Information processing device, information processing method, and information processing program

Abstract

To provide useful information for considering the implementation of advertising strategies. [Solution] The information processing device according to the present invention comprises a calculation unit and a generation unit. The calculation unit calculates for each user the ratio of the number of times a user has been exposed to advertisements placed by the first advertiser, to the total number of times a user has been exposed to advertisements placed by the first advertiser, which is the sum of the number of times a user has been exposed to advertisements placed by the first advertiser, which is the sum of the number of times a user has been exposed to advertisements placed by the second advertiser, which is a competitor of the first advertiser. The generation unit generates content that shows the proportion of users that are assigned to one of a predetermined number of categories, based on the ratio.

Description

Technical Field

[0001] This application relates to an information processing apparatus, an information processing method, and an information processing program.

Background Art

[0002] Conventionally, there has been proposed a technique for indexing the brand situation for potential buyers by evaluating the order of appearance of brands and products for each user using search data. For example, there is known a technique for calculating the ratio of the objects initially considered that lead to the final CV (Conversion: achievement).

Prior Art Documents

Patent Documents

[0003]

Patent Document 1

Summary of the Invention

Problems to be Solved by the Invention

[0004] However, the conventional technology has room for improvement in providing useful information for considering the introduction of advertising measures.

[0005] This application has been made in view of the above, and an object thereof is to provide useful information for considering the introduction of advertising measures.

Means for Solving the Problems

[0006] The information processing device according to the present application comprises a calculation unit and a generation unit. The calculation unit calculates, for each user, the ratio of the number of times a user has been exposed to advertisements placed by the first advertiser, which is the sum of the number of times a user has been exposed to advertisements placed by the first advertiser, and the number of times a user has been exposed to advertisements placed by a second advertiser that competes with the first advertiser, which is the sum of the number of times a user has been exposed to advertisements placed by the first advertiser, which is the subject of the investigation. The generation unit generates content that shows the proportion of users that are assigned to one of several predetermined categories, based on the ratio. [Effects of the Invention]

[0007] According to one embodiment of the invention, useful information can be provided for considering the introduction of advertising measures. [Brief explanation of the drawing]

[0008] [Figure 1] Figure 1 is a diagram illustrating an example of information processing (part 1) according to the embodiment. [Figure 2] Figure 2 shows an example of content (version 1) according to this embodiment. [Figure 3] Figure 3 is a diagram illustrating an example of information processing (part 2) according to the embodiment. [Figure 4] Figure 4 shows an example of content (part 2) according to this embodiment. [Figure 5] Figure 5 shows an example of content (part 2) according to this embodiment. [Figure 6] Figure 6 shows an example of content (part 2) according to this embodiment. [Figure 7] Figure 7 shows an example of content (part 3) according to this embodiment. [Figure 8] Figure 8 shows an example of content (part 4) according to this embodiment. [Figure 9] Figure 9 shows an example of content (part 4) according to this embodiment. [Figure 10] Figure 10 shows an example of content (version 5) according to this embodiment. [Figure 11] Figure 11 shows an example of content (version 6) according to the embodiment. [Figure 12] Figure 12 shows an example of the system configuration of an information processing system according to the embodiment. [Figure 13] Figure 13 shows an example of the configuration of an information processing device according to the embodiment. [Figure 14] Figure 14 is a diagram showing an overview of the user information stored in the user information storage unit according to the embodiment. [Figure 15] Figure 15 is a diagram showing an overview of the advertising information stored in the advertising information storage unit according to this embodiment. [Figure 16] Figure 16 is a flowchart showing an example of the processing procedure for information processing performed by the information processing device according to the embodiment. [Figure 17] Figure 17 is a hardware configuration diagram showing an example of a computer that implements the functions of the information processing device according to the embodiment. [Modes for carrying out the invention]

[0009] The following describes in detail, with reference to the drawings, the embodiments for implementing the information processing apparatus, information processing method, and information processing program according to the present application (hereinafter referred to as "embodiments"). Note that these embodiments do not limit the information processing apparatus, information processing method, and information processing program according to the present application. Furthermore, each embodiment can be appropriately combined as long as the processing content is not inconsistent. Also, the same parts are denoted by the same reference numerals in each of the following embodiments, and redundant descriptions are omitted.

[0010] [Embodiment] [1. Prerequisites, etc.] The information processing according to the embodiment described below is intended for advertisers who place advertisements for the purpose of recognition, and for advertisers who place importance on brand evaluation metrics. Furthermore, the information processing according to the embodiment generates content that serves as useful material for proposing an expansion of the volume of advertisements to be surveyed and for proposing areas in which advertising will be strengthened.

[0011] In addition, the SOV (Share Of Voice) described below corresponds to the ratio of the number of ad contacts of the target advertiser to the total number of ad contacts surveyed per user when the contacts with the target advertiser to be surveyed and other advertisers competing with the target advertiser are defined as "total ad contacts". When aggregating the number of ad contacts, the occurrence of "viewable impression" is regarded as an ad contact. "Viewable impression" refers to the state where an ad or the content corresponding to the ad is actually viewable to the user. Also, hereinafter, the target is reservation-type display ads and operation-type display ads. Note that the type of the target ad does not necessarily have to be particularly limited to display ads, and other types of ads such as listing ads may also be applicable.

