Information processing system, information processing method, and computer program

Abstract

To provide a new technique related to allocation of an advertisement material to a broadcast frame.SOLUTION: Concerning a plurality of advertisement materials broadcasted through a plurality of broadcasting frames in a prescribed period, advertisement effects by broadcasting of the plurality of advertisement materials through a plurality of first broadcasting frames which are broadcasting frames in a first period among the plurality of broadcasting frames in the prescribed period are acquired as result information (S220). On the basis of the result information, a plurality of advertisement materials are allocated to a plurality of second broadcast frames which are broadcast frames in a second period after the first period among the plurality of broadcast frames in the predetermined period (S230, S240).SELECTED DRAWING: Figure 4

Description

[Technical Field]

[0001] The present disclosure relates to an information processing system and an information processing method. [Background technology]

[0002] 2. Description of the Related Art Conventionally, advertisements have been broadcast through broadcast stations or distributed through wide area communication networks. For example, in television broadcasts, advertisements are broadcast through commercial messages (CM).

[0003] Commercials are broadcast in designated time slots before, during, or after television programs. Commercials include commercials advertised by program sponsors (so-called time commercials), as well as spot commercials broadcast in time slots set by broadcasting stations regardless of the program sponsor. In the following, the time slots in which commercials are broadcast will be referred to as commercial slots.

[0004] Conventionally, an advertising agency purchases multiple commercial broadcasting slots from one or more broadcasting stations, and allocates advertising materials of one or more advertisers to these multiple commercial broadcasting slots (see, for example, Patent Document 1).

[0005] In addition, for spot commercials, advertising materials are allocated to multiple commercial broadcast slots given by the broadcasting station, and a schedule is submitted to the broadcasting station. [Prior art documents] [Patent documents]

[0006] [Patent Document 1] Japanese Patent Publication No. 2022-156231 Summary of the Invention [Problem to be solved by the invention]

[0007] In conventional technology, multiple advertising materials are allocated to multiple commercial broadcast slots using GRP (Gross Rating Point) based on past performance as an index. However, the actual GRP observed during commercial broadcast usually differs from the GRP assumed at the time of allocation.

[0008] Despite the high possibility of such discrepancies occurring, in conventional technology, multiple advertising materials are allocated to multiple commercial broadcast slots before the start of an advertising campaign, and then no changes are made to the allocation until the end of the advertising campaign. As a result, in conventional technology, advertising campaigns may not achieve the advertising effects initially desired.

[0009] Therefore, according to one aspect of the present disclosure, it is desirable to provide a new technology related to the allocation of advertising materials to broadcasting slots or advertising slots, which can improve advertising effectiveness. [Means for solving the problem]

[0010] An information processing system according to an aspect of the present disclosure includes an acquisition unit and an allocation unit. The acquisition unit is configured to acquire, as performance information, advertising effectiveness of a plurality of advertising materials broadcast through a plurality of broadcast slots in a predetermined period of time through a plurality of first broadcast slots that are broadcast slots in a first period of the plurality of broadcast slots in the predetermined period.

[0011] The allocation unit allocates a first period among a plurality of broadcast slots in a predetermined period based on the performance information. The advertising materials are allocated to a plurality of second broadcast slots, which are broadcast slots in a second period that comes later.

[0012] According to the information processing system configured in this manner, it is possible to allocate advertising materials to a plurality of broadcast slots in a second period within a predetermined period based on the performance of a first period within the predetermined period. Therefore, according to one aspect of the present disclosure, it is possible to provide an information processing system that can improve advertising effectiveness in a predetermined period, such as an advertising campaign period.

[0013] According to one aspect of the present disclosure, a plurality of advertising materials may be allocated to a plurality of broadcast slots in a predetermined period before the start of a first period. In this case, the allocation unit may be configured to change the allocation of the plurality of advertising materials to the plurality of second broadcast slots based on performance information so as to replace the advertising materials allocated to at least some of the plurality of second broadcast slots.

[0014] According to one aspect of the present disclosure, there may be provided an information processing system including an allocation unit and an acquisition unit configured as follows: The allocation unit is configured to allocate a plurality of advertising materials to a plurality of broadcast slots in a predetermined period of time. The allocation unit is configured to allocate the plurality of advertising materials to the plurality of broadcast slots such that each of the plurality of advertising materials is broadcast in one or more of the allocated broadcast slots among the plurality of broadcast slots.

[0015] The acquisition unit is configured to acquire, as performance information, advertising effectiveness resulting from broadcasting a plurality of advertising materials through a plurality of first broadcast slots, which are broadcast slots in a first period among a plurality of broadcast slots in a predetermined period.

[0016] The allocation unit is further configured to change, based on the performance information, allocation of the plurality of advertising materials to a plurality of second broadcast slots, which are broadcast slots in a second period after the first period among the plurality of broadcast slots in the predetermined period. The allocation unit may be configured to replace the advertising materials allocated to at least some of the plurality of second broadcast slots.

[0017] According to the information processing system configured in this manner, it is possible to change the allocation of advertising materials to a plurality of broadcast slots in a second period based on the performance in a first period. Therefore, according to one aspect of the present disclosure, it is possible to provide an information processing system that can improve advertising effectiveness in a predetermined period such as an advertising campaign period.

[0018] According to one aspect of the present disclosure, the allocation unit can be configured to change the allocation of multiple advertising materials to multiple second broadcast slots so as to improve the advertising effectiveness of the multiple advertising materials for a predetermined period of time.

[0019] According to one aspect of the present disclosure, the allocation unit may be configured to change the allocation of multiple advertising materials to multiple second broadcast slots so that the advertising effectiveness of each of the multiple advertising materials in a predetermined period is achieved at a target ratio. The target ratio may be a predetermined ratio of advertising effectiveness among the multiple advertising materials. With this information processing system configured, it is possible to adjust the advertising effectiveness among the multiple advertising materials.

[0020] According to one aspect of the present disclosure, the allocation unit can be configured to change the allocation of multiple advertising materials to multiple second broadcast slots so that the weighted sum of the advertising effectiveness of each of the multiple advertising materials over a specified period increases and so that the advertising effectiveness of each of the multiple advertising materials is realized at a target ratio.

[0021] According to the information processing system configured in this way, it is possible to improve the advertising effectiveness for a plurality of broadcasting slots in a predetermined period, while adjusting the advertising effectiveness among a plurality of advertising materials. is possible.

[0022] According to one aspect of the present disclosure, the allocation unit can be configured to change the allocation of multiple advertising materials to multiple second broadcast slots based on the actual viewing volume of each of the multiple advertising materials in multiple first broadcast slots identified from performance information.

[0023] According to the information processing system configured in this way, it is possible to effectively utilize information on the actual viewing volume in the first period of the predetermined period, and improve the advertising effectiveness in the predetermined period.

[0024] According to one aspect of the present disclosure, the performance information may include multiple performance values ​​related to advertising effectiveness expressed using different evaluation indexes. The allocation unit may change the allocation of multiple advertising materials to multiple second broadcast slots based on the multiple performance values. The information processing system configured in this manner makes it possible to improve advertising effectiveness in a variety of ways over a predetermined period of time.

[0025] According to one aspect of the present disclosure, the performance information may include performance values ​​regarding advertising effectiveness expressed using different evaluation indices for two or more of the plurality of advertising materials among the plurality of advertising materials. The allocation unit may be configured to change the allocation of the plurality of advertising materials to the plurality of second broadcast slots so as to improve the evaluation indices for each of the two or more advertising materials over a predetermined period.

[0026] According to the information processing system configured in this manner, it is possible to change the allocation of each advertising material to a broadcasting time slot so as to improve the advertising effectiveness for a predetermined period of time, using an individual evaluation index for each advertising material.

[0027] According to an aspect of the present disclosure, an information processing system may include a viewer proportion calculation unit configured to calculate, for each viewer sample, a viewer proportion of each of a plurality of broadcast slots for the corresponding viewer sample based on the viewing histories of the plurality of viewer samples having different viewer attributes. Each of the plurality of advertising materials may have a target viewer attribute set as a target attribute.

[0028] In this case, the allocation unit can be configured to allocate multiple advertising materials to multiple broadcast slots based on the viewing rate for each viewer sample and each broadcast slot and the target attributes set for each of the multiple advertising materials, so as to optimize the number of views reached by the viewer samples corresponding to the target attributes of the multiple advertising materials.

[0029] The performance information may include information capable of identifying whether or not the plurality of advertising materials broadcast through the plurality of first broadcast slots reached each of the plurality of viewer samples. The allocation unit may be configured to change the allocation of the plurality of advertising materials based on the performance information so as to optimize the number of reaches of the plurality of advertising materials to the viewer sample corresponding to the target attributes of the plurality of advertising materials during a predetermined period.

[0030] According to the information processing system configured in this way, it is possible to improve the number of reaches to the viewer sample corresponding to the target attributes for each advertising material during a predetermined period, based on the performance during the first period.

[0031] According to one aspect of the present disclosure, the plurality of broadcast slots may include a first broadcast slot having an advertisement broadcast time corresponding to a specified time, and a second broadcast slot having an advertisement broadcast time corresponding to an integral multiple of at least two times the specified time. The plurality of advertisement materials may include a first advertisement material having a required time for broadcast corresponding to the specified time, and a second advertisement material having a required time for broadcast corresponding to an integral multiple of at least two times the specified time.

[0032] The allocation unit may be configured to search for allocation patterns of a plurality of advertising materials to a plurality of second broadcast slots that will improve advertising effectiveness over a predetermined period. The allocation patterns to be searched for may include a pattern of allocating the first advertising material to each of a plurality of first-hour broadcast slots generated by dividing the second-hour broadcast slot, and a pattern of allocating the second advertising material to a second-hour broadcast slot generated by integrating a plurality of adjacent first-hour broadcast slots.

[0033] According to the information processing system configured in this way, it is possible to search for a better allocation pattern to improve the advertising effect.

[0034] According to an aspect of the present disclosure, a contact order may be specified for the plurality of advertising materials. In this case, the allocation unit may be configured to allocate the plurality of advertising materials to the plurality of broadcast slots based on the viewing ratio for each viewer sample and each broadcast slot and the specified contact order, so as to optimize a contact order reach, which is the number of times the plurality of advertising materials are viewed by the viewer sample in the specified contact order.

[0035] The performance information may include information capable of identifying whether or not the plurality of advertising materials broadcast through the plurality of first broadcast slots reached each of the plurality of viewer samples. The allocation unit may be configured to change the allocation of the plurality of advertising materials based on the performance information so as to optimize the number of exposure order reaches of the plurality of advertising materials in a predetermined period.

[0036] According to the information processing system configured in this manner, it is possible to improve the number of contact order reaches in a predetermined period based on the performance in the first period.

[0037] According to one aspect of the present disclosure, the plurality of broadcast slots may include a plurality of broadcast slots with different broadcast time periods and broadcast stations. In this case, the information processing system can appropriately allocate advertising materials to the plurality of broadcast slots with different broadcast time periods and broadcast stations.

[0038] According to another aspect of the present disclosure, there may be provided a computer program for causing a computer to function as at least a part of the acquisition unit and the allocation unit in the information processing system described above. The computer program may be recorded on a computer-readable recording medium.

[0039] According to yet another aspect of the present disclosure, an information processing method may be provided. The information processing method may be executed by a computer. The information processing method may include, for a plurality of advertising materials broadcast through a plurality of broadcast slots in a predetermined period, acquiring, as performance information, advertising effectiveness due to broadcasting the plurality of advertising materials through a plurality of first broadcast slots that are broadcast slots in a first period among the plurality of broadcast slots in the predetermined period. The information processing method may include, based on the performance information, allocating the plurality of advertising materials to a plurality of second broadcast slots that are broadcast slots in a second period that follows the first period among the plurality of broadcast slots in the predetermined period.

[0040] According to yet another aspect of the present disclosure, a plurality of advertising materials may be allocated to a plurality of broadcast slots before the start of the first period, and the allocating may include changing the allocation of the plurality of advertising materials to the plurality of second broadcast slots based on performance information so as to replace the advertising materials allocated to at least some of the plurality of second broadcast slots.

