Advertising effectiveness estimation device, advertising effectiveness estimation method, and program

Abstract

This system accurately estimates the effectiveness of advertisements displayed in a virtual space. [Solution] The advertising effectiveness estimation device comprises a range information acquisition unit, a user information acquisition unit, a first estimation unit, and a second estimation unit. The range information acquisition unit acquires range information indicating the effective range, which is set as the range in which the effect of the target advertisement in the virtual space occurs. The user information acquisition unit acquires history information indicating at least a portion of the movement history of the avatar within the effective range. The first estimation unit uses the history information to generate first estimation information indicating the estimated level of interest that the user corresponding to the avatar had in the target advertisement. The second estimation unit uses the first estimation information to generate second estimation information indicating the estimated value that the target advertisement generated by the user.

Description

Technical Field

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[0001] The present invention relates to an advertisement effect estimation device, an advertisement effect estimation method, and a program.

Background Art

[0002] In recent years, the use of virtual spaces has been progressing. There are cases where advertisements are displayed in virtual spaces. Patent Document 1 describes a technique for detecting that a user has viewed such an advertisement. Specifically, the information processing system described in Patent Document 1 determines that the user has viewed an advertisement object when the user's avatar has stayed within a collision range set around the advertisement object for a predetermined time or longer.

Prior Art Documents

Patent Documents

[0003]

Patent Document 1

Summary of the Invention

Problems to be Solved by the Invention

[0004] Merely detecting whether a user has viewed an advertisement often cannot accurately determine the effect of the advertisement. An example of the object of the present invention is to accurately estimate the effect of an advertisement displayed in a virtual space.

Means for Solving the Problems

[0005] An advertisement effect estimation device according to one aspect of the present disclosure range information acquisition means for acquiring range information indicating an effect range set as a range in which the effect of a target advertisement existing in a virtual space occurs; user information acquisition means for acquiring history information indicating at least a part of the movement history of an avatar within the effect range; A first estimation means that generates first estimation information showing the estimated level of interest that the user corresponding to the avatar had in the target advertisement, using the aforementioned history information, A second estimation means that generates second estimation information showing the estimated value generated by the target advertisement by the user using the first estimation information, It is equipped with.

[0006] One aspect of this disclosure is the method for estimating advertising effectiveness, Computers Obtain range information indicating the effective range, which is set as the area where the effect of the target advertisement in the virtual space occurs. By obtaining history information that shows at least a portion of the avatar's movement history within the aforementioned effective range, Using the aforementioned history information, first estimation information is generated that shows the estimated level of interest that the user corresponding to the avatar had in the target advertisement. Using the first estimation information, a second estimation information is generated that shows the estimated value generated by the target advertisement by the user.

[0007] One aspect of this disclosure is that the program is On the computer, Range information acquisition means for acquiring range information indicating the range of effect set as the area in which the effect of a target advertisement existing in a virtual space occurs, User information acquisition means for acquiring history information that shows at least a portion of the movement history of the avatar within the aforementioned effective range, A first estimation means that generates first estimation information showing the estimated level of interest that the user corresponding to the avatar had in the target advertisement, using the aforementioned history information, A second estimation means that generates second estimation information showing the estimated value generated by the target advertisement by the user using the first estimation information, Implement it. [Effects of the Invention]

[0008] According to one example of this disclosure, the effectiveness of advertisements displayed in a virtual space can be estimated with high accuracy.

Brief Description of the Drawings

[0009] [Figure 1] It is a diagram showing an example of the usage environment of the advertisement effect estimation device. [Figure 2] It is a diagram showing an example of the usage environment of the advertisement effect estimation device. [Figure 3] It is a diagram showing an example of the functional configuration of the advertisement effect estimation device. [Figure 4] It is a diagram for explaining an example of the process performed by the first estimation unit. [Figure 5] It is a diagram for explaining an example of the process performed by the first estimation unit. [Figure 6] It is a diagram for explaining an example of the process performed by the first estimation unit. [Figure 7] It is a diagram for explaining an example of the process performed by the first estimation unit. [Figure 8] It is a diagram for explaining an example of the process performed by the second estimation unit. [Figure 9] It is a diagram showing an example of the screen displayed on the display of the communication device. [Figure 10] It is a diagram showing an example of the screen displayed on the display of the communication device. [Figure 11] It is a diagram showing an example of the hardware configuration of the advertisement effect estimation device. [Figure 12] It is a flowchart showing an example of the process performed by the advertisement effect estimation device.