[0012] [2. Example of Information Processing] Hereinafter, an example of information processing according to an embodiment will be described while referring to the drawings. FIG. 1 is a diagram for explaining an example of information processing (Part 1) according to the embodiment. The embodiment described below aims to provide useful information for considering the introduction of advertising measures.

[0013] The information processing according to the embodiment is realized by an information processing system SYS (for example, refer to FIG. 12) including the terminal device 10 shown in FIG. 1 and the information processing device 100 shown in FIG. 1. The terminal device 10 and the information processing device 100 are each connected to a network N (for example, refer to FIG. 12) by wire or wirelessly. The terminal device 10 and the information processing device 100 can communicate with other devices through the network N.

[0014] Terminal device 10 is used by operator OP. Terminal device 10 may be equipped with a web browser for accessing information processing device 100 and processing content related to advertisers to be investigated. Terminal device 10 may also have a dedicated application program (hereinafter referred to as "dedicated app" as appropriate) pre-installed, which is equipped with various functions for processing content related to advertisers to be investigated.

[0015] For example, operator OP operates terminal device 10 to open a predetermined operation screen for generating content about advertisers to be investigated and specifies information to identify advertisers to be investigated (for example, advertiser name and advertiser ID). Terminal device 10 transmits the information to identify advertisers to be investigated to information processing device 100 (step S1).

[0016] When the information processing device 100 receives information from the terminal device 10 to identify the advertiser to be investigated, it performs a content generation process to generate content related to the advertiser to be investigated (step S2).

[0017] Specifically, the information processing device 100 selects other advertisers that compete with the first advertiser being investigated (for example, Company A). For example, the information processing device 100 can select other competing advertisers according to the input of operator OP. Alternatively, for example, the information processing device 100 can select other competing advertisers by referring to pre-registered competitor information. Furthermore, the information processing device 100 calculates the SOV for each user U, which is the ratio of the number of times user U has been exposed to advertisements placed by the first advertiser to the number of times user U has been exposed to advertisements placed by the first advertiser being investigated, which is the sum of the number of times user U has been exposed to advertisements placed by the second advertiser that competes with the first advertiser (Step S2-1).

[0018] In other words, the information processing device 100 uses SOV to evaluate the number of times user U is exposed to the advertisement of the target advertiser in relation to the number of times it is exposed to the advertisements of competing advertisers. This allows the device to consider the amount of advertising spent in relation to competing advertisers and to consider adjusting the amount of advertising spent. SOV is expressed as a percentage from 0% to 100%.

[0019] Furthermore, the information processing device 100 assigns each user U to one of several predetermined categories, category G-1 ("High"), category G-2 ("Middle"), or category G-3 ("Low"), based on the calculated SOV (step S2-2). Category G-1 ("High") is assigned to users U whose SOV is 50% or more. Category G-2 ("Middle") is assigned to users U whose SOV is 20% or more but less than 50%. Category G-3 ("Low") is assigned to users U whose SOV is less than 20%.

[0020] The classification into Category G may be determined based on the relationship between SOV and brand evaluation indicators. For example, if there is a tendency for brand evaluation indicators to improve when SOV is 50% or higher, the lower limit of SOV for Category G-1 ("High") can be set at 50%. This makes the correlation between SOV and brand evaluation indicators as apparent as possible. In the following explanation, unless there is a need to specifically distinguish between Categories G-1, G-2, and G-3, they will be collectively referred to as "Category G."

[0021] The information processing device 100 generates content CNT-1 that shows the percentage of users U assigned to one of several categories G. For example, the information processing device 100 generates content CNT-1 for visualizing and comparing brand evaluation indicators corresponding to each of the categories G (step S2-3).

[0022] As brand evaluation metrics, the first-time churn rate and the initial nomination rate can be used to evaluate brand recall. In these metrics, to determine whether a product or service was the first thing a potential buyer thought of and considered, the consideration actions taken by the buyer from the start to the end of their consideration are defined as "total consideration actions," and the very first consideration is defined as "initial consideration action." The first-time churn rate is calculated by defining the site URL to which the buyer churn occurred during the initial consideration action as the first churn URL, and represents the ratio of first-time churn users to total consideration users. The initial nomination rate is calculated by defining initial nomination as a result of a search for a branded keyword of the first advertiser being investigated, and represents the ratio of users who were initially nominated to total consideration users.

[0023] Figure 2 shows an example of content (part 1) according to the embodiment. For example, as shown in Figure 2, content CNT-1 displays the brand evaluation index of user U for each category G in a comparable manner. As a result, the information processing device 100 allows operator OP to grasp the relationship between SOV and brand evaluation index at a glance through content CNT-1, and to recognize the impact that SOV has on brand evaluation index.

[0024] Figure 2 illustrates a comparison of the brand evaluation index for category G-3 ("Low") with the brand evaluation index for other categories G-1 ("High") and G-2 ("Middle"), but this example is not particularly limited; it could also be a comparison of the brand evaluation index for other categories G using the brand evaluation index for category G-1 ("High") or G-2 ("Middle") as a baseline.

