Information processing device, information processing method, and program

Abstract

The purpose is to provide information processing devices and information processing programs to support the use and evaluation of advertising information held by media owners, advertisers, and users. [Solution] The advertising management system comprises a media owner device, an advertiser device, a user terminal, and an advertising management device. The advertising management device includes an acquisition unit that acquires media information and product information related to primary advertisements from the media owner device and the advertiser device, a generation unit that generates primary advertisement placement information based on the media information and product information, a receiving unit that receives primary advertisement search requests from the user terminal, and a search unit that searches for primary advertisements that satisfy the search conditions related to the primary advertisement search request based on the primary advertisement placement information.

Description

Technical Field

[0001] The present invention relates to an information processing apparatus, an information processing method, and a program for assisting the use of information related to advertisements.

Background Art

[0002] As means for providing information on products and services to users, online advertisements provided via the Internet or the like, advertising media such as television, newspapers, and leaflets, and offline advertisements such as advertising media attached to railways, buses, stations, etc. are used. In recent years, offline advertisements using video display devices such as digital signage have also become widespread.

[0003] Users see various advertisements everywhere every day. Even if there is an advertisement that catches the user's attention among the advertisements seen, the user often just passes by and forgets it. However, there are also cases where the user remembers an advertisement that they were interested in later, and there is a need to review the advertisements seen in the past. Also, for media owners and advertisers, there is a need to know how much the advertising media attracts the user's interest or whether the advertising information provided matches the user's preferences.

[0004] Patent Document 1 describes that when a user discovers an advertisement that catches their attention, the advertisement registration application program held in the user terminal is launched, and the current location data, date and time data, and advertising media are registered, and the location data and advertising media of the registered advertisement at the time of purchase are provided.

[0005] Patent Document 2 describes the construction of a portal site that allows users to search for transportation media advertisements and indoor / outdoor digital signage advertisements, and to enable direct purchase of products from the portal site. This is achieved by either directly entering the advertisement's management number or narrowing down the advertisement's display location, such as the end or center of the train car, to find the desired advertisement in a fuzzy manner, making it easy to search for advertisements that were accidentally seen on a train. Furthermore, it describes creating thumbnails of actual advertisements and displaying them in the same order as the spatial information where the actual advertisement is displayed, and linking the thumbnails to the homepage of the actual advertiser company.

[0006] Patent Document 3 describes a method for measuring advertising effectiveness, such as the number of viewers of advertising content and the number of users who took action on related information, by determining that a user has viewed the advertising content when it is detected multiple times that the user has been in a viewing area where the same advertising content can be viewed for a certain period of time. [Prior art documents] [Patent Documents]

[0007] [Patent Document 1] Japanese Patent Publication No. 2008-204021 [Patent Document 2] Japanese Patent Publication No. 2010-250810 [Patent Document 3] Patent No. 5410229 [Overview of the project] [Problems that the invention aims to solve]

[0008] However, it was cumbersome for users to register location and date / time data for offline advertisements while walking or traveling, or to enter the management number for offline advertisements. Furthermore, since there was no known way to vaguely search for advertisements that were seen everywhere, it was difficult for users to revisit advertisements they had already seen. On the other hand, for media owners and advertisers who provide advertising media, even if a user showed interest in an advertisement after seeing it, they could not know the user's level of interest in the advertisement at that time. Therefore, they could not know whether the advertising medium or content appealed to the user, whether the advertisement was effective, or whether the product or service matched the user's needs.

[0009] This invention has been made in view of the above circumstances, and its purpose is to provide an information processing device, an information processing method, and a program that support users in replaying advertisements they have seen at a later date, and that support media owners, advertisers, and users in utilizing information related to advertisements. [Means for solving the problem]

[0010] To solve the above problems, a first aspect of the information processing device according to this disclosure is characterized by comprising: an acquisition unit that acquires media information and product information relating to primary advertisements; a generation unit that generates primary advertisement placement information based on the media information and product information; a receiving unit that receives primary advertisement search requests; and a search unit that searches for primary advertisements that satisfy the search conditions relating to the primary advertisement search request based on the primary advertisement placement information.

[0011] A second aspect of the information processing device relating to this disclosure is characterized in that the media information is obtained from the media owner and the product information is obtained from the advertiser.

[0012] A third aspect of the information processing device relating to this disclosure is characterized in that the media information includes at least advertising schedule information on which the primary advertisement is displayed, and media information for identifying the advertising medium on which the primary advertisement is displayed.

[0013] A fourth aspect of the information processing device relating to this disclosure is characterized in that the product information includes at least information relating to advertising content published in the primary advertisement, information relating to the product published in the primary advertisement, and information relating to secondary advertisements associated with the primary advertisement.

[0014] A fifth aspect of the information processing device relating to this disclosure is characterized in that the primary advertising information includes advertising content information generated based on the media information and the product information.

[0015] A sixth aspect of the information processing device relating to this disclosure is characterized in that the primary advertisement search request includes search conditions for searching the advertisement content information.

[0016] A seventh aspect of the information processing device relating to this disclosure is characterized by further comprising a provisioning unit that provides the searched primary advertisement. [Effects of the Invention]

[0017] According to the first aspect of this disclosure, by integrating and centrally managing media information from media owners and product information from advertisers, users can view the content of primary advertisements whenever they want to revisit them, and become aware of whether they are further interested in the products or matters that the advertisement is promoting. On the other hand, for media owners and advertisers, making their own media information and product information searchable in primary advertisement searches allows them to understand the appeal of their advertising media and content, leading to more effective use of advertising. Furthermore, by understanding user behavior, they can effectively place primary advertisements and increase business opportunities for their products and services.

[0018] According to the second to fourth aspects of this disclosure, the search efficiency of primary ad searches is improved by centrally collecting media information and product information that are stored in a dispersed manner among media owners and advertisers, and by generating advertising content information of a certain content and format for use in searches.

[0019] According to the fifth to seventh aspects of the present disclosure, since the user can use the remembered content among the advertisement contents published in the primary advertisement as a search condition, the user can search for the primary advertisement with ambiguous search conditions and obtain the search results without remembering all the primary advertisements seen in the past.

Brief Description of the Drawings

[0020] [Figure 1] FIG. 1 is an overhead view showing an example of the overall configuration of an advertisement management system 1 to which an information processing apparatus and an information processing program according to an embodiment of the present disclosure are applied. [Figure 2] FIG. 2 is a block diagram showing an example of the functional configuration of an information processing apparatus according to an embodiment of the present disclosure. [Figure 3] FIG. 3 is a block diagram showing an example of the functional configuration of a media owner apparatus according to an embodiment of the present disclosure. [Figure 4] FIG. 4 is a block diagram showing an example of the functional configuration of an advertiser apparatus according to an embodiment of the present disclosure. [Figure 5] FIG. 5 is a block diagram showing an example of the functional configuration of a user terminal according to an embodiment of the present disclosure. [Figure 6] FIG. 6 is a diagram for explaining an example of a primary advertisement search screen displayed on a user terminal. [Figure 7] FIG. 7 is a diagram for explaining an example of a product SNS site displayed on a user terminal. [Figure 8] FIG. 8 is a flowchart for explaining an example of the operation of the entire advertisement management system according to an embodiment of the present disclosure. [Figure 9] FIG. 9 is a flowchart for explaining an example of the operation of a primary advertisement search unit in an information processing apparatus according to an embodiment of the present disclosure. [Figure 10] FIG. 10 is a diagram showing an example of a search media information table managed by a primary advertisement search unit. [Figure 11] FIG. 11 is a diagram showing an example of a search product information table managed by a primary advertisement search unit. [Figure 12] Figure 12 shows an example of a primary ad placement information table managed by the primary ad search unit. [Figure 13] Figure 13 is a flowchart illustrating an example of the operation of the product SNS site support unit in the information processing device of the embodiment of this disclosure. [Figure 14] Figure 14 is a flowchart illustrating an example of the operation of the advertising effectiveness measurement unit in the information processing apparatus of the embodiment of this disclosure. [Figure 15] Figure 15 shows an example of an information dissemination power scoring table used by the advertising effectiveness measurement department to calculate information dissemination power. [Figure 16] Figure 16 is a flowchart illustrating an example of the operation of the product strength measurement unit in the information processing apparatus of the embodiment of this disclosure. [Figure 17] Figure 17 is a diagram illustrating an example of how the product strength measurement department calculates market suitability and market needs. [Figure 18] Figure 18 is a diagram illustrating an example of how the product strength is calculated by the product strength measurement department. [Figure 19] Figure 19 shows an example of a primary ad index information table managed by the primary ad search unit. [Figure 20] Figure 20 illustrates an example of an advertising index (public transportation) used for primary advertising searches by the primary advertising search unit. [Figure 21] Figure 21 illustrates an example of an advertising index (car, walking) used for primary ad searches by the primary ad search unit. [Figure 22] Figure 22 illustrates an example of the data structure of the advertising index (public transportation). [Figure 23] Figure 23 is a diagram illustrating another example of a primary ad search screen displayed on a user's terminal. [Modes for carrying out the invention]

[0021] An information processing apparatus, information processing method, and program according to embodiments of this disclosure will be described below with reference to the drawings. In the following description, components and elements that are the same as or similar to those already described will be denoted by the same reference numerals and their descriptions will be omitted.

[0022] (1) Overall configuration of the advertising management system 1 Figure 1 is an overview view showing an example of the overall configuration of an advertising management system 1 to which an information processing device, information processing method, and program according to the embodiments of this disclosure are applied. The advertising management system 1 shown in Figure 1 comprises an advertising management device 2, a media owner device 3A, a media owner device 3B, an advertiser device 4X, an advertiser device 4Y, and a user terminal 5 used by a user (also referred to as "consumer"), and these devices are connected via a network 6 such as the Internet.

[0023] The advertising management device 2 is connected to the media owner device 3, the advertiser device 4, and the user terminal 5 in a communicative manner. By acquiring and integrating media information related to advertising media managed by the media owner (hereinafter also referred to as "media" or "medium"), product information including primary and secondary advertisements managed by the advertiser, and behavioral information that is a transaction of each user's requested operations when searching for primary advertisements or viewing product information, the device enables users to search for primary advertisements and view product information including secondary advertisements, provides media owners with the effectiveness of advertising media measured using user behavioral information, and provides advertisers with product strength measured based on user expectations and needs.

[0024] Here, offline advertising includes, for example, advertisements on offline media, specifically those displayed or shown as videos in places such as train stations, airports, bus stops, streets, various facilities, and inside vehicles, as well as advertisements displayed in newspapers, magazines, or direct mail, and advertisements broadcast on television and radio. On the other hand, online advertising includes, for example, advertisements on internet media, specifically those on the web, advertisements delivered via email, advertisements displayed through apps, and advertisements presented on social networking sites.

[0025] Primary advertisements refer to advertisements that users experience by seeing or hearing them themselves. For example, if a user sees an advertisement posted or displayed in an advertising space on an offline medium, this advertisement can be considered a primary advertisement. Secondary advertisements are advertisements that relate to primary advertisements and display explanatory, supplementary, or additional information using text, images, audio, or video. For example, if a user sees a primary advertisement and then views an online advertisement related to that primary advertisement, this online advertisement can be considered a secondary advertisement.

[0026] In this embodiment, the primary advertisement managed by the media owner device 3 is described as an offline advertisement, and the secondary advertisement linked to the primary advertisement is described as an online advertisement related to the offline advertisement. However, the primary advertisement is not limited to advertisements posted on offline media, but may also be advertisements posted on online media. Similarly, the secondary advertisement may also be an advertisement posted on either offline or online media. When the primary advertisement is on an online media, the provider of the online service is considered the media owner.