[0041] According to yet another aspect of the present disclosure, there may be provided an information processing method, which may include allocating a plurality of advertising materials to a plurality of broadcast slots in a predetermined period of time, such that each of the plurality of advertising materials is broadcast in one or more of the allocated broadcast slots among the plurality of broadcast slots.

[0042] The information processing method further includes: This may include acquiring, as performance information, advertising effectiveness due to broadcasting of a plurality of advertising materials through a plurality of first broadcast slots, which are time slots.

[0043] The information processing method may further include changing, based on performance information, the allocation of multiple advertising materials to multiple second broadcast slots, which are broadcast slots in a second period that is later than a first period among multiple broadcast slots in a specified period, so as to replace the advertising materials allocated to at least some of the multiple second broadcast slots.

[0044] According to yet another aspect of the present disclosure, there may be provided a computer program for causing a computer to execute at least a part of the information processing method described above. The computer program may be recorded on a computer-readable recording medium. [Brief explanation of the drawings]

[0045] [Figure 1] FIG. 1 is a block diagram illustrating a configuration of an information processing system. [Figure 2] FIG. 10 is an explanatory diagram regarding allocation and change timing. [Figure 3] 10 is a flowchart showing allocation-related processing executed by a processor in the first embodiment. [Figure 4] 10 is a flowchart showing a change-related process executed by a processor in the first embodiment. [Figure 5] 10 is a flowchart showing an allocation change process executed by a processor in the second embodiment. [Figure 6] FIG. 10 is a diagram illustrating an example of allocation change in the second embodiment. [Figure 7] 7A and 7B are explanatory diagrams relating to allocation changes involving division and integration of commercial broadcast slots in the third embodiment. [Figure 8] 11 is a flowchart showing allocation change processing in the third embodiment. [Figure 9] 13 is a flowchart showing allocation change processing in the fourth embodiment. [Figure 10] FIG. 13 is an explanatory diagram relating to optimization using a plurality of evaluation indexes in the fifth embodiment. [Figure 11] 13 is a flowchart showing allocation change processing in the fifth embodiment. [Figure 12] FIG. 1 is an explanatory diagram regarding aggregation of commercial broadcasting slots and optimization using multiple evaluation indices. [Figure 13] 13 is a flowchart showing a table creation process executed by a processor in the sixth embodiment. [Figure 14]10 is a diagram illustrating the configuration of a viewing time table and the allocation of advertising materials. FIG. [Figure 15] 13 is a flowchart showing a table re-creation process executed by a processor in the sixth embodiment. [Figure 16] 13 is a flowchart showing allocation change processing in the sixth embodiment. [Figure 17] FIG. 20 is a diagram illustrating a score calculation method relating to contact order in the seventh embodiment. [Figure 18] 13 is a flowchart showing a search allocation process executed by a processor in the seventh embodiment. [Figure 19] FIG. 10 is a diagram illustrating allocation to advertising slots that are not limited to commercial broadcast slots. DETAILED DESCRIPTION OF THE INVENTION

[0046] Exemplary embodiments of the present disclosure will now be described with reference to the drawings. [First embodiment] The information processing system 10 of this embodiment shown in FIG. 1 is a system for allocating a plurality of advertising materials to a plurality of broadcasting slots allocated to advertisers or advertising agencies by one or more broadcasting stations 40. In each of the plurality of broadcasting slots, a commercial (CM) corresponding to the allocated advertising material is broadcast. Hereinafter, these broadcasting slots will be referred to as CM broadcasting slots. .

[0047] A commercial slot is a time slot during which commercials are broadcast. Commercial slots are provided before, after, or during a program. Examples of broadcast stations 40 include television broadcast stations and radio broadcast stations. The commercial slots to which the information processing system 10 allocates advertising material may be, but are not limited to, a broadcast slot for a spot commercial.

[0048] For spot commercials, advertisers communicate conditions such as broadcast period, advertising budget, and / or target GRP (Gross Rating Points) to the broadcasting station, and the broadcasting station allocates commercial airtime to the advertiser according to those conditions.

[0049] The information processing system 10 can be used to allocate a plurality of advertising materials prepared by the advertiser to these commercial broadcasting slots. The allocation here includes determining the allocation of advertising materials to each commercial broadcasting slot by making modifications to a proposal (so-called station proposal) provided by the broadcasting station.

[0050] Information about the advertising materials allocated to each commercial airing slot is submitted to the broadcasting station as a schedule, and the broadcasting station airs the commercials according to the submitted schedule.

[0051] In another example, multiple commercial airing slots may be purchased in bulk by an advertising agency. In this case, the information processing system 10 is used to allocate advertising materials from multiple advertisers to the multiple commercial airing slots purchased in bulk.

[0052] 1 includes a processor 11, a memory 12, a storage 13, a user interface 17, and a communication interface 19. The processor 11 executes processing in accordance with a computer program stored in the storage 13.

[0053] The memory 12 is a main storage device and is used as a working memory when the processor 11 executes processing. The storage 13 is an auxiliary storage device such as a hard disk drive or a solid state drive, and stores computer programs as well as various data used in the processing executed by the processor 11.

[0054] The user interface 17 includes a display unit 17A and an operation unit 17B. The display unit 17A is controlled by the processor 11 and displays information for a user who operates the information processing system 10. Examples of the display unit 17A include a liquid crystal display and an organic EL display. The operation unit 17B is configured to input operation signals from the user to the processor 11. The operation unit 17B is configured with one or more operation devices, such as a keyboard and a mouse.

[0055] The communication interface 19 is configured to be able to communicate with external devices connected to the wide area network. Examples of the external devices include an analysis system 30 and a server device 50 for exchanging data files with a broadcast station 40.

[0056] The analysis system 30 is a system for analyzing consumer behavior. Examples of consumer behavior include consumer viewing behavior, website browsing behavior, and purchasing behavior. The analysis system 30 may be composed of multiple analysis systems.

[0057] The analysis system 30 may be a system that analyzes consumer behavior of a specific consumer group corresponding to a survey panel (hereinafter referred to as a unit "panel") as consumer behavior. The analysis system 30 may have a function for observing consumer behavior, or may be a system that acquires observed data from an external system and analyzes consumer behavior.

[0058] The analysis system 30 includes a system for analyzing the viewing behavior of a consumer group based on information acquired through, for example, a people meter. The analysis system 30 can calculate, for example, audience ratings for each viewer attribute for each predetermined time period and / or program.

[0059] Viewer attributes can be viewer attributes (specifically, demographic attributes) defined by a combination of gender and age group, such as men in their 30s and women in their 20s. Methods of defining consumer attributes by categorizing them into M1, M2, M3, F1, F2, F3, C, and T groups are well known, particularly in the advertising industry. Viewer attributes can be attributes that follow these consumer attributes.

[0060] The analysis system 30 includes a system for analyzing the purchasing behavior of a consumer group based on purchase data acquired through, for example, a POS (Point of Sale) system, and a system for analyzing the website browsing behavior of a consumer group using, for example, cookie technology.

[0061] The server device 50 is used to exchange data files such as schedules between the information processing system 10 and the broadcast station 40. The server device 50 may be, for example, a server device that functions as cloud storage.

[0062] The information processing system 10 of this embodiment is utilized, for example, in the situations shown in Fig. 2. Specifically, the information processing system 10 is utilized in a first situation in which a plurality of advertising materials are allocated to a plurality of commercial broadcasting slots allocated by a broadcast station before the start of an advertising campaign period (hereinafter simply referred to as "campaign period"), and in a second situation in which the allocation of advertising materials to commercial broadcasting slots for the remainder of the campaign period is changed after the start and before the end of the campaign period.

[0063] In the first scenario, the processor 11 executes the allocation-related processing shown in Fig. 3 based on instructions from the user input through the user interface 17. The allocation-related processing is performed for the campaign period and the group of advertising materials to be allocated that are specified by the user.

[0064] In the allocation-related process, processor 11 acquires a list of commercial airing slots during the campaign period. That is, processor 11 acquires a list of commercial airing slots allocated by broadcast stations for commercial airing during the campaign period (S110).

[0065] The list includes information on the multiple allocated commercial broadcast slots. For example, the list includes information on the broadcast station, broadcast date, and broadcast time slot for each allocated commercial broadcast slot. Hereinafter, the multiple commercial broadcast slots described in this list will be referred to as multiple commercial broadcast slots during the campaign period. These multiple commercial broadcast slots include multiple broadcast slots with different broadcast time slots. According to one example, the multiple commercial broadcast slots include multiple broadcast slots with different broadcast time slots and broadcast stations. The multiple commercial broadcast slots include multiple broadcast slots for spot commercials.

[0066] In the next step S120, processor 11 allocates one advertising material from the group of advertising materials to be allocated to each of a plurality of commercial broadcast slots during the campaign period so as to satisfy predetermined conditions. That is, processor 11 determines one advertising material from the group of advertising materials to be allocated to each of a plurality of commercial broadcast slots as the advertising material to be broadcast in the corresponding commercial broadcast slot.

[0067] In S120, the processor 11 searches for an optimal allocation pattern for a plurality of advertisement materials corresponding to the group of advertisement materials to be allocated to a plurality of commercial broadcasting slots. The search is performed using predetermined evaluation indices and evaluation criteria. The processor 11 allocates one advertising material from the group of advertising materials to be allocated to each of the plurality of commercial broadcast slots in accordance with the optimal allocation pattern found.

[0068] The evaluation index and evaluation criteria can be specified by the user when the allocation-related process is executed. For example, in S120, the processor 11 can use GRP as the evaluation index to search for an allocation pattern that maximizes the total or weighted sum of GRP for multiple advertising materials during the campaign period as the optimal allocation pattern.

[0069] The total GRP corresponds to the sum of the GRPs of each advertising material during the campaign period. The GRP of an advertising material is the GRP of the commercial corresponding to the advertising material. If the corresponding advertising material is broadcast as a commercial in two or more commercial broadcast slots during the campaign period, the GRP of the corresponding advertising material is the cumulative value (total audience rating) of the audience ratings in two or more commercial broadcast slots during the campaign period. The weighted sum of GRPs for multiple advertising materials corresponds to the sum of the weighted GRPs of each advertising material during the campaign period.

[0070] Constraints may be set during optimization. Examples of constraints include a lower limit on the GRP for each advertising material. In this case, processor 11 can search for an optimal allocation pattern that maximizes the total or weighted sum of the GRPs of multiple advertising materials during the campaign period, within a range that does not fall below the lower limit on the GRP for each advertising material set as a constraint. Weights may be set to prioritize allocation of some advertising materials among a group of advertising materials to be allocated over other advertising materials.

[0071] GRP may be replaced with TARP (Target Audience Rating Point). In other words, the evaluation index may be TARP. TARP is the total viewership rating of the viewer demographic corresponding to the target attribute. In this case, a different target attribute may be defined for each advertising material. The target attribute is the attribute of the viewer targeted by the advertising material (such as the F1 demographic and M1 demographic mentioned above). In this case, the TARP used for each advertising material may be the total viewership rating of the target attribute defined for the corresponding advertising material.

[0072] According to another example, the processor 11 can search for an allocation pattern that maximizes a predetermined key performance indicator (KPI) during the campaign period as the optimal allocation pattern. The key performance indicator (KPI) is an example of an indicator related to advertising effectiveness. Examples of the performance indicator include the above-mentioned GRP and TARP, as well as "target reach," "web conversion," "purchase," and "name search."

[0073] "Target reach" is the number of viewers that advertising material reaches that correspond to the target attributes. Here, the reach of advertising material means that the commercial corresponding to the advertising material was viewed. The number of viewers (hereinafter referred to as the reach number) can be expressed in terms of the number of viewers. The reach of advertising material can be determined by whether or not the program in the time slot in which the commercial was broadcast was viewed.

[0074] "Web CV" is a numerical value obtained by indexing the number of accesses to web pages corresponding to advertising materials, which are presumed to be caused by commercial broadcasts. CV stands for conversion. "Purchases" is a numerical value obtained by indexing the number of purchases of products corresponding to advertising materials, which are presumed to be caused by commercial broadcasts.

[0075] "Named search" uses search keys corresponding to advertising materials that are presumed to be caused by commercial broadcasts. The number of accesses, purchases, and searches that are estimated to be attributable to the broadcast of a commercial can be calculated by analyzing the fluctuations in the corresponding figures before and after the broadcast of the commercial corresponding to the advertising material.

