) is accepted into the advertiser terminal device 802-i. The advertiser terminal device 802-i then transmits the input response to the advertising request control device 801.

[0099] The media company terminal device 803-j displays the advertising order information Q2(Uj) received from the advertising request control device 801 on its screen. An employee of the media company Uj checks the displayed advertising order information Q2(Uj) and inputs a response indicating whether or not the advertising order information Q2(Uj) is accepted into the media company terminal device 803-j. The media company terminal device 803-j then transmits the input response to the advertising request control device 801.

[0100] The advertising request control device 801 checks the responses received from the advertiser terminal devices 802-1 to 802-N and the media company terminal devices 803-1 to 803-M.

[0101] If the responses received from all advertiser terminal devices 802-i and all media company terminal devices 803-j indicate acceptance, the advertising request control device 801 generates advertising space information for each media company Uj based on the advertising order information Q2. The advertising request control device 801 generates advertising space information for each media company Uj by allocating advertising space in the advertising media of each media company Uj to each advertiser Ai so as to conform to the advertising order information Q2. The advertising request control device 801 then transmits the advertising space information of the media company Uj to the advertisement generation device 804-j.

[0102] The advertisement generation device 804-j generates advertisements for each advertiser Ai through advertising media in accordance with the advertisement space information of the media company Uj received from the advertisement request control device 801. This allows the media company Uj to provide the advertisements generated by the advertisement generation device 804-j to contactees.

[0103] The functional configuration and operation of the advertising request control device 801 are similar to those of the CM request control device 301 in Fig. 4. The advertising request control device 801 generates advertising order information Q1 instead of CM order information P1, and generates advertising order information Q2 instead of CM order information P2.

[0104] As one example, the modification unit 412 may calculate the acquisition KPI included in the advertisement order information Q1 or the advertisement order information Q2 by multiplying the advertisement order volume of each advertiser Ai by the KPI inclusion rate for each medium company Uj. As another example, the modification unit 412 may calculate the acquisition KPI from the result of allocating the advertisement slots of each medium company Uj to each advertiser Ai so as to match the advertisement order volume of each advertiser Ai.

[0105] FIG. 9 shows examples of advertising order information Q1 and advertising order information Q2. FIG. 9(a) shows an example of advertising order information Q1 before the change. The advertising order information Q1 in FIG. 9(a) includes tables 911 and 912. In this example, N=2 and M=2. Media company U1 and media company U2 ​​sell advertising space for different advertising media.

[0106] Table 911 shows the budget for each advertiser Ai's commercials for each media company Uj. The unit is 10,000 yen. Advertiser A1 is commissioned by media company U1, and advertiser A2 is commissioned by media company U2. Advertiser A1's total budget is 20 million yen, and advertiser A2's total budget is 10 million yen. Therefore, the total budget for advertisers A1 and A2 is 30 million yen. When the budgets are aggregated for each media company Uj, media company U1's total budget is 20 million yen, and media company U2's total budget is 10 million yen.

[0107] Table 912 shows the acquisition KPI for each media company Uj of each advertiser Ai's commercials. The units are %. The total acquisition KPI for advertiser A1 is 100%, and the total acquisition KPI for advertiser A2 is 50%. Therefore, the total acquisition KPI for advertisers A1 and A2 is 150%. The unit price represents the cost to acquire 1% of the KPI. The unit price for each of advertisers A1 and A2 is 200,000 yen.

[0108] When the acquisition KPIs are aggregated for each media company Uj, the total acquisition KPI for media company U1 is 100%, and the total acquisition KPI for media company U2 ​​is 50%.

[0109] 9(b) shows an example of the changed advertisement order information Q2. The advertisement order information Q2 in FIG.

[0110] Change condition 421 includes conditions D1 to D3. Condition D1 indicates that for each advertiser Ai, the sum of the budgets after the change for each media company Uj is the same as the sum of the budgets before the change for each media company Uj. Condition D2 indicates that for each media company Uj, the sum of the budgets after the change for each advertiser Ai is the same as the sum of the budgets before the change for each advertiser Ai. Condition D3 indicates that for each advertiser Ai, the sum of the acquisition KPIs after the change for each media company Uj is greater than the sum of the acquisition KPIs before the change for each media company Uj.

[0111] Table 921 shows the budget for each advertiser Ai's commercials for each media company Uj. Advertiser A1's request recipient has been changed to media companies U1 and U2, and of the 20 million yen request from advertiser A1 to media company U1, a 10 million yen request has been canceled. Advertiser A2's request recipient has been changed to media company U1, and advertiser A2's request to media company U2 ​​has been canceled.

[0112] The total budget of advertiser A1 is 20 million yen, and the total budget of advertiser A2 is 10 million yen. Therefore, the total budget of each advertiser Ai is the same as that in table 911 in FIG. 9(a), and condition D1 is satisfied.

[0113] The total budget of media company U1 is 20 million yen, and the total budget of media company U2 ​​is 10 million yen. Therefore, the total budget of each media company Uj is the same as that in table 911 in FIG. 9(a), and condition D2 is satisfied.