Modes for Carrying Out the Invention

[0010] Hereinafter, in the present disclosure, the drawings are associated with one or more embodiments. Also, in all the drawings, the same reference numerals are given to the same components, and the description thereof is omitted as appropriate.

[0011] The advertisement effect estimation device 10 is used together with, for example, a providing device 20 and a communication device 30 as shown in FIG. 1. The providing device 20 is a device for providing a service using a virtual space to a user. The communication device 30 is a device operated by the user and has a display 310. The communication device 30 is a device operated by the user and has a display 310. The communication device 30 is, for example, a smartphone, a tablet-type terminal, a desktop personal computer, or a notebook personal computer. The communication device 30 may have a head-mounted display-type device as the display 310.

[0012] In the virtual space provided by the providing device 20, there exists the user's avatar. The providing device 20 generates a screen for showing to the user by using at least the position of this avatar in the virtual space. This screen corresponds to the scenery of the virtual space obtained based on the current position of the avatar, for example, the scenery of the virtual space seen from the avatar, and is displayed on the display 310 of the communication device 30. When generating this screen, the providing device 20 may further use at least one of the orientation of the avatar's body or face and the line of sight. Hereinafter, the orientation of the avatar's body or face is described as the orientation of the avatar. Note that at least a part of this processing may be performed by the communication device 30.

[0013] The user operates the communication device 30 to input for changing the position of the avatar. Then, the providing device 20 changes the position of the avatar according to this input, and along with this change in position, changes the screen to be displayed on the display 310. Note that at least a part of this processing may be performed by the communication device 30.

[0014] Advertisements may be displayed in the virtual space provided by the providing device 20. These advertisements may be displayed, for example, at a specific location in the virtual space. However, the advertisements may move. For example, the advertisements may be non-player characters. The advertisement effect estimation device 10 then performs processing to estimate what value the advertisement has generated as a result of being displayed to the user.

[0015] As shown in Figure 2, the advertising effectiveness estimation device 10 may also serve as the providing device 20.

[0016] The advertising effectiveness estimation device 10 includes, for example, a range information acquisition unit 110, a user information acquisition unit 120, a first estimation unit 130, and a second estimation unit 140, as shown in Figure 3, and can utilize the information stored in the storage unit 150. The storage unit 150 may be part of the advertising effectiveness estimation device 10, part of the providing device 20, or a different device from these.

[0017] The range information acquisition unit 110 acquires range information indicating the effective range. The effective range is set as the range in which the effect of the target advertisement in the virtual space occurs. The range information is stored, for example, in the storage unit 150.

[0018] The user information acquisition unit 120 acquires history information that shows at least a portion of the avatar's movement history within the effective range. The avatar's movement history is stored, for example, in the storage unit 150.

[0019] The first estimation unit 130 generates first estimation information using the history information acquired by the user information acquisition unit 120. The first estimation information shows the estimated level of interest that the user corresponding to the avatar had in the target advertisement.

[0020] The second estimation unit 140 generates second estimation information using the first estimation information generated by the first estimation unit 130. The second estimation information shows the estimated value generated by the target advertisement for that user.

[0021] Thus, the advertising effectiveness estimation device 10 uses the first estimation information when generating second estimation information, which shows the estimated value generated by the target advertisement for that user. The first estimation information shows the estimated level of interest that the user corresponding to the avatar had in the target advertisement. Therefore, the advertising effectiveness estimation device 10 can accurately estimate the effect of the target advertisement displayed in the virtual space.

[0022] The following describes in detail an example of the functions of the advertising effectiveness estimation device 10.

[0023] As described above, the range information acquisition unit 110 acquires range information. The range information includes, for example, information for determining the position of the effective range based on the front of the advertisement, and information indicating the shape and size of the effective range. An example of the former information is to overlap the front of the advertisement with the edge of the effective range. An example of the latter information is information indicating the shape of the effective range, and information indicating how many times the width of the front of the advertisement the specific part of that shape (for example, one side of a rectangle) should be. In this way, for example, the effective range can be increased as the advertisement displayed in the virtual space gets larger. However, in the latter information, the size of the effective range may be fixed.

[0024] There may be one or more range information entries. In the former case, one range information entry applies to all advertisements. In the latter case, range information may be set for each of multiple advertisements, or it may be set for each advertisement attribute. The range information is stored, for example, in the storage unit 150. In this case, the range information acquisition unit 110 acquires the range information corresponding to the target advertisement from the storage unit 150.