[0076] The search for the optimal allocation pattern may be performed by evaluating all possible allocation patterns, but for speed, it may also be performed by a local search method such as Tabu-search.

[0077] To search for the optimal allocation pattern in S120, the processor 11 refers to material data that can calculate the predicted values ​​of GRP, TARP, or other KPIs for each allocation pattern. The processor 11 can obtain this material data from the analysis system 30, or can generate it based on information obtained from the analysis system 30.

[0078] For example, processor 11 can generate material data describing predicted values ​​of audience ratings or target audience ratings for each commercial broadcast slot as material data necessary for predicting GRP and TARP, based on past audience rating data acquired from analysis system 30. For this purpose, a prediction model for audience ratings or target audience ratings can be generated in advance using machine learning. The prediction model is a model for predicting audience ratings or target audience ratings for each commercial broadcast slot during a campaign period from past audience rating data. The target audience ratings here refer to audience ratings for each viewer attribute described above.

[0079] After the processing in S120, processor 11 generates and outputs a schedule explaining the allocation results (S130). Then, processor 11 ends the allocation-related processing. The schedule is a table that describes the identification information of the advertising material to be broadcast for each commercial broadcast slot. The schedule can be created for each broadcast station in a format requested by the broadcast station.

[0080] The processor 11 can register the generated schedule in the server device 50 via the communication interface 19 so that the broadcast station 40 can receive it. When the corresponding broadcast station broadcasts commercials in accordance with this schedule, each of the plurality of advertising materials corresponding to the group of advertising materials to be allocated as described above is broadcast in one or more allocated commercial broadcast slots among the plurality of commercial broadcast slots.

[0081] In the second scenario described above, the processor 11 of the information processing system 10 executes the change-related processing shown in Fig. 4 based on an instruction from the user input through the user interface 17. The change-related processing is performed for multiple commercial broadcast slots during the campaign period specified by the user.

[0082] Here, the period during the campaign period in which there are commercial broadcast slots in which the allocation of advertising material can be changed at the time of execution of the change-related process is referred to as the changeable period. The other period is referred to as the non-changeable period. The non-changeable period includes at least the period from the start of the campaign period to just before the execution of the change-related process, i.e., the past period.

[0083] When the change-related processing is started, processor 11 determines a changeable period during the campaign period during which the allocation of advertising materials can be changed (S210).

[0084] In the next step S220, the processor 11 acquires performance information that can identify the performance values ​​during the campaign period of the evaluation indexes used in the allocation-related processing to search for the optimal allocation pattern.

[0085] For example, if the evaluation index is GRP, the performance information may be information that can identify the actual GRP for each advertising material during the campaign period, i.e., the actual GRP that was observed. The actual GRP is an example of the advertising effect achieved by broadcasting a commercial corresponding to the advertising material, and is an example of the actual viewership volume. The performance information may include, as a performance value, information that describes the actual viewership rating, which is the viewership rating actually observed for each commercial broadcast slot during the campaign period.

[0086] If the evaluation index is TARP, the performance information may include, as a performance value, information describing the actual target audience rating actually observed for each commercial broadcast slot during the campaign period. If the evaluation index is another KPI, the performance information may include, as a performance value, information describing the KPI actually observed for the commercials broadcast in each commercial broadcast slot during the campaign period.

[0087] The performance information may include information describing the performance values ​​described above for a period prior to the time when the change-related process was performed during the campaign period.

[0088] In the next step S230, the processor 11 searches for an optimal allocation pattern for the changeable period based on the performance information. For example, the processor 11 searches for an optimal allocation pattern for the campaign period using a method similar to that of S120, under the conditions that the allocation of advertising materials for the non-changeable period is not changed from the current allocation pattern, and that performance values ​​are used to calculate evaluation indexes for past periods. The processor 11 can identify performance values ​​for past periods, which are necessary for searching for the optimal allocation pattern, from the performance information.

[0089] According to another example, the processor 11 sets the value of the evaluation index (GRP, TARP, or other KPI) of each advertising material in the optimal allocation pattern obtained by the search in the allocation-related process as the target value H. The processor 11 compares the target value H with the corresponding actual value H for the past period.* Based on this, processor 11 searches for an allocation pattern for each commercial broadcast slot during the changeable period that minimizes the difference between the expected actual value, which is the actual value expected at the end of the campaign period, and target value H. In this way, processor 11 can search for the optimal allocation pattern for the campaign period.

[0090] The expected actual value is the actual value H of the past period. * The remaining period is a period other than the past period in the campaign period. The predicted value here is the actual value H * The forecast value is a forecast value for the remaining period of the evaluation index corresponding to the change-related process. The forecast value may be calculated using a forecast model based on the most recent historical data available at the time of execution of the change-related process. This historical data may include data from the early part of the campaign period.

[0091] In S230, the processor 11 allocates corresponding advertising materials to each CM broadcast slot during the changeable period according to the optimal allocation pattern obtained by the above-mentioned method, thereby replacing the advertising materials allocated before the start of the campaign period with respect to at least some of the multiple CM broadcast slots during the changeable period.

[0092] In the next step S240, processor 11 generates and outputs a schedule that explains the allocation results of step S230. Then, processor 11 ends the allocation-related processing. The schedule may be configured as a table that describes identification information of advertising materials to be broadcast for each commercial broadcast slot during the changeable period. The schedule may be registered in server device 50 via communication interface 19 so that broadcast station 40 can receive it.

[0093] According to the information processing system 10 of the present embodiment described above, the processor 11 acquires, from the performance information, the performance values ​​of the evaluation index (e.g., the actual GRP for each advertising material) for a first period of the campaign period (specifically, the past period) during the campaign period as the advertising effectiveness of the commercial broadcast of multiple advertising materials during the first period. Based on these performance values, the processor 11 changes the allocation of advertising materials to each commercial broadcast slot during a second period (specifically, the changeable period) after the first period of the campaign period.

[0094] Therefore, with this information processing system 10, when a discrepancy occurs between the actual results and the expected advertising effectiveness based on the allocation before the start of the campaign, the discrepancy can be reduced by changing the allocation during the campaign period. In other words, the advertising effectiveness during the campaign period can be improved by changing the allocation. Therefore, with this embodiment, a meaningful information processing system 10 can be provided for allocating advertising materials to multiple commercial broadcast slots during the campaign period.

[0095] Next, the second to seventh embodiments will be described. In each of the second and subsequent embodiments, a specific example or modified example of the processing in S230 of the change-related processing will be described in detail. In each of the second and subsequent embodiments, the processing in S120 of the allocation-related processing may be modified to correspond to the processing in S230. In each of the second and subsequent embodiments, the hardware configuration of the information processing system 10 is the same as in the first embodiment. Therefore, when describing each of the second and subsequent embodiments, a description of the hardware configuration of the information processing system 10 will be omitted, and the content of the processing characteristic of each embodiment will be selectively described.

[0096] [Second embodiment] In the information processing system 10 of the second embodiment, GRP is used as an evaluation index. In S120 of the allocation-related process, the processor 11 searches for an optimal allocation pattern using GRP as an index, and allocates one of a plurality of advertising materials to each commercial broadcast slot during the campaign period.

[0097] In S120, the processor 11 can search for an allocation pattern that maximizes the total GRP of all commercial broadcast slots during the campaign period within a range that satisfies the specified constraints, as the optimal allocation pattern.

[0098] A weight may be set for each advertising material, and the processor 11 may search for an allocation pattern that maximizes the weighted sum of GRPs for each advertising material during the campaign period as the optimal allocation pattern.

[0099] For example, when two advertising materials including a first advertising material and a second advertising material are allocated to multiple commercial broadcasting slots during a campaign period, for example, three or more commercial broadcasting slots, the processor 11 can search for an allocation pattern that maximizes the evaluation function = W1·X1+W2·X2 as the optimal allocation pattern.

[0100] where X1 is the total GRP of the first advertising material over the campaign period, X2 is the total GRP of the second advertising material over the campaign period, W1 is the weight for the first advertising material, and W2 is the weight for the second advertising material.

[0101] In other words, when allocating N advertising materials from the first advertising material to the Nth advertising material to multiple commercial broadcast slots during a campaign period, for example, (N+1) or more commercial broadcast slots, processor 11 can search for the optimal allocation pattern that maximizes the evaluation function = Σ(Wi·Xi) for i = 1, 2, ..., N.

[0102] i is the index of the advertising material. Σ(Wi·Xi) means the sum of the values ​​(Wi·Xi) for i=1,2,...,N. Xi is the total GRP of the i-th advertising material during the campaign period, and Wi is the weight for the i-th advertising material.

[0103] For X1, X2, and Xi, a lower limit is set as a constraint. That is, a lower limit of GRP is set for each advertising material. An upper limit may be set in addition to a lower limit of GRP for each advertising material. A lower limit and / or an upper limit may be set for the number of commercial broadcast slots to be allocated for each advertising material.

[0104] The processor 11 can search for the optimal allocation pattern to be an allocation pattern that maximizes the GRP for the entire campaign period within a range in which the GRP of each advertising material satisfies the lower and / or upper limit values ​​set as constraints.

[0105] In this embodiment, when processor 11 executes change-related processing based on an instruction from a user during a campaign period, it executes allocation change processing shown in Fig. 5 at S230. In this allocation change processing, the allocation of advertising materials to each CM broadcast slot during the changeable period is changed from the allocation before the start of the campaign period as follows:

[0106] 5, the processor 11 calculates the remaining GRP for each advertising material to be achieved in the changeable period (S310). The remaining GRP for each advertising material is calculated by the following formula.

[0107] Remaining GRP = C0 - C1 - C2 C0 is the predicted GRP of the corresponding advertising material during the campaign period in the allocation pattern before the campaign period. This predicted GRP corresponds to the target value. As another example, C0 may be the lower limit of the GRP of the corresponding advertising material set as a constraint in the allocation-related process.

[0108] C1 is the GRP (actual GRP) of the corresponding advertising material in the past period of the campaign before the execution of the change-related processing, i.e., the actual GRP. C2 is the GRP (predicted GRP) of the corresponding advertising material in the non-changeable period after the past period of the campaign. When the past period and the non-changeable period are the same, i.e., when the allocation to the commercial broadcast slot immediately after the execution of the change-related processing is also changeable, C2 is zero.

[0109] In the next S320, the processor 11 searches for an optimal allocation pattern, which is an allocation pattern of a plurality of advertising materials to a plurality of commercial broadcast slots during the changeable period, and in which each advertising material realizes the remaining GRP during the changeable period.

[0110] The processor 11 sets the remaining GRP of each advertising material to the lower limit value of the GRP to be realized in the changeable period, and can search for an allocation pattern of a plurality of advertising materials to a plurality of commercial broadcast slots in the changeable period, which has the maximum total GRP in the changeable period, as the optimum allocation pattern.

[0111] Alternatively, when C0 is the GRP (predicted value) for the campaign period of the corresponding advertising material in the allocation pattern before the campaign period, processor 11 can search for the optimal allocation pattern that has the smallest sum of squares of the error between the expected GRP and the remaining GRP during the changeable period of each advertising material.

[0112] The example shown in FIG. 6 shows the commercial broadcasting slots TS11, TS12, and TS1 It explains that advertising material A1 is allocated to commercial slots TS3 and TS14, and that advertising material A2 is allocated to commercial slots TS21, TS22, TS23, and TS24. Of these, commercial slots TS11, TS12, TS21, and TS22 are commercial slots from past periods within the campaign period, and are commercial slots for which actual GRP values ​​(i.e., actual audience ratings) are specified. Commercial slots TS13, TS14, TS23, and TS24 are commercial slots from changeable periods within the campaign period. Here, it may be understood that the non-changeable periods and past periods are the same.

[0113] Figure 6 further illustrates that before the campaign began, the predicted GRP for commercial slots TS11, TS12, TS13, and TS14 was 25, and the predicted GRP for commercial slots TS11, TS12, TS21, and TS22 was 20. The numerical values ​​"25," "20," etc., described herein are chosen for illustrative purposes only, and their absolute values ​​have no significance.

[0114] In this case, the target GRP value for advertising material A1 before the campaign starts is 100 GRP, and the target GRP value for advertising material A2 is 80 GRP. Meanwhile, the actual GRP value for advertising material A1 in the past period is 60 GRP, which is higher than the initially predicted value of 50 GRP for the past period. The actual GRP value for advertising material A2 in the past period is 30 GRP, which is lower than the initially predicted value of 40 GRP for the past period.

