Device for supporting digital advertisement publication, method and program therefor

Abstract

To provide a method for supporting digital advertisement publication so as to grasp, more easily than hitherto, cost-effectiveness at a geographical scope in which a user enterprise takes interest.SOLUTION: A server 100 transmits input screen display information for inputting distribution conditions of a digital advertisement (S201). After a geographical scope and a budget are designated, a user terminal 110 transmits distribution conditions to the server 100 (S202), and the server 100 calculates an estimation site inflow number (S203). The calculated estimation site inflow number is transmitted to the user terminal 110 (S204), and the server 100 further calculates, on the basis of the calculated estimation site inflow number and the designated geographical scope, a distribution period required to spend the budget to transmit it to the user terminal 110 (S205 - S209). The server 100 which has received a distribution request transmitted from a user enterprise (S210) transmits the distribution request to an advertisement distribution device 120 (S211).SELECTED DRAWING: Figure 2

Description

[Technical Field]

[0001] The present invention relates to an apparatus, a method, and a program for supporting the placement of digital advertisements. [Background technology]

[0002] Digital advertising such as listing ads, display ads, and SNS ads can be started and stopped at any time through an online management screen, making them highly convenient. Another feature is that various effectiveness indicators can be obtained, allowing you to review the content of your ads depending on their effectiveness.

[0003] Due to this convenience, the digital advertising market in Japan, for example, is expected to exceed 3.3 trillion yen by 2023, far exceeding the 1.7 trillion yen of television advertising. Summary of the Invention [Problem to be solved by the invention]

[0004] However, from a cost-effectiveness perspective, digital advertising still poses problems. Companies without dedicated staff often lack the necessary knowledge to efficiently manage their digital advertising, even if convenient online management screens for using digital advertising are available. In particular, companies with fixed business areas, such as those with physical stores, often have not yet made significant progress in utilizing digital technology, making it difficult to achieve cost-effective operations.

[0005] The present invention was made in consideration of these problems, and its objective is to make it easier than ever before to understand the cost-effectiveness in a geographical area of ​​interest to a user company in a device, method, or program for supporting the placement of digital advertisements. [Means for solving the problem]

[0006] In order to achieve this object, a first aspect of the present invention is a method for supporting the placement of digital advertisements, comprising the steps of: a computer receiving, from a user terminal used by a user company, a budget for placing the digital advertisement and a designation of a first geographical area; a computer calculating an estimated number of site visitors based on the budget; and a computer transmitting the calculated estimated number of site visitors to the user terminal; and a computer, after receiving a request to distribute the digital advertisement from the user terminal, transmitting, to a first destination of the digital advertisement, a first distribution request including the budget and one or more area names or area identifiers that identify the first geographical area or one or more area names or area identifiers that identify a second geographical area that can be set at the first destination that corresponds to the first geographical area.

[0007] Further, a second aspect of the present invention is the method of the first aspect, wherein the calculating step includes a step of calculating the estimated site traffic based on the budget and the first geographic range or the second geographic range.

[0008] In addition, a third aspect of the present invention is a method of the second aspect, wherein the calculating step includes a step of calculating an estimated number of site visits obtained by posting the budget for one or more areas included in the first geographic range or the second geographic range by referring to a correspondence between a plurality of areas and one or more pieces of advertising delivery performance data for each area.

[0009] In addition, a fourth aspect of the present invention is a method of any one of the first to third aspects, further comprising a step in which the computer calculates a required delivery period of the digital advertisement based on the budget and the first geographic range or the second geographic range.

[0010] In addition, a fifth aspect of the present invention is a method of any one of the first to third aspects, further comprising a step in which the computer calculates a required delivery period for the digital advertisement based on the estimated number of site visits and the first geographic range or the second geographic range.

[0011] Furthermore, a sixth aspect of the present invention is a method according to the fourth or fifth aspect, wherein the required distribution period has at least one of the start date and end date identical to the campaign period or event period specified by the user company.