[0027] Media Owner Device 3 is a device for managing media information related to primary advertising media owned by a media owner, and is communicated via network 6 with advertiser device 4 and advertising management device 2. Media Owner Device 3A is a device for managing advertising media of media owner A, and comprises a management device 31A and a storage device 32A. Storage device 32A stores media information related to advertising media, such as advertising schedule information, media information, and advertising performance. The management device 31A of Media Owner Device 3A provides media information related to primary advertising media to the advertising management device 2 in response to requests from the advertising management device 2. The management device 31A also receives advertising media evaluation reports from the advertising management device 2. Media Owner Device 3B is a device for managing primary advertising media of media owner B, and has the same configuration as Media Owner Device 3A.

[0028] Advertiser device 4 is a device for managing the products handled by advertisers and is communicated via network 6 with advertising management device 2 and media owner device 3. Advertiser device 4X is a device for managing the products handled by advertiser X and comprises a management device 41X and a storage device 42X. Storage device 42X stores product information owned by advertisers. Management device 41X provides primary advertisement content to media owner device 3 and also provides product information to advertising management device 2. Advertiser device 4X also receives consumer evaluation reports and product evaluation reports from advertising management device 2. Advertiser device 4Y is a device for managing advertiser Y's products and has the same configuration as advertiser device 4X.

[0029] Here, "merchandise" refers to the goods or services that advertisers trade, and broadly includes information about these merchandise. Merchant information includes, at a minimum, information about the advertising content published in the primary advertisement, information about the merchandise published in the primary advertisement, and information about secondary advertisements associated with the primary advertisement. Information about the merchandise published in the primary advertisement can also be considered information used to describe the advertised products or services published in the primary advertisement. Merchant information is used for primary advertisement search and the construction of merchandise SNS sites.

[0030] User terminal 5 is connected to advertising management device 2 via network 6 and has a primary ad search application installed that performs primary ad searches. The primary ad search application has the functions of obtaining search conditions for searching primary ads from the user, sending a search request for primary ads including the search conditions to advertising management device 2, receiving and displaying a list of primary ad search results from advertising management device 2, and sending a primary ad reference request to advertising management device 2 to refer to primary ads based on the list of primary ad search results. In addition, user terminal 5 has a web browser installed and can access the product SNS site provided by advertising management device 2 (the SNS site can also be accessed by the app) to view primary and secondary ads, or write evaluation information. In this embodiment, it is described that the primary ad search application is installed on user terminal 5, but instead of the primary ad search application, it may be configured so that the primary ad search site provided by advertising management device 2 is accessed by the web browser on user terminal 5.

[0031] (2) Hardware configuration (2-1) Advertising management device 2 The advertising management device 2 comprises a processor 21, memory 22, storage 23, a communication interface (communication I / F) 24, an input / output interface (input / output I / F) 25, and a bus 26 connecting these. The processor 21 controls the operation of the entire advertising management device 2. The processor 21 may be a general-purpose processor such as a CPU, MPU, or GPU, but is not limited to a general-purpose processor and may be a dedicated processor such as an ASIC or FPGA. The memory 22 is the main memory and includes RAM, etc. The storage 23 is the auxiliary memory and includes non-volatile memory such as a hard disk drive (HDD) or solid-state drive (SSD). The communication interface (communication I / F) 24 is a wired or wireless communication interface and is a module for communicating with devices such as the media owner device 3, the advertiser device 4, and the user terminal 5 via the network 6. The network 6 may be, for example, the internet and may include access networks such as LAN, WAN, mobile communication network, wired telephone network, FTTH, CATV network, etc. The input / output interface (input / output I / F) 25 takes in input data from an external device and outputs output data to an external device.

[0032] (2-2) Media Owner Device 3 The media owner device 3 comprises at least a processor, memory, storage, a communication interface (communication I / F), an input / output interface (input / output I / F), and a bus connecting these.

[0033] (2-3) Advertiser device 4 The advertiser device 4 comprises at least a processor, memory, storage, a communication interface (communication I / F), an input / output interface (input / output I / F), and a bus connecting these.

[0034] (2-4) User terminal 5 The user terminal 5 comprises a processor 51, memory 52, storage 53, camera 54, communication interface (communication I / F) 55, input / output interface (input / output I / F) 56, touchscreen 57, and a bus 50 connecting these components. The storage 53 stores programs such as an operating system (OS), web browser, primary advertising search application, and various data. The touchscreen 57 includes an input unit 58 and a display unit 59. The user terminal 5 is, for example, a portable device such as a smartphone, tablet, or notebook computer. The user terminal 5 may also be a stationary computer such as a desktop computer.

[0035] (3) Functional configuration (3-1) Advertising management device 2 Figure 2 is a block diagram showing an example of the functional configuration of the information processing device (advertising management device 2) according to this embodiment. The advertising management device 2 of this embodiment comprises an advertising management control unit 200, a storage unit 210 for advertising management, and a communication control unit 220 as its functional configuration. The communication control unit 220 controls communication via the network 6 with the media owner device 3, the advertiser device 4, and the user terminal 5 according to instructions from the advertising management control unit 200.

[0036] (3-1-1) Memory unit 210 for advertising management The storage unit 210 for advertising management includes a media information storage unit 211, a product information storage unit 212, a primary advertising placement information storage unit 213, an advertising effectiveness measurement storage unit 214, a product strength measurement storage unit 215, and an external data storage unit 216.

[0037] The media information storage unit 211 stores media information acquired from the media owner device 3, and also records search media information extracted from the media information that is used for primary ad searches. The media information includes various information about the advertising media owned by each media owner, such as advertising schedule information on which primary ads are displayed, media information to identify the advertising media on which primary ads are displayed, and information about primary advertising media such as advertising performance. The search media information is recorded in the media information storage unit 211, for example, as a search media information table. The search media information table is a table that records the search media information in a certain format and content. The media information may also include product information related to advertising requests acquired by the media owner from advertisers.

[0038] The product information storage unit 212 stores product information acquired from the advertiser device 4, as well as product information for search purposes extracted from the product information and used for primary ad searches. The product information storage unit 212 also stores catalog information acquired from product evaluators and evaluation information acquired from consumers.

[0039] Product information includes information about the advertising content displayed in the primary advertisement, information about the products displayed in the primary advertisement, information about secondary advertisements associated with the primary advertisement, coupon information, survey information, and monitor information. Primary advertisement information includes information about the primary advertisement used to request media owners to display it, and includes, for example, the primary advertisement ID, the title of the primary advertisement (e.g., hotel, winter clothing sale, fresh food, etc.), catchphrase, PR text, and product IDs and secondary advertisement IDs related to the primary advertisement. Product information for advertised products includes product IDs, product or service names, brands, categories (e.g., clothing), and links to detailed product information. Secondary advertisement information related to the primary advertisement includes secondary advertisement IDs, secondary advertisement titles, advertisement content names and types, product IDs and advertiser IDs related to the secondary advertisement, and links to detailed information about the secondary advertisement.

[0040] Searchable product information is recorded in the product information storage unit 212, for example, as a searchable product information table. The searchable product information table is a table that records product information used to search primary advertisements from the product information stored by advertisers, in a certain format and content. The searchable product information table records information about the content of the primary advertisement, product information of the products displayed in the primary advertisement, and information about secondary advertisements associated with the primary advertisement.

[0041] Catalog information is information created by product evaluators that describes the price and functions of a product, and also includes the evaluators' analysis and evaluation of the product's functions, quality, cost, design, novelty, etc. Catalog information is generated by volunteers among the users of the product SNS site who voluntarily create evaluation reports on specific products. These creators are distinguished from general users as product evaluators, and it is a prerequisite that these users participate in the SNS voluntarily and proactively. Furthermore, a particular user may have a dual nature, being a product evaluator for some products and a general user for others. Advertisers can use catalog information to obtain consumer evaluations of their advertised products. For general users, it reduces the time spent researching and learning about products, making purchasing decisions easier.

[0042] Evaluation information is data obtained when consumers directly evaluate catalogs, products, or advertiser campaigns. This includes catalog evaluations of catalogs. Through evaluation information, consumers can understand what other consumers are evaluating about products and how, and can learn about popular products and their evaluation reports. Advertisers, on the other hand, can understand what consumers are evaluating about their products and how.

[0043] The primary advertisement placement information storage unit 213 stores primary advertisement placement information generated from the search media information table stored in the media information storage unit 211 and the search product information table stored in the product information storage unit 212 as a primary advertisement placement information table. The primary advertisement placement information includes advertisement content information that identifies the advertisement content of the primary advertisement and link information for accessing information related to the primary advertisement. The primary advertisement placement information may be generated from the search media information table and the search product information table, but it may also be generated directly from the media information and product information without going through these tables.

[0044] The advertising content information that identifies the content of a primary advertisement includes, for example, the ad title, tagline, PR statement, and advertising content keywords. Advertising content keywords are text data used to search for the advertising content of a primary advertisement and include the details of the products or services advertised in the primary advertisement. Link information also includes, for example, the primary advertisement ID and identifying information associated with that primary advertisement ID, such as the advertiser ID, product ID, media owner ID, and advertising medium ID.

[0045] The advertising effectiveness measurement storage unit 214 stores user behavior information related to primary ad searches and ad viewing, advertising performance such as ad placement period and advertising costs obtained from the media owner device 3, and media information of advertising media used to calculate media location suitability deviation scores. User behavior information includes search history when the user searches for primary ads by operating the user terminal 5, and browsing history when the user refers to primary ads or views secondary ads by operating the user terminal 5. Search history includes information such as the content of the search conditions entered by the user to search for primary ads and the time taken to enter them. Browsing history includes information on various operations such as when the user presses the "View" button for a primary ad in the primary ad search results list, or when the user views evaluation information such as primary ads, secondary ads, or catalogs on the product SNS site. User behavior information may also include writings to the product SNS site by the user, such as product evaluations, comments, questions, and catalog evaluations (hereinafter also referred to as SNS writings). User activity information is a record of each user's transactions on user terminal 5, linked to their user ID. In addition to user activity information, an activity history log may also be recorded to allow for later reference of each user's transactions.

[0046] The product strength measurement memory unit 215 stores data such as coupon usage history, monitor participation history, survey response history, and interview response history. Coupon usage history and monitor usage history are automatically stored when consumers use coupons or participate in monitors. Survey response history includes, for example, responses to various surveys conducted at arbitrary times for consumers and advertisers. Interview response history includes, for example, responses to various interviews conducted at arbitrary times for consumers and advertisers. Survey response history includes survey responses from consumers regarding product priorities for brands and products / services, and survey responses from advertisers regarding product priorities for brands and products / services. Interview response history also includes interview responses to advertisers such as target attribute coefficients. Coupon usage history, monitor participation history, survey response history, and interview response history may be collected by the advertiser device 4 and acquired by the advertising management device 2 from the advertiser device 4, or the advertising management device 2 may collect and store the data itself. This information can be used to make positive or negative evaluations of product strength. Based on survey responses, it is also possible to analyze products that have strong product strength but fail to meet sales expectations, or products that have good sales but whose competitiveness is difficult to grasp.

[0047] The product strength measurement memory unit 215 further stores user attribute information. User attribute information is consumer attribute information obtained when a consumer registers as a member on the product SNS site. Attribute information includes static attributes such as member name, member number, gender, age, date of birth, and place of origin, as well as dynamic attributes such as hobbies, values, address, job title, and interests. Attribute information can be used to determine product strength by consumer segment, and can also facilitate coupon receipt and monitor participation by consumers.

[0048] The external data storage unit 216 stores purchase logs and external member information. Purchase logs are purchase information obtained from advertisers or third parties. Unlike sales analysis based on buyer attributes, using purchase logs allows for evaluation of not only the results of such conventional analysis, but also the circumstances under which a product was purchased and what it was compared to. External member information includes, for example, login information and member information registered on social media. By using external member information, it is possible to evaluate the appeal of products for external members who have logged in or registered on other product SNS sites, and to determine product appeal by segment. For consumers, this also saves the trouble of registering or logging in on each site.

[0049] (3-1-2) Advertising Management Control Unit 200 The advertising management control unit 200 functions as a primary advertising search unit 201, a product SNS site support unit 202, an advertising effectiveness measurement unit 203, and a product strength measurement unit 204, by having the processor 21 execute a program stored in the memory 22.