[0025] The information processing device 100 provides the information of the generated content CNT-1 to the operator OP by transmitting it to the terminal device 10 (step S3).

[0026] The following describes an example of information processing (part 2) according to the embodiment. Figure 3 is a diagram illustrating an example of information processing (part 2) according to the embodiment. Information processing (part 2) according to the embodiment is basically the same as information processing (part 1) according to the embodiment, but the content created differs from that of information processing (part 1) according to the embodiment.

[0027] As shown in Figure 3, the terminal device 10 transmits information to the information processing device 100 to identify the advertiser to be investigated (step S11).

[0028] When the information processing device 100 receives information from the terminal device 10 to identify the advertiser to be investigated, it executes a content generation process to generate content related to the advertiser to be investigated (step S12).

[0029] Specifically, the information processing device 100 selects other advertisers that compete with the first advertiser being investigated (for example, Company A). The selection method is the same as the information processing (part 1) shown in Figure 1 above. The information processing device 100 also calculates the SOV for each user U, which is the ratio of the number of times user U has been exposed to advertisements placed by the first advertiser to the number of times user U has been exposed to advertisements placed by the first advertiser, etc., including the number of times user U has been exposed to advertisements placed by the second advertiser that competes with the first advertiser, as the total number of times user U has been exposed to advertisements placed by the first advertiser being investigated (step S12-1). Note that the information processing (part 2) shown in Figure 3 targets users U who have been exposed to advertisements of the first advertiser being investigated at least once.

[0030] Furthermore, the information processing device 100 assigns each user U to one of several predetermined categories G based on the calculated SOV (step S12-2).

[0031] The information processing device 100 generates content CNT-2 that shows the proportion of users U assigned to one of several categories G. For example, the information processing device 100 generates content CNT-2 for visualizing and comparing the composition ratio of users U belonging to category G for each attribute corresponding to the user U (step S12-3).

[0032] Figures 4, 5, and 6 show examples of content (part 2) according to the embodiment. For example, as shown in Figure 4, content CNT-2(1) displays the proportion of users U belonging to category G for each gender of user U in a comparable manner. Also, for example, as shown in Figure 5, content CNT-2(2) displays the proportion of users U belonging to category G for each age of user U in a comparable manner. Also, for example, as shown in Figure 6, content CNT-2(3) displays the proportion of users U belonging to category G for each gender and age of user U in a comparable manner. As a result, the information processing device 100 allows operator OP to grasp the relationship between SOV and user attributes at a glance through content CNT-2.

[0033] The information processing device 100 provides the information of the generated content CNT-2 to the operator OP by transmitting it to the terminal device 10 (step S13).

[0034] Furthermore, the information processing device 100 may generate content CNT-3 for visualizing and comparing the proportion of users U belonging to category G for each user U's number of ad exposures. Figure 7 is a diagram showing an example of content (part 3) according to the embodiment. As shown in Figure 7, content CNT-3 displays the proportion of users U belonging to category G in a comparable manner for each user U's number of ad exposures. As a result, the information processing device 100 allows the operator OP to grasp the relationship between SOV and the number of ad exposures at a glance through content CNT-3.

[0035] Furthermore, the information processing device 100 may generate content CNT-4 that shows the relationship between the change in the amount of advertising placed by the first advertiser and the change in SOV. For example, the information processing device 100 calculates SOV for a first predetermined period before the first advertiser changes the amount of advertising placed, and for a second predetermined period after the first advertiser changes the amount of advertising placed. The information processing device 100 then generates content CNT-4 that visualizes and compares SOV for each predetermined period before and after the change in the amount of advertising placed. Figures 8 and 9 show an example of content (part 4) according to the embodiment. Note that 2024 / 5 / 1 shown in Figure 8 and 2024 / 6 / 1 shown in Figure 9 indicate the first day of the period.

[0036] As shown in Figure 8, Content CNT-4(1) displays the SOV for a first predetermined period (e.g., May 1st to May 31st, 2024) and the SOV for a second predetermined period (e.g., June 1st to June 30th, 2024) in a comparable manner. Also, as shown in Figure 9, Content CNT-4(2) displays the change in SOV between the first predetermined period (May 1st to May 31st, 2024) and the second predetermined period (June 1st to June 30th, 2024) in a comparable manner.

[0037] This allows the information processing device 100 to allow the operator OP to quickly grasp the impact of changes in advertising volume on SOV through content CNT-4. Note that while content CON-4(2) shown in Figure 9 also displays the change in total ad exposure before and after the change in the advertising volume of the first advertiser, the change in total ad exposure does not necessarily need to be displayed.

[0038] Furthermore, the information processing device 100 may generate content CNT-5 that compares and displays the SOV of the first advertiser being investigated with the SOV of other competing advertisers. Figure 10 is a diagram showing an example of content (version 5) according to the embodiment. As shown in Figure 10, content CNT-5 displays the SOV of the first advertiser being investigated with the SOV of other competing advertisers in a comparable manner.