[0115] In this case, in the processing of S230, the processor 11 searches for an optimal allocation pattern so that the advertising material to be allocated to the commercial broadcast slots TS13 and TS14 during the changeable period is changed from advertising material A1 to advertising material A2, and the advertising material to be allocated to the commercial broadcast slots TS23 and TS24 is changed from advertising material A2 to advertising material A1.

[0116] In S320, the processor 11 allocates one of the plurality of advertising materials to each CM broadcasting slot in the changeable period in accordance with the optimum allocation pattern found. The processor 11 then executes the process of S240 (see FIG. 4).

[0117] According to this embodiment, by changing the allocation of advertising materials to each commercial broadcast slot during the changeable period during the campaign period, the actual GRP value of each advertising material can be adjusted to the predicted or target GRP value before the start of the campaign.

[0118] 6, if there is no allocation change, the GRP of advertising material A1 may exceed the target value, but for GRPs that exceed the target value, the actual advertising effect per GRP unit tends to be diluted. According to this embodiment, by changing the allocation, a commercial broadcasting slot with a high GRP can be allocated to advertising material A2, whose actual GRP value is short of the target value, and the actual GRP value of advertising material A2 can be adjusted to the target value.

[0119] [Third embodiment] As is well known, the length of a commercial on television in Japan is usually 15 seconds. However, longer commercials, such as 30-second commercials, 60-second commercials, and other multiples of 15 seconds, can also be broadcast.

[0120] In the past, when a set of multiple commercial slots allocated by a broadcasting station contained a mixture of commercial slots with different lengths, only advertising materials with suitable lengths were allocated to each commercial slot. In contrast, in the third embodiment, by dividing long commercial slots and merging adjacent commercial slots, a high degree of freedom in allocating multiple advertising materials with different lengths is achieved.

[0121] Specifically, when commercial broadcast slots of different lengths are mixed during a campaign period, the information processing system 10 of this embodiment divides the multiple commercial broadcast slots during the changeable period into the smallest units in the change-related processing, and then allocates advertising materials of different lengths while integrating the commercial broadcast slots.

[0122] Figure 7A explains that in a situation where advertising material A3 is allocated to a 30-second commercial broadcast slot TS31 and advertising material A4 is allocated to the adjacent 15-second commercial broadcast slot TS32, when changing the allocation of advertising material to each commercial broadcast slot TS31, TS32 during the changeable period, the 30-second commercial broadcast slot TS31 is divided into two 15-second broadcast slots TS311, TS312, and 15-second advertising material A1, A2 different from the 30-second advertising material A3 is allocated to each of the divided broadcast slots TS311, TS312.

[0123] Figure 7B explains that in a situation where advertising materials A1, A2, and A4 are allocated to 15-second commercial broadcast slots TS41, TS42, and TS43, respectively, when the allocation of advertising materials A1, A2, and A4 to each commercial broadcast slot TS41, TS42, and TS43 during the changeable period is changed, the temporally adjacent 15-second commercial broadcast slots TS41 and TS42 are merged to generate a 30-second commercial broadcast slot TS40, and 30-second advertising material A3 is allocated to the merged broadcast slot TS40.

[0124] Processor 11 realizes this processing by executing the allocation change processing shown in Fig. 8 in S230 of the change-related processing. When the allocation change processing shown in Fig. 8 starts, processor 11 divides each commercial broadcast slot in the changeable period of the campaign period into the smallest unit (S410). Each commercial broadcast slot in the changeable period before division is a broadcast slot having a time length that is an integer multiple of the specified time (specifically, 15 seconds, including 1). The smallest unit commercial broadcast slot is a broadcast slot having a time length of the specified time (specifically, 15 seconds).

[0125] Here, it is assumed that the multiple commercial broadcast slots in the changeable period before division include a first time broadcast slot, which is a commercial broadcast slot having a length of time equal to or longer than the specified time (i.e., advertising broadcast time), and a second time broadcast slot, which is a commercial broadcast slot having a length of time equal to or longer than the specified time (i.e., advertising broadcast time). At S410, processor 11 does not divide the first time broadcast slot, of the multiple commercial broadcast slots included in the changeable period, and divides the second time broadcast slot into the smallest unit of commercial broadcast slots.

[0126] Thereafter, the processor 11 searches for an optimal allocation pattern for each divided CM broadcast slot in the changeable period (S420). The search method here is basically the same as that in the first or second embodiment.

[0127] However, in searching for the optimal allocation pattern in S420, in order to generate a commercial broadcasting slot to which long advertising material from among the multiple advertising materials is allocated, processor 11 integrates multiple adjacent first-hour broadcasting slots to generate a commercial broadcasting slot of a length corresponding to the advertising material to be allocated.

[0128] That is, the allocation patterns to be searched include a pattern in which advertising material of a specified time is allocated to each of multiple commercial broadcast slots generated by dividing the second-hour broadcast slot, and a pattern in which long advertising material is allocated to the second-hour broadcast slot generated by merging multiple adjacent commercial broadcast slots. A specified-time advertising material is advertising material that requires the specified time (15 seconds) to be broadcast. A long advertising material is advertising material that requires the time to be broadcast that is an integral multiple of at least twice the specified time.

[0129] The processor 11 evaluates these allocation patterns using the above-mentioned evaluation indexes and evaluation criteria. The allocation of the plurality of advertising materials to the plurality of commercial broadcast slots during the changeable period is determined by allocating one of the plurality of advertising materials to each of the commercial broadcast slots during the changeable period according to the optimal allocation pattern at that time. After that, processor 11 ends the allocation change process shown in Fig. 8 and executes the process of S240 (see Fig. 4).

[0130] According to the information processing system 10 of the present embodiment described above, when advertising materials to be broadcast during a campaign period include multiple advertising materials with different broadcast times, the pre-allocation commercial slots are divided into the smallest possible units, and then adjacent commercial slots are combined to allocate the multiple advertising materials with different lengths to the multiple commercial slots. This allows for a high degree of freedom in searching for an optimal allocation pattern.

[0131] [Fourth embodiment] In the information processing system 10 of the fourth embodiment, the processor 11 is configured to execute the allocation change process shown in Fig. 9 in S230 of the change-related process. In this allocation change process, the allocation of multiple advertising materials to multiple commercial broadcast slots is controlled using a "target score ratio."

[0132] To understand the "target score ratio," let's first explain "relative TRP" and "TRP score." TRP stands for Target Rating Point, and can be understood as the same indicator as TARP.

[0133] Relative TRP is calculated for each combination of broadcast station, advertising material, and target. Specifically, the relative TRP corresponds to the sum of the relative target viewership ratings for the corresponding target of one or more commercial slots to which the corresponding advertising material is allocated on the corresponding broadcast station. The target here may be understood as the viewer attributes described above.

[0134] Relative TRP [material, broadcasting station, target] = Σ relative target audience rating [slot (material), broadcasting station, target]

[0135] The relative target audience rating [slot (material), broadcast station, target] is the relative target audience rating for the corresponding target of one commercial broadcast slot to which the corresponding advertising material is allocated, on the corresponding broadcast station.

[0136] The relative target audience rating [slot (material), broadcast station, target] is calculated as follows using the average target audience rating [broadcast station, target], which is the average of the target audience ratings for the corresponding target in one or more commercial broadcast slots on the corresponding broadcast station.

[0137] Relative target audience rating [time slot (material), broadcast station, target] = target audience rating [time slot (material), broadcast station, target] ÷ average target audience rating [broadcast station, target]

[0138] Target audience rating [slot (material), broadcast station, target] is the audience rating of the corresponding target for a single commercial broadcast slot to which the corresponding advertising material is allocated on the corresponding broadcast station. Relative TRP is used to correct for the difference in average audience rating between the broadcast station and the target.

[0139] The TRP score is calculated for each combination of advertising material and broadcasting station. Specifically, the TRP score corresponds to the weighted sum of relative TRPs for each target, i.e., each viewer attribute, for the corresponding broadcasting station and advertising material.

[0140] TRP score [material, broadcast station] = Σ {TRP priority [material, broadcast station, target] × phase TRP [material, broadcasting station, target]

[0141] TRP priority [material, broadcast station, target] corresponds to the weight of the corresponding target for the corresponding broadcast station and advertising material. Σ{TRP priority [material, broadcast station, target] × relative TRP [material, broadcast station, target]} in the above formula means the sum of {TRP priority [material, broadcast station, target] × relative TRP [material, broadcast station, target]} for all targets (i.e., all viewer attributes).

[0142] The score ratio [material, broadcast station] corresponds to the ratio of the TRP score [material, broadcast station] for the combination of the corresponding advertising material and broadcast station to the sum of the TRP scores of all combinations ΣTRP score [material, broadcast station].

[0143] Score ratio [material, broadcasting station] = TRP score [material, broadcasting station] ÷ ΣTRP score [material, broadcasting station]

[0144] The target score ratio is a target value for the score ratio. The target score ratio is an index for searching for an optimal allocation pattern so that the TRP score [material, broadcast station] for each combination of advertising material and broadcast station as advertising effectiveness approaches the target ratio. In other words, the target score ratio is an index for searching for an optimal allocation pattern so that the advertising effectiveness of each of multiple advertising materials becomes the target ratio.

[0145] According to this embodiment, when searching for an optimal allocation pattern, the following penalties are defined based on the target score ratio. Penalty = Σ(score ratio [material, broadcasting station] - target score ratio [material, broadcasting station]) 2

[0146] Σ(score ratio [material, broadcasting station] - target score ratio [material, broadcasting station]) 2 is the score ratio [material, broadcasting station] - target score ratio [material, broadcasting station] for all combinations of advertising materials and broadcasting stations. 2 means the sum of

[0147] That is, the penalty corresponds to the sum of the squares of the differences between the score ratio for each advertising material and broadcasting station and the target score ratio. This penalty is used to bring the ratio of the TRP score for each advertising material and broadcasting station to the total closer to the target value when searching for the optimal allocation pattern. The target score ratio corresponds to the ratio of advertising effectiveness among multiple advertising materials.

[0148] This target score ratio is also used in S120 of the allocation-related processing. When searching for the optimal allocation pattern in S120, processor 11 uses an evaluation function that adds a penalty to the main evaluation function, and searches for the allocation pattern that maximizes the output of the evaluation function as the optimal allocation pattern.

[0149] Evaluation function = main evaluation function - penalty When using TRP as an evaluation index to search for an optimal allocation pattern that maximizes the evaluation index, the primary evaluation function can be a weighted sum of the TRPs of each advertising material. Constraints may be set when searching for an optimal allocation pattern. For example, a lower limit for the TRP may be set for each advertising material.

[0150] The processor 11 executes the allocation change process shown in Fig. 9 in S230 of the change-related process. In this allocation change process, the processor 11 can search for the optimal allocation pattern that maximizes the output of the evaluation function during the campaign period using the same evaluation function as in S120 of the allocation-related process. At this time, the processor 11 does not change the allocation of advertising materials for the non-changeable period. Furthermore, the processor 11 uses the actual TRP for the past period. The observed TRP is used to calculate the output of the evaluation function.

[0151] 9 starts, processor 11 reads out a preset target score ratio (S510). The read out target score ratio is the target score ratio specified by the user and used in S120 of the allocation-related process.

[0152] In the next step S520, the processor 11 searches for allocation patterns of a plurality of advertising materials to each CM broadcast slot during the changeable period, using the above-mentioned evaluation function including a penalty based on the target score ratio.

[0153] Specifically, the processor 11 searches for an optimal allocation pattern for the campaign period using the same evaluation function and constraints as in S120 under the conditions that the allocation of advertising materials is not changed from the current allocation pattern for the unchangeable period and that the performance value for the past period is used when calculating the output of the evaluation function (=main evaluation function-penalty).When calculating the output of the main evaluation function, the performance value for the past period is used as the TRP.

[0154] Thereafter, the processor 11 allocates one of the plurality of advertising materials to each CM broadcasting slot during the changeable period in accordance with the optimum allocation pattern found. The processor 11 then executes the process of S240 (see FIG. 4).