[0012] Furthermore, a seventh aspect of the present invention is a method of any one of the fourth to sixth aspects, further comprising a step of sending a notification to the user terminal if the calculated required delivery period is equal to or exceeds a predetermined value.

[0013] An eighth aspect of the present invention is the method of the seventh aspect, wherein the notification includes a message conveying that the specified first geographical range is small.

[0014] A ninth aspect of the present invention is the method of the seventh aspect, wherein the notification includes a proposal to change at least one of the budget and the first geographical range.

[0015] In addition, a tenth aspect of the present invention is a method of any one of the first to ninth aspects, further comprising a step in which, after the computer receives the distribution request from the user terminal, it sends a second distribution request to a second destination of the digital advertisement, the second distribution request including the budget and one or more area names or area identifiers that identify the first geographic range, or one or more area names or area identifiers that identify a second geographic range that can be set at the second destination that corresponds to the first geographic range.

[0016] An eleventh aspect of the present invention is the method according to any one of the first to tenth aspects, wherein the first advertisement destination is an advertisement distribution device that distributes SNS advertisements.

[0017] Furthermore, a twelfth aspect of the present invention is a method according to any one of the first to tenth aspects, that is, a method according to any one of claims 1 to 10, wherein the first delivery request includes at least one of a day of the week and a time period.

[0018] Furthermore, a thirteenth aspect of the present invention is the method according to any one of the first to tenth aspects, wherein said first distribution request includes a device type.

[0019] A fourteenth aspect of the present invention is a program for causing a computer to execute a method for supporting the placement of digital advertisements, the method including the steps of: receiving, by the computer, from a user terminal used by a user company, a budget for placing the digital advertisement and a designation of a first geographical area; calculating, by the computer, an estimated number of site visitors based on the budget; and transmitting the calculated estimated number of site visitors to the user terminal; and, after receiving from the user terminal a request to distribute the digital advertisement, sending, to a first destination of the digital advertisement, a first distribution request including the budget and one or more area names or area identifiers that identify the first geographical area or one or more area names or area identifiers that identify a second geographical area that can be set at the first destination corresponding to the first geographical area.

[0020] A fifteenth aspect of the present invention is a server for executing a method for supporting the placement of digital advertisements, the server being configured to receive, from a user terminal used by a user company, a budget for placing the digital advertisement and a designation of a first geographical area, calculate an estimated number of site visitors based on the budget, and transmit the calculated estimated number of site visitors to the user terminal, and after receiving a request to distribute the digital advertisement from the user terminal, transmit to a first destination for the digital advertisement a first distribution request including the budget and one or more area names or area identifiers that identify the first geographical area, or one or more area names or area identifiers that identify a second geographical area that can be set at the first destination corresponding to the first geographical area. [Effects of the Invention]

[0021] According to one aspect of the present invention, a budget and geographical area for placing a digital advertisement are received from a user terminal, and an estimated number of site visitors is calculated based on at least the budget, allowing a company using the user terminal to easily understand the cost-effectiveness of the advertisement before requesting delivery of the digital advertisement. [Brief explanation of the drawings]

[0022] [Figure 1] 1 is a diagram illustrating a system according to one embodiment of the present invention. [Figure 2] 1 is a diagram showing a flow of an advertising support method according to one embodiment of the present invention. [Figure 3] FIG. 10 is a diagram showing an example of a distribution condition input screen according to an embodiment of the present invention. [Figure 4] FIG. 10 is a diagram showing another example of a distribution condition input screen according to an embodiment of the present invention. DETAILED DESCRIPTION OF THE INVENTION

[0023] Hereinafter, embodiments of the present invention will be described in detail with reference to the drawings.

[0024] Fig. 1 shows a server for supporting the placement of digital advertisements according to one embodiment of the present invention. The server 100 communicates with a user terminal 110 used by a user company and an advertisement distribution device 120, which is the destination of the digital advertisement, via an IP network such as the Internet. The advertisement distribution device 120 is capable of delivering a digital advertisement to a network 130 according to the type of advertisement. Examples of types of advertisements include listing advertisements, display advertisements, and SNS advertisements.