[0114] Table 922 shows the acquisition KPI for each media company Uj of each advertiser Ai's commercials. The total acquisition KPI for advertiser A1 is 150%, and the total acquisition KPI for advertiser A2 is 100%. Therefore, the total acquisition KPI for each advertiser Ai is higher than that in table 912 of FIG. 9(a), and condition D3 is satisfied.

[0115] The unit price of advertiser A1 is 133,000 yen, and the unit price of advertiser A2 is 100,000 yen. Therefore, the unit price of each advertiser Ai is lower than that in table 912 of Figure 9(a), and the advertising efficiency of each advertiser Ai has improved.

[0116] Table 923 shows the additional budget for each advertiser Ai for each media company Uj. The unit is 10,000 yen. Because advertiser A1 canceled its request for 10 million yen to media company U1, advertiser A1 is being charged an additional budget for media company U1. Because advertiser A2 canceled its request to media company U2, advertiser A2 is being charged an additional budget for media company U2.

[0117] The total additional budget for advertiser A1 is 1.5 million yen, and the total additional budget for advertiser A2 is 800,000 yen. Therefore, the total additional budget for advertiser A1 and advertiser A2 is 2.3 million yen. When the additional budgets are aggregated for each media company Uj, the total additional budget for media company U1 is 1.5 million yen, and the total additional budget for media company U2 ​​is 800,000 yen.

[0118] The additional unit price represents the cost for increasing the KPI by 1%. The additional unit price for advertiser A1 is 30,000 yen, and the additional unit price for advertiser A2 is 16,000 yen.

[0119] The configuration of the advertising request control device 101 in FIG. 1 is merely an example, and some of the components may be omitted or changed depending on the use or conditions of the advertising request control device 101.

[0120] The configuration of the broadcasting system in FIG. 3 is merely an example, and some of the components may be omitted or changed depending on the purpose or conditions of the broadcasting system.

[0121] 4 is merely an example, and some of the components may be omitted or changed depending on the configuration or conditions of the broadcasting system. For example, if a device external to the commercial request control device 301 generates commercial broadcast information for each broadcasting station Bj, the generation unit 413 can be omitted.

[0122] 2 and 6 are merely examples, and some of the processes may be omitted or changed depending on the configuration or conditions of the advertisement request control device 101 or the broadcasting system. For example, if a device external to the commercial request control device 301 generates commercial broadcasting information for each broadcasting station Bj, the processes of steps 603 to 610 in Fig. 6 can be omitted.

[0123] 5 and 7 are merely examples, and the CM ordering information P1 and the CM ordering information P2 change depending on the budget, order number, and order GRP of each advertiser Ai. The advertising ordering information Q1 and the advertising ordering information Q2 shown in Fig. 9 are merely examples, and the advertising ordering information Q1 and the advertising ordering information Q2 change depending on the ordering conditions of each advertiser Ai.

[0124] Fig. 10 shows an example of the hardware configuration of an information processing device used as the advertising request control device 101 of Fig. 1, the commercial request control device 301 of Fig. 4, and the advertising request control device 801 of Fig. 8. The information processing device of Fig. 10 includes a CPU (Central Processing Unit) 1001, a memory 1002, an input device 1003, an output device 1004, an auxiliary storage device 1005, a media drive device 1006, and a network connection device 1007. These components are hardware and are connected to each other by a bus 1008.

[0125] The memory 1002 is a semiconductor memory such as a read-only memory (ROM), a random access memory (RAM), or a flash memory, and stores programs and data used in processing. The memory 1002 may operate as the storage unit 414 in FIG. 4.

[0126] 1 by executing a program using the memory 1002. The CPU 1001 (processor) also operates as the change unit 412 and the generation unit 413 in FIG. 4 by executing a program using the memory 1002.

[0127] The input device 1003 is, for example, a keyboard, a pointing device, etc., and is used to input instructions or information from an operator or user. The output device 1004 is, for example, a display device, a printer, a speaker, etc., and is used to issue inquiries or instructions to an operator or user and to output processing results. The processing results may be CM ordering information P2 or advertising ordering information Q2.

[0128] The auxiliary storage device 1005 is, for example, a magnetic disk device, an optical disk device, a magneto-optical disk device, a tape device, or the like. The auxiliary storage device 1005 may be a hard disk drive or a solid state drive (SSD). The information processing device stores programs and data in the auxiliary storage device 1005 and can use them by loading them into the memory 1002. The auxiliary storage device 1005 may operate as the storage unit 414 in FIG. 4.

[0129] The medium drive device 1006 drives the portable recording medium 1009 and accesses the recorded contents thereof. The portable recording medium 1009 is a memory device, a flexible disk, an optical disk, a magneto-optical disk, etc. The portable recording medium 1009 may be a CD-ROM (Compact Disk Read Only Memory), a DVD (Digital Versatile Disk), a USB (Universal Serial Bus) memory, etc. An operator or user can store programs and data in the portable recording medium 1009 and load them into the memory 1002 for use.

