Advertisement creation assisting device and advertisement creation assisting program

Abstract

To provide an advertisement creation assisting device which creates an advertisement text with originality in which a feature, personality, etc. of an advertisement object are reflected.SOLUTION: An advertisement creation assisting device for creating an advertisement text of an advertisement comprises: advertisement object information acquisition means which acquires information related to an advertisement object; instruction sentence creation means which creates an instruction sentence for making a language model generate the advertisement text, on the basis of the information about the advertisement object; instruction sentence transmission means which transmits the instruction sentence, to the language model; answer sentence reception means which receives an answer sentence including the advertisement text according to the instruction sentence, from the language model; and advertisement text display means which displays the advertisement text.SELECTED DRAWING: Figure 9

Description

[Technical Field]

[0001] The present invention relates to an advertisement creation support device and an advertisement creation support program. [Background technology]

[0002] With the widespread use of digital devices, web advertising (internet advertising) has become widespread, and we now see more and more web advertisements on various media on the internet, such as websites, search engines, and social media (SNS). For example, in the restaurant industry, web advertising is an important way to attract customers, and it is important to be able to display attractive advertisements in order to attract customers' attention and increase click-through and conversion rates.

[0003] However, it is not necessarily easy for advertisers (restaurants) to come up with original advertising copy (text) that reflects the characteristics, personality, atmosphere, etc. of the target store, and the current situation is that it is a huge burden in terms of time, effort, and cost.

[0004] As a related technology, for example, Patent Document 1 describes an advertisement creation support program that easily creates effective advertising copy depending on the target of the advertisement. An input unit 12 accepts input of document data related to a product or service. An extraction unit 14 extracts characteristic words from the input document data. An identification unit 16 refers to a memory unit 20 that stores phrases in association with characteristic words, and identifies a phrase that corresponds to the extracted characteristic word. An output unit 18 outputs the identified phrase, or a phrase in which a specific part of the identified phrase is set as the characteristic word. [Prior art documents] [Patent documents]

[0005] [Patent Document 1] Japanese Patent Application Publication No. 2018-120286 Summary of the Invention [Problem to be solved by the invention]

[0006] However, in the invention described in Patent Document 1 above, phrases are stored in correspondence with characteristic words, so advertisers must come up with phrases that correspond to each characteristic word, which means that creating effective advertising copy according to the target audience may still require a certain amount of time, effort, and cost.

[0007] The present invention has been proposed in consideration of the above points, and one aspect of the present invention aims to provide an advertising creation support device that can easily create original advertising copy that reflects the characteristics and personality of the advertising target. [Means for solving the problem]

[0008] In order to solve the above problems, the advertisement creation support device of the present invention is an advertisement creation support device for creating an advertising copy for an advertisement, and includes an advertising target information acquisition means for acquiring information about the advertising target, an instruction statement creation means for creating an instruction statement for causing a language model to generate the advertising copy based on the information about the advertising target, an instruction statement sending means for sending the instruction statement to the language model, an answer statement receiving means for receiving from the language model an answer statement including the advertising copy in response to the instruction statement, and an advertisement statement display means for displaying the advertising copy. [Effects of the Invention]

[0009] According to the embodiment of the present invention, it is possible to provide an advertisement creation support device that can easily create original advertising copy that reflects the characteristics, personality, etc. of the advertising target. [Brief explanation of the drawings]

[0010] [Figure 1] 1 is a diagram illustrating an example of a network configuration of an advertisement creation support system according to an embodiment of the present invention. [Figure 2] FIG. 2 is a diagram illustrating an example of a hardware configuration of an advertisement creation support server according to the present embodiment. [Figure 3] FIG. 2 is a diagram illustrating an example of the software configuration of an advertisement creation support server according to the present embodiment. [Figure 4] FIG. 2 is a diagram illustrating an example of a data configuration of a store information DB according to the embodiment. [Figure 5] FIG. 2 is a diagram showing a first example screen of a store terminal according to the present embodiment. [Figure 6] FIG. 10 is a diagram showing a second example screen of the store terminal according to the present embodiment. [Figure 7] FIG. 10 is a diagram showing a third example screen of the store terminal according to the present embodiment. [Figure 8] FIG. 10 is a diagram showing a fourth example screen of the store terminal according to the present embodiment. [Figure 9] FIG. 10 is a flowchart illustrating an advertisement copy creation process of the advertisement creation support server according to the embodiment. [Figure 10] FIG. 10 is a diagram illustrating an example of a prompt according to the embodiment. [Figure 11] FIG. 10 is a diagram showing an example of a reply sentence according to the present embodiment. DETAILED DESCRIPTION OF THE INVENTION