[0025] The attributes of an advertisement are, for example, at least one of the following: • Presence or absence of text. For example, if text is present, the effect range will be narrowed. • If there is text, its size. For example, if the text is large, the effect range will be increased. • Is it 2D or 3D? For example, in the case of 3D, the area of ​​effect is wider compared to the case of 2D. • Whether or not there is movement. For example, if there is movement, increase the area of ​​effect. • Presence or absence of sound. For example, whether or not sound plays when the avatar approaches the advertisement. If there is sound, the area where the sound plays should be defined as the area of ​​effect.

[0026] Furthermore, the providing device 20 may be capable of providing multiple virtual spaces. Also, there may be multiple providing devices 20, and these multiple providing devices 20 may provide different virtual spaces to each other. In these cases, the image quality of the image displayed on the display 310, such as resolution and frame rate, may differ depending on the virtual space. Therefore, range information may be defined for each virtual space. For example, the effective range corresponding to a virtual space with high image quality is relatively wider. In this case, the first estimation unit 130 acquires range information corresponding to the virtual space where the avatar exists, i.e., the virtual space provided to the communication device 30.

[0027] The user information acquisition unit 120 acquires history information. The history information shows at least a part, preferably all, of the avatar's movement history within the effective range. The movement history includes information that can identify, for example, the avatar's path and the time spent at each point along this path. The movement history shows, for example, the avatar's position at predetermined time intervals (e.g., every second). The history information also includes information that can identify, for example, the path the avatar took from entering to leaving the effective range of the target advertisement, as well as the time spent at each point along that path and the speed of movement. The movement history may further include information that shows at least one of the avatar's orientation and gaze at each point along the path. Hereinafter, this information will be referred to as gaze information.

[0028] The history information may further include at least one of the avatar's movement history immediately before entering the area of ​​effect, and the avatar's movement history immediately after leaving the area of ​​effect. Here, "immediately before" and "immediately after" are, for example, between 10 seconds and 1 minute, but are not limited to this range. The movement history is stored, for example, in the storage unit 150. The user information acquisition unit 120 then acquires the history information, for example, from the storage unit 150.

[0029] The first estimation unit 130 generates first estimation information using the history information acquired by the user information acquisition unit 120. The first estimation information indicates the estimated level of interest that the user corresponding to the avatar had in the target advertisement. This estimation result is shown, for example, as a numerical value. In this case, for example, this numerical value increases as the user's interest in the target advertisement increases.

[0030] For example, the first estimation unit 130 uses path information to determine the minimum distance between the avatar and the target advertisement. It then estimates that the user's interest is greater as this minimum value decreases. If the history information includes gaze information, the first estimation unit 130 may also estimate that the user's interest is greater as the angle between the avatar's orientation or gaze and a line perpendicular to the front of the target advertisement decreases.

[0031] Furthermore, as shown in Figure 4, the first estimation unit 130 estimates that the user has a high level of interest in the target advertisement 420 when the avatar 400 enters the effective range 422 in a direction toward the target advertisement 420. Here, the first estimation unit 130 may estimate the level of user interest using the angle formed by a line perpendicular to the front of the target advertisement 420 and the direction of entry of the avatar 400. For example, the first estimation unit 130 estimates that the user has a high level of interest when this angle is small. The first estimation unit 130 also estimates that the user has a high level of interest in both cases within the effective range 422, when the avatar 400 moves toward a position that is in front of the target advertisement 420 and when it moves toward the effective range 422. The first estimation unit 130 may estimate that the user has a high level of interest as the angle formed by the avatar's orientation or line of sight and a line perpendicular to the front of the target advertisement decreases during this movement.

[0032] Furthermore, the first estimation unit 130 estimates that the user's interest is low if the avatar 400 moves away from the front of the target advertisement 420, for example, as shown in Figure 5. The first estimation unit 130 may also estimate that the user's interest is low as the angle between the avatar's orientation or line of sight and a line perpendicular to the front of the target advertisement increases during this movement.

[0033] Furthermore, the first estimation unit 130 may generate first estimation information using, for example, the movement speed of the avatar 400 when it enters the effective range 422, and the movement speed of the avatar 400 within the effective range 422, as shown in Figure 6. For example, the first estimation unit 130 estimates that the greater the movement speed of the avatar 400 when it enters the effective range 422, the greater the user's interest. Also, if the avatar 400 is within the effective range 422 and is moving in a direction that approaches the target advertisement 420, the first estimation unit 130 may estimate that the greater the movement speed at that time, the greater the user's interest.