[0130] In this way, the computer-readable recording medium that stores the program and data used in the processing is a physical (non-transitory) recording medium such as memory 1002, auxiliary storage device 1005, or portable recording medium 1009.

[0131] The network connection device 1007 is a communication device that is connected to the communication network 305 or the communication network 805 and performs data conversion associated with communication. The information processing device receives programs and data from an external device via the network connection device 1007 and can load them into the memory 1002 for use. The network connection device 1007 may operate as the communication unit 411 in FIG. 4.

[0132] It is not necessary for the information processing device to include all of the components shown in Figure 10, and some components may be omitted depending on the application or conditions. For example, if an interface with an operator or user is not required, the input device 1003 and the output device 1004 may be omitted. If the portable recording medium 1009 or a communication network is not used, the medium drive device 1006 or the network connection device 1007 may be omitted.

[0133] 10 can be used as the advertiser terminal device 302-i and broadcast station terminal device 303-j in FIG. 3, and the advertiser terminal device 802-i and media company terminal device 803-j in FIG.

[0134] Although the disclosed embodiments and their advantages have been described in detail, those skilled in the art may make various modifications, additions, and omissions without departing from the scope of the invention as clearly set forth in the claims. [Explanation of symbols]

[0135] 101, 801 Advertising request control device 111, 412 Changes 112 Output section 301 CM request control device 302-1 to 302-N, 802-1 to 802-N Advertiser terminal device 303-1~303-M Broadcasting Station Terminal Equipment 304-1~304-M Broadcast equipment 305, 805 Communication Network 411 Communications Department 413 Generation part 414 Storage section 421 Change Conditions 511, 512, 521-523, 711, 712, 721-723, 911, 912, 921-923 Tables 803-1~803-M Media company terminal device 804-1~804-M Advertisement Generator 1001 CPU 1002 memory 1003 Input Device 1004 Output Device 1005 Auxiliary storage device 1006 Media drive unit 1007 Network connection device 1008 Bus 1009 Portable recording media

Claims

1. a change unit that generates second request information including a request destination for advertisements of each of a plurality of advertisers by changing the request destination included in the first request information based on first request information including a request destination for advertisements of each of the plurality of advertisers and a change condition; an output unit that outputs the second request information; Equipped with the first request information includes pre-change budgets and advertising effectiveness information for each request destination of each of the plurality of advertisers, the second request information includes a changed budget and advertising effectiveness information for each request destination of each of the plurality of advertisers, An advertising request control device characterized in that the change conditions indicate that, for each of the plurality of advertisers, the advertising efficiency based on the changed budget and advertising effectiveness information for each of the request recipients will be improved compared to the advertising efficiency based on the pre-change budget and advertising effectiveness information for each of the request recipients.

2. 2. The advertising request control device according to claim 1, wherein the change condition indicates that, for each of the plurality of advertisers, the sum of the budgets after the change for each of the request destinations is the same as the sum of the budgets before the change for each of the request destinations, and the sum of the advertising effectiveness information after the change for each of the request destinations is greater than the sum of the advertising effectiveness information before the change for each of the request destinations.

3. The advertising request control device described in claim 1, characterized in that when an advertising request from an advertiser to a client is canceled by changing the client included in the first request information, the change unit sets the additional budget for the client to be imposed on the advertiser in the second request information.

4. 4. The advertisement request control device according to claim 1, wherein the plurality of request destinations included in the first request information represent a plurality of broadcasting stations.

5. 5. The advertisement request control device according to claim 4, wherein said plurality of broadcasting stations are local stations in each of a plurality of regions.

6. 4. The advertising request control device according to claim 1, wherein the plurality of request destinations included in the first request information represent media companies of a plurality of advertising media.

7. generating second request information including a request destination for advertisements of each of the plurality of advertisers by changing the request destination included in the first request information based on first request information including a request destination for advertisements of each of the plurality of advertisers and a change condition; outputting the second request information; The computer executes the processing, the first request information includes pre-change budgets and advertising effectiveness information for each request destination of each of the plurality of advertisers, the second request information includes a changed budget and advertising effectiveness information for each request destination of each of the plurality of advertisers, An advertising request control method characterized in that the change conditions indicate that, for each of the plurality of advertisers, the advertising efficiency based on the changed budget and advertising effectiveness information for each of the request recipients will be improved compared to the advertising efficiency based on the pre-change budget and advertising effectiveness information for each of the request recipients.

8. generating second request information including a request destination for advertisements of each of the plurality of advertisers by changing the request destination included in the first request information based on first request information including a request destination for advertisements of each of the plurality of advertisers and a change condition; outputting the second request information; Have the computer execute the process, the first request information includes pre-change budgets and advertising effectiveness information for each request destination of each of the plurality of advertisers, the second request information includes a changed budget and advertising effectiveness information for each request destination of each of the plurality of advertisers, An advertising request control program characterized in that the change conditions indicate that, for each of the plurality of advertisers, the advertising efficiency based on the changed budget and advertising effectiveness information for each client is improved compared to the advertising efficiency based on the pre-change budget and advertising effectiveness information for each client.

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