[0050] The primary ad search unit 201 includes an acquisition unit that acquires media information and product information related to primary ads, a generation unit that generates primary ad placement information based on the media information and product information, a receiving unit that receives primary ad search requests, a search unit that searches for primary ads that satisfy the search conditions related to the primary ad search request based on the primary ad placement information, and a provision unit that provides the searched primary ads.

[0051] The acquisition unit of the primary ad search unit 201 acquires media information from the media owner device 3 and stores the acquired media information in the media information storage unit 211. It also stores media information for primary ad searches extracted from the media information as a search media information table in the media information storage unit 211. The acquisition unit also stores product information acquired from the advertiser device 4 in the product information storage unit 212. It also stores product information for primary ad searches extracted from the product information as a search product information table in the product information storage unit 212. The generation unit extracts primary ad search information used for primary ad searches from the media information stored in the media information storage unit 211 and the product information stored in the product information storage unit 212, and stores it as a primary ad placement information table in the primary ad placement information storage unit 213. The receiving unit receives a primary ad search request from the user terminal 5, which includes the search conditions for primary ads. The search unit searches for primary ads that satisfy the search conditions by comparing the search conditions received from the user terminal 5 with the contents of the primary ad search table. The service provider provides the search results for the primary advertisement to the user terminal 5.

[0052] The timing for acquiring media information and product information from the media owner device 3 and advertiser device 4 is arbitrary, but it is sufficient to do so at a time that allows the primary advertising information to be kept up-to-date, such as periodically or when primary advertising information is updated. In addition, since media information and product information are also used by the product SNS site support unit 202, etc., the product SNS site support unit 202 may acquire or update them as needed.

[0053] The primary ad search unit 201 generates a primary ad placement information table from the search media information table and the search product information table. The primary ad placement information table includes ad content information, such as the ad title, advertiser, catchphrase, PR text, and ad content keywords, associated with the primary ad ID, as well as link information such as advertiser ID, product ID, media owner ID, and media ID to link to information associated with the primary ad.

[0054] The primary ad search unit 201, for example, retrieves the media owner ID and media ID for each primary ad ID from the search media information table and records them in the primary ad placement information table. It also retrieves the ad title, advertiser, catchphrase, PR text, advertiser ID, and product ID for each primary ad ID from the search product information table, and further retrieves the catchphrase, PR text, and advertising content keywords to describe the product or service of the primary ad as advertising content information, and records them in the primary ad placement information table.

[0055] The primary ad search unit 201 compares advertising content information related to primary ads with the search conditions related to the user's primary ad search request using the primary ad placement information table, and searches for primary ads with a high degree of similarity between the search conditions and the advertising content information recorded in the primary ad placement information table. If the primary ad search unit 201 cannot find primary ads with a high degree of similarity using the information recorded in the primary ad placement information table, it can expand the primary search range to include information beyond the primary ad placement information table. Since the primary ad placement information table is linked to the search media information table and the search product information table via link information such as primary ad ID, advertiser ID, media owner ID, and media ID, the search range may also be expanded to include detailed information about products, advertisers, media owners, and advertising media by utilizing the contents recorded in the search media information table and the search product information table, or by using links to detailed information contained in these tables.

[0056] The primary ad search unit 201 may operate in conjunction with the primary ad search application installed on the user terminal 5. When the primary ad search application is launched by the user, it sends the login information entered by the user to the primary ad search unit 201 and requests login authentication. When the primary ad search unit 201 receives the user's login authentication request from the primary ad search application, it executes the login authentication process. If the primary ad search application is newly installed on the user terminal 5, the primary ad search unit 201 may perform new member registration for that user.

[0057] When the primary ad search unit 201 receives a primary ad search request from the user terminal 5 that includes primary ad search conditions, it uses the primary ad placement information stored in the primary ad placement information storage unit 213 to search for primary ads that satisfy the primary ad search conditions. That is, it searches the primary ad placement information table using the primary ad search conditions and extracts primary ad IDs that satisfy the search conditions. Based on the extracted primary ad IDs, the primary ad search unit 201 extracts the advertising medium, advertising content, advertising placement location, etc. corresponding to the primary ad ID from the search media information table and the search product information table.

[0058] The primary ad search unit 201 sends a list of primary ad search results to the user terminal 5 and displays it on the user terminal 5. The primary ad search results list includes a "Browse" button for each searched primary ad, allowing the user to refer to the corresponding primary ad again by pressing the "Browse" button. If no primary ads that satisfy the search criteria are found, a message indicating that no matching primary ads were found will be displayed on the search results screen. On the other hand, if the number of searched primary ads exceeds a pre-set maximum number, a message indicating that not all search results can be displayed may be displayed.

[0059] When the primary ad search unit 201 receives a primary ad reference request from the user terminal 5 in response to the user pressing the "Reference" button for the primary ad they desire, it forwards the primary ad reference request to the product SNS site support unit 202. At this time, the primary ad search unit 201 may also forward the user's login information received from the user terminal 5 to the product SNS site support unit 202. The primary ad search unit 201 stores the search history transmitted from the user terminal 5 along with the primary ad search request, associated with the user's login information, as user behavior information in the advertising effectiveness measurement storage unit 214.

[0060] The primary ad search unit 201 may be configured to be called not only from the user terminal 5 but also from other programs. In this case, the source of the primary ad search request may specify the output destination for the search results, and the primary ad search unit 201 may send the search results to the specified output destination. For example, if no output destination for the search results is specified, the primary ad search unit 201 sends the search result list to the source of the primary ad search request, which is the default output destination. On the other hand, if an output destination for the search results is specified to the primary ad search unit 201, the search result list is sent to the specified output destination. The output destination can also be a specific address to which the user is logged in elsewhere, such as a specific site, the user's email, or an interface process. This allows the user to perform a primary ad search using this information processing device even if they use login information for another program, and the ad management device 2 can also analyze and evaluate data from members of other programs.

[0061] The product SNS site support unit 202 is activated when it takes over a primary advertisement reference request from the user from the primary advertisement search unit 201, or when it receives a request from the user to access the product SNS site. The product SNS site support unit 202 provides the user terminal 5 with the product SNS site, which includes primary advertisements and secondary advertisements related to those primary advertisements.

[0062] If the product SNS site support unit 202 takes over a primary advertisement reference request from the primary advertisement search unit 201, it may also take over the login information sent to the primary advertisement search unit 201. On the other hand, if the product SNS site support unit 202 receives an access request to the product SNS site from a user, it may request the user to register as a new member or log in using a previously registered account. After authenticating the user's login based on the login information taken over or the login information sent from the user terminal 5, the product SNS site support unit 202 provides the product SNS site to the user terminal 5.

[0063] A product-based social networking site (SNS) is a site designed to facilitate communication between media owners, advertisers, and users. Here, a product-based SNS site is a website composed of a collection of web pages on the internet, including primary advertisements, secondary advertisements related to primary advertisements, word-of-mouth information, Q&A sections, SNS linking buttons, and rating buttons. For example, a product-based SNS site provides secondary advertisements linked to brands, products, and services targeted by primary advertisements, as well as Q&A information with their manufacturers and distributors. It also allows users to refer to consumer evaluation information (reports, comments, likes, etc.) and to post responses to this evaluation information (writing comments, applications, likes, etc.). In other words, a product-based SNS site is structured to allow this information to be shared among participants (users, media owners, and advertisers), and thus functions as an SNS related to products.

[0064] The product SNS site support unit 202 stores in the advertising effectiveness measurement storage unit 214, as user behavior information, information such as when a user clicks the "Browse" button for a primary advertisement from the primary advertisement search results list, and browsing history including selection information (click information) and text information entered on the product SNS site page displayed on the user terminal 5. In addition, user response writing activities such as product evaluations, comments, questions, and catalog evaluations (hereinafter also referred to as SNS writings) on the product SNS site may also be stored in the advertising effectiveness measurement storage unit 214 as user behavior information. The browsing history and response writing activities recorded by the product SNS site support unit 202 are recorded as user behavior information for each user, along with the search history recorded by the primary advertisement search unit 201, and associated with each user's login information.

[0065] The advertising effectiveness measurement unit 203 measures the advertising effectiveness of the advertising medium that displayed the primary advertisement based on user behavior information related to searching for the primary advertisement and user behavior information related to browsing the product's SNS site. Here, user behavior information includes search history related to searching for the primary advertisement, browsing history related to browsing the product's SNS site, and user responses to the brand, product, or service that is the target of the advertisement. The advertising effectiveness measurement unit 203 calculates the impression level of the advertisement from the search history and determines the advertisement viewing action from the browsing history, and calculates the information dissemination power, which indicates the degree of reach and penetration to users, of the medium that displayed the primary advertisement based on the impression level and the advertisement viewing action. The advertising effectiveness measurement unit 203 calculates the advertising effectiveness of the advertising medium that displayed the primary advertisement by evaluating the cost performance of the daily advertising expenditure relative to the information dissemination power. The advertising effectiveness measurement unit 203 can also measure advertising effectiveness based on response writings. Furthermore, the advertising effectiveness measurement unit 203 measures a media location suitability deviation score, which indicates the degree to which the information dissemination power of a particular advertising medium deviates from the information dissemination power of identical or similar advertising mediums.

[0066] Information dissemination power is an indicator used to represent the advertising effectiveness of a medium that displays a primary advertisement. It is an absolute indicator that shows the degree to which a medium that displays a specific offline advertisement reaches users (primary information dissemination power) and the degree to which it penetrates users (secondary information dissemination power). Information dissemination power is calculated from the user's search history for the primary advertisement and their browsing history of the product's SNS site. In other words, the user's search history allows for the determination of advertising impression, which indicates how well the user remembers when and where they saw the primary advertisement. Furthermore, the user's browsing history allows for the determination of advertising viewing actions, which indicate how thoroughly the user viewed the primary and secondary advertisements. Information dissemination power is calculated by summing the primary and secondary information dissemination power for each user who searched for the product being evaluated, and then dividing this sum by the advertising display period.

[0067] The advertising effectiveness measurement unit 203 can also identify response posts from SNS posts, which are user behavior information, and measure advertising effectiveness based on the records and history of response posts. Here, response posts refer to user behavior (input) on SNS product sites, unlike search history such as specified search conditions, and include, for example, "likes," reports and comments on products, applications for events and campaigns held by manufacturers, and input of questions and answers. Since response posts are an expression of the value (intention) of user activity, advertising effectiveness can be measured by collecting them as information that represents the user's intention and evaluation of advertising media, primary advertisements, or secondary advertisements. For example, in calculating information dissemination power, response posts can be added to the calculation basis in addition to browsing history when measuring how thoroughly an advertisement was viewed. Furthermore, it can be used in marketing analysis as user evaluation information for the target of the advertisement (brand, product, product).

[0068] The media location suitability score is a relative indicator that shows how well a particular media outlet displaying an advertisement appealed to a target group compared to other advertising outlets displaying the same or similar advertisements. Since information dissemination power is an absolute value, it tends to correlate with the location of the advertising medium, or the total number of people passing in front of the advertising medium (passageway) and the level of congestion. On the other hand, the media location suitability score is an indicator that shows how much the information dissemination power of the offline advertising medium being analyzed deviates from the information dissemination power of a group of advertising media outlets that satisfy certain conditions, such as the area where the advertisement is displayed, the passageway and congestion conditions (public transportation, highways, etc.), and the performance of the same product. For example, it can be expressed as the deviation score or standard deviation from the average of the information dissemination power of the group of advertising media outlets that satisfy the specified conditions. In addition to the mean, other statistical values ​​such as the median and mode may also be used to express the degree of deviation.

[0069] Product Strength Measurement Unit 204 measures product strength, which indicates the relationship between user needs for a product and the advertiser's understanding of it. Product strength is calculated based on the idea that "products that are understood and valued by producers and service providers regarding the diversifying expectations and needs of consumers are valuable." Product strength is calculated, for example, based on market fit, which shows the degree of agreement between the advertiser's product priorities and the consumer's product priorities; consumer product evaluation scores, which show the degree of preference for the product; and target attribute coefficients, which show the degree to which the target consumer is valued.