[0025] The server 100 includes a communication unit 101 such as a communication interface, a processing unit 102 such as a processor or CPU, and a storage unit 103 including a storage device or storage medium such as a memory or hard disk, and can be configured by executing a program for each process or operation in the processing unit 102. The server 100 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 such as the storage unit 103 or a database 104 accessible from the server 100 via an IP network, and instructions included in the program may be executed by at least one processor of the processing unit 102. Data described below as being stored in the storage unit 103 may actually be stored in a storage device or storage medium such as the database 104, and vice versa.

[0026] First, as shown in FIG. 2, the server 100 transmits input screen display information for inputting digital advertisement delivery conditions to the user terminal 110 (S201). For example, the input screen display information can be transmitted as an HTML file to display the input screen on a web browser running on the user terminal 110. Alternatively, a native application installed on the user terminal 110 can be run and the input screen can be displayed on the application using the input screen display information. When displayed on a web browser, the "input screen" can take various forms, such as a web page, modal window, or pop-up window, and when displayed on a native application, it can be one screen of the application. In either case, any screen that includes an area with an input field for inputting delivery conditions corresponds to the delivery condition input screen.

[0027] 3 shows an example of a distribution condition input screen according to one embodiment of the present invention. Input screen 300 includes a map area 310, a budget input field 320, and an estimated site traffic display area 330, and may further include a distribution period input field 340, a customization condition input field 350, and a URL input field 360 to be opened when the advertisement is clicked.

[0028] The user can specify a geographical range by selecting one or more areas within the map displayed in the map area 310. In the example of FIG. 3, the area "Suginami Ward" is selected. The selectable area units can be prefectures, cities, wards, towns, and villages, or block units. Furthermore, company information about the user company can be stored in the storage unit 103 in advance, and an address, such as a store location, included in the company information can be used to display an area including that address in the map area 310, or an area including that address can be pre-selected. Furthermore, the user can specify a budget by selecting a desired budget or entering a numerical value in the budget input field 320.

[0029] After the geographical range and budget are specified, the user terminal 110 transmits distribution conditions, including one or more area names or area identifiers that identify the geographical range and the budget, to the server 100 (S202), and the server 100 can calculate an estimated number of site visitors (S203).The calculated estimated number of site visitors is then transmitted to the user terminal 110 (S204), and can be displayed in the display area 330.

[0030] As an example, the estimated number of site visitors can be obtained by storing in the storage unit 103 an association between a plurality of regions and one or more pieces of ad delivery performance data for each region, and by referring to this, calculating the number of site visitors that will be obtained by placing a specified amount of advertising for one or more regions included in a specified geographical range. Explaining using the example of Figure 3, if the cost per click of a digital advertisement displayed on a device located in Suginami Ward is stored as ad delivery performance data in association with a regional identifier that identifies Suginami Ward, the estimated number of site visitors can be obtained by the following formula: [Estimated site traffic] = [Specified budget] / [Cost per click in Suginami Ward]

[0031] Instead of directly storing the cost per click, the number of clicks per month and the advertising cost per month may be stored, and the cost per click may be calculated. As can be seen from the calculation formula, the estimated number of site traffic is synonymous with the estimated number of clicks.

[0032] For example, if the specified geographical area is two areas, Suginami Ward and Nakano Ward, the average cost per click for these areas can be calculated and used. Furthermore, if data is not stored by ward, the number of site visits obtained by placing a specified amount of advertising can be calculated using advertising performance data, such as cost per click, stored in association with areas including the specified geographical area, such as Tokyo, Kanto, or the entire country, and this value can be used approximately as the estimated number of site visits. In the example of FIG. 3 , the estimated number of site visits (961) calculated for a budget of 50,000 yen using a national average cost per click of 52 yen as performance data for digital advertisements distributed by the advertising distribution device 120 is displayed as 1,000, rounded to the nearest tenth. When using a nationwide cost per click, the specified geographical area is not necessarily used to calculate the estimated number of site visits. Similarly, when using a cost per click associated with the area including an address included in the company information of the user company, the specified geographical area is not necessarily used to calculate the estimated number of site visits.