[0039] Furthermore, the information processing device 100 may generate content CNT-6 that visualizes and compares the user volume of all users U who have been exposed to the advertisement of the first advertiser being investigated, and the user volume of users U belonging to each category G. Figure 11 is a diagram showing an example of content (the 6) according to the embodiment. As shown in Figure 11, content CNT-6 displays the user volume of all users U who have been exposed to the advertisement of the first advertiser, and the user volume of users U belonging to each category G in a comparable manner.

[0040] [3. System Configuration] The configuration of the information processing system SYS according to the embodiment will be described in detail below with reference to Figure 12. Figure 12 is a diagram showing an example of the system configuration of the information processing system SYS according to the embodiment.

[0041] As shown in Figure 12, the information processing system SYS according to this embodiment includes a terminal device 10 and an information processing device 100. Note that Figure 12 is merely an example of the configuration of the information processing system SYS according to this embodiment, and it may also have other devices such as multiple terminal devices 10, a distribution device that delivers advertisements to the terminal devices 10, and a service provision device that performs processing related to a portal site that provides various online services.

[0042] The terminal device 10 and the information processing device 100 are connected to the network N by wire or wireless connection. Each of the terminal device 10 and the information processing device 100 can communicate with other devices through the network N.

[0043] Network N includes, for example, WANs (Wide Area Networks) such as the Internet, and mobile communication networks such as LTE (Long Term Evolution), 4G (4th Generation), or 5G (5th Generation: 5th Generation Mobile Communication System).

[0044] The terminal device 10 connects to the network N via a mobile communication network or short-range wireless communication such as Bluetooth® or Wi-Fi (Local Area Network), and can communicate with other devices such as the information processing device 100 through the network N.

[0045] Furthermore, the terminal device 10 is used by the operator OP. The terminal device 10 may be, for example, a notebook PC (personal computer), a desktop PC, a smartphone, or a tablet PC.

[0046] The operator OP operates the terminal device 10 to open a predetermined operation screen for generating content about advertisers to be investigated, and specifies information to identify the advertisers to be investigated (for example, advertiser name and advertiser ID). In this case, the operator OP may also access the information processing device 100 via an API (Application Programming Interface) and input information to identify the advertisers to be investigated into the predetermined operation screen displayed on the terminal device 10 as a user interface. The predetermined operation screen may be a screen displayed on the terminal device 10 through cooperation between a dedicated application pre-installed on the terminal device 10 and the information processing device 100, or it may be a screen displayed as a web page by the web browser of the terminal device 10.

[0047] Furthermore, the terminal device 10 can display content provided by the information processing device 100, for example, using a dedicated application or a web browser. When the terminal device 10 receives control information from the information processing device 100 to perform information display processing, it performs the display processing according to the control information.

[0048] Control information is described using, for example, scripting languages ​​such as JavaScript (registered trademark), stylesheet languages ​​such as CSS (Cascading Style Sheets), programming languages ​​such as Java (registered trademark), or markup languages ​​such as HTML (HyperText Markup Language). Alternatively, a predetermined application distributed from the information processing device 100 may be considered as control information.

[0049] The information processing device 100 performs information processing according to the embodiment. The information processing device 100 is typically a server device, but may be implemented as a mainframe or workstation. Furthermore, when the information processing device 100 is implemented as a server device, it may be implemented as a single server device, or as a cloud system in which multiple server devices and multiple storage devices work together.

[0050] The information processing device 100 may perform information processing to provide various online services to user U. In this case, the various online services that the information processing device 100 provides to user U may include, for example, news sites, search services, travel information services, SNS (Social Networking Service), e-commerce services, electronic payment services, online games, online banking services, online trading services, accommodation reservation services, ticket reservation services, video streaming services, music streaming services, map information services, route guidance services, route information services, train operation information services, weather information services, and question services. Furthermore, the various online services may include API (Application Programming Interface) services corresponding to various applications. The information processing device 100 can collect information regarding leaks from web pages and the like from the search results screen of a search service.

[0051] [4. Equipment configuration] Hereinafter, an example of the functional configuration of the information processing device 100 in the information processing system SYS according to the embodiment will be described using Figure 13. Figure 13 is a diagram showing an example of the configuration of the information processing device 100 according to the embodiment. As shown in Figure 13, the information processing device 100 has a communication unit 110, a storage unit 120, and a control unit 130.

[0052] (Communications Department 110) The communication unit 110 is implemented, for example, by a communication module or a NIC (Network Interface Card). The communication unit 110 is connected to the network N by wire or wireless connection. The information processing device 100 transmits and receives information with other devices, such as the terminal device 10, through the network N.

[0053] For example, the communication unit 110 can receive information from the terminal device 10 to identify advertisers to be investigated. The communication unit 110 can also transmit information about content generated by the generation unit 132 (described later) to the terminal device 10.

[0054] (Storage unit 120) The storage unit 120 stores, for example, programs and data used for control and calculations by the control unit 130. For example, the storage unit 120 can be implemented using semiconductor memory elements such as RAM (Random Access Memory) or flash memory, or storage devices such as hard disks or optical discs. For example, the storage unit 120 has a user information storage unit 121 and an advertising information storage unit 122. Note that the storage unit 120 is not particularly limited to the example shown in Figure 13, and can appropriately store data necessary for executing the information processing according to the embodiment.