[0070] Market fit is an index determined by the idea that "products that have a high degree of agreement between consumers' priorities and advertisers' priorities, and that also have sales volume, have high market fit." Consumer priorities are expressed as consumer importance and can be obtained from catalog evaluation information collected on product SNS sites. Advertisers' priorities are expressed as advertiser importance and can be obtained from the results of surveys and interviews with advertisers. Consumer product evaluation scores are the degree of preference for each aspect of a product obtained from consumer survey responses. They are calculated by aggregating survey results for each consumer attribute, for example, by giving a 5-point rating (very attractive ⇒ 5 points, good ⇒ 3 points, fair ⇒ 1 point, not so good ⇒ -3 points, unacceptable ⇒ -5 points) on aspects such as function (performance), quality, cost, design, and novelty. The target attribute coefficient is a weighting coefficient set according to the importance of the consumer attributes (target attributes) that advertisers consider important as their target, and is obtained from the results of interviews with advertisers regarding the target attributes of their products.

[0071] (3-2) Media Owner Device 3 Figure 3 is a block diagram showing an example of the functional configuration of the media owner device 3 according to this embodiment. The media owner device 3 of this embodiment comprises a primary advertising management unit 300, a media-related information storage unit 310, and a communication control unit 320 as its functional configuration.

[0072] The media-related information storage unit 310 stores media information, including the advertising posting schedule, media information, and advertising performance of primary advertisements. The advertising posting schedule is the posting schedule for each primary advertising medium owned by the media owner, and includes the primary advertisement ID, advertising medium ID, advertising posting period (start date, start time, end date, end time, number of times / day, etc.), advertiser ID, advertising posting location, and posting content. The advertising posting schedule may also include the posting content for the primary advertisement (for example, if it is a primary advertisement for women's clothing, the posting content would include women's clothing, sweaters, scarves, etc.). The media information is information about the advertising medium on which the primary advertisement is posted, and for each advertising medium ID, the media name, media branch number, media type, media installation location, media size, etc. are stored for that advertising medium. Media types of advertising media include newspapers, magazines, radio, television, as well as the internet (banner advertisements, etc.), outdoor advertising media (posters, neon signs, large screens), digital signage (electronic billboards), transportation advertising media (hanging advertisements, etc.), and flyers. Furthermore, media information includes details such as the area where the advertising medium is installed, pedestrian traffic, and congestion conditions (public transportation, highways, etc.). Advertising performance includes the advertising period and advertising costs for each advertising medium.

[0073] The primary advertising management unit 300 functions as a primary advertising information management unit 301 and a primary advertising information provision unit 302 by having the processor execute a program stored in memory.

[0074] When an advertiser requests the use of an advertising medium, the Primary Advertising Information Management Unit 301 stores the advertising placement schedule of the requested advertising medium in the Media-Related Information Storage Unit 310. The Primary Advertising Information Management Unit 301 also stores in the Media-Related Information Storage Unit 310, as primary advertising placement information, any advertisements recorded in the advertising placement schedule that have been placed on their respective placement dates. The Primary Advertising Information Management Unit 301 also manages media information and advertising performance related to the advertising medium.

[0075] When the primary advertising information provision unit 302 receives a request from the advertising management device 2 to acquire information related to primary advertising, such as media information, media outlet information, and advertising performance managed by the media owner device 3, it provides the requested information to the advertising management device 2. At this time, the primary advertising information provision unit 302 may also provide information that has been newly updated since the previous acquisition request.

[0076] (3-3) Advertiser device 4 Figure 4 is a block diagram showing an example of the functional configuration of the advertiser device 4 according to this embodiment. The advertiser device 4 of this embodiment comprises a product information management unit 400, a product-related information storage unit 410, and a communication control unit 420 as its functional configuration.

[0077] The product-related information storage unit 410 stores product information or information related to products stored by advertisers. The product-related information storage unit 410 stores product-related information, such as primary advertising information, secondary advertising information related to primary advertising, coupon information, survey information, and monitor information. Secondary advertising information is information for providing secondary advertising that has content associated with primary advertising. Coupon information is information such as coupon usage history, including coupon users, the date and time the coupon was used, the store, and the product name. Survey information is information related to various surveys for users, advertisers, etc. Monitor information includes the results of consumer monitoring of products, i.e., comments from consumers when they used the product that was the subject of the monitoring, as well as monitoring participation conditions, attributes of participating consumers, and information on the product that was the subject of the monitoring. Advertisers can have the opportunity to communicate directly with consumers through a product SNS site with joint participation from multiple companies. Consumers can obtain details about products from primary advertising that interests them.

[0078] The product information management unit 400 functions as a product information provision unit 401, a product information editing unit 402, and an event management unit 403 by having the processor execute programs stored in memory. The product information provision unit 401 provides product information to the advertising management unit 2 for the advertising management unit 2 to search for primary advertisements and to build product SNS sites to be provided to user terminals 5. The product information editing unit 402 performs editing such as creating, updating, and deleting product information. The event management unit 403 assists in the preparation of schedules, distribution materials, and distribution destinations when implementing coupons, surveys, or monitoring programs, and performs processing such as obtaining coupon implementation status from consumers or stores, and collecting, storing, and analyzing survey results and interview results from consumers or advertisers.

[0079] (3-4) User terminal 5 Figure 5 is a block diagram showing an example of the functional configuration of the user terminal 5 according to this embodiment. The user terminal 5 of this embodiment comprises an advertising search viewing unit 500, an advertising search history storage unit 510, and a communication control unit 520 as its functional configuration. The advertising search viewing unit 500 comprises a primary advertising search reference unit 501 and a product SNS site viewing unit 502. In this embodiment, the primary advertising search reference unit 501 is described as a function realized by a primary advertising search application installed on the user terminal 5, and the product SNS site viewing unit 502 is described as a function realized by a web browser installed on the user terminal 5. Note that the functions of the user terminal 5 may be realized by either an application or a web browser.

[0080] In this embodiment, it is assumed that member registration is performed when the primary ad search application is downloaded, and a login ID and password are assigned to the user. Member registration is registered as a user identifier, and in principle, it is unique to the device. The registration of personal information for the user identifier may be performed not only when the primary ad search application is downloaded, but also when the primary ad search application is first launched, or at a different time, such as when the user accesses a product SNS site. Furthermore, the user identifier may be registered in conjunction with a different identifier managed by a third party.

[0081] When the primary ad search reference unit 501 is activated by a user, it may request the user to log in and display a login information input screen on the display unit 59 of the user terminal 5. When the user enters a login ID and password, the login information is sent to the ad management device 2, where the ad management device 2 performs user login authentication and sends the authentication result to the user terminal 5. In response to successful user login authentication, the primary ad search application displays the primary ad search screen on the display unit 59 of the user terminal 5.

[0082] The primary ad search reference unit 501 receives input operations from the user regarding primary ad search conditions and stores them as search history in the ad search history storage unit 510. When it receives a primary ad search request instruction from the user, it transmits the search history along with the primary ad search request, which includes the primary ad search conditions, to the ad management device 2. The primary ad search reference unit 501 also displays the primary ad search result list received from the ad management device 2 on the display unit 59 and transmits the user's primary ad reference request to the ad management device 2.

[0083] The product SNS site viewing unit 502 is a browser for viewing product SNS sites transmitted from the advertising management device 2. It displays the product SNS sites provided by the advertising management device 2 and enables users to view primary and secondary advertisements on the product SNS sites, or to write evaluation information, based on the user's browsing operations on the product SNS sites.

[0084] Figure 6 shows an example of a primary ad search screen displayed on the user terminal 5 by the primary ad search reference unit 501. Figure 6(a) shows an example of an entry page for a product SNS site. The product SNS site entry page displays a "Search" button for primary ad searches, as well as digital signage ads 1-3 under "Recommended for you," each with buttons to jump to the product page, event page, and catalog list, respectively. The digital signage ads displayed under "Recommended for you" should be selected to match the purchasing trends analyzed based on the member's purchase information. When a user clicks the "Search" button on the product SNS site entry page, the primary ad search input screen is displayed. On the other hand, when a user clicks a button displayed under "Recommended for you," the product SNS site browsing unit 502 is activated, allowing the user to view the desired content on the product SNS site.

[0085] Figure 6(b) shows an example of a primary ad search input screen. The primary ad search input screen is an input screen for searching for ad content, and as an example, input boxes are displayed for each item: "Ad Title," "Advertiser," "Brand Name," and "Keywords." Users enter what they remember about primary ads they have seen in the past as search criteria. For example, if a user remembers that a primary ad they saw was "Winter clothing sale on M brand sweaters at L clothing store," they would enter these keywords into the primary ad search input screen.

[0086] Figure 6(b) illustrates an example where the primary ad search input screen includes input fields for "Ad Title," "Advertiser," "Brand Name," and "Keywords." However, other primary ad search input screens may be adopted by substituting or adding to these input fields. For example, another primary ad search input screen may include only "Keywords" as an input field. Yet another primary ad search input screen may include, in addition to the "Keywords" field, input fields for searching the ad schedule table or media information table containing search media information, such as an input field for searching the "Date and Time" when the ad was published, or an input field for searching the "Location" where the primary ad was placed.

[0087] The primary ad search reference unit 501 stores the search history, including the search conditions entered on the primary ad search input screen shown in Figure 6(b), the time taken to enter the information, and the number of times the information was modified, in the ad search history storage unit 510. When the primary ad search reference unit 501 detects that the user has pressed the "Execute Search" button, it transmits the search history stored in the ad search history storage unit 510 along with the primary ad search request including the search conditions to the ad management device 2.

[0088] The advertising management device 2 activates the primary advertising search unit 201 in response to a primary advertising search request from the user terminal 5. The primary advertising search unit 201 extracts the search conditions included in the primary advertising search request and searches for primary advertisements that satisfy the search conditions using the primary advertising placement information table stored in the primary advertising placement information storage unit 213. After executing the primary advertising search, the primary advertising search unit 201 sends a list of primary advertising search results to the user terminal 5.

[0089] Figure 6(c) shows an example of a primary ad search results list displayed on user terminal 5. The primary ad search results list displays the advertising medium and the ad content. Each primary ad displayed in the primary ad search results list has a "Browse" button for viewing the ad. In addition to the advertising medium and ad content, the primary ad results list may also include information that makes it easier to recall primary ads that have been viewed, such as the location where the ad was posted or a thumbnail of the primary ad.

[0090] When the user clicks the "Browse" button displayed in the search results list for the primary advertisement in Figure 6(c), the primary advertisement search and reference unit 501 sends a primary advertisement reference request to the advertisement management device 2. The primary advertisement search unit 201 of the advertisement management device 2 activates the product SNS site support unit 202 in response to the primary advertisement reference request and passes the user's login information and the received primary advertisement reference request to the product SNS site support unit 202. The product SNS site support unit 202 displays the product SNS site containing the corresponding primary advertisement web page on the user terminal 5 in accordance with the primary advertisement reference request.

[0091] Figure 7 shows an example of a product SNS site displayed by the product SNS site viewing unit 502 of the user terminal 5. The product SNS site includes, for example, a secondary advertisement viewing top page, a catalog page, and an event page. Figure 7(a) shows an example of the secondary advertisement viewing top page of the product SNS site, which consists of, for example, a primary advertisement content area, a secondary advertisement area, and a review list & review registration area. The primary advertisement content area displays primary advertisement content corresponding to the "Browse" button pressed by the user, allowing the user to revisit primary advertisements that interest them. Adjacent to the primary advertisement content area, Q&A, SNS messages, and "like" rating items related to the primary advertisement are also displayed. The secondary advertisement area displays one or more secondary advertisements related to the primary advertisement. If the primary advertisement is for a product, detailed information about the product is provided. The review list & review registration area displays review information based on evaluation information stored in the product information storage unit 212, and review registration is also possible. Furthermore, users can transition from the secondary advertisement viewing top page to catalog pages or event pages by clicking on designated buttons (not shown).