[0033] By displaying the estimated number of site visits on the display screen of the user terminal 110 in this way, the user company can more easily grasp the cost-effectiveness in the geographical area of ​​their interest than ever before, and the server 100 can further calculate the distribution period required to consume the budget based on the calculated estimated number of site visits and the specified geographical area (S205). As an example, the number of impressions that can be obtained with a specified budget can be calculated using the following formula. As with the estimated number of site visits, it is also possible to use the average click-through rate of multiple areas included in the specified geographical area, or the click-through rate of an area that includes the specified geographical area. [Number of impressions] = [Estimated number of site visitors] / [Click-through rate in Suginami Ward] = [Budget] / ([Suginami Ward CPC] * [Suginami Ward CTR]) = [Budget]*[Number of Suginami Ward impressions per month] / [Monthly advertising expenses in Suginami Ward]

[0034] In the example of FIG. 3, if a calculation is performed using a national average click rate of 0.0018 as performance data for digital advertisements distributed by the advertisement distribution device 120, the number of impressions obtained is calculated to be 534,188 for a budget of 50,000 yen.

[0035] Once the number of impressions obtained is known, the required delivery period can be calculated by dividing this by the number of impressions per day per company in the specified geographic area. If actual performance data is available, such as the total number of impressions per month per company and the number of days used for data measurement, the required delivery period can be calculated using the following formula: [Required delivery period] = [Number of impressions obtained] * [Number of days in the month used for data measurement] / [Number of impressions per company per month in the specified geographic area]

[0036] Since the number of times a digital advertisement is displayed tends to depend on the attributes of the industry, business type, etc. of the business run by the advertiser, such attributes can be stored in advance as company information about the user company in the storage unit 103 or received from the user terminal 110, and the number of times a digital advertisement is displayed per company according to the attributes can be calculated as an average, median, or other statistical value using past advertising distribution performance data. The above-mentioned cost per click and click rate can also be set to values ​​according to the attributes of the user company.

[0037] In the example of FIG. 3, if the performance data of the digital advertisements distributed by the advertisement distribution device 120 is calculated using a total of 295,500 impressions per month per company in Suginami Ward and 30 days of data measurement, a distribution period of 54 days is calculated for a budget of 50,000 yen. The distribution period display area 340 specifies the distribution period by the start date and end date, and also displays the value converted to the number of weeks by rounding up the number of days. When the required distribution period is displayed by the start date and end date, the distribution period can be determined and transmitted to the user terminal 110 so that at least one of the start date and end date is the same as the campaign period or event period specified by the user company. Furthermore, as shown in FIG. 3, the displayed distribution period can be changed by the user company.

[0038] Here, it is assumed that the calculated required delivery period may be long or may not be calculable at all. Specifically, if the number of impressions of the digital advertisement in the specified geographical area is too low, it will take a long time to reach the number of site visits estimated based on the specified budget. Therefore, if the calculated required delivery period is equal to or exceeds a predetermined value, or if the number of impressions per month in the specified geographical area is zero, the server 100 can send a notification to the user terminal 110 (S206). The predetermined value can be, for example, 84 days or 12 weeks, but is not limited to these values.

[0039] The notification may include a message indicating that the specified geographical area is too small, such as, "The specified area is too small, so it will take too long to complete delivery. We recommend expanding the specified area." The notification may also include a suggestion to change at least one of the specified budget and geographical area, because a smaller budget and a wider geographical area will allow the budget to be used up in a shorter period of time.