[0055] (User information storage unit 121) The user information storage unit 121 stores user information about user U who is browsing a web page. Figure 14 is a diagram showing an overview of the user information stored in the user information storage unit 121 according to this embodiment.

[0056] As shown in Figure 14, the user information stored in the user information storage unit 121 has multiple items, such as "User ID," "Age," "Gender," "Place of Residence," "Interests," and "Purchase Intent." These items in the user information are interconnected.

[0057] The "User ID" field stores identification information used to identify User U in various online services. The "Age" field stores information indicating User U's age. The "Gender" field stores information indicating User U's gender. The "Place of Residence" field stores information indicating User U's place of residence. The "Interests" field stores information indicating User U's interests. The "Purchase Intent" field stores information indicating User U's purchase intent.

[0058] When generating content, the information processing device 100 can refer to user information stored in the user information storage unit 121.

[0059] (Advertising information storage unit 122) The advertising information storage unit 122 stores advertising information related to advertisements delivered to user U. Figure 15 is a diagram showing an overview of the advertising information stored in the advertising information storage unit 122 according to this embodiment.

[0060] As shown in Figure 15, the advertising information stored in the advertising information storage unit 122 has multiple fields, such as "advertiser ID," "competitor information," "advertising information," and "contact information." These fields in the advertising information are interconnected.

[0061] The "Advertiser ID" field stores identification information to identify the advertiser. The "Competitor Information" field stores information to identify competitor advertisers, such as business content and the products or services they deal with. The "Advertising Information" field stores various information about advertising performance, such as ad content, delivery period, and number of impressions. The "Number of Impressions" field stores information about the number of times user U has been exposed to the ad.

[0062] When generating content, the information processing device 100 can refer to the advertising information stored in the advertising information storage unit 122.

[0063] (Control unit 130) The control unit 130 is a controller, and is realized by the execution of various programs (an example of an "information processing program") stored in the memory device inside the information processing device 100 by a CPU (Central Processing Unit) or MPU (Micro Processing Unit), using RAM as the working area.

[0064] Furthermore, the control unit 130 may be implemented by an integrated circuit such as an ASIC (Application Specific Integrated Circuit), an FPGA (Field Programmable Gate Array), or a GPGPU (General Purpose Graphic Processing Unit).

[0065] As shown in Figure 13, the control unit 130 has a calculation unit 131 and a generation unit 132, and these units realize or execute the information processing functions and operations described below.

[0066] The control unit 130 may have multiple internally divided components that realize or execute the functions and operations of the information processing described below. Furthermore, the control unit 130 is not limited to the configuration shown in Figure 13, and may have other configurations as long as they perform the information processing described later, and may have other functional units other than those shown in Figure 13.

[0067] (Calculation section 131) The calculation unit 131 calculates the SOV for each user U, which is the ratio of the number of times user U has been exposed to advertisements placed by the first advertiser to the number of times user U has been exposed to advertisements placed by the first advertiser, which is the sum of the number of times user U has been exposed to advertisements placed by the second advertiser, which is a competitor of the first advertiser, to the total number of times user U has been exposed to advertisements placed by the first advertiser.

[0068] For example, when the calculation unit 131 receives information from the communication unit 110 to identify the first advertiser to be investigated, it refers to the advertising information stored in the advertising information storage unit 122 and selects a second advertiser that competes with the first advertiser. For example, the calculation unit 131 can select other competing advertisers according to the input of operator OP. Alternatively, for example, the calculation unit 131 can select other competing advertisers by referring to pre-registered competitor information. Furthermore, the calculation unit 131 can calculate the SOV for each user U, which is the ratio of the number of times a user U has been exposed to an advertisement placed by the first advertiser to the number of times a user U has been exposed to an advertisement placed by the second advertiser that competes with the first advertiser, as a percentage of the total number of times a user U has been exposed to an advertisement placed by the first advertiser to the number of times a user U has been exposed to an advertisement placed by the second advertiser that competes with the first advertiser. The calculation unit 131 then passes the calculated SOV to the generation unit 132.

[0069] Furthermore, when the generation unit 132 generates content (for example, content CNT-4(1) shown in Figure 8) that shows the relationship between the change in the amount of advertising placed by the first advertiser and the change in SOV, the calculation unit 131 can calculate SOV for each user U for a first predetermined period before the first advertiser changes its amount of advertising, and for a second predetermined period after the first advertiser changes its amount of advertising. The calculation unit 131 then passes the calculation results to the generation unit 132.

[0070] Furthermore, when the generation unit 132 generates content that compares the SOV of the first advertiser being investigated with the SOV of other competing advertisers (for example, content CNT-5 shown in Figure 10), the calculation unit 131 can calculate the first SOV (an example of the "first ratio"), which is the ratio of the number of times user U has been exposed to ads placed by the first advertiser to the total number of ad exposures, and the second SOV (an example of the "second ratio"), which is the ratio of the number of times user U has been exposed to ads placed by the second advertiser to the total number of ad exposures. The calculation unit 131 then passes the calculation results to the generation unit 132.