[0092] Figure 7(b) shows an example of a catalog page, displaying an index of catalogs categorized by advertisement. When a user selects a desired catalog from this list, they are redirected to the corresponding catalog page. The catalog page displays consumer product evaluation reports categorized by type, and includes content such as experience videos, product comparisons, reports, recommended purchases, Q&A, advertising space, and a list and registration of customer reviews. The catalog page is also configured to allow users to add products to their favorites and rate them positively. The catalog page is displayed based on the catalog information stored in the product information storage unit 212.

[0093] Figure 7(c) shows an example of an event page. The event page displays links to campaigns, coupons, surveys, and monitors. It also includes a Q&A section for advertisers and a link to a PM (Project Manager) with advertisers as communication tools. The event page is displayed based on coupon information, survey information, and monitor information acquired from the advertiser device 4 and stored in the product information storage unit 212.

[0094] (4) Operation of the advertising management system 1 (4-1) Overall operation of the advertising management system 1 Figure 8 shows an example of the overall operation of the advertising management system 1 of this embodiment, illustrating an example of the operational flow in which the advertising management device 2, media owner device 3, advertiser device 4, and user terminal 5, which constitute the advertising management system 1, cooperate with each other.

[0095] The primary ad search unit 201 records media information acquired from the media owner device 3 and product information acquired from the advertiser device 4 in the media information storage unit 211 and product information storage unit 212, respectively, at predetermined timings. The primary ad search unit 201 also generates a media information table for searching from the media information received from the media owner device 3 and stores it in the media information storage unit 211 (S900), and generates a product information table for searching from the product information received from the advertiser device 4 and stores it in the product information storage unit 212 (S905). The predetermined timing can be any timing that allows the latest ad index to be maintained, such as when the ad management device 2 is started up or periodically.

[0096] When the primary ad search unit 201 receives a login request from the user terminal 5 (step S901), it performs user authentication. Next, when the primary ad search unit 201 receives a primary ad search request including search conditions and search history from the primary ad search application on the user terminal 5 (step S902), it searches the primary ad placement information stored in the primary ad placement information storage unit 213, extracts primary ads that match the primary ad search conditions, and sends the extracted primary ads to the user terminal 5 as a primary ad search results list (step S903). When the user presses the "Browse" button corresponding to the desired primary ad among the primary ads included in the primary ad search results list, a primary ad reference request is sent from the user terminal 5 to the ad management device 2 (step S904). The primary ad search unit 201 then forwards the transmitted primary ad reference request and the user's login information to the product SNS site support unit 202. The primary ad search unit 201 stores the search history, including the search conditions received from the user terminal 5, in the ad effectiveness measurement storage unit 214 as user behavior information.

[0097] If a user logs in to the primary ad search unit 201 during a primary ad search, the product SNS site support unit 202 retrieves the login information from the primary ad search unit 201. Furthermore, if a user terminal 5 requests direct access to the product SNS site, the unit prompts the user to log in. Once the user's login is authenticated, the unit obtains the login information and provides the product SNS site to the user terminal 5.

[0098] When the product SNS site support unit 202 receives a primary advertisement reference request from the user from the primary advertisement search unit 201 (step S904), it responds to the user's primary advertisement reference request by providing the product SNS site containing the primary advertisement to the user terminal 5 (step S906). Here, the product SNS site support unit 202 may receive product information from the advertiser device 4, generate a product information table for searching, and store it in the product information storage unit 212. Next, when it receives a viewing request for a secondary advertisement included in the product SNS site from the user terminal 5 (step S907), it provides the product SNS site containing the requested secondary advertisement to the user terminal 5 (step S908). When the user requests to view content on the product SNS site, it provides the corresponding page to the user terminal 5 (S909).

[0099] The product SNS site support unit 202 stores the user's viewing history for primary and secondary advertisements as user behavior information in the advertising effectiveness measurement storage unit 214. In addition, the product SNS site support unit 202 also stores the records and history of user responses written to the product SNS site as user behavior information in the advertising effectiveness measurement storage unit 214.

[0100] The advertising effectiveness measurement unit 203 acquires user behavior information related to primary ad searches and secondary ad viewing from the advertising effectiveness measurement storage unit 214 based on the user's login information, such as the user ID. The advertising effectiveness measurement unit 203 calculates the user's information dissemination power based on the ad impression score generated from the search history included in the behavior information and the ad viewing actions generated from the viewing history. In addition to information dissemination power, the advertising effectiveness measurement unit 203 acquires advertising performance and media information from the media owner device 3 (step S910) and calculates the advertising effectiveness or media location suitability deviation score of the advertising medium. Furthermore, the advertising effectiveness measurement unit 203 measures advertising effectiveness based on the record and history of response writings included in the user's behavior information. These calculation results are transmitted to the media owner device 3 as an advertising medium evaluation report (step S911).

[0101] The product strength measurement unit 204 acquires catalog evaluation information and questionnaire response information from users, as well as interview response information from advertisers, from the product strength measurement storage unit 215 (steps S912, S913). Based on this response information, the product strength measurement unit 204 calculates product strength, which is an indicator representing the current value of the product, and transmits the product strength measurement results to the advertiser device 4 as a consumer evaluation report and a product evaluation report (step S914).

[0102] (4-2) Operation of the primary ad search unit 201 Figure 9 shows an example of the operation flow of the primary ad search unit 201. As shown in Figure 9, the primary ad search unit 201 includes a computer program that causes a computer to perform the following actions: acquire media information from the media owner device 3 and product information from the advertiser device 4 (step S100); generate primary ad placement information from the acquired media information and product information and store it in the primary ad placement information storage unit 213 (step S101); acquire a primary ad search request from the user (step S102); search for primary ads that satisfy the search conditions related to the primary ad search request based on the primary ad placement information stored in the primary ad placement information storage unit 213 (step S103); provide the searched primary ads to the user (step S104); and store the search history in the ad effectiveness measurement storage unit 214.

[0103] In step S100, the primary ad search unit 201 acquires media information from the media owner device 3, extracts media information for searching, and stores it in the media information storage unit 211 as a media information search table. The primary ad search unit 201 also acquires product information from the advertiser device 4, extracts product information for searching, and stores it in the product information storage unit 212 as a product information search table. Since the media information search table and the product information search table constitute a database linked to each other by the primary ad ID, the primary ad search unit 201 uses the primary ad ID as a key to extract primary ad placement information from the media information search table and the product information search table for use in primary ad searches, and stores it in the primary ad placement information storage unit 213 as a primary ad placement information table.

[0104] Figure 10 shows an example of a media information table for searching stored in the media information storage unit 211. The primary advertisement search unit 201 extracts advertisement posting schedules and media information from media information acquired from the media owner device 3, generates the primary search advertisement schedule table and media information table exemplified in Figure 10 as a media information table for searching, and records them in the media information storage unit 211. Figure 10(a) is an example of an advertisement schedule table, in which the schedule for posting primary advertisements is recorded as a list for each primary advertisement ID. The advertisement schedule table includes the primary advertisement ID, the start and end dates of advertisement posting, display management information (start and end times, number of postings per day, etc.), and the media ID of the advertisement medium. Figure 10(b) is an example of a media information table, in which the information of the advertisement mediums that post primary advertisements is recorded as a list for each media ID. The media information table includes the media ID, media name, branch number, type, installation location, media owner ID, etc. Media names include posters, signage, and flyers, while media types include print media, electronic media, and online media.

[0105] Figure 11 shows an example of a product information table for searching that is stored in the product information storage unit 212. The primary ad search unit 201 generates an offline ad information table, an ad product product information table, and a secondary ad information table as product information tables for searching from the product information obtained from the advertiser device 4, and records them in the product information storage unit 212. Figure 11(a) is an example of an offline ad information table, which includes the primary ad ID, ad title, advertiser, catchphrase, PR text, product ID, secondary ad ID, etc. The words and sentences recorded in the catchphrase and PR text can be any number and of any length, as they are used for primary searches. Figure 11(b) is an ad product product information table, which includes the product ID, product name, brand, category, and a link to detailed information for the advertised product. Figure 11(c) is a secondary ad information table, which includes the secondary ad ID associated with the primary ad ID, secondary ad title, content name, content type, product ID, advertiser ID, and a link to detailed information.

[0106] Figure 12 shows an example of a primary advertisement placement information table stored in the primary advertisement placement information storage unit 213. The primary advertisement placement information table includes, for each primary advertisement ID, advertisement content information that identifies the advertisement content of the primary advertisement (advertisement title, advertiser, catchphrase, PR text, advertisement content keywords), and link information for accessing information related to the primary advertisement (advertiser ID, product ID, media owner ID, media ID, etc.). The primary advertisement placement information table in Figure 12 is a non-exclusive example, and any data necessary for primary advertisement search can be extracted and recorded from the search media information table or the search product information table.

[0107] The primary ad placement information table records ad content keywords, which are used for free-word searches of primary ads. Ad content keywords can be manually entered by the operator, or they can be automatically extracted from detailed information by using links to detailed information recorded in the product information table and secondary ad information table.

[0108] The primary ad search unit 201 receives a primary ad search request and primary ad search conditions from the user terminal 5. For example, if the user remembers seeing an ad for "Winter clothing sale at B clothing store for brand M" in the past, as shown in Figure 6(b), the user will enter free words to the extent they remember in the "Ad Title," "Advertiser," "Brand Name," and "Keywords" fields on the primary ad search input screen, and the primary ad search unit 201 will receive these free words as primary ad search conditions. The "Ad Title" for winter clothing sale, the "Advertiser" for B clothing store, and the "Keywords" for sweater can be searched in the primary ad placement information table. On the other hand, the "Brand Name" is not directly recorded in the primary ad placement information table, but the brand name can be searched by linking to the advertised product information table via the product ID.

[0109] The primary ad search unit 201, for example, searches the primary ad placement information table according to the search criteria and extracts primary ad IDs that contain many of the free words specified as search criteria. If the search criteria is "Winter clothing sale of brand M at clothing store B", then the primary ad ID "PAD002" in Figure 12 is extracted as a primary ad with a high similarity to the search criteria, and other primary ads with high similarity are also extracted.

[0110] The primary ad search unit 201 sends the searched primary ads to the user terminal 5 as a primary ad results list. Figure 6(c) shows the screen displayed on the user terminal 5 after the search results list searched by the primary ad search unit 201 has been sent to the user terminal 5. Figure 6(c) shows an example where the advertising medium and ad content are displayed as the primary ad search results list, but other information that can identify the primary ad, such as the advertising location and advertising date and time, may also be displayed.

[0111] As described above, the primary ad search unit 201 has the functionality to search for primary ads even if the user is vague about the ad content, date, time, and location in which they saw the primary ad. Therefore, when a user wants to see a primary ad they have seen in the past again, they can easily access that primary ad. In addition, since users can view secondary ads from the primary ad search results, they can perform a series of operations from searching for a primary ad to delving deeper into the product and making a purchase.

[0112] (4-3) Operation of the Commercial SNS Site Support Unit 202 Figure 13 shows an example of the operation flow of the product SNS site support unit 202. The product SNS site support unit 202 includes a computer program that causes the computer to perform the following actions: to obtain the login information of a user (S140); to provide a product SNS page containing a primary advertisement in response to a user's request to view a primary advertisement (S141); to provide a product SNS page containing a secondary advertisement in response to a user's request to view a secondary advertisement (S142); to respond to a user's request to view the product SNS site or to post on SNS (S143); and to store the browsing history, including that a primary advertisement viewing request was made from the user terminal 5 and that a secondary advertisement corresponding to the requested primary advertisement was viewed, or the user's response post, as user behavior information in the advertising effectiveness measurement storage unit 214 (step S144).