[0034] The first estimation unit 130 may, for example, generate information as first estimation information that indicates the level of user interest at specific points in the avatar's movement history shown by the history information. In this example, an example of a specific point is the point where the avatar came closest to the target advertisement, or the point where the avatar entered the effective range. Also, if the history information shows the avatar's position at predetermined time intervals (for example, every second), the first estimation unit 130 may calculate a value indicating the level of user interest in the target advertisement at each of these multiple locations, and use the history of these values ​​as first estimation information.

[0035] For example, as shown in Figure 7, multiple effect ranges may be set. In these multiple effect ranges, the magnitude of the effect generated by the advertisement differs from one another. For example, the effect generated by the advertisement in the effect range increases as you get closer to the advertisement. In the example shown in Figure 7, effect range 422 and a second effect range 424 are set. The second effect range 424 is the area adjacent to the target advertisement 420, and effect range 422 is the area surrounding the second effect range 424. The effect generated by the advertisement in the second effect range 424 is greater than the effect generated by the advertisement in effect range 422. Furthermore, each of these multiple effect ranges is associated with effect information that can identify the magnitude of the advertisement's effect when an avatar is present in that effect range. In this case, the range information includes multiple effect ranges and the effect information corresponding to those effect ranges.

[0036] In this case, the first estimation unit 130 generates first estimation information using the movement history and effect information for each of the multiple effect ranges. Specifically, for each of the multiple effect ranges, the first estimation unit 130 generates information, such as a value, that indicates the estimated level of interest the user had in the target advertisement, using the movement history and effect information. This process is explained, for example, using Figures 4 to 7. The first estimation unit 130 then generates first estimation information by processing this information for each of the multiple effect ranges. The processing performed here may be, for example, averaging and addition, but other methods may also be used.

[0037] The second estimation unit 140 generates second estimation information using the first estimation information. The second estimation information shows the estimated value generated by the target advertisement for that user. If the first estimation information is a value indicating the level of user interest at a specific location, the second estimation unit 140 may also use this value as the second estimation information.

[0038] Furthermore, if the first estimation information includes values ​​indicating the degree of user interest in the target advertisement at each of multiple locations representing the avatar's movement path within the effective range, that is, if the first estimation information shows the time progression of these values ​​as shown in Figure 8, the second estimation unit 140 may generate the second estimation information by statistically processing these multiple values. This statistical processing may be, for example, summation or calculation of the average, but may be other methods.

[0039] Furthermore, each advertisement may have defined attributes of the people it targets. These attributes may include, for example, age group and gender. The second estimation unit 140 may increase the value indicated by the second estimation information if the user attributes corresponding to the avatar match the attributes targeted by the advertisement. The second estimation unit 140 may, for example, obtain the attributes targeted by the advertisement and the user attributes from the providing device 20.

[0040] The second estimation unit 140 may further generate second estimation information using the length of time the avatar stayed within the effective range. For example, if the first estimation information is a value indicating the degree of user interest at a particular location, the second estimation unit 140 may generate second estimation information by multiplying this value by a coefficient proportional to the length of time the avatar stayed. Alternatively, the second estimation unit 140 may generate second estimation information by multiplying the average value of the first estimation information by a coefficient proportional to the length of time the avatar stayed.

[0041] The second estimation unit 140 may generate second estimation information using the comparison result between the length of stay and a reference value. This reference value is stored, for example, in the memory unit 150. For example, the second estimation unit 140 may generate second estimation information by calculating the ratio of the length of stay to the reference value and multiplying this ratio by the average value of the first estimation information described above. The reference value used here is, for example, a statistically calculated value. As an example, the reference value is the average length of stay of multiple avatars when multiple avatars stay within the effective range of the target advertisement.

[0042] The above-mentioned reference values ​​may be determined for each person's attribute. Here, the attribute is, for example, at least one of age group and gender. In this case, the second estimation unit 140 reads and uses the reference values ​​corresponding to the user's attribute from the storage unit 150. The attribute-specific reference values ​​are determined, for example, by performing the above-mentioned average value calculation process for each user attribute corresponding to the avatar.

[0043] As described above, the display 310 displays a screen for the user to see. This screen may also display a screen as seen from the perspective of a third party in the virtual space, as shown in Figure 9, for example. In this case, the first estimation unit 130 may further generate first estimation information using the display mode of the target advertisement on this screen, or the second estimation unit 140 may further generate second estimation information using the display mode of the target advertisement on this screen, or both may be performed. This process may also be performed when the screen shown in Figure 10, which will be described later, is displayed.