[0071] (Generation unit 132) The generation unit 132 generates content that shows the percentage of users U that are assigned to one of a predetermined number of categories G, based on the SOV calculated by the calculation unit 131. Category G may be determined based on the relationship between SOV and brand evaluation metrics. For example, if SOV is 50% or higher and an improvement in brand evaluation metrics is observed, the lower limit of SOV for category G-1 ("High") can be set to 50%.

[0072] For example, the generation unit 132 can generate content CNT-1 (see Figure 2, for example) that visualizes and allows comparison of brand evaluation indicators corresponding to each of the categories G.

[0073] Furthermore, for example, the generation unit 132 can generate content CNT-2(1) (see, for example, Figure 4), content CNT-2(2) (see, for example, Figure 5), and content CNT-2(3) (see, for example, Figure 6) that visualize and allow comparison of the proportion of users U belonging to category G for each attribute corresponding to user U.

[0074] Furthermore, for example, the generation unit 132 can generate content CNT-3 (see Figure 7, for example) that visualizes and allows comparison of the proportion of users U belonging to category G for each user U's number of ad exposures.

[0075] Furthermore, for example, the generation unit 132 can generate content CNT-4(1) (see, for example, Figure 8) or content CNT-4(2) (see, for example, Figure 9) that visualizes and allows comparison of SOV during a first predetermined period before the first advertiser changes the amount of advertising placed, and SOV during a second predetermined period after the first advertiser changes the amount of advertising placed.

[0076] Furthermore, for example, the generation unit 132 can generate content CNT-5 (see, for example, Figure 10) that visualizes and allows comparison between the proportion of users U assigned to one of several categories G based on the first SOV and the proportion of users U assigned to one of several categories G based on the second SOV.

[0077] Furthermore, for example, the generation unit 132 may generate content CNT-6 that visualizes and compares the user volume of all users U who have been exposed to the advertisement of the first advertiser being investigated, and the user volume of users U belonging to each category G.

[0078] The generation unit 132 transmits information about the generated content to the communication unit 110.

[0079] [5. Processing procedure according to the embodiment] The following describes the processing procedure of the information processing device 100 according to the embodiment, using Figure 16 as an example. Figure 16 is a flowchart of an example of the processing procedure of the information processing device executed by the information processing device according to the embodiment. The processing procedure shown in Figure 16 is executed by the control unit 130 of the information processing device 100. The processing procedure shown in Figure 16 is repeatedly executed while the information processing device 100 is running.

[0080] As shown in Figure 16, the calculation unit 131 receives information on the first advertiser to be investigated through the communication unit 110 (step S101).

[0081] Furthermore, the calculation unit 131 uses the information of the first advertiser as a key, refers to the advertising information stored in the advertising information storage unit 122, and selects a second advertiser that is a competitor of the first advertiser (step S102).

[0082] Furthermore, the calculation unit 131 calculates the SOV corresponding to the first advertiser (step S103). Specifically, the calculation unit 131 calculates the SOV for each user U, which is the ratio of the number of times user U has been exposed to advertisements placed by the first advertiser to the total number of times user U has been exposed to advertisements placed by the first advertiser, which is the sum of the number of times user U has been exposed to advertisements placed by the first advertiser, and the number of times user U has been exposed to advertisements placed by the second advertiser, which is a competitor of the first advertiser.

[0083] Furthermore, the generation unit 132 assigns user U to one of a predetermined number of categories G based on the SOV calculated by the calculation unit 131 (step S104).

[0084] Furthermore, the generation unit 132 generates content that shows the percentage of users U that are assigned to one of the multiple categories G (step S105). For example, the generation unit 132 can generate content CNT-1 (see Figure 2, for example) that visualizes and allows comparison of brand evaluation indicators corresponding to each of the categories G.

[0085] Furthermore, the generation unit 132 provides information about the generated content to the operator OP by transmitting it to the terminal device 10 via the communication unit 110 (step S106), and the processing procedure shown in Figure 16 is completed.

[0086] [6. Hardware Configuration] Furthermore, the information processing device 100 according to the above embodiment can be implemented by a computer 1000 having a configuration such as that shown in Figure 17. Figure 17 is a hardware configuration diagram showing an example of a computer that implements the functions of the information processing device 100 according to the embodiment.

[0087] Computer 1000 is connected to an output device 1010 and an input device 1020, and has a configuration in which an arithmetic unit 1030, a primary storage device 1040, a secondary storage device 1050, an output interface 1060, an input interface 1070, and a network interface 1080 are connected by a bus 1090.

[0088] The arithmetic unit 1030 operates based on programs stored in the primary storage device 1040 and the secondary storage device 1050, as well as programs read from the input device 1020, and executes various processes. The primary storage device 1040 is a memory device, such as RAM, that temporarily stores data used by the arithmetic unit 1030 for various calculations. The secondary storage device 1050 is a storage device where data used by the arithmetic unit 1030 for various calculations and various databases are registered, and is implemented using ROM (Read Only Memory), HDD, flash memory, etc.