[0113] The Product SNS Site Support Unit 202 comprehensively provides information such as viewing primary and secondary advertisements, product evaluations, coupons, and surveys, using primary advertisement information managed by media owners and product information managed by advertisers via the Product SNS Site. The Product SNS Site Support Unit 202 stores content for the Product SNS Site in a directory within the Product Information Storage Unit 212. When it receives a URL (Uniform Resource Locator) to access the Product SNS Site from a user, it retrieves the content for the Product SNS Site from the directory within the Product Information Storage Unit 212 corresponding to the URL and displays the Product SNS Site on the user terminal 5. The Product SNS Site Support Unit 202 constructs the Product SNS Site to be provided to the user terminal 5 by generating and updating content stored in this directory using product information obtained from the advertiser device 4.

[0114] When the Product SNS Site Support Unit 202 receives notification from the Primary Ad Search Unit 201 that a user has requested to view a primary ad, it receives the user's login information and primary ad viewing request from the Primary Ad Search Unit 201 and provides the user terminal 5 with a Product SNS Site viewing screen (Figure 7) that includes the requested primary ad. On the other hand, if the user directly accesses the Product SNS Site, the top page of the Product SNS Site (not shown) is provided to the user.

[0115] The product SNS site support unit 202 performs actions based on user input to the product SNS site. For example, when the product SNS site viewing screen (Figure 7) receives a request from the user to view a primary advertisement or a secondary advertisement related to that primary advertisement, it reads the corresponding content from the directory in the product information storage unit 212 and provides the product SNS page containing that content to the user terminal 5. It also sends the requested content to the user terminal 5 when there is a request to view various content posted on the product SNS site. Furthermore, when there is a response post such as an SNS post by the user to the product SNS site, it performs responses such as saving the SNS post and statistical processing.

[0116] For users, product-specific social networking sites make it easier to make purchasing decisions because they can check detailed information and reviews about advertisements all in one place. Furthermore, by using user interaction history on product-specific social networking sites, "like" logs indicating the degree of consideration, and screen operation logs, media owners can more easily understand the cost-effectiveness of primary advertising media for a particular product by measuring the advertising effectiveness for each product. For advertisers, in addition to providing product information to users, they can also utilize evaluations of product strength, allowing them to directly obtain market reactions and gain an overview of the market.

[0117] (4-4) Operation of the advertising effectiveness measurement unit 203 Figure 14 shows an example of the operation flow of the advertising effectiveness measurement unit 203. The advertising effectiveness measurement unit 203 reads user behavior information from the advertising effectiveness measurement storage unit 214 and obtains the search history and browsing history included in the user behavior information (step S150). The advertising effectiveness measurement unit 203 identifies the ad impression based on the user's search history and identifies the ad viewing action based on the browsing history. The advertising effectiveness measurement storage unit 214 uses an information dissemination power scoring table to calculate the primary and secondary information dissemination power, which indicate the degree of reach and penetration to users of the advertising medium on which the ad was displayed, based on the user's ad impression and ad viewing action (step S151). Based on the calculated primary and secondary information dissemination power and the ad display period read from the advertising effectiveness measurement storage unit 214, it calculates the information dissemination power (step S152). The advertising effectiveness measurement unit 203 also measures the advertising effectiveness using the advertising expenditure stored in the advertising effectiveness measurement storage unit 214 (step S153). Furthermore, the advertising effectiveness measurement unit 203 measures the media location suitability deviation score using the advertising media information (step S154). The advertising effectiveness measurement unit 203 provides these measurement results to the media owner device 3 as an advertising media evaluation report (step S155).

[0118] (4-4-1) Measuring Information Dissemination Capabilities Information dissemination power is calculated by applying the "Information Dissemination Power Scoring Table" to the ad impression, which is determined from the user's search history when they search for the primary ad on the advertising medium in which the primary ad to be measured is displayed, and to the ad viewing actions, which are determined from their viewing history. Here, we will explain using the primary ad search input screen in Figure 6(b) as an example, in which, in addition to keyword search, location search and date / time location search items are provided, and the user searches for primary ads using location search, date / time location search, and keyword search.

[0119] Figure 15 shows an example of an information dissemination power scoring table. The horizontal axis of the information dissemination power scoring table is set to include items related to user impression of advertisements, namely keyword search, location search, and date / time / location search. Ad impression is weighted differently depending on how the user searches for the advertisement. Ads that users remember in detail about when and where they saw them are considered to have left a lasting impression, so the more detailed the search conditions, the higher the score. The vertical axis is set to include items related to user advertisement viewing actions, namely search only, primary advertisement view, and secondary advertisement view. Ad viewing actions are weighted differently depending on the degree to which the user views the advertisement, with higher scores given to advertisements that are viewed in more detail.

[0120] The ad impression score is determined by extracting the search history, which is user behavior information related to the primary ad search, from the user behavior information recorded in the ad effectiveness measurement storage unit 214, and determining whether the user performed a keyword search, a location search, or a date / time / location search. The ad viewing action is determined by extracting the browsing history, which is user behavior information related to browsing the product SNS site, from the user behavior information recorded in the ad effectiveness measurement storage unit 214, and determining whether the user performed "search only," "primary ad reference," or "secondary ad viewing." Here, "search only" corresponds to a case where a search history by the user exists, but the product SNS site support unit 202 did not receive a primary ad reference request from the user; "primary ad reference" corresponds to a case where the product SNS site support unit 202 received a primary ad reference request; and "secondary ad viewing" corresponds to a case where a secondary ad viewing request corresponding to the primary ad was received.

[0121] The information dissemination power scoring table includes scoring for both primary and secondary information dissemination power. Primary information dissemination power is calculated using the scoring table portion related to "search only" and "primary ad viewing" in ad viewing actions. Secondary information dissemination power is calculated using the scoring table portion related to "secondary ad viewing" in ad viewing actions. For example, if a user performs one keyword search to find a primary ad and views the primary ad twice on the product SNS site, their primary information dissemination power will be (1×1)+(1×2)=3 points. If they then view the secondary ad four times, their secondary ad information dissemination power will be (3×4)=12 points. Also, if a user searches for a primary ad by location and views the secondary ad on the product SNS site, their secondary information dissemination power will be 6 points. Similarly, if a user searches for a primary ad by date, time, and location and views the secondary ad on the product SNS site, their secondary information dissemination power will be 12 points. Furthermore, if a search is performed that combines a keyword search with a location search or a date / time / location search, the scoring for the location search or date / time / location search will be applied. Also, if a search is performed that combines a location search and a date / time / location search, the scoring for the date / time / location search will be applied.

[0122] In the information dissemination power scoring table in Figure 15, advertising impression is classified into three actions: keyword search, location search, and date / time location search. Advertising viewing actions are also classified into three actions: search only, primary ad reference, and secondary ad viewing. However, the table may be structured to allow for a more detailed calculation of information dissemination power by further classifying advertising impression and advertising viewing actions. For example, "ad title," "advertiser," and "brand name" could be used as classifications for advertising impression, and the information dissemination power scoring table could be set so that the points increase in this order. Similarly, for advertising viewing actions, points could be assigned to the user's actions of writing reactions to the product. In addition, points could be set higher for actions that show a high level of interest in primary and secondary advertisements, such as referencing catalog information and evaluation information related to primary and secondary advertisements. Furthermore, based on the time spent searching for primary advertisements and the frequency of modifying search conditions, points could be set higher for advertising impression the more smoothly the user enters search conditions. Alternatively, points could be set so that the longer the advertisement is viewed, the higher the points for the advertising viewing action.

[0123] Information dissemination power is calculated by summing the primary and secondary information dissemination power calculated for each user across all target users, and then dividing this sum by the advertising display period to obtain a daily score. For example, if the advertising display period is 15 days and the total primary and secondary information dissemination power is 30,000 points, the daily information dissemination power would be 30,000 ÷ 15 = 2,000 points. Advertising performance, including the advertising display period and advertising costs, is acquired from the media owner device 3 and stored in the advertising effectiveness measurement storage unit 214. Information dissemination power is basically evaluated based on the advertising display period, but since the demographics interested in advertising change over the long term, it is also possible to analyze trends for each type of consumer (e.g., early adopters). By analyzing information dissemination power, media owners can numerically demonstrate the information dissemination power of their advertising media to advertisers.

[0124] (4-4-2) Measuring the effectiveness of advertising Advertising effectiveness is an indicator used to evaluate two themes of advertising: "increasing awareness / building an image" and "promoting understanding of the product / service." It can be measured as advertising expenditure per point of information dissemination power (1 point), as shown in the following formula. Advertising effectiveness = (Advertising costs ÷ Number of days the ad was displayed) ÷ ((Primary information dissemination power + Secondary information dissemination power) ÷ Ad display period) = Daily advertising expenditure ÷ Daily information dissemination power Of the advertising effects, the proportion of primary information dissemination corresponds to the "awareness expansion / image building" indicator, that is, the indicator of making consumers aware of the existence and name of the product. Conversely, the proportion of secondary information dissemination corresponds to the "promotion of product understanding" indicator, that is, the indicator of communicating the benefits of the product to consumers. By comparing the magnitude of the "awareness expansion / image building" indicator and the "promotion of product understanding" indicator, if the "promotion of product understanding" indicator is larger, the advertisement can be evaluated as high-performance, even if the unit price is low.

[0125] (4-4-3) Measurement of the media location suitability deviation score To calculate the media location suitability deviation score, first, the sample mean is calculated for both the media group for which the deviation score is to be measured and for a specific media group obtained by randomly sampling a predetermined number (e.g., 30 or more) from the media group. The sample mean for the media group is calculated by adding up the information dissemination power values ​​of all the media included in the media group and dividing the sum by the number of media. Similarly, for the 30 or more specific media sampled, the sample mean of information dissemination power is calculated by adding up the information dissemination power values ​​of all of them and dividing the sum by the number of media. Then, the media location suitability deviation score for the specific media is calculated using the following formula. Media location fit deviation score = (Sample mean of specific media - Mean of sample means of media group) ÷ Standard deviation × 10 + 50 Here, the standard deviation is the average of the deviations from the "mean of the sample mean of the media group," "×10" indicates setting the scale to 10, and "+50" indicates setting the mean to 50. By analyzing the media location suitability deviation score, the suitability as an advertising placement location can be presented as a deviation score.

[0126] (4-4-4) How to utilize information dissemination ability and media location suitability deviation score The results of media analysis utilizing information dissemination power and media location suitability deviation scores are provided to media owners as an advertising media evaluation report. Media owners can analyze advertising media using information dissemination power and media location suitability deviation scores. For low-margin, high-volume products, advertising media should be selected within the budget range in order of highest "information dissemination power," while for high-value-added products, advertising media should be selected within the budget range in order of highest "media location suitability deviation score." As an advanced application, it becomes possible to evaluate advertising costs. Specifically, by calculating "advertising costs for offline advertising media ÷ media location suitability deviation score," it is possible to determine the advertising cost per point of media location suitability deviation score for a specific period, allowing for comparison of multiple media to determine whether advertising costs are high or low. Furthermore, the appropriateness of the advertising period can be evaluated. That is, by graphing the sum of the daily scores for each terminal over time, rather than using the average daily value of information dissemination power, the appropriateness of the advertising period can be evaluated. For example, if a particular media outlet's information dissemination power is declining day by day, it indicates that the advertising effectiveness of that media outlet is weakening, allowing for the decision to stop advertising on that media outlet. On the other hand, for media outlets whose information dissemination power remains stable or is on an upward trend, the decision can be made to continue advertising on those media outlets.

[0127] (4-5) Operation of the product strength measurement unit 204 Figure 16 shows an example of the operation flow of the product strength measurement unit 204. The product strength measurement unit 204 includes a computer program that causes a computer to perform the following steps: calculate consumer importance points for the product (consumer importance by perspective) based on catalog evaluation information stored in the product information storage unit 212 (step S170); calculate advertiser importance points for the product (advertiser importance by perspective) based on questionnaire response information stored in the product strength measurement storage unit 215 (step S171); calculate market suitability based on consumer and advertiser importance points for the product (step S172); calculate market needs (step S173); obtain consumer product evaluation and advertiser target attribute coefficients based on questionnaire response information and hearing response information stored in the product strength measurement storage unit 215 (step S174); and calculate product strength based on market suitability, consumer product evaluation and advertiser target attribute coefficients (step S175).