[0155] As a modification of the fourth embodiment, when allocating a plurality of advertising materials for a plurality of advertisers to a plurality of commercial broadcasting slots in S120 or S520, the processor 11 may search for an optimal allocation pattern using an evaluation function for each advertiser (i.e., main evaluation function - penalty). In this case, the processor 11 can search for an allocation pattern that maximizes the sum Σ (main evaluation function - penalty) of the outputs of the evaluation functions for each advertiser as the optimal allocation pattern. A target score ratio to be assigned to the penalty can be set for each advertiser.

[0156] According to the information processing system 10 of this embodiment described above, it is possible to search for an optimal allocation pattern that maximizes the TRP of multiple commercial broadcast slots as a whole while maintaining the TRP for each viewer attribute at a ratio that conforms to the target score ratio, and furthermore, it is possible to re-search for an optimal allocation pattern during the campaign period.

[0157] Therefore, according to this embodiment, it is possible to appropriately allocate advertisements to each commercial broadcasting slot during a campaign period and change the allocation during the campaign period in accordance with the desires of the advertiser.

[0158] [Fifth embodiment] Next, an information processing system 10 according to a fifth embodiment will be described. In S120, the processor 11 in the information processing system 10 according to the fifth embodiment searches for an optimal allocation pattern using a different evaluation index for each advertising material when allocating multiple advertising materials to multiple commercial broadcast slots during a campaign period.

[0159] According to one example, when the multiple advertising materials include a first advertising material and a second advertising material, the processor 11 searches for an allocation pattern for the first advertising material that maximizes a first evaluation index (e.g., the above-mentioned "purchase"), and searches for an allocation pattern for the second advertising material that maximizes a second evaluation index (e.g., the above-mentioned "web conversion").

[0160] For this search, for example, advertising material A i For each, the evaluation function F i The i used here is the index of the advertising material. The processor 11 calculates the evaluation function F for each advertising material Ai. i Output Y i The sum of ΣY i or the weighted sum Σ(W i ×Y i ) is searched for as the optimal allocation pattern.

[0161] For example, the output Y1 of the evaluation function F1 of the first advertising material may be the sum of the predicted KPIs for each commercial broadcast slot, i.e., "purchases," for one or more commercial broadcast slots when the first advertising material is allocated to one or more of the multiple commercial broadcast slots during the campaign period.

[0162] For example, the output Y2 of the evaluation function F2 of the second advertising material may be the sum of the predicted KPI for each commercial broadcast slot, i.e., "web CV," for one or more commercial broadcast slots when the second advertising material is allocated to one or more of the multiple commercial broadcast slots during the campaign period.

[0163] In this case, the processor 11 can search for an allocation pattern that maximizes W1×Y1+W2×Y2 as the optimal allocation pattern. During this search, the processor 11 uses, as a constraint, the output Y i A lower limit can be set to

[0164] Figure 10 shows the total ΣY i or the weighted sum Σ(W i ×Y i ), an allocation pattern that maximizes a first evaluation index is searched for for the first advertising material, and an allocation pattern that maximizes a second evaluation index is searched for for the second advertising material, and one of the plurality of advertising materials is allocated to each of the plurality of commercial broadcast slots.

[0165] In S230 of the change-related processing, the processor 11 executes the allocation change processing shown in FIG. 11 to search for an optimal allocation pattern for the changeable period in the same manner as in S120 described above.

[0166] 11, the processor 11 determines the evaluation index of each of the plurality of advertising materials (S610). The processing in S610 may be understood as processing for reading information on the evaluation index and / or evaluation function used for each of the plurality of advertising materials in S120 of the allocation-related processing. In S610, other constraints for each advertising material may also be read.

[0167] In the next S620, the processor 11 searches for an optimal allocation pattern for the changeable period using the same evaluation function and constraints as in S120, under the conditions that the allocation of advertising materials for the unchangeable period is not changed from the current allocation pattern, and that performance values ​​are used to calculate the evaluation index for the past period. For this purpose, in S220, information capable of identifying the performance values ​​of each of the multiple evaluation indexes for each CM broadcast slot in the past period is acquired as performance information.

[0168] Through the above search, the processor 11 calculates the evaluation function F for each advertising material Ai throughout the entire campaign period. i Output Y i The sum of ΣY i or the weighted sum Σ(W i ×Y i ) is searched for as the optimal allocation pattern.

[0169] In S620, the processor 11 allocates one of the plurality of advertising materials to each CM broadcasting slot in the changeable period in accordance with the optimum allocation pattern found. The processor 11 then executes the process of S240 (see FIG. 4).

[0170] According to the information processing system 10 of the present embodiment described above, an optimal allocation pattern is searched for based on the evaluation index for each advertising material, and a plurality of CM broadcasting slots during the campaign period are allocated. In addition, the allocation can be changed during the campaign period using the performance data. Therefore, according to this embodiment, it is possible to provide an excellent information processing system 10 that can realize allocation taking into account different goals for each advertising material.

[0171] In addition, the multiple advertising materials may be advertising materials for a single advertiser, advertising materials for multiple products, or advertising materials for multiple advertisers. In this case, the information processing system 10 described above can search for an optimal allocation pattern using different evaluation indices for each product or advertiser, and appropriately allocate multiple advertising materials corresponding to multiple products or advertisers to multiple commercial broadcast slots during the campaign period.

[0172] 12, the processor 11 of the information processing system 10 may be configured to aggregate a plurality of commercial broadcasting slots allocated to a plurality of advertisers, and allocate advertising materials of the plurality of advertisers to these plurality of commercial broadcasting slots. In this case, the processor 11 may use an evaluation index for each advertiser to search for an optimal allocation pattern of advertising materials of each advertiser to the aggregated plurality of commercial broadcasting slots.

[0173] [Sixth embodiment] Next, a sixth embodiment of the information processing system 10 will be described. The sixth embodiment of the information processing system 10 is configured to search for an optimal allocation pattern for a plurality of commercial broadcast slots during a campaign period using "target reach" as an evaluation index.

[0174] Each of the advertising materials allocated to the commercial airing slots during the campaign period is assigned a target attribute, which is the viewer attribute of the target audience. Processor 11 calculates the predicted reach of each advertising material for the viewer demographic with the target attribute, and searches for an optimal allocation pattern that optimizes, or more specifically, maximizes, the reach. The reach of each advertising material corresponds to the number of viewers of the commercials based on the corresponding advertising material.

[0175] According to this embodiment, to calculate the reach, the processor 11 acquires viewing history data of a plurality of consumers corresponding to a panel, obtained from the analysis system 30. The viewing history data describes the viewing behavior of each consumer using a television set during a predetermined period in the past. The panel includes a plurality of viewers with different viewer attributes as a plurality of consumers. The panel corresponds to a sample set of viewers, and each of the plurality of viewers corresponding to the panel corresponds to a viewer sample.

[0176] Based on the viewing history data, processor 11 calculates, for each of a plurality of consumers corresponding to the panel, the proportion of viewing time of the program by the corresponding viewer for each combination of broadcast station, day of the week, and time period.

[0177] The viewing time ratio corresponds to the ratio of time that a corresponding consumer watches a program from a corresponding broadcast station on a corresponding day of the week and in a corresponding time slot. Specifically, the viewing time ratio corresponds to the average viewing time per hour for a program from a corresponding broadcast station on a corresponding day of the week and in a corresponding time slot. For example, if the average viewing time per hour in a corresponding time slot is 15 minutes, the viewing time ratio is calculated as 0.25 (i.e., 15 minutes divided by 1 hour).

[0178] The number of times a consumer comes into contact with a commercial for the corresponding advertising material during a campaign period, i.e., the number of times the consumer views the commercial, can be determined by calculating the total viewing time ratio of multiple commercial broadcast slots in which the corresponding commercial is broadcast.

[0179] Specifically, before executing the allocation-related process, the processor 11 executes the table creation process shown in FIG. By executing this process, a viewing time table is generated that describes the viewing time ratio of each of the multiple consumers corresponding to the panel in the time slots corresponding to each commercial broadcasting slot during the campaign period.

[0180] 13 starts, processor 11 selects one consumer as a consumer of interest from among multiple consumers corresponding to the panel (S710). In the following S720, processor 11 selects one of multiple commercial broadcast slots during the campaign period.

[0181] In the next S730, the processor 11 calculates the viewing time ratio of the noted consumer for the broadcast station, day of the week, and time period corresponding to the selected commercial broadcast slot based on the viewing history data. The processor 11 makes a negative determination in S740 and repeats the processes of selecting a commercial broadcast slot (S720) and calculating the viewing time ratio (S730) until it has calculated the viewing time ratio of the noted consumer for each commercial broadcast slot for all of the multiple commercial broadcast slots during the campaign period.

[0182] When processor 11 has finished calculating the viewing time ratio of all commercial broadcast slots for the target consumer (Yes in S740), it selects all consumers corresponding to the panel as target consumers and determines whether the viewing time ratio has been calculated (S750). If the determination in S750 is negative, processor 11 proceeds to S710, selects one consumer from the panel who has not been selected as a target consumer as a new target consumer, and executes the processes of S720 to S740 to calculate the viewing time ratio of the target consumer for each commercial broadcast slot.

[0183] When processor 11 determines in S750 that it has been possible to calculate the viewing time ratio for all consumers corresponding to the panel by repeating these processes (S710 to S740), it creates and outputs a viewing time table (S760), and ends the table creation process. The viewing time table is a table that describes, for each of the multiple consumers corresponding to the panel, the viewing time ratio for each of the multiple commercial broadcast slots during the campaign period.

[0184] The left area of ​​Fig. 14 conceptually shows the configuration of a viewing time table. The viewing time table illustrated in the left area of ​​Fig. 14 explains the viewing time ratios for a total of six consumers for each of multiple commercial broadcast slots TS51, TS52, TS53, and TS54. Of the six consumers, three are women whose viewing time ratios are explained at the top of the table, and three are men whose viewing time ratios are explained at the bottom of the table. Two of the three women spent a high proportion of their viewing time in commercial broadcast slots TS51 and TS52, and two of the three men spent a high proportion of their viewing time in commercial broadcast slots TS53 and TS54.

[0185] For this reason, in this embodiment, in the allocation-related processing, the processor 11 allocates a plurality of advertising materials to a plurality of commercial broadcast slots, such that, of the plurality of advertising materials, advertising material A51 whose target attribute is female is allocated to commercial broadcast slots TS51 and TS52, and advertising material A52 whose target attribute is male is allocated to commercial broadcast slots TS53 and TS54.

[0186] Specifically, in S120 of the allocation-related processing, processor 11 searches for the optimal allocation pattern as follows, and allocates one of multiple advertising materials to each of multiple commercial broadcast slots during the campaign period according to the optimal allocation pattern.

[0187] Processor 11 first selects one allocation pattern to be evaluated from among all possible allocation patterns, and then calculates the evaluation value of the reach when one advertising material is allocated to each of a plurality of commercial broadcast slots during a campaign period according to the selected allocation pattern.

[0188] When calculating the evaluation value, processor 11 calculates, for each advertising material, the reach of the corresponding advertising material to viewers who have the target attribute set for the corresponding advertising material. When calculating the reach of the corresponding advertising material, processor 11 executes the following reach determination process for each of one or more consumers who, among multiple consumers belonging to the panel, have viewer attributes that correspond to the target attribute of the corresponding advertising material.

[0189] (Reach determination process) The total viewing time ratio of the corresponding consumers in one or more commercial broadcast slots allocated with the corresponding advertising material during the campaign period is calculated. If the total is equal to or greater than a threshold, it is determined that the advertising material has reached the corresponding consumer, and the reach number of the corresponding advertising material is incremented by one. The threshold may be a value of 1. In this case, when the total of the viewing time ratios of the corresponding consumers is equal to or greater than 1, it is determined that the advertising material has reached the corresponding consumer, and the reach number is incremented by one. The threshold may be an integer value K equal to or greater than 2. In this case, when the total of the viewing time ratios of the corresponding consumers is equal to or greater than K, it is determined that the advertising material has reached the corresponding consumer, and the reach number is incremented by one. The threshold K may be set for each advertising material.