[0089] The output IF1060 is an interface for transmitting information to be output to output devices 1010, such as monitors and printers, and is implemented using connectors of standards such as USB (Universal Serial Bus), DVI (Digital Visual Interface), and HDMI (High Definition Multimedia Interface). The input IF1070 is an interface for receiving information from various input devices 1020, such as mice, keyboards, and scanners, and is implemented using, for example, USB.

[0090] The input device 1020 may also be a device that reads information from, for example, an optical recording medium such as a CD (Compact Disc), DVD (Digital Versatile Disc), or PD (Phase Change Rewritable Disk), a magneto-optical recording medium such as an MO (Magneto-Optical disk), tape media, magnetic recording media, or semiconductor memory. Furthermore, the input device 1020 may be an external storage medium such as a USB memory stick.

[0091] Network IF1080 receives data from other devices via network N and sends it to the arithmetic unit 1030, and also transmits data generated by the arithmetic unit 1030 to other devices via network N.

[0092] The arithmetic unit 1030 controls the output device 1010 and the input device 1020 via the output IF 1060 and the input IF 1070. For example, the arithmetic unit 1030 loads a program from the input device 1020 or the secondary storage device 1050 onto the primary storage device 1040 and executes the loaded program.

[0093] For example, when the computer 1000 functions as the information processing device 100 according to the embodiment, the arithmetic unit 1030 of the computer 1000 realizes the same functions as the control unit 130 by executing a program (for example, an information processing program) loaded on the primary storage device 1040. That is, the arithmetic unit 1030 realizes the processing by the information processing device 100 according to the embodiment in cooperation with the program (for example, an information processing program) loaded on the primary storage device 1040.

[0094] [7. Others] In the above embodiment, the information processing device 100 may generate content for visualizing and comparing the proportion of users U belonging to category G according to their interests and purchasing intentions.

[0095] Furthermore, the information processing device 100 may generate content that visualizes and compares the proportion of users U belonging to category G at each stage of a predetermined marketing funnel, from when users U become aware of a transaction target such as a product or service until they acquire it.

[0096] Furthermore, in the above embodiment, the information processing device 100 may not perform information processing for providing various online services, but may only be equipped with functions for performing the information processing according to the embodiment.

[0097] Of the processes described in the above embodiments, all or part of the processes described as being performed automatically can be performed manually, or all or part of the processes described as being performed manually can be performed automatically by known methods. In addition, the processing procedures, specific names, and information including various data and parameters shown in the above documents and drawings can be changed at will unless otherwise specified.

[0098] Furthermore, the components of each illustrated device are functionally conceptual and do not necessarily need to be physically configured as shown. In other words, the specific forms of distribution and integration of each device are not limited to those shown, and all or part of them can be functionally or physically distributed and integrated in any unit according to various loads and usage conditions.

[0099] Furthermore, the embodiments described above can be combined as appropriate, provided that the processing content is not contradictory.

[0100] Although embodiments of the present application have been described in detail above with reference to several drawings, these are illustrative examples, and the present invention can be implemented in various other forms with modifications and improvements based on the knowledge of those skilled in the art, starting with the embodiments described in the disclosure section of the invention.

[0101] Furthermore, the terms "section, module, unit" mentioned above can be replaced with "means" or "circuit," etc. For example, a control unit can be replaced with a control means or a control circuit.

[0102] [8. Effects] The information processing device 100 according to this embodiment comprises a calculation unit 131 and a generation unit 132. The calculation unit 131 calculates for each user the ratio (SOV) of the number of times user U has been exposed to advertisements placed by the first advertiser to the number of times user U has been exposed to advertisements placed by the first advertiser, which is the sum of the number of times user U has been exposed to advertisements placed by the first advertiser, which is the sum of the number of times user U has been exposed to advertisements placed by the second advertiser, which is a competitor of the first advertiser. Based on the ratio, the generation unit 132 generates content that shows the proportion of user U that is assigned to one of a plurality of predetermined categories G.

[0103] For these reasons, the information processing device 100 according to this embodiment can provide useful information for considering the introduction of advertising measures. Specifically, the information processing device 100 according to this embodiment uses SOV, which evaluates the number of times a user U is exposed to an advertiser's advertisement in relation to the number of times a user U is exposed to an advertiser's advertisement, in relation to the number of times the advertiser is exposed to a competitor's advertisement. This allows the user to be aware of the amount of advertising spent in relation to competitors and to consider adjusting the amount of advertising spent.

[0104] Furthermore, the generation unit 132 visualizes the brand evaluation indicators corresponding to each of the categories G and generates content that can be compared with each other. As a result, the information processing device 100 according to the embodiment can provide content that allows users to grasp the relationship between SOV and brand evaluation indicators at a glance and recognize the impact that SOV has on brand evaluation indicators.

[0105] Furthermore, the generation unit 132 visualizes the proportion of users U belonging to category G for each attribute corresponding to user U and generates content that can be compared with each other. As a result, the information processing device 100 according to the embodiment can provide content that allows users to grasp the relationship between SOV and user attributes at a glance.

[0106] Furthermore, the generation unit 132 visualizes the proportion of users U belonging to category G for each user U's number of ad exposures and generates content that can be compared with each other. As a result, the information processing device 100 according to this embodiment can provide content that allows users to grasp the relationship between SOV and the number of ad exposures at a glance.