[0128] (4-5-1) Calculation of consumer priorities for products (consumer importance by perspective) (Step S170) Consumer priorities regarding brands, products, and services are calculated as a consumer importance score by perspective, which shows the proportion of consumer importance for each of the product's aspects: function (performance), quality, cost, design, and novelty. The consumer importance score by perspective can be generated from catalog evaluation information stored in the product information storage unit 212. An example of the steps from catalog creation by the product evaluator to the aggregation of the consumer importance score by perspective for a target product is as follows. 1) Catalog creation Product evaluators create catalogs of advertising products and select the items they prioritize from "Function (Performance)," "Quality," "Cost," "Design," and "Novelty" (multiple selections are allowed, and the selected items determine the display conditions for various "Like" buttons). These catalogs are created and updated regularly or at arbitrary intervals and stored in the data storage device for the product SNS site. 2) Catalog display Product SNS Site Support Unit 202 sorts and displays catalogs based on consumer attributes and preferences registered by consumers, as gathered from interviews with advertisers. This enables analysis of member attributes that responded to the catalogs, time-series analysis, and custom analysis by region, etc. 3) Catalog evaluation When consumers evaluate a catalog, they can click the "Like" button for "Functionality (Performance)," "Quality," "Cost," "Design," and "Novelty" (multiple selections are possible). This allows the system to determine what the consumer evaluated. The consumer's "Like" ratings are stored in the product information storage unit 212 as catalog evaluation information. Here, for example, the "Like" button can be made available only for items that the product evaluator (catalog owner) registered as important in step 1). Also, if a product is rated with "Like," it can be added to bookmarks, and if it is to be viewed later, it can be added to the favorites list using the "Add to Favorites" button. 4) Consumer importance by perspective The product information storage unit 212 reads the catalog evaluation information stored therein and groups consumers who have evaluated the catalogs according to their attributes, for example, underage females, underage males, adult females, and adult males. The perspectives that users focused on regarding the products are then classified into function, quality, cost, design, and novelty. The total number of "likes" for all product catalogs is calculated for each attribute and perspective, and the results are tallied to determine what each group prioritizes. The tally results are stored in the product strength measurement storage unit 215 as consumer importance by attribute and perspective.

[0129] Figure 17(a) illustrates an example of consumer importance by perspective. Consumer importance by perspective is calculated by determining the total number of "likes" for all consumer attributes for each perspective and dividing the total by the total number of "likes" (2126). The sum of consumer importance by perspective is 1.

[0130] (4-5-2) Calculation of advertiser's key product considerations (advertiser importance by perspective) (Step S171) The advertiser's priorities regarding a brand, product, or service are represented by the advertiser importance score by perspective, which shows the proportion of the advertiser's importance to each of the following aspects: function (performance), quality, cost, design, and novelty. The advertiser importance score by perspective is obtained through a questionnaire given to the advertiser and stored as questionnaire response information in the product strength measurement memory unit 215.

[0131] Figure 17(b) illustrates an example of advertiser importance by perspective obtained from survey responses. Advertiser importance by perspective is calculated as the proportion of importance to advertisers regarding the "function (performance)," "quality," "cost," "design," and "novelty" of a product or service. The sum of advertiser importance is 1.

[0132] (4-5-3) Calculation of market fit (Step S172) Market suitability and market needs are indicators of the market synchronicity of a product, that is, the degree to which it contributes to a waste-free consumer society. Regarding market suitability, products where consumer priorities and advertiser priorities align, and which also have high sales volume, are considered to have high market suitability, and are calculated as follows: Market fit by perspective = Consumer importance by perspective × Advertiser importance by perspective Market fit = Sum of market fit by perspective Figure 17(c) shows an example of how market fit is calculated. For example, the market fit for the "function" of a product is calculated by multiplying the consumer importance of the "function" of the product (0.12, Figure 17(a)) by the advertiser importance (0.2, Figure 17(b)), resulting in a market fit of 0.02 for the "function." The same calculation is performed for other aspects, and when the market fit for each aspect is summed up, the final market fit is calculated to be 0.23.

[0133] (4-5-4) Calculation of market needs (Step S173) Market needs can be determined by multiplying the market fit by the average number of unique users (UU) of the top 3 catalogs in the cumulative number of visitors ranking for that product, as shown in the following formula. Note that UU (unique users) refers to the number of users who viewed that catalog. Market needs = Market fit × Average number of visitors (Unique Users) The reason for using the total number of catalog views for the top 3 catalogs in the cumulative view count ranking is that consumers are more likely to use catalogs with a high number of views as a reference when making a purchase.

[0134] Figure 17(d) shows an example of the average number of unique visitors (UU), illustrating the number of page views (PVs), unique visitors (UUs), and the number of "likes" for each catalog (A-E) for a single product. Note that PVs (page views) represent the number of times a user viewed a specific page on a website, and multiple viewings of a catalog are counted. In the example in Figure 17(d), the market need can be calculated by multiplying the market fit score of 0.23 obtained in Figure 17(c) by the sum of the top 3 unique visitors (6,696), as follows: Market Need = 0.23 × 6,696 = 1,540 By analyzing market suitability and market needs, advertisers can gain a concrete understanding of how much their offline advertising is attracting consumer interest.

[0135] (4-5-5) Calculation of product strength (Steps S174, S175) Product strength can be calculated using the following formula. Product strength by attribute and perspective = Market suitability by perspective × Product evaluation score by attribute and perspective × Target attribute coefficient (1.0~1.5) Product strength = Sum of product strength by attribute and perspective The market fit by perspective is calculated by multiplying the consumer importance by perspective by the advertiser importance by perspective, and the values ​​are illustrated in Figure 17(c). The product evaluation score by attribute and perspective is an aggregation of consumer evaluation scores on a 5-point scale for the perspectives of "function (performance)," "quality," "cost," "design," and "novelty" of the target product. These scores are obtained through consumer questionnaires and stored as questionnaire response information in the product strength measurement memory unit 215. In the 5-point scale, each perspective is evaluated as "very attractive (5 points), good (3 points), fair (1 point), not so good (-3 points), unacceptable (-5 points)." The questionnaire response information includes the total evaluation score, the medium total of evaluation scores by perspective, and the subtotal of evaluation scores by attribute, categorized by the attributes of the questionnaire respondents.

[0136] The advertiser's target attribute coefficient is a weighting coefficient set for the consumer attributes that the advertiser considers important as a target. For example, if an advertiser targets adult women, they will set a high target attribute coefficient for adult women. The advertiser's target attribute coefficient is obtained through interviews with the advertiser and stored as interview response information in the product strength measurement memory unit 215. The advertiser's target attribute coefficient can be set to "1.0" when targeting all consumer attributes or only specific consumer attributes, or to any coefficient between "1.0 and 1.5" when prioritizing consumer attributes.

[0137] Figures 18(a) to (d) show examples of product strength by attribute and perspective, where product strength is calculated for each consumer attribute (underage female, underage male, adult female, adult male) and each perspective (function, quality, cost, design, novelty). Product strength by attribute and perspective is calculated by multiplying the market fit, product evaluation score, and target attribute coefficient for each attribute and perspective.

[0138] Figure 18(a) shows an example of calculating product strength by attribute and perspective for underage women. The market fit is the same value as the market fit exemplified in Figure 17(c), and the underage women product evaluation score and target attribute coefficient values ​​are obtained from the questionnaire response information stored in the product strength measurement memory unit 215. In Figure 18(a), the product strength for "Function" is calculated as 0.02 × 120 × 1.0 = 2.40, and the same calculation is performed for the other perspectives. The product strength by attribute and perspective for underage women is calculated by subtotaling the product strength of each perspective, resulting in 86.31. The same calculation is performed for Figures 18(b) to (d) for product strength by attribute and perspective. Here, since the advertiser places importance on "adult women" as a target, the target attribute coefficient for adult women in Figure 18(c) is set high at 1.5. The overall product strength of the product in question is calculated as 326.53 (86.31 + 55.59 + 131.30 + 53.33), which is the sum of the subtotals of the product strengths for each of the four attribute-based perspectives.

[0139] The product strength measurement unit 204 calculates product strength based on the market suitability of the product, consumer product evaluation scores, and advertiser target attribute coefficients, and transmits consumer evaluation reports and product evaluation reports to the advertiser device 4.

[0140] By analyzing the strengths of a product, advertisers can evaluate whether their advertised product has high "product strength" but is not generating sales, or whether it is generating sales but lacks "product strength." This allows them to allocate their budget for product improvement and revise their sales plan with concrete evidence.

[0141] Furthermore, the process for calculating product strength can be used to analyze areas for improvement in a product. If there is a difference between the percentage of consumer importance scores for each attribute related to the product and the percentage of importance for the target attribute that the advertiser expects from the product, areas for improvement can be extracted by analyzing this difference. For example, suppose an advertiser targets adult women as their attribute and assumes the following percentages for product importance: function = 20%, quality = 10%, cost = 10%, design = 50%, novelty = 10%. On the other hand, suppose the consumer importance scores for adult women regarding the product are as shown in Figure 17(a): function = 52 (8%), quality = 185 (28%), cost = 277 (42%), design = 99 (15%), novelty = 43 (7%), and a total of 656 ratings. The total number of ratings for adult women, 656, is higher than that of other attributes, so it can be said that the targeting was successful for adult women. However, it can be analyzed that adult women prioritized cost over design, which was emphasized in product development.

[0142] <Second Embodiment> In the first embodiment, the advertising management system 1 generates a primary advertising placement information table that can be used for primary advertising searches using media information obtained from the media owner device 3 and product information obtained from the advertiser device 4, and uses this primary advertising placement information table to perform a search targeting advertising content information, which is the content of the advertisements placed in the primary advertisements (hereinafter also referred to as "advertising content search").

[0143] In the advertising management system 1 according to the second embodiment, a primary advertising index information table generated from media information acquired from the media owner device 3 is used as the primary advertising placement information table. The advertising management system 1 converts the media information acquired from the media owner device 3 into primary advertising index information and stores it in the primary advertising placement information storage unit 213 as a primary advertising index information table. The primary advertising search unit 201 performs an advertising content search similar to that in the first embodiment and also performs a primary advertising search (hereinafter also referred to as "advertising index search") using the advertising index generated from the primary advertising index information table.

[0144] The order in which the ad content search and ad index search are performed does not matter. For example, the order in which the search is performed may be selected based on the number of items entered in the ad content search input field and the ad index search input field on the primary ad search input screen. Furthermore, if the search is narrowed down to a predetermined number of results after performing one search, the other search may not be performed. As the ad content search has been described in the first embodiment, the primary ad search unit 201 will now describe the ad index search in detail.

[0145] The primary ad search unit 201 obtains the advertiser, ad date and time, ad placement location (address, route / road name, facility / building name, posting location), posting content, and ad medium from the media owner device 3 for each ad media ID, and generates a primary ad index information table as primary ad posting information. The primary ad search unit 201 constructs an ad index based on the primary ad index table and stores it in the primary ad posting information storage unit 213. Since the posting content corresponds to the ad content of the primary ad, the primary ad index information table can also be generated from media information obtained from the media owner device 3 and product information obtained from the advertiser device 4.

[0146] The primary ad index is an index for efficiently searching for primary ads to be searched, and it has a data structure that allows for the hierarchical identification of access paths to reach the posted primary ads. Even if each media owner device 3 holds media information in a different format, the primary ad placement information storage unit 213 stores it as an ad index with a standardized data structure.