[0044] The display characteristics here refer, for example, to the orientation in which the advertisement is displayed, the size of the advertisement, and the position in which the advertisement is displayed.

[0045] An example of information indicating the orientation of an advertisement is information indicating the direction in which the advertisement is facing on the screen displayed on display 310 in the virtual space. For example, the first estimation unit 130 increases the value of the first estimation information as the orientation of the advertisement approaches the front. Also, when the second estimation unit 140 generates the second estimation information by multiplying the value indicated by the first estimation information by a predetermined coefficient, it increases the coefficient as the orientation of the advertisement approaches the front.

[0046] Furthermore, the first estimation unit 130 increases the value of the first estimation information as the size of the advertisement displayed on the screen of the display 310 increases, that is, as the proportion of the screen occupied by the advertisement increases. Also, when the second estimation unit 140 generates the second estimation information by multiplying the value indicated by the first estimation information by a predetermined coefficient, it increases the coefficient as this angle increases.

[0047] Furthermore, if the advertisement is displayed in the center of the display 310, the first estimation unit 130 may increase the value of the first estimated information compared to the case where the advertisement is displayed at the edge of the display 310, and the second estimation unit 140 may increase the coefficient described above.

[0048] Furthermore, as shown in Figure 10, the display 310 may also display a screen showing the virtual space from the avatar's perspective. In this example, if the history information includes gaze information indicating the direction of the avatar's gaze, the first estimation unit 130 may further generate first estimation information using the gaze information, the second estimation unit 140 may further generate second estimation information using the gaze information, or both may be performed. This process may also be performed when the screen shown in Figure 9 is displayed.

[0049] An example of processing by the first estimation unit 130 using gaze information is as explained with reference to Figure 3. An example of processing by the second estimation unit 140 using gaze information is determining a predetermined coefficient when generating second estimation information by multiplying the value indicated by the first estimation information by a predetermined coefficient, using the gaze information. For example, the second estimation unit 140 calculates the average value of the angle formed by the avatar's orientation or gaze and a line perpendicular to the front of the target advertisement while the avatar is within the effective range, and increases this coefficient as this average value decreases.

[0050] In the virtual space, users may speak through their avatars. One example of such speech is a conversation with another avatar. The providing device 20 stores information indicating the quantity and content of this speech. The advertising effectiveness estimation device 10 may also acquire and use this information from the providing device 20.

[0051] For example, the user information acquisition unit 120 acquires speech information from the providing device 20. The speech information indicates at least one of the amount and content of speech made by the avatar while it was located within the effective range of the target advertisement. The first estimation unit 130 may then generate first estimation information using the speech information, the second estimation unit 140 may then generate second estimation information using the speech information, or both may be performed.

[0052] For example, the first estimation unit 130 increases the value of the first estimation information as the amount of speech, such as the number of characters or the duration of speech, increases. Also, when the second estimation unit 140 generates second estimation information by multiplying the value indicated by the first estimation information by a predetermined coefficient, it increases the coefficient as the amount of speech, such as the number of characters or the duration of speech, increases.

[0053] Furthermore, the first estimation unit 130 increases the value of the first estimation information as the number of keywords included in the utterance increases. Also, when the second estimation unit 140 generates the second estimation information by multiplying the value indicated by the first estimation information by a predetermined coefficient, it increases the coefficient as the number of keywords increases. The keywords are stored in the storage unit 150, for example, for each advertisement, and are associated with that advertisement. The first estimation unit 130 and the second estimation unit 140 then retrieve the keywords corresponding to the target advertisement from the storage unit 150.

[0054] Furthermore, the system may be able to acquire vital information of the user while they are operating the avatar, for example, if the user is wearing a wearable device such as a smartwatch. Here, vital information may include, for example, at least one of heart rate, maximum blood pressure, and sweat rate, but may also include other information. The user information acquisition unit 120 may further acquire this vital information from, for example, a wearable device or a communication device 30. The first estimation unit 130 may then generate first estimation information using the vital information, the second estimation unit 140 may then generate second estimation information using the vital information, or both may be performed.

[0055] For example, the first estimation unit 130 increases the value of the first estimation information as at least one of the heart rate, maximum blood pressure, and sweat volume increases. Also, when the second estimation unit 140 generates second estimation information by multiplying the value indicated by the first estimation information by a predetermined coefficient, it increases the coefficient as at least one of the heart rate, maximum blood pressure, and sweat volume increases.