[0011] DETAILED DESCRIPTION OF THE PREFERRED EMBODIMENTS An embodiment of the present invention will be described in detail with reference to the drawings. <System configuration> (Network configuration) Fig. 1 is a diagram showing an example of a network configuration of an advertisement creation support system according to this embodiment. The advertisement creation support system 100 in Fig. 1 includes an advertisement creation support server 10, an LLM (Large Language Models) 20, and a store terminal 30, which are connected via a network 60.

[0012] The advertisement creation support server 10 is a server device that uses the LLM 20 to support the creation of original advertising copy (text) that reflects the characteristics and individuality of a store. A store operator (advertiser) can easily create an advertisement for the store that is the target of advertising using the advertising copy created (generated) by the advertisement creation support server 10. The created advertisement is, for example, directly posted as a web advertisement in a predetermined web advertising medium via the advertisement creation support server 10.

[0013] LLM (Large-Scale Language Model) 20 is a general-purpose natural language processing model that uses large amounts of text data to pre-train grammar, word meanings, etc. without a teacher. For the general-purpose natural language processing model, commercial language models (generative AI) based on, for example, BERT (Bidirectional Encoder Representations from Transformers), GPT (Generative Pre-trained Transformer)-3.5, GPT-4, etc. can be used.

[0014] The store terminal 30 is, for example, a smartphone, a tablet terminal, or a PC (Personal Computer), and is a terminal device of a store that uses the advertisement creation support server 10. A store manager (or a store employee) can use the store terminal 30 to access and log in to the advertisement creation support server 10, create advertisements including advertisement copy, and place the created advertisements.

[0015] The network 60 is a communication network that may be wired or wireless, and may include, for example, the Internet, a public line network, Wi-Fi (registered trademark), Bluetooth (registered trademark), and the like.

[0016] In order to access the advertisement creation support server 10, a predetermined application program (a general-purpose web browser, a dedicated application, etc.) is installed in advance on the store terminal 30.

[0017] (Hardware configuration) 2 is a diagram showing an example of the hardware configuration of an advertisement creation support server according to this embodiment. The advertisement creation support server 10 includes a CPU (Central Processing Unit) 11, a ROM (Read Only Memory) 12, a RAM (Random Access Memory) 13, an HDD (Hard Disk Drive) 14, and a communication device 15.

[0018] The CPU 11 executes various programs and performs arithmetic processing. The ROM 12 stores programs required at startup, etc. The RAM 13 is a work area for temporarily storing processing by the CPU 11 and storing data. The HDD 14 stores various data and programs. The communication device 15 communicates with other devices via the network 60.

[0019] (Software configuration) 3 is a diagram showing an example of the software configuration of the advertisement creation support server according to this embodiment. The advertisement creation support server 10 has, as its main functional units, an advertising target information acquisition unit 101, an instruction message creation unit 102, an instruction message transmission unit 103, a response message reception unit 104, an advertisement message display unit 105, and a storage unit 109.

[0020] The advertising target information acquisition unit 101 has a function of acquiring information about the advertising target. The instruction message creation unit 102 has a function of creating an instruction message for causing the LLM 20 to generate an advertising copy based on information about the advertising target. The instruction message sending unit 103 has a function of sending an instruction message to the LLM 20. The response message receiving unit 104 has a function of receiving a response message including an advertising copy corresponding to the instruction message from the LLM 20. The advertisement display unit 105 has a function of displaying the advertising copy. The memory unit 109 stores a store information DB in the HDD 14.