[0147] Figure 19 shows an example of a primary ad index information table used in the second embodiment. The primary ad index information table is configured to allow entry of the following items for each ad media ID: advertiser, ad date and time, ad placement location, ad content (keywords), and ad media. The ad media ID corresponds to the primary ad ID and is an ad media identification number assigned when a request is received from an advertiser. The advertiser is the name of the person who requested the posting of an ad on the ad media. The ad date and time is the date and time or period during which the ad is posted. The ad placement location is an item that hierarchically specifies the access route to reach the posted ad, and specifies "address," "route name / road name," "station name, airport name," "facility name / building name," and "posting location." In "address," the prefecture, city / ward / town / village, and street number where the ad media is installed are entered. In "route name / road name," for example, if public transportation is used as the access route, the route name or station name is entered, and if walking or driving is used, the road name is entered. In the "Facility / Building Name" field, for example, the name of the station premises or building will be entered. In the "Posting Location" field, the location where the advertisement is posted will be entered, such as Platform 1 or Bus Stop C1. In the "Posting Content" field, keywords representing the content of the advertisement will be entered. The keywords may be selected from a predetermined category or any free words. Alternatively, if the details of the advertisement content are described in the advertising posting schedule, a link to the advertising posting schedule may be included.

[0148] The primary advertising index information table shown in Figure 19 illustrates advertising media IDs 01 to 03. Advertising media ID 01 is a poster for women's clothing, etc., placed on platform 1 of station A1 on line A. Advertising media ID 02 is the same as advertising media ID 01 up to line A1 station, but is a digital signage displaying hotels, etc., installed on the wall of the A1 station building. Advertising media ID 03 is a flyer for food, etc., placed at bus stop C1 on bus line C. For advertising media ID 03, the "station name / airport name" and "facility / building name" fields are left blank (N / A) because they do not apply.

[0149] Each item in the primary ad index information table may be left open for the user to freely enter data, but a pull-down menu may be displayed for each item to allow the user to select input content, ensuring consistency with the ad index data structure described later. For example, a multi-level pull-down menu may be applied to "Route Name / Road Name," where the first level displays "Train Route, Bus Route, Airlines, Taxi, Road" as options for public transport and roads, and if "Train Route" is selected, the second level displays the route names of each railway company. Note that in Figure 19, primary ad index information for using public transport as an access route and primary ad index information for using a car / walking may be entered on separate rows.

[0150] Figure 20 shows an example of an advertising index when using public transport, and Figure 21 shows an example of an advertising index when using a car or walking. The advertising index consists of a data structure with a top-level root node (a node without a parent node), a bottom-level leaf node (a node without child nodes), and branch nodes (nodes with both a parent and child nodes) in between.

[0151] In the example in Figure 20, the root node is "Date and Time," branch nodes include "Transportation," "Train Route," and "Station / Airport," and leaf nodes include "Bus Stop," "Inside the Vehicle," "Inside the Airplane," "Above Doors / Windows," "Seat," "Platform (Track Number)," and "Concourse / Passage." Each node contains a data section and a pointer section (data section, pointer section). The data section indicates the elements contained in that node, and the pointer section indicates a pointer to the node located one level below that node. The pointer section of a leaf node is set to a pointer to the serial management number of the primary advertisement. The serial management number of the primary advertisement is a unique serial number assigned to each advertising medium managed by the advertising management device 2, and is used for advertising medium management and statistical processing in the advertising management device 2. The advertising index for using a car or walking in Figure 21 has a similar data structure.

[0152] Figure 22 shows an example of converting the primary advertisement index information table 311 shown in Figure 19 into an advertisement index. For example, for advertisement medium ID 01 shown in Figure 19, the "Date and Time" node is set to (January 10, 2023, District 110), the "District 110" node is set to (Kanto, Transportation 1102), the "Transportation 1102" node is set to (Train, Train Line 11022), the "Train Line 11022" node is set to (Subway Line A, Station / Airport A), the "Station / Airport A" node is set to (Station A1, Station / Airport A1), the "Station / Airport A1" node is set to (Station Premises, Station Premises A1), the "Station Premises A1" node is set to (Platform, Platform A11), and the leaf node of "Platform A11" is set to (Platform 1, Advertisement A111). Advertisement A111 is a pointer to the serial management number of the primary advertisement posted on Platform 1 of Subway Line A1 Station. For advertising medium ID02, the link from "Date and Time" to "Train Line" is the same as for advertising medium ID01, but from the "Station / Airport A1" node, it branches off to the "Outside Ticket Gate A1" node, forming links to the "Station Building A11" node and the "Wall A112" node, and a pointer to the serial management number of advertising medium ID02 is set in the leaf node of "Wall A112". For advertising medium ID03, a link is formed to the serial management number of the advertising medium posted at the C1 bus stop on bus route C.

[0153] Next, we will explain an example of using an ad index to search for primary ads that satisfy a user's primary ad search request.

[0154] Figure 23 shows an example of a primary ad search input screen that uses both ad content search and ad index search. Compared to the primary ad search input screen in the first embodiment, the primary ad search input screen in Figure 23(b) adds items for searching the ad index (date and time, route name / road name, facility name, posting location) in addition to items for searching ad content (ad title, advertiser, brand name, keywords). Note that items that use only ad index search may also be set on the primary ad search input screen.

[0155] As illustrated in Figure 23(b), the primary ad search input screen displays input boxes for "Date and Time," "Route Name / Street Name," "Station Name / Airport Name," and "Posting Location" as input fields for ad index search. Ideally, the input fields for ad index search should correspond to all items included in the ad index data structure. However, if, for example, specifying a station name allows for the prediction of transportation and train lines using a publicly known route search, the input fields for ad index search can be configured to allow input of only the minimum items necessary to generate the ad index.

[0156] Users enter information they remember about primary advertisements they have seen in the past and found interesting into the fields for the ad index search. For example, a user might enter "January 10, 2023" as the "Date and Time," "Subway Line A" as the "Route / Line Name," "A1 Station" as the "Station / Airport Name," and "Platform" as the "Display Location." Users only need to fill in the fields on the primary ad search input screen to the best of their recollection. For example, if they only remember the date and time and station name for a primary advertisement, they only need to enter the relevant fields, such as "January 2023" and "A1 Station." Input methods can include selecting the appropriate data from a pull-down menu or entering text. If a pull-down menu is used, multi-level options can be displayed to allow input according to the data structure of the ad index.

[0157] The primary ad search unit 201, following the search conditions entered in the ad index search input fields, traverses the access path from the root node to the leaf nodes of the ad index, and identifies primary ads that satisfy the search conditions from the pointers set in the leaf nodes. In the case of the search conditions in Figure 19, it traverses the nodes for date and time, district, transportation, train line, station, station premises, and platform in Figure 22, and extracts primary ads pointed to by ads A111, A112, and A113 from the elements contained in the leaf node "Platform A11".

[0158] When the primary ad search unit 201 searches the ad index in response to a primary ad request, it sends the primary ad search results to the user terminal 5 and displays the search results screen on the user terminal 5 as shown in Figure 23(c). Because the primary ad search unit 201 performed both an ad content search and an ad index search, the primary ad search results list displays the posting location, which is the result of the ad index search, in addition to the ad medium and ad content.

[0159] In ad index search, even if the user cannot remember the entire path to the primary ad, search results can be output from ambiguous search conditions. For example, if the user enters only the date and time and station A1 as search conditions, the primary ad search unit 201 will trace from the "Date and Time" node of the ad index to the "Station / Airport A1" node and determine the primary ad pointed to by all leaf nodes ("Home A11" node and "Wall A11" node) linked to the "Station / Airport A1" node as the search result. In other words, even if the user specifies ambiguous search conditions, it can search from the root node of the ad index to the node corresponding to the search conditions and generate primary ad search results from all leaf nodes linked to that node. If the number of search results becomes enormous, it may not output them as is, but may request further refinement or revision of the condition settings.

[0160] In the second embodiment, by performing an ad index search that includes information on the date and time of placement of the primary ad and the route to the placement location, the likelihood of reaching the primary ad can be increased even with ambiguous search conditions.

[0161] In this embodiment, an advertising management system comprising one advertising management device, two media owner devices, two advertiser devices, and one user terminal is illustrated, but the number of these devices can be arbitrary. Furthermore, the functions of the advertising management device, media owner device, and advertiser device may be consolidated into one or two devices, or they may be distributed across even more devices. In addition, although the advertising manager, media owner, and advertiser have been described as separate entities, for example, the media owner and advertiser may be the same person. Furthermore, although a configuration in which each of the advertising management device, media owner device, and advertiser device has a storage unit and stores specific data in the storage unit has been illustrated, the system is not limited to this configuration, and it is sufficient as long as it is configured so that the necessary data can be accessed over the network.

[0162] This disclosure is not limited to the embodiments described above, and the components can be modified and implemented in practice without departing from the gist of the invention. Furthermore, various inventions can be formed by appropriately combining the multiple components disclosed in the embodiments. For example, some components may be deleted from all the components shown in the embodiments. Moreover, components from different embodiments may be appropriately combined. [Explanation of Symbols]

[0163] 1…Advertising management system, 2…Advertising management device, 21…Processor, 22…Memory, 23…Storage, 24…Communication I / F, 25…Input / Output I / F, 3…Media owner device, 31…Management device, 32…Storage device, 4…Advertiser device, 41…Management device, 42…Storage device, 5…User terminal, 50…Bus, 51…Processor, 52…Memory, 53…Storage, 54…Camera, 55…Communication I / F, 56…Input / Output I / F, 57…Touchscreen, 58…Input unit, 59…Display unit, 6…Network, 200…Advertising management control unit, 201…Primary ad search unit, 202…Product SNS site support unit, 203…Advertising effectiveness measurement unit, 204…Product strength measurement unit, 210…Storage unit, 211…Media 212...Product Information Storage Unit, 213...Primary Ad Placement Information Storage Unit, 214...Advertising Effectiveness Measurement Storage Unit, 215...Product Strength Measurement Storage Unit, 216...External Provided Data Storage Unit, 220...Communication Control Unit, 300...Primary Ad Management Unit, 301...Primary Ad Information Management Unit, 302...Primary Ad Information Provision Unit, 310...Media-Related Information Storage Unit, 320...Communication Control Unit, 400...Product Information Management Unit, 401...Product Information Provision Unit, 402...Product Information Editing Unit, 403...Event Management Unit, 410...Product-Related Information Storage Unit, 420...Communication Control Unit, 500...Advertising Search and Viewing Unit, 501...Primary Advertising Search and Reference Unit, 502...Product SNS Site Viewing Unit, 510...Advertising Search History Storage Unit, 520...Communication Control Unit

Claims

1. An acquisition unit that acquires media information and product information related to primary advertising, A generation unit that generates primary advertisement placement information based on the media information and the product information, and a receiving unit that receives a primary advertisement search request, A search unit that searches for primary advertisements that satisfy the search conditions related to the primary advertisement search request based on the primary advertisement placement information, An information processing device equipped with the following features.

2. The information processing apparatus according to claim 1, wherein the media information is obtained from the media owner and the product information is obtained from the advertiser.

3. The information processing apparatus according to claim 1, wherein the media information includes at least advertising schedule information on which the primary advertisement is displayed, and media information for identifying the advertising medium on which the primary advertisement is displayed.

4. The information processing apparatus according to claim 1, wherein the product information includes at least information relating to advertising content to be published in the primary advertisement, information relating to the product to be published in the primary advertisement, and information relating to a secondary advertisement associated with the primary advertisement.

5. The information processing apparatus according to claim 1, wherein the primary advertising information includes advertising content information generated based on the media information and the product information.

6. The information processing apparatus according to claim 5, wherein the primary advertisement search request includes search conditions for searching the advertisement content information.

7. The information processing apparatus according to claim 1, further comprising a provisioning unit that provides the searched primary advertisement.

8. An information processing method performed by an information processing device, To obtain media information and product information related to primary advertising, Based on the aforementioned media information and product information, primary advertising placement information is generated, Receiving a primary ad search request, Based on the aforementioned primary advertisement placement information, search for primary advertisements that satisfy the search conditions related to the primary advertisement search request, An information processing method comprising the following:

9. A program that causes a processor to execute the processing of each part of the information processing device described in any one of claims 1 to 6.

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