[0040] When the user company receives such a notification on the user terminal 110, it changes at least one of the budget and geographical range and sends new distribution conditions to the server 100 (S207). The server 100 then recalculates the estimated number of site visitors and, if necessary, the required distribution period (S208), and sends them to the user terminal 110 (S209).

[0041] The user company can further input customization conditions as necessary on the distribution condition input screen 300 displayed on the user terminal 110. Specifically, it may be possible to specify the day of the week, time period, type of device to be distributed, type of digital advertisement, and placement destination. Once the input is complete, the user company taps or clicks the "Proceed to next step with this content" button 370 to send a distribution request to the server 100 (S210). Upon receiving this, the server 100 sends a distribution request to the advertisement distribution device 120 that is the destination of the advertisement (S211), including the specified budget and one or more area names or area identifiers that identify the specified geographical range, or one or more area names or area identifiers that identify the geographical range (also called the "first geographical range") that can be set at the destination of the advertisement (also called the "second geographical range"). In particular, when advertising to multiple destinations, the unit of the first geographical range that can be specified on the distribution condition input screen provided by the server 100 does not necessarily match the unit of the second geographical range that can be set at each destination of the advertisement, so the server 100 can perform the necessary conversion.

[0042] FIG. 4 shows another example of a distribution condition input screen according to one embodiment of the present invention. The input screen 400 includes a map area 410, a budget input field 420, and an estimated site traffic display area 430. It may also include a distribution condition input field 440 and an advertising information input field 450. For the distribution conditions, if "Start immediately and continuously distribute" is selected, distribution begins on the same day. For the distribution conditions, if "Select start and end dates" is selected, the distribution period may be the period determined by the selected start and end dates, the period starting from the selected start date, or the period ending on the selected end date. The advertising information may include a URL to be opened when the advertisement is clicked, a URL that provides information about the product or service when creating advertising materials, or the name of the product, service, or store promoted in the advertisement.

[0043] If the calculated required delivery period is long, for example, exceeds 8 weeks and 56 days, the server 100 can send a notification to the user terminal 110, as described with reference to FIG. 3 . The notification may include a message indicating that the specified geographical area is small, such as, for example, "With the budget you set, delivery to a wider area is possible. We recommend expanding the area." Furthermore, if a start date and an end date are specified as delivery conditions, the server 100 may similarly send a notification to the user terminal 110 if the calculated required delivery period is long, for example, exceeds twice the specified period. The notification may be displayed within the input screen 400 or superimposed on the input screen 400.

[0044] In the above explanation, it has been explained that the calculation of the estimated number of site inflows, the calculation of the required distribution period, and the transmission of the distribution request are performed by server 100, but it is also possible to transmit a program for performing these processes to user terminal 110, and have at least part of these processes executed by user terminal 110. When the processes are executed by user terminal 110 in this way, the above explanation may be rephrased accordingly.

[0045] It should be noted that in the above embodiments, unless the word "only" is used, such as "based only on," "only in accordance with," "only in the case of," or "with reference only," this specification assumes that additional information may be taken into consideration. Also, as an example, it should be noted that the phrase "do b when a" does not necessarily mean "always do b 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.

[0046] Furthermore, in the above description, each process using a first geographic range specified by a user company may be performed using a corresponding second geographic range, and such variations are included in the disclosure of this specification.

[0047] It should be noted that the disclosure of this specification includes any combination of the above-described embodiments of the present invention within the scope of not contradicting each other.