[0021] Each functional unit is realized by a program executed on hardware resources such as the CPU, ROM, and RAM of the computer that constitutes the advertisement creation support server 10. These functional units may also be interpreted as "means," "module," "unit," or "circuit." Each DB of the storage unit 109 may also be placed in an external storage device on the network 60. The computer program and application program may also be stored in a computer-readable storage medium.

[0022] (Database) 4 is a diagram showing an example of the data configuration of a store information DB according to this embodiment. The store information DB is a DB in which store information is registered in advance. The store information DB according to this embodiment has data items such as "Store ID," "Store Name," "Location," "URL," "TEL," "Email," "Password," and "Store Features," for example.

[0023] "Store ID" is a unique identifier assigned to each store. It may also be an advertiser ID. "Store Name," "Location," "URL," "TEL," and "Email" are the store's name, address, web URL, telephone number, and email address, respectively. "Store ID" and "Password" are the ID and password that users use to access and log in to the advertisement creation support server 10. Since a store may have multiple URLs simultaneously, such as its own official website, information site, SNS, special site, etc., multiple URLs can be registered for "URL," such as "URL1," "URL2," etc.

[0024] "Store characteristics" is information (description) that indicates the characteristics of the store. "Store characteristics" can be registered and set by the store operator themselves. In addition, when a "URL" is registered and set, information indicating the store characteristics, such as the store's products, strengths, concept, and atmosphere (casual, high-end, homey, etc.), may be automatically summarized and generated by the LLM20 based on the store website at the URL.

[0025] These data items of the store information DB can be registered at the time of initial registration in the advertisement creation support server 10, such as when a store manager registers as a user.

[0026] <Example of ad copy creation support screen> A store manager (or a store employee) can access and log in to the advertisement creation support server 10 using the store terminal 30 and create (generate) an advertisement copy. Below, a specific example will be described in which a restaurant manager has the advertisement creation support server 10 create an advertisement copy.

[0027] FIG. 5 is a diagram showing an example screen 1 of a store terminal according to this embodiment. When a store manager wants to create an advertising copy to be used in a text advertisement, a banner advertisement, or a social media advertisement, the store manager first answers questions displayed on the screen of the store terminal 30. First, an advertising keyword is entered in "Question 1" 32. The entered advertising keyword is a keyword that is directly reflected in the generation of the advertising copy. In the case of a restaurant, for example, a signature word of the store that indicates the characteristics and individuality of the store, such as the main product (dish), atmosphere of the store, purpose, location, staff information, and customer demographics, is entered. Note that there are cases where an advertisement wants to advertise the signature word (e.g., "hamburger steak") itself, or where an advertisement wants to advertise the store itself using the signature word (e.g., "hamburger steak") as an advertising signboard. Advertising keywords can also be selected and entered from a predetermined list 33 (not shown).

[0028] Next, the store operator enters the intended target demographic for advertising in "Question 2" 34. For example, the store operator selects and enters "Gender" as male, "Age group" as in their 40s, and "Number of people" as one from the options. After answering the questions, the store operator presses "Generate" 35.

[0029] FIG. 6 is a diagram showing a second example screen of a store terminal according to this embodiment. "AI-generated results for ad title text" 36 and "AI-generated results for ad body text" 37 each display multiple candidates for ad title text and ad body text. Ad title text is a short ad copy used, for example, as a one-line title for a text ad or a banner ad. Ad body text is a longer ad copy used, for example, as a description for a text ad.

[0030] Candidates for the ad title and ad body are generated and displayed by the LLM 20 based on the advertising keywords and advertising target information entered in the form of a question (Figure 5) and the store information in the store information database (Figure 4). The "AI-generated ad title result" 36 and "AI-generated ad body result" 37 shown in Figure 6 are ad texts that convey the advertising keywords while taking into account the characteristics of the store, targeting, for example, solo male customers in their 40s. The store operator selects the desired ad title and ad body from the candidates and presses "Decide" 38.

[0031] On the other hand, if the store manager does not find the desired ad title or ad body among the candidates, he or she can press the respective "Regenerate" button 39. In this case, each candidate is repeatedly regenerated and redisplayed by the LLM 20 based on the advertising keyword and advertising target information entered in the form of a question (Fig. 5) and the store information in the store information DB (Fig. 4).