[0190] Processor 11 executes the reach determination process for each consumer corresponding to the target attribute described above to calculate the reach of the corresponding advertising material during the campaign period. That is, the reach is calculated as the number of consumers who have viewer attributes corresponding to the target attribute and whose total viewing time ratio during the time period when commercials based on the corresponding advertising material are broadcast is equal to or exceeds a threshold during the campaign period. If there are no consumers who have viewer attributes corresponding to the target attribute, the reach of the corresponding advertising material is zero.

[0191] After processor 11 has finished calculating the number of reaches to viewers having the target attributes for each advertising material through the above-mentioned process, it calculates the total number of reaches over the entire campaign period, which is the sum of these values, as the evaluation value of the corresponding allocation pattern. As another example, processor 11 may assign a preset weight to each of the number of reaches of multiple advertising materials and calculate the weighted sum of the number of reaches for the multiple advertising materials as the evaluation value.

[0192] The processor 11 calculates the evaluation value for all possible allocation patterns using the above-mentioned method, and adopts the allocation pattern with the maximum evaluation value as the optimal allocation pattern. The search for the optimal allocation pattern described here is a simple example. When searching for the optimal allocation pattern, constraints may be set, such as by setting a lower limit and / or an upper limit for the number of reaches for each advertising material. A local search method such as Tabu search may be used to search for the optimal allocation pattern.

[0193] In addition, before executing the change-related processing, processor 11 executes the table re-creation processing shown in FIG. 15 to generate a reallocation table in which the viewing time table is corrected based on the performance information.

[0194] When the table re-creation process starts, processor 11 acquires performance information indicating whether or not each consumer belonging to the panel watched a program during the time period when a commercial was broadcast in a corresponding commercial broadcast slot for a plurality of commercial broadcast slots in the past period prior to the current time during the campaign period (S810).

[0195] In the next step S820, the processor 11 selects one consumer from the plurality of consumers corresponding to the panel as a consumer of interest. In the next step S830, the processor 11 selects one of the plurality of commercial broadcast slots located in the past period of the campaign period.

[0196] In the next step S840, processor 11 determines, based on the performance information, whether the noted consumer watched the program during the time period when the commercial was broadcast in the selected commercial broadcast slot. If processor 11 determines that the noted consumer watched the program (Yes in S840), it corrects the viewing time table generated in the table creation process so as to change the viewing time ratio of the noted viewer's commercial broadcast slot to "1" (S850). Then, it executes the process of S870. On the other hand, if processor 11 determines that the noted viewer did not watch the program (No in S840), it corrects the viewing time table so as to change the viewing time ratio of the noted viewer's commercial broadcast slot to "0" (S860). Then, it executes the process of S870.

[0197] Processor 11 repeatedly executes the processes of S830 to S860 for all of the multiple commercial broadcast slots located in the past period until it has executed the processes of S830 to S860, thereby determining, for each commercial broadcast slot, whether or not the consumer of interest watched the program during the time period when the commercial was broadcast in the corresponding commercial broadcast slot (S840), and if they did watch it (Yes in S840), changes the viewing time ratio of the consumer of interest for the corresponding commercial broadcast slot to "1" in the viewing time table (S850).On the other hand, if they did not watch it (No in S840), processor 11 changes the viewing time ratio of the consumer of interest for the corresponding commercial broadcast slot to "0" in the viewing time table (S860).

[0198] When processor 11 determines that it has executed the processes of S830 to S860 for all of the multiple commercial broadcasting slots located in the past period (Yes in S870), it selects all consumers corresponding to the panel as the target consumers and determines whether it has executed the processes of S830 to S870 (S880). If it determines No in S880, processor 11 proceeds to S820, selects one consumer from the panel who has not been selected as the target consumer as a new target consumer, and executes the processes of S830 to S870 to correct the viewing time ratio for each commercial broadcasting slot of the target consumer as described above, based on whether the target consumer watched the program in the corresponding time period.

[0199] When processor 11 determines that the processes of S830 to S870 have been executed for all consumers corresponding to the panel (Yes in S880), it outputs the viewing time table corrected based on the performance information using the above-described method as a reallocation table (S890). Thereafter, the table re-creation process shown in FIG. 15 ends.

[0200] Thereafter, the processor 11 uses the reallocation table to execute the allocation change process shown in FIG. 16 in S230 of the change-related process.

[0201] When the allocation change process starts, the processor 11 selects one allocation pattern to be evaluated from all possible allocation patterns (S910), similar to the process in S120. In the change-related process, the allocation of the non-changeable period in the campaign period is not changed. Therefore, the possible allocation pattern here is an allocation pattern in which the current allocation pattern is maintained for the non-changeable period.

[0202] In the next step S920, the processor 11 refers to the reallocation table for the selected allocation pattern and calculates the number of reaches for each advertising material. The method for calculating the number of reaches is the same as the process in step S120, except that the reallocation table is referred to instead of the viewing time table.

[0203] In the following S930, the processor 11 calculates the evaluation value of the allocation pattern selected in S910 based on the number of reaches for the target attribute of each advertising material, in the same manner as in the process in S120.

[0204] Processor 11 repeatedly executes the processes of S910 to S930 until it has calculated evaluation values ​​for all possible optimal allocation patterns using the above-described method. Once it has calculated evaluation values ​​for all allocation patterns (Yes in S940), processor 11 determines the optimal allocation pattern based on the evaluation values ​​for each allocation pattern (S950). Then, in accordance with the optimal allocation pattern, processor 11 allocates one of a plurality of advertising materials to each of a plurality of commercial broadcast slots during the changeable period (S950). Processor 11 then executes the process of S240 (see FIG. 4).

[0205] As another example, the processor 11 may repeat the operation of calculating the evaluation values ​​of the corresponding allocation patterns while switching the allocation patterns a predetermined number of times or for a predetermined period of time using a method of calculating evaluation values ​​preferentially for allocation patterns that are expected to have high evaluation values, without calculating evaluation values ​​for all allocation patterns that can be adopted as the optimal allocation pattern, and then make a positive determination in S940 and execute the processing of S950. The processor 11 can determine the allocation pattern with the largest evaluation value as the optimal allocation pattern among the allocation patterns for which the evaluation values ​​have been calculated (S950).

[0206] According to the information processing system 10 of the present embodiment described above, the number of reaches to the target, i.e., "target reach," is used as an evaluation index, and one of multiple advertising materials is allocated to each of multiple commercial broadcast slots during the campaign period so that the number of reaches is optimized overall. According to this information processing system 10, during the campaign period, the allocation of advertising materials to multiple commercial broadcast slots in the latter part of the campaign period is changed, taking into account the presence or absence of actual reach in the early part of the campaign period.

[0207] Therefore, according to this embodiment, even in a situation where the actual number of reaches deviates from the number of reaches predicted before the start of the campaign, it is possible to optimize allocation and obtain a good advertising effect (i.e., number of reaches). Therefore, the information processing system 10 of this embodiment functions effectively when allocating advertisements based on the number of reaches.

[0208] Additionally, when searching for the optimal allocation pattern, calculations regarding the reach of consumers included in the panel who are unlikely to be reached may be omitted. For example, broadcasting commercials during daytime commercial slots on weekdays is unlikely to reach middle-aged men. Therefore, if the panel includes middle-aged men, calculations regarding the reach of middle-aged men for the daytime commercial slots on weekdays may be omitted. By excluding such consumers from the calculations, the number of calculations related to reach optimization can be reduced, and processing can be sped up.

[0209] [Seventh embodiment] The information processing system 10 of the seventh embodiment is configured to score the likelihood that a viewer will watch multiple advertising materials in a specific order, rather than the number of reaches for each advertising material, and to search for an allocation pattern that maximizes the score as the optimal allocation pattern.

[0210] In the information processing system 10 of the seventh embodiment, the processor 11 executes the table creation process and the table re-creation process in the same manner as in the sixth embodiment, thereby creating a viewing time table and a reallocation table.

[0211] The processor 11 utilizes the viewing time table to calculate the score of each consumer belonging to the panel for each allocation pattern of the evaluation target according to the following rules.

[0212] FIG. 17 shows a case where advertising material A61 is allocated to a commercial broadcasting slot TS61, advertising material A62 is allocated to a commercial broadcasting slot TS62, and advertising material A61 is allocated to a commercial broadcasting slot TS63. The score calculation method for the target consumer will be explained below. Here, the score calculation method will be explained using an example where the viewing time ratios R1, R2, and R3 of the target consumer are R1=0.2 in the commercial broadcasting slot TS61, R2=0.5 in the commercial broadcasting slot TS62, and R3=0.4 in the commercial broadcasting slot TS63.

[0213] In this case, the probability that the consumer of interest will be exposed to commercials corresponding to advertising materials A61 and A62 in the order of advertising material A61, advertising material A62, and advertising material A61 corresponds to R1×R2×R3=0.04. According to this embodiment, for a contact pattern in which the consumer of interest is exposed to advertising material A61, advertising material A62, and advertising material A61 in that order, the score of the consumer of interest is calculated as 0.04.

[0214] On the other hand, for a contact pattern in which the consumer of interest is exposed to advertising material A61 and then advertising material A62, but does not come into contact with advertising material A61 in commercial broadcast slot TS63, the score of the consumer of interest is calculated as R1 x R2 x (1-R3) = 0.06.

[0215] For a contact pattern in which the consumer of interest is exposed to advertising material A61, advertising material A61 in that order, but does not come into contact with advertising material A62 in commercial broadcast slot TS62, the score of the consumer of interest is calculated as R1 x (1-R2) x R3 = 0.04.

[0216] As shown by the dashed line in Figure 17, for a contact pattern in which the consumer of interest is exposed to advertising material A62 and then advertising material A61, but does not come into contact with advertising material A61 in commercial broadcast slot TS61, the score of the consumer of interest is calculated as (1-R1) x R2 x R3 = 0.16.

[0217] According to this embodiment, the score of each consumer in the allocation pattern to be evaluated is calculated for a specific exposure pattern using such rules. The specific exposure pattern, i.e., the specific exposure order of the advertising materials, can be specified by the user of the information processing system 10.

[0218] When processor 11 searches for the optimal allocation pattern in commercial broadcast slots TS61, TS62, and TS63, with the greatest number of viewers viewing advertising material A62 and then advertising material A61, processor 11 searches for the optimal allocation pattern that maximizes the total score of the corresponding contact patterns for multiple consumers corresponding to the panel during the campaign period.

[0219] In the allocation-related processing, the processor 11 can execute the search allocation processing shown in Fig. 18. That is, the processor 11 selects one allocation pattern to be evaluated from all possible allocation patterns during the campaign period (S1010).

[0220] In the next step S1020, the processor 11 refers to the viewing time table for the selected allocation pattern and calculates the score of the specific exposure pattern for each consumer belonging to the panel. If the specific exposure pattern includes two or more exposure patterns, the processor 11 can calculate the score of the specific exposure pattern as the sum or weighted sum of the scores of each exposure pattern. The specific exposure pattern, i.e., the exposure order of specific advertising materials, can be specified by the user when the allocation-related process starts.

[0221] In the next step S1030, processor 11 calculates the sum of the scores for each consumer as the evaluation value of the selected allocation pattern. Processor 11 repeatedly executes the processes of steps S1010 to S1030 until evaluation values ​​are calculated for all of the allocation patterns that can be adopted as optimal allocation patterns using the above-described method.

[0222] When the evaluation values ​​for all allocation patterns have been calculated (Yes in S1040), processor 11 determines the optimal allocation pattern based on the evaluation value for each allocation pattern (S1050). The optimal allocation pattern may be the allocation pattern with the largest evaluation value. Processor 11 then allocates one of the multiple advertising materials to each of the multiple commercial broadcast slots during the campaign period in accordance with the optimal allocation pattern (S1050). Processor 11 then executes the process of S130 (see FIG. 3).

[0223] As another example, similar to another example of the processing of S940 described above, the processor 11 may repeat the operation of calculating the evaluation value of the corresponding allocation pattern while switching the allocation pattern a predetermined number of times or for a predetermined period of time, without calculating the evaluation value for all of the allocation patterns that can be adopted as the optimal allocation pattern, and then make a positive judgment at S1040 and execute the processing of S1050.

[0224] In S230 of the change-related processing, the processor 11 also refers to the reallocation table, searches for the optimal allocation pattern in the same manner as in S120, and allocates one of a plurality of advertising materials to a plurality of commercial broadcast slots during the changeable period.