[0107] Furthermore, the calculation unit 131 calculates a first ratio, which is the ratio of user U's ad exposures to ads placed by the first advertiser relative to the total number of ad exposures, and a second ratio, which is the ratio of user U's ad exposures to ads placed by the second advertiser relative to the total number of ad exposures. The generation unit 132 generates content that visualizes and allows comparison between the proportion of user U assigned to one of the multiple categories G based on the first ratio and the proportion of user U assigned to one of the multiple categories G based on the second ratio. As a result, the information processing device 100 according to the embodiment can provide content that allows users to grasp at a glance the impact of changes in ad placement volume on SOV.

[0108] Furthermore, the classification of category G is determined based on the relationship between the ratio and the brand evaluation index. As a result, the information processing device 100 according to the embodiment can provide content that makes the correlation between SOV and the brand evaluation index as apparent as possible.

[0109] Furthermore, the advertisements include either reservation-based display ads or managed display ads. Display advertising is an important advertising area for improving target brand metrics, and the information processing device 100 according to this embodiment enables effective data analysis and facilitates the aggregation of information related to such advertisements by targeting the outflow from such advertisements. Note that the type of advertisement is not particularly limited to display ads, and other types of advertisements such as search advertising may also be used.

[0110] Furthermore, the effects described above can also be achieved by any combination of the processes performed by the respective parts described above, or by any combination of the processes performed by the respective parts. [Explanation of symbols]

[0111] SYS Information Processing System N Network 10 Terminal devices 100 Information Processing Devices 110 Communications Department 120 Storage section 121 User Information Storage Unit 122 Advertising Information Storage Unit 130 Control Unit 131 Calculation Section 132 Generation part

Claims

1. A calculation unit calculates, for each user, the ratio of the number of times a user has been exposed to advertisements placed by the first advertiser, to the total number of times a user has been exposed to advertisements placed by a second advertiser that competes with the first advertiser, which is the sum of the number of times a user has been exposed to advertisements placed by the first advertiser being surveyed and the number of times a user has been exposed to advertisements placed by a second advertiser that competes with the first advertiser; A generation unit generates content indicating the percentage of users that are assigned to one of a predetermined number of categories based on the aforementioned ratio. An information processing device characterized by comprising:

2. The generating unit is Visualize the brand evaluation metrics corresponding to each of the above categories and generate content that can be compared with each other. The information processing apparatus according to feature 1.

3. The generating unit is The composition ratio of users belonging to the aforementioned categories is visualized for each attribute corresponding to the user, and comparative content is generated. The information processing apparatus according to feature 1.

4. The generating unit is The composition ratio of users belonging to the aforementioned categories is visualized for each user's number of ad exposures, and comparative content is generated. The information processing apparatus according to feature 1.

5. The calculation unit described above, The ratio is calculated for a first predetermined period before the first advertiser changes the amount of advertising placed, and for a second predetermined period after the first advertiser changes the amount of advertising placed. The generating unit is The system generates content that visualizes and allows comparison of the ratios during the first predetermined period and the ratios during the second predetermined period. The information processing apparatus according to feature 1.

6. The calculation unit described above, The first ratio, which is the ratio of the number of times a user has been exposed to advertisements placed by the first advertiser to the total number of times an advertisement has been exposed to advertisements placed by the second advertiser, is calculated, and the second ratio, which is the ratio of the number of times a user has been exposed to advertisements placed by the second advertiser to the total number of times an advertisement has been exposed to advertisements placed by the second advertiser, is calculated. The generating unit is This process generates mutually comparable content by visualizing the proportion of users assigned to one of the multiple categories based on the first ratio and a second content showing the proportion of users assigned to one of the multiple categories based on the second ratio. The information processing apparatus according to feature 1.

7. The division of the above categories is, Determined based on the relationship between the aforementioned ratio and the aforementioned brand evaluation index. The information processing apparatus according to feature 1.

8. A method of information processing performed by a computer, A calculation process to calculate, for each user, the ratio of the number of times a user has been exposed to advertisements placed by the first advertiser, which is the sum of the number of times a user has been exposed to advertisements placed by the first advertiser, and the number of times a user has been exposed to advertisements placed by a second advertiser that competes with the first advertiser, to the total number of times a user has been exposed to advertisements placed by the first advertiser, which is the sum of the number of times a user has been exposed to advertisements placed by the first advertiser, which is the subject of the survey; A generation process that generates content indicating the percentage of users that are assigned to one of a predetermined number of categories based on the aforementioned ratio. An information processing method characterized by including

9. On the computer, A calculation procedure for each user to calculate the ratio of the number of times a user has been exposed to advertisements placed by the first advertiser, to the total number of times a user has been exposed to advertisements placed by a second advertiser that competes with the first advertiser, which is the sum of the number of times a user has been exposed to advertisements placed by the first advertiser and the number of times a user has been exposed to advertisements placed by a second advertiser that competes with the first advertiser, and A generation procedure for generating content that shows the percentage of users who are assigned to one of a predetermined number of categories based on the aforementioned ratio, and An information processing program characterized by causing the execution of [a specific action].

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