[0032] FIG. 7 is a diagram showing a screen example 3 of a store terminal according to this embodiment. The store manager selects the tab for the created advertisement type from among the tabs "Text Ad" 41a, "Banner Ad" 41b, and "SNS Ad" 41c. If the store manager selects "Text Ad" 41a, the store manager inputs and sets information for creating a text advertisement, such as "PR Text 1 (Store Name)" 42, "PR Text 2 (Ad Title)" 43, "PR Text 3 (Ad Body)" 44, and "Link Destination (URL)" 45.

[0033] The store name to be displayed in the text advertisement is entered in "PR Text 1 (Store Name)" 42. This may be automatically acquired from the store information in the store information DB (FIG. 4), or may be entered and edited by the store manager.

[0034] The advertisement title text to be displayed on the text advertisement is initially input into "PR Text 2 (Advertisement Title Text)" 43. The initially input advertisement title text is an advertisement text selected by the store operator from the advertisement title texts generated by LLM 20. The store operator can also arbitrarily edit (modify) the advertisement title text initially input into "PR Text 2 (Advertisement Title Text)" 43, i.e., the advertisement title text generated by LLM 20.

[0035] The advertisement text to be displayed on the text advertisement is initially input into "PR Text 3 (Advertisement Text)" 44. The initially input advertisement text is an advertisement text selected by the store operator from the advertisement text generated by LLM 20. The store operator can also edit (modify) the advertisement text initially input into "PR Text 3 (Advertisement Text)" 44, i.e., the advertisement text generated by LLM 20, as desired.

[0036] The URL to be linked to the text advertisement is entered in "Link destination (URL)" 45. The "URL" may be automatically acquired from the store information in the store information DB (FIG. 4), or may be entered and edited by the store operator.

[0037] The input settings for "PR text 1 (store name)" 42, "PR text 2 (advertising title)" 43, "PR text 3 (advertising body)" 44, and "link destination (URL)" 45 are each reflected in real time in the ad copy of the text ad displayed on the ad text display screen view 46. After completing the creation of the text ad, the store operator can press "Next" 47 and, following the specified operations thereafter, apply for advertising distribution of the created text ad.

[0038] Fig. 8 is a diagram showing a fourth example screen of the store terminal according to this embodiment. When the store manager selects the tab for "banner advertisement" 41b on the example screen shown in Fig. 7, the screen transitions to the example screen shown in Fig. 8. When the store manager selects "banner advertisement" 41b, he or she inputs and sets, for example, "PR image" 52, "PR text 1 (store name)" 53, "PR text 2 (advertisement title)" 54, and "link destination (URL)" 55 as information for creating a banner advertisement.

[0039] An image for a banner advertisement is set in "PR image" 52. The store manager uploads an image to be used as the banner advertisement image.

[0040] The store name to be displayed on the banner advertisement is entered in "PR Text 1 (Store Name)" 53. This may be automatically acquired from the "Store Name" in the store information (Fig. 4) in the store information DB, or may be entered and edited by the store manager.

[0041] The advertisement title text to be displayed on the banner advertisement is initially input into "PR Text 2 (Advertisement Title Text)" 54. The initially input advertisement title text is an advertisement text selected by the store operator from the advertisement title texts generated by LLM 20. The store operator can also arbitrarily edit (modify) the advertisement title text initially input into "PR Text 2 (Advertisement Title Text)" 54, i.e., the advertisement title text generated by LLM 20.

[0042] The URL linked to the banner advertisement is entered in "Link destination (URL)" 55. This may be automatically acquired from the "URL" of the store information in the store information DB (FIG. 4), or may be entered and edited by the store manager.

[0043] The input settings for "PR image" 52, "PR text 1 (store name)" 53, "PR text 2 (advertising title)" 54, and "link destination (URL)" are each reflected in real time in the advertisement text of the banner advertisement displayed on the banner advertisement display screen view 56. After completing the creation of the banner advertisement, the store operator can press "Next" 57 and, following the specified operations, apply for advertising distribution of the created banner advertisement.