[0225] When processing similar to the search allocation processing shown in FIG. 18 is executed in S230, in the processing corresponding to S1010, an allocation pattern to be evaluated is selected from among allocation patterns in which the current allocation pattern is maintained for the non-changeable period.

[0226] The process of calculating the score for each consumer for a specific exposure pattern, which corresponds to S1020, is performed based on the reallocation table. In the process of S1050, one of a plurality of advertising materials is allocated to each of a plurality of commercial broadcast slots during the changeable period of the campaign period according to the optimal allocation pattern. Thereafter, the process of S240 (see FIG. 4) is executed.

[0227] According to the information processing system 10 of this embodiment described above, it is possible to search for an optimal allocation pattern that takes into account the order of exposure to advertising materials, and allocate advertising materials to each of multiple commercial broadcast slots during the campaign period.

[0228] This search allows multiple advertising materials to be allocated to multiple commercial broadcast slots so as to optimize, and in particular maximize, the contact order reach, which is the number of viewers who view multiple advertising materials in a specified contact order. During the campaign period, the optimal allocation pattern for the changeable period is searched for, taking into account whether or not commercials corresponding to the actual advertising materials are viewed, and advertising materials are reallocated. Therefore, the information processing system 10 of this embodiment functions effectively when allocating advertising while taking into account the contact order reach.

[0229] [Other embodiments] The present disclosure is not limited to the above-described embodiment, and various modifications can be made. For example, in searching for an optimal allocation pattern, predicted values ​​of evaluation indexes are used, but as predicted values, a first predicted value with high accuracy for the most recent short period and a second predicted value for a long period may be prepared. The first predicted value and the second predicted value may be used separately or together to search for an optimal allocation pattern.

[0230] For example, it is possible to use a first highly accurate predicted value for each broadcast slot for the most recent week and a second predicted value for each broadcast slot for the most recent four weeks for audience ratings. In this case, the first predicted value can be used for the most recent week of the most recent four weeks, and the second predicted value can be used for the remaining three weeks to calculate predicted values ​​for GRP and TARP as evaluation indices.

[0231] As another example, a first predicted value with high accuracy for each broadcast slot in the most recent week, a second predicted value for each broadcast slot in the most recent two weeks, a third predicted value for each broadcast slot in the most recent three weeks, and a fourth predicted value for each broadcast slot in the most recent four weeks may be prepared. In this case, the first predicted value has the highest accuracy, and the accuracy of the second predicted value, the third predicted value, and the fourth predicted value decreases in order of listing. In this case, of the most recent four weeks, the predicted value of the evaluation index can be calculated using the first predicted value for the most recent first week, the second predicted value for the most recent second week, the third predicted value for the most recent third week, and the fourth predicted value for the most recent fourth week.

[0232] In addition, in the information processing system 10 of the above embodiment, before the start of the campaign period, optimization is performed on the allocation of advertising materials to multiple commercial broadcast slots during the campaign period. However, optimization before the start of the campaign period does not have to be performed.

[0233] For example, the information processing system 10 may be configured as a system that does not execute processing related to the allocation of advertising materials before the start of a campaign period, but searches for an optimal allocation pattern for a changeable period based on instructions from a user during the campaign period, and allocates multiple advertising materials to multiple commercial broadcast slots during the changeable period. In this case, the allocation of multiple advertising materials to multiple commercial broadcast slots before the campaign period may be executed by another information processing system or broadcast station. Before the start of the campaign period, multiple advertising materials may be randomly allocated to multiple commercial broadcast slots.

[0234] As another example, before the start of a campaign period, only the allocation of advertising materials to a plurality of commercial broadcast slots located in the first half of the campaign period may be performed, and the allocation of advertising materials to a plurality of commercial broadcast slots located in the second half of the campaign period may not be performed. In this case, the information processing system 10 may be configured as a system that allocates a plurality of advertising materials to a plurality of commercial broadcast slots located in the second half of the campaign period based on performance information for the first half of the campaign period. The first half and second half here should not be interpreted narrowly, but may be understood to refer to divided sections within the campaign period defined by dividing the campaign period into two parts at a position away from the center.

[0235] The above describes an example of using the information processing system 10 to allocate advertising materials to commercial broadcast slots on television broadcasts, but the information processing system 10 may also be used to allocate advertising materials to advertising slots in content that is distributed in real time over a wide area communication network, such as Internet broadcasts.

[0236] That is, the commercial broadcasting slot in the above-described embodiment may be interpreted as an advertisement distribution slot through a wide area communication network. Alternatively, the commercial broadcasting slot may be interpreted as an advertisement slot or advertisement slot, which conceptually encompasses a commercial broadcasting slot through a broadcast station and an advertisement distribution slot through a wide area communication network. The "broadcast" of a commercial corresponding to advertising material may be interpreted as "output" or "provision" of advertising material, which encompasses broadcasting and distribution. The advertising distribution slot may be a time slot in which advertising material is distributed through a wide area communication network.

[0237] In this case, the information processing system 10 can allocate multiple advertising materials to multiple advertising slots during the campaign period, including one or more commercial broadcast slots allocated by one or more broadcast stations and one or more advertising distribution slots allocated by one or more network distribution services, as shown in Figure 19.

[0238] The functions of one component in the above embodiment may be distributed among multiple components. The functions of multiple components may be integrated into one component. Some of the configurations of the above embodiments may be omitted. At least some of the configurations of the above embodiments may be added to or substituted for other configurations of the above embodiments. All aspects included in the technical ideas specified by the wording of the claims are embodiments of the present disclosure.

[0239] [Technical idea disclosed in this specification] It can be understood that the present specification discloses the following technical idea. [Item 1] an acquisition unit configured to acquire, as performance information, advertising effects of broadcasting a plurality of advertising materials through a plurality of first broadcast slots that are broadcast slots in a first period among the plurality of broadcast slots in the predetermined period, the advertising effects of broadcasting the plurality of advertising materials through the plurality of first broadcast slots that are broadcast slots in a first period among the plurality of broadcast slots in the predetermined period; an allocation unit configured to allocate the plurality of advertising materials to a plurality of second broadcast slots, which are broadcast slots in a second period after the first period, among the plurality of broadcast slots in the predetermined period, based on the performance information; An information processing system comprising: [Item 2] Item 1, an information processing system comprising: the plurality of advertising materials are allocated to the plurality of broadcasting slots before the start of the first period; The allocation unit changes the allocation of the plurality of advertising materials to the plurality of second broadcast slots based on the performance information so as to replace the advertising materials allocated to at least some of the plurality of second broadcast slots. [Item 3] an allocation unit configured to allocate a plurality of advertising materials to a plurality of broadcast slots during a predetermined period, the allocation unit allocating the plurality of advertising materials to the plurality of broadcast slots such that each of the plurality of advertising materials is broadcast in one or more of the allocated broadcast slots among the plurality of broadcast slots; an acquisition unit configured to acquire, as performance information, advertising effects of the broadcast of the plurality of advertising materials through a plurality of first broadcast slots that are broadcast slots in a first period among the plurality of broadcast slots in the predetermined period; Equipped with The allocation unit is further configured to change the allocation of the plurality of advertising materials to a plurality of second broadcast slots, which are broadcast slots in a second period that follows the first period among the plurality of broadcast slots in the specified period, based on the performance information, and an information processing system that replaces the advertising materials allocated to at least some of the plurality of second broadcast slots. [Item 4] The information processing system according to item 2 or 3, The allocation unit changes the allocation of the multiple advertising materials to the multiple second broadcast slots based on the performance information so as to improve the advertising effectiveness of the multiple advertising materials during the specified period. [Item 5] The information processing system according to item 2 or 3, the allocation unit is configured to change the allocation of the plurality of advertising materials to the plurality of second broadcast slots based on the performance information so that the advertising effectiveness of each of the plurality of advertising materials during the predetermined period is realized at a target ratio; An information processing system in which the target ratio is a predetermined ratio of the advertising effectiveness among the plurality of advertising materials. [Item 6] The information processing system according to item 2 or 3, the allocation unit is configured to change the allocation of the plurality of advertising materials to the plurality of second broadcast slots based on the performance information so that a weighted sum of advertising effects of the plurality of advertising materials in the predetermined period increases and the advertising effects of the plurality of advertising materials are realized at a target ratio; An information processing system in which the target ratio is a predetermined ratio of the advertising effectiveness among the plurality of advertising materials. [Item 7] The information processing system according to any one of items 2 to 6, The allocation unit is an information processing system configured to change the allocation of the plurality of advertising materials to the plurality of second broadcast slots based on the actual viewing volume of each of the plurality of advertising materials in the plurality of first broadcast slots, as identified from the performance information. [Item 8] The information processing system according to any one of items 2 to 7, the performance information includes a plurality of performance values ​​regarding the advertising effectiveness expressed by different evaluation indexes, The allocation unit changes allocation of the plurality of advertising materials to the plurality of second broadcast slots based on the plurality of performance values. Information processing system. [Item 9] The information processing system according to any one of items 2 to 7, the performance information includes performance values ​​regarding the advertising effectiveness expressed by different evaluation indexes for two or more advertising materials among the plurality of advertising materials, The allocation unit changes the allocation of the plurality of advertising materials to the plurality of second broadcast slots based on the performance information so as to improve the evaluation indexes of each of the two or more advertising materials during the predetermined period. Information processing system. [Item 10] The information processing system according to item 2 or 3, a viewer proportion calculation unit configured to calculate, for each viewer sample, a viewer proportion of each of the plurality of broadcast slots for the corresponding viewer sample based on the viewer history of the plurality of viewer samples having different viewer attributes; Equipped with Each of the plurality of advertising materials has a target attribute set to an audience attribute to be appealed to, the allocation unit allocates the plurality of advertising materials to the plurality of broadcast slots based on the viewing ratio for each of the viewer samples and each of the broadcast slots and the target attributes set for each of the plurality of advertising materials, so as to optimize the number of reaches to the viewer samples corresponding to the target attributes of the plurality of advertising materials; the performance information includes information that can identify whether or not the plurality of advertising materials broadcast through the plurality of first broadcast slots reached each of the plurality of viewer samples, The allocation unit is configured to change the allocation of the plurality of advertising materials based on the performance information so as to optimize the number of reaches of the plurality of advertising materials to an audience sample corresponding to the target attributes during the specified period. [Item 11] Item 4. The information processing system according to item 4, The plurality of broadcasting slots include a first broadcasting slot having an advertisement broadcasting time corresponding to a specified time, and a second broadcasting slot having an advertisement broadcasting time corresponding to an integral multiple of at least two times the specified time, The plurality of advertising materials include a first advertising material whose broadcasting time corresponds to the specified time, and a second advertising material whose broadcasting time corresponds to an integral multiple of the specified time that is equal to or greater than two times. , the allocation unit is configured to search for an allocation pattern of the plurality of advertising materials to the plurality of second broadcast slots that improves the advertising effectiveness for the predetermined period, based on the performance information; The allocation patterns to be searched for include a pattern in which the first advertising material is allocated to each of a plurality of first-hour broadcast slots generated by dividing the second-hour broadcast slot, and a pattern in which the second advertising material is allocated to a second-hour broadcast slot generated by integrating a plurality of adjacent first-hour broadcast slots. Information processing system. [Item 12] The information processing system according to item 2 or 3, a viewer proportion calculation unit configured to calculate, for each viewer sample, a viewer proportion of each of the plurality of broadcast slots for the corresponding viewer sample based on the viewer history of the plurality of viewer samples having different viewer attributes; Equipped with The plurality of advertising materials are designated in order of exposure, the allocation unit allocates the plurality of advertising materials to the plurality of broadcast slots based on the viewing ratio for each of the viewer samples and each of the broadcast slots and the specified contact order, so as to optimize a contact order reach number, which is the number of times the plurality of advertising materials are viewed by the viewer sample in the specified contact order; the performance information includes information that can identify whether or not the plurality of advertising materials broadcast through the plurality of first broadcast slots reached each of the plurality of viewer samples, The information processing system is configured such that the allocation unit changes the allocation of the plurality of advertising materials based on the performance information so as to optimize the contact order reach of the plurality of advertising materials during the specified period. [Item 13] An information processing system according to any one of items 1 to 12, The information processing system, wherein the plurality of broadcast slots include a plurality of broadcast slots with different broadcast time periods and broadcast stations. [Item 14] An information processing system according to any one of items 1 to 13, The information processing system, wherein the plurality of broadcasting slots include a plurality of broadcasting slots for spot commercials. [Item 15] an allocation unit configured to allocate a plurality of advertising materials to a plurality of advertising frames during a predetermined period, the allocation unit allocating the plurality of advertising materials to the plurality of advertising frames such that each of the plurality of advertising materials is broadcast or distributed in one or more allocated advertising frames among the plurality of advertising frames; an acquisition unit configured to acquire, as performance information, advertising effects resulting from the broadcasting or distribution of the plurality of advertising materials through a plurality of first advertising frames that are advertising frames in a first period among the plurality of advertising frames in the predetermined period; an allocation unit configured to change, based on the performance information, allocation of the plurality of advertising materials to a plurality of second advertising spaces, which are advertising spaces in a second period subsequent to the first period among the plurality of advertising spaces in the predetermined period, and which replaces the advertising materials allocated to at least some of the advertising spaces among the plurality of second advertising spaces; An information processing system comprising: [Item 16] Item 16. The information processing system according to item 15, The plurality of advertising slots include a plurality of broadcast slots and a plurality of distribution slots. Information processing system. [Item 17] 1. A computer-implemented information processing method, comprising: With respect to a plurality of advertising materials broadcast through a plurality of broadcast slots in a predetermined period, acquiring, as performance information, advertising effects due to broadcasting of the plurality of advertising materials through a plurality of first broadcast slots that are broadcast slots in a first period among the plurality of broadcast slots in the predetermined period; Allocating the plurality of advertising materials to a plurality of second broadcast slots, which are broadcast slots in a second period after the first period, among the plurality of broadcast slots in the predetermined period based on the performance information; An information processing method including: [Item 18] Item 17: The information processing method according to item 17, the plurality of advertising materials are allocated to the plurality of broadcasting slots before the start of the first period; The information processing method includes changing the allocation of the plurality of advertising materials to the plurality of second broadcast slots so as to replace the advertising materials allocated to at least some of the plurality of second broadcast slots based on the performance information. [Item 19] 1. A computer-implemented information processing method, comprising: allocating a plurality of advertising materials to a plurality of broadcasting slots during a predetermined period, such that each of the plurality of advertising materials is broadcast in one or more of the allocated broadcasting slots among the plurality of broadcasting slots; acquiring, as performance information, advertising effects due to broadcasting the plurality of advertising materials through a plurality of first broadcast slots that are broadcast slots in a first period among the plurality of broadcast slots in the predetermined period; Based on the performance information, changing the allocation of the plurality of advertising materials to a plurality of second broadcast slots, which are broadcast slots in a second period after the first period among the plurality of broadcast slots in the predetermined period, so as to replace the advertising materials allocated to at least some of the broadcast slots among the plurality of second broadcast slots; An information processing method including: [Item 20] 1. A computer-implemented information processing method, comprising: Allocating a plurality of advertising materials to a plurality of advertising slots during a predetermined period, wherein each of the plurality of advertising materials is broadcast or distributed in one or more allocated advertising slots among the plurality of advertising slots; acquiring, as performance information, advertising effects due to broadcasting or distribution of the plurality of advertising materials through a plurality of first advertising frames that are advertising frames in a first period among the plurality of advertising frames in the predetermined period; Based on the performance information, changing the allocation of the plurality of advertising materials to a plurality of second advertising frames, which are advertising frames in a second period after the first period among the plurality of advertising frames in the predetermined period, so as to replace the advertising materials allocated to at least some of the advertising frames among the plurality of second advertising frames; An information processing method including: [Item 21] A computer program for causing a computer to execute the information processing method according to any one of items 17 to 20. [Explanation of symbols]