[0048] 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. [Explanation of symbols]

[0049] 100 servers 101 Communications Department 102 Processing section 103 Storage section 104 Database 110 User Terminals 120 Advertisement distribution device 130 Network 300 Input Screen 310 Map Area 320 Budget input field 330 Estimated site traffic display area 340 Distribution period input field 350 Customization condition input field 360 Advertisement URL input field 370 Button 400 Input Screen 410 Map Area 420 Budget input field 430 Estimated site traffic display area 440 Delivery condition input field 450 Advertisement information input field 460 Button

Claims

1. 1. A method for supporting digital advertising placement, comprising: A step in which a computer receives, from a user terminal used by a user company, a budget for placing the digital advertisement and a designation of a first geographical area; a step of the computer calculating an estimated number of site visits based on the budget; transmitting the calculated estimated site traffic number to the user terminal; after receiving a request to distribute the digital advertisement from the user terminal, the computer sends, to a first destination of the digital advertisement, a first distribution request including the budget and one or more area names or area identifiers that identify the first geographical range, or one or more area names or area identifiers that identify a second geographical range that can be set by the first destination and that corresponds to the first geographical range; Includes.

2. 10. The method of claim 1, The calculating step includes calculating the estimated site traffic based on the budget and the first geographic range or the second geographic range.

3. 3. The method of claim 2, The calculating step includes a step of calculating an estimated number of site visitors that will be obtained by posting the budget for one or more regions included in the first geographic range or the second geographic range, by referring to a correspondence between multiple regions and one or more pieces of advertising delivery performance data for each region.

4. 4. A method according to any one of claims 1 to 3, comprising: The method further includes a step of the computer calculating a required delivery period of the digital advertisement based on the budget and the first geographic range or the second geographic range.

5. 4. A method according to any one of claims 1 to 3, comprising: The method further includes a step of calculating a required delivery period of the digital advertisement based on the estimated number of site visits and the first geographic range or the second geographic range.

6. 6. The method according to claim 4 or 5, The required distribution period has at least one of the start date and end date that is the same as the campaign period or event period designated by the user company.

7. 7. A method according to any one of claims 4 to 6, comprising: The method further includes sending a notification to the user terminal if the calculated required delivery period is equal to or exceeds a predetermined value.

8. 8. The method of claim 7, The notification includes a message stating that the specified first geographic area is small.

9. 8. The method of claim 7, The notification includes a proposed change to at least one of the budget and the first geographic scope.

10. 10. A method according to any one of claims 1 to 9, comprising: The method further includes a step in which, after the computer receives the distribution request from the user terminal, it sends a second distribution request to a second destination of the digital advertisement, the second distribution request including the budget and one or more area names or area identifiers that identify the first geographic range, or one or more area names or area identifiers that identify a second geographic range that can be set at the second destination corresponding to the first geographic range.

11. 11. A method according to any one of claims 1 to 10, comprising: The first advertisement destination is an advertisement distribution device that distributes SNS advertisements.

12. 11. A method according to any one of claims 1 to 10, comprising: The first delivery request includes at least one of a day of the week and a time period.

13. 11. A method according to any one of claims 1 to 10, comprising: The first distribution request includes a device type.

14. A program for causing a computer to execute a method for supporting the placement of digital advertisements, the method comprising: A step in which a computer receives, from a user terminal used by a user company, a budget for placing the digital advertisement and a designation of a first geographical area; a step of the computer calculating an estimated number of site visits based on the budget; transmitting the calculated estimated site traffic number to the user terminal; after receiving a request to distribute the digital advertisement from the user terminal, the computer sends, to a first destination of the digital advertisement, a first distribution request including the budget and one or more area names or area identifiers that identify the first geographical range, or one or more area names or area identifiers that identify a second geographical range that can be set by the first destination and that corresponds to the first geographical range; Includes.

15. A server for executing a method for supporting the placement of digital advertisements, receiving, from a user terminal used by a user company, a budget for placing the digital advertisement and a designation of a first geographical area; Calculating an estimated number of site visitors based on the budget and transmitting the calculated estimated number of site visitors to the user terminal; After receiving a request to distribute the digital advertisement from the user terminal, the digital advertisement distribution system is configured to transmit, to a first destination of the digital advertisement, a first distribution request including the budget and one or more area names or area identifiers that identify the first geographic range, or one or more area names or area identifiers that identify a second geographic range that can be set at the first destination and that corresponds to the first geographic range.

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