[0044] As described above, store managers can easily create (generate) original and attractive advertising copy (e.g., advertising title and advertising body) that reflects the characteristics and individuality of their store by using advertisement creation support system 100. Furthermore, by distributing advertisements that use actually created advertising copy, they can expect to see improvements in, for example, click rates and conversion rates, and ultimately in attracting customers to their store.

[0045] <Advertisement copy creation process> 9 is a flowchart showing the advertisement copy creation process of the advertisement creation support server according to this embodiment. The CPU 11 reads and executes a program capable of realizing the flowchart shown in FIG. 9, thereby realizing each step (hereinafter referred to as "S").

[0046] S1: The advertisement creation support server 10 acquires information on advertisement keywords and advertisement targets. The information on advertisement keywords and advertisement targets is input by the store manager in the form of a question (FIG. 5).

[0047] S2: The advertisement creation support server 10 acquires store information of the advertised store from the store information DB using the store ID (e.g., ID0001) as a key. The store information is particularly information that is effective for reflecting in the creation of advertisement copy, such as "store name," "location," "URL," and "store features" (FIG. 4).

[0048] S3: The advertisement creation support server 10 creates a prompt (instruction sentence) to cause the LLM 20 to generate an advertisement copy based on the information on the advertisement keywords and advertisement targets acquired in S1 and the store information acquired in S2.

[0049] Fig. 10 is a diagram showing an example of a prompt according to this embodiment. As shown in Fig. 10, the prompt according to this embodiment is an instruction sentence created to cause the LLM 20 to generate an advertising copy (answer sentence) based on information on advertising keywords and advertising targets, and store information.

[0050] More specifically, it is as follows. By including "ad keywords" in the prompt, you can create original ad copy that directly reflects the ad keywords (signature words) when generating ad copy.

[0051] By including "ad target" in the prompt, you can generate ad copy that appeals to that target customer demographic.

[0052] By including store information such as the store name, location, store features, or URL in the prompt, the generated ad copy can be original and reflect the store's characteristics and individuality. It can also be used to complement the ad keyword (signature word). For example, the ad keyword "hamburger steak" can be complemented by additional information such as "full portion," "juicy meat," and "balanced flavor" that indicate the characteristics of the "hamburger steak" listed in the "store features" or "URL."

[0053] By including the "URL" of the store information in the prompt, the generated ad copy can be original and comprehensive, reflecting the latest characteristics and individuality of the store. Furthermore, by including multiple "URLs" in the prompt, such as the store's official website, information sites, and social media, the generated ad copy can be original and comprehensive, reflecting the latest characteristics and individuality of the store. For example, campaigns and events announced only on social media can also be reflected in the ad copy.

[0054] It may also be at least one of the "store characteristics" or "URL" from the store information DB. By including at least one of the "store characteristics" or "URL" from the store information in the prompt, it is possible to generate an original menu that reflects the characteristics and individuality of the store when generating advertising copy.

[0055] S4: The advertisement creation support server 10 transmits the created prompt (instruction sentence) to the LMM 20.

[0056] S5: The advertisement creation support server 10 receives the generated response sentence (generated sentence) from the LMM 20.

[0057] 11 is a diagram showing an example of a reply sentence according to this embodiment. As shown in FIG. 11, the reply sentence according to this embodiment is generated in accordance with the prompt (instruction sentence) in FIG.

[0058] S6: The advertisement creation support server 10 displays the advertisement copy generated by the LMM 20 on the screen of the store terminal 30 (FIG. 6).

[0059] The following embodiments will also be mentioned. You can also create prompts that cause LLM20 to generate ad copy that includes words that evoke a seasonal feeling, based on seasonal information or seasonal event information (Christmas, Valentine's Day, Halloween, etc.) that corresponds to the date and time the ad copy was created and the advertisement's publication period (posting period).

[0060] A prompt may be created that causes LLM20 to generate advertising copy that includes words that incorporate topics and trends in the area around the store, based on the "location" of the store information.Furthermore, a prompt may be created that causes LLM20 to generate advertising copy that includes words that incorporate events and activities in the area around the store, based on the "location" of the store information, by combining the above-mentioned date and time information and information on the advertisement's publication period (posting period).