[0240] 10...information processing system, 11...processor, 12...memory, 13...storage, 17...user interface, 17A...display unit, 17B...operation unit, 19...communication interface, 30...analysis system, 40...broadcast station, 50...server device

Claims

1. an acquisition unit configured to acquire, as performance information, advertising effects of broadcasting a plurality of advertising materials through a plurality of first broadcast slots that are broadcast slots in a first period among the plurality of broadcast slots in the predetermined period, the advertising effects being broadcasted through the plurality of advertising materials through the plurality of first broadcast slots that are broadcast slots in a first period among the plurality of broadcast slots in the predetermined period; an allocation unit configured to allocate the plurality of advertising materials to a plurality of second broadcast slots, which are broadcast slots in a second period that follows the first period, among the plurality of broadcast slots in the predetermined period, based on the performance information; An information processing system comprising:

2. 2. The information processing system according to claim 1, the plurality of advertising materials are allocated to the plurality of broadcasting slots before the start of the first period; The allocation unit changes the allocation of the plurality of advertising materials to the plurality of second broadcast slots based on the performance information, so as to replace the advertising materials allocated to at least some of the plurality of second broadcast slots.

3. an allocation unit configured to allocate a plurality of advertising materials to a plurality of broadcast slots during a predetermined period, the allocation unit allocating the plurality of advertising materials to the plurality of broadcast slots such that each of the plurality of advertising materials is broadcast in one or more of the allocated broadcast slots among the plurality of broadcast slots; an acquisition unit configured to acquire, as performance information, advertising effects of the broadcast of the plurality of advertising materials through a plurality of first broadcast slots that are broadcast slots in a first period among the plurality of broadcast slots in the predetermined period; Equipped with The allocation unit is further configured to change the allocation of the plurality of advertising materials to a plurality of second broadcast slots, which are broadcast slots in a second period that follows the first period among the plurality of broadcast slots in the specified period, based on the performance information, thereby replacing the advertising materials allocated to at least some of the plurality of second broadcast slots.

4. 4. The information processing system according to claim 2 or 3, The allocation unit changes the allocation of the multiple advertising materials to the multiple second broadcast slots based on the performance information so as to improve the advertising effectiveness of the multiple advertising materials during the specified period.

5. 4. The information processing system according to claim 2 or 3, the allocation unit is configured to change the allocation of the plurality of advertising materials to the plurality of second broadcast slots based on the performance information so that advertising effects of the respective plurality of advertising materials during the predetermined period are realized at a target ratio; An information processing system in which the target ratio is a predetermined ratio of the advertising effectiveness among the plurality of advertising materials.

6. 4. The information processing system according to claim 2 or 3, the allocation unit is configured to change the allocation of the plurality of advertising materials to the plurality of second broadcast slots based on the performance information so that a weighted sum of advertising effects of the plurality of advertising materials in the predetermined period increases and the advertising effects of the plurality of advertising materials are realized at a target ratio; The target ratio is a predetermined ratio of the advertising effectiveness among the plurality of advertising materials. An information processing system.

7. 4. The information processing system according to claim 2 or 3, The allocation unit is an information processing system configured to change the allocation of the plurality of advertising materials to the plurality of second broadcast slots based on the actual viewing volume of each of the plurality of advertising materials in the plurality of first broadcast slots, as identified from the performance information.

8. 4. The information processing system according to claim 2 or 3, the performance information includes a plurality of performance values ​​regarding the advertising effectiveness expressed by different evaluation indexes, The allocation unit changes allocation of the plurality of advertising materials to the plurality of second broadcast slots based on the plurality of performance values. Information processing system.

9. 4. The information processing system according to claim 2 or 3, the performance information includes performance values ​​regarding the advertising effectiveness expressed by different evaluation indexes for two or more advertising materials among the plurality of advertising materials, The allocation unit changes the allocation of the plurality of advertising materials to the plurality of second broadcast slots based on the performance information so as to improve the evaluation indexes of each of the two or more advertising materials during the predetermined period. Information processing system.

10. 4. The information processing system according to claim 2 or 3, a viewer proportion calculation unit configured to calculate, for each viewer sample, a viewer proportion of each of the plurality of broadcast slots for the corresponding viewer sample based on the viewer history of the plurality of viewer samples having different viewer attributes; Equipped with Each of the plurality of advertising materials has a target attribute set to an audience attribute to be appealed to, the allocation unit allocates the plurality of advertising materials to the plurality of broadcast slots based on the viewing ratio for each of the viewer samples and each of the broadcast slots and the target attributes set for each of the plurality of advertising materials, so as to optimize the number of reaches to the viewer samples corresponding to the target attributes of the plurality of advertising materials; the performance information includes information capable of identifying whether or not the plurality of advertising materials broadcast through the plurality of first broadcast slots reached each of the plurality of viewer samples; The allocation unit is configured to change the allocation of the plurality of advertising materials based on the performance information so as to optimize the number of reaches of the plurality of advertising materials to an audience sample corresponding to the target attributes during the specified period.

11. 5. The information processing system according to claim 4, the plurality of broadcasting slots include a first time broadcasting slot having an advertisement broadcasting time corresponding to a specified time, and a second time broadcasting slot having an advertisement broadcasting time corresponding to an integral multiple of at least two times the specified time, the plurality of advertising materials include first advertising materials whose broadcasting time corresponds to the specified time, and second advertising materials whose broadcasting time corresponds to an integral multiple of the specified time that is equal to or greater than two times, the allocation unit is configured to search for an allocation pattern of the plurality of advertising materials to the plurality of second broadcast slots that improves the advertising effectiveness for the predetermined period, based on the performance information; The allocation pattern to be searched for includes multiple allocation patterns generated by dividing the second time slot. and a pattern of allocating the second advertising material to a second-hour broadcast slot generated by integrating a plurality of adjacent first-hour broadcast slots. Information processing system.

12. 4. The information processing system according to claim 2 or 3, a viewer proportion calculation unit configured to calculate, for each viewer sample, a viewer proportion of each of the plurality of broadcast slots for the corresponding viewer sample based on the viewer history of the plurality of viewer samples having different viewer attributes; Equipped with The plurality of advertising materials are designated in order of exposure, the allocation unit allocates the plurality of advertising materials to the plurality of broadcast slots based on the viewing ratio for each of the viewer samples and each of the broadcast slots and the specified contact order, so as to optimize a contact order reach number, which is the number of times the plurality of advertising materials are viewed by the viewer sample in the specified contact order; the performance information includes information capable of identifying whether or not the plurality of advertising materials broadcast through the plurality of first broadcast slots reached each of the plurality of viewer samples; The information processing system is configured such that the allocation unit changes the allocation of the plurality of advertising materials based on the performance information so as to optimize the contact order reach of the plurality of advertising materials during the specified period.

13. The information processing system according to any one of claims 1 to 3, The information processing system, wherein the plurality of broadcast slots include a plurality of broadcast slots with different broadcast time periods and broadcast stations.

14. 1. A computer-implemented information processing method, comprising: With respect to a plurality of advertising materials broadcast through a plurality of broadcast slots in a predetermined period, acquiring, as performance information, advertising effects of the broadcast of the plurality of advertising materials through a plurality of first broadcast slots that are broadcast slots in a first period among the plurality of broadcast slots in the predetermined period; allocating the plurality of advertising materials to a plurality of second broadcast slots, which are broadcast slots in a second period after the first period, among the plurality of broadcast slots in the predetermined period based on the performance information; An information processing method including:

15. 15. The information processing method according to claim 14, the plurality of advertising materials are allocated to the plurality of broadcasting slots before the start of the first period; The information processing method includes changing the allocation of the plurality of advertising materials to the plurality of second broadcast slots so as to replace the advertising materials allocated to at least some of the plurality of second broadcast slots based on the performance information.

16. 1. A computer-implemented information processing method, comprising: allocating a plurality of advertising materials to a plurality of broadcasting slots during a predetermined period, such that each of the plurality of advertising materials is broadcast in one or more of the allocated broadcasting slots among the plurality of broadcasting slots; acquiring, as performance information, advertising effects due to broadcasting the plurality of advertising materials through a plurality of first broadcast slots that are broadcast slots in a first period among the plurality of broadcast slots in the predetermined period; Based on the performance information, the first period among the plurality of broadcasting slots in the predetermined period is determined. changing allocation of the plurality of advertising materials to a plurality of second broadcast slots, which are broadcast slots in a second period after the first broadcast slot, so as to replace advertising materials allocated to at least some of the plurality of second broadcast slots; An information processing method including:

17. A computer program for causing a computer to execute the information processing method according to any one of claims 14 to 16.

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