[0061] You can also create a prompt that will have LLM20 generate advertising copy based on the URL of the store information, including customer reviews and opinions collected from store review sites and social media.

[0062] <Summary> As described above, the advertisement creation support server 10 according to this embodiment creates a prompt (instruction statement) for causing the LLM 20 to generate an advertisement copy based on the advertisement keyword, advertisement target information, and store information of the store, and upon receiving a response statement including the advertisement copy generated by the LMM 20, displays this on the screen of the store terminal 30. In this way, by using the advertisement creation support system 100, a store operator can easily create (devise) an original and attractive advertisement copy that reflects the characteristics and individuality of the store. In other words, according to this embodiment, an advertisement creation support device can be provided that can easily create an original advertisement copy (text) that reflects the characteristics and individuality of the advertisement target.

[0063] Although the present invention has been described with reference to specific examples according to the preferred embodiments of the present invention, it is apparent that various modifications and changes can be made to these examples without departing from the broad spirit and scope of the present invention as defined in the appended claims. In other words, the details of the examples and the accompanying drawings should not be construed as limiting the present invention.

[0064] The store is not limited to a restaurant. Furthermore, the store is not limited to a brick-and-mortar store, but may be, for example, an online store (virtual store) that exists only on the Internet. In this case, the system can support the creation of advertising copy for the online store.

[0065] (Appendix 1) An advertisement creation support device for creating advertisement copy (e.g., text text for a text advertisement or text text to be superimposed on an image of a banner advertisement) for an advertisement (e.g., text advertisement or banner advertisement), An advertising target information acquisition means for acquiring information about an advertising target (for example, a store) (for example, the store information in FIG. 4); an instruction sentence generation means for generating an instruction sentence (e.g., a prompt sentence) for causing a language model (e.g., an LLM) to generate the advertising copy based on information about the advertising target; an instruction statement sending means for sending the instruction statement to the language model; an answer text receiving means for receiving an answer text (an answer text generated by the LLM) including the advertisement text corresponding to the instruction text from the language model; advertising copy display means for displaying the advertising copy; An advertisement creation support device comprising: [Explanation of symbols]

[0066] 10. Advertisement creation support server 20 LLM 30 store terminals 60 Network 100 Advertising Creation Support System 101 Advertising target information acquisition unit 102 Instruction Writing Department 103 Instruction message sending unit 104 Reply Receiving Unit 105 Advertising text display section 109 Storage section

Claims

1. An advertisement creation support device for creating an advertisement copy, an advertising target information acquisition means for acquiring information about an advertising target; an instruction sentence creation means for creating an instruction sentence for causing a language model to generate the advertising copy based on information about the advertising target; an instruction statement sending means for sending the instruction statement to the language model; a response message receiving means for receiving, from the language model, a response message including the advertising message in response to the instruction message; advertising copy display means for displaying the advertising copy; An advertisement creation support device comprising:

2. The information about the advertising target includes information indicating characteristics of the advertising target; 2. The advertisement creation support device according to claim 1, wherein:

3. The information about the advertising target includes a URL where information indicating characteristics of the advertising target is posted; 2. The advertisement creation support device according to claim 1, wherein:

4. the URL includes a plurality of URLs; 4. The advertisement creation support device according to claim 3, wherein:

5. The advertising target is a store; 4. The advertisement creation support device according to claim 1, wherein:

6. The information about the advertising subject includes information about advertising keywords or advertising targets; 2. The advertisement creation support device according to claim 1, wherein:

7. The advertisement copy is a text copy of a text advertisement or a text copy superimposed on an image of a banner advertisement; 2. The advertisement creation support device according to claim 1, wherein:

8. A computer for creating advertising copy an advertising target information acquisition means for acquiring information about the advertising target; an instruction sentence creation means for creating an instruction sentence for causing a language model to generate the advertising copy based on information about the advertising target; an instruction statement sending means for sending the instruction statement to the language model; a response message receiving means for receiving, from the language model, a response message including the advertising message in response to the instruction message; advertising copy display means for displaying the advertising copy; An advertising creation support program that makes it work.

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