[0056] The advertising effectiveness estimation device 10 has a hardware configuration that includes, for example, a bus 1010, a processor 1020, a memory 1030, a storage device 1040, an input / output interface 1050, and a network interface 1060, as shown in Figure 11.

[0057] Bus 1010 is a data transmission path for the processor 1020, memory 1030, storage device 1040, input / output interface 1050, and network interface 1060 to send and receive data to and from each other. However, the method of connecting the processor 1020 and the other components to each other is not limited to bus connection.

[0058] The 1020 processor is a processor implemented in components such as the CPU (Central Processing Unit) and GPU (Graphics Processing Unit).

[0059] Memory 1030 is a main memory device implemented using RAM (Random Access Memory), etc.

[0060] The storage device 1040 is an auxiliary storage device implemented as a removable media such as an HDD (Hard Disk Drive), SSD (Solid State Drive), or memory card, or as a FROM (Flash Read Only Memory), and has a recording medium. The recording medium of the storage device 1040 stores program modules that implement each function of the advertising effectiveness estimation device 10 (for example, the range information acquisition unit 110, the user information acquisition unit 120, the first estimation unit 130, and the second estimation unit 140). The processor 1020 reads these program modules into the memory 1030 and executes them, thereby realizing each function corresponding to the program module. The storage device 1040 may also function as a storage unit 150.

[0061] The input / output interface 1050 is an interface for connecting the advertising effectiveness estimation device 10 with various input / output devices. For example, the advertising effectiveness estimation device 10 may communicate with the storage unit 150 via the input / output interface 1050.

[0062] The network interface 1060 is an interface for connecting the advertising effectiveness estimation device 10 to a network. This network may be, for example, a LAN (Local Area Network) or a WAN (Wide Area Network). The method by which the network interface 1060 connects to the network may be wireless or wired. The advertising effectiveness estimation device 10 may communicate with the providing device 20, the communication device 30, and the storage unit 150 via the network interface 1060.

[0063] The advertising effectiveness estimation device 10 performs processing according to the flowchart shown in Figure 12, for example. This processing is performed repeatedly, for example, in a batch format.

[0064] First, the range information acquisition unit 110 identifies the user and acquires the movement history of the avatar corresponding to that user from, for example, the storage unit 150. Then, by processing this movement history, the range information acquisition unit 110 determines whether or not the avatar has entered the effective range of any advertisement, using the range information of each advertisement. The range information acquisition unit 110 also acquires this range information from the storage unit 150. If the avatar has entered the effective range of any advertisement, the range information acquisition unit 110 identifies the range information of that advertisement, i.e., the target advertisement, and the user information acquisition unit 120 extracts history information corresponding to that target advertisement from the movement history (step S10).

[0065] The first estimation unit 130 then generates the first estimated response (step S20). The second estimation unit 140 then generates the second estimated information (step S30). Subsequently, the second estimation unit 140 stores the second estimated information in the storage unit 150, linking it to the target advertisement.

[0066] The processes described above are performed for each of the multiple users. Furthermore, if a single user falls within the effective range of multiple advertisements, the processes shown in Figure 12 are performed for each of these advertisements.

[0067] The second estimation unit 140 then statistically processes the second estimation information for each of the multiple advertisements at predetermined intervals to generate information indicating the value generated by the advertisement, i.e., information indicating the effectiveness of the advertisement, for each predetermined period and each advertisement. The predetermined period is, for example, from one day to one month, but is not limited to this range. An example of statistical processing is addition.

[0068] In summary, the advertising effectiveness estimation device 10 calculates first estimation information and then uses this first estimation information to generate second estimation information that shows the estimated value generated by the target advertisement for that user. The first estimation information shows the estimated level of interest that the user corresponding to the avatar had in the target advertisement. Therefore, the advertising effectiveness estimation device 10 can accurately estimate the effect of the target advertisement displayed in the virtual space.

[0069] Although the present disclosure has been described above with reference to embodiments, the present disclosure is not limited to the embodiments described above. Various modifications to the structure and details of the present disclosure can be made as can be understood by those skilled in the art within the scope of the present disclosure. Furthermore, each embodiment can be combined with other embodiments as appropriate.

[0070] Furthermore, while the flowcharts used in the above description show multiple steps (processes) in sequence, the execution order of the steps performed in each embodiment is not limited to the order in which they are described. In each embodiment, the order of the illustrated steps can be changed to the extent that it does not impede the content.

[0071] Some or all of the above embodiments may also be described as follows, but are not limited to the following: 1. Range information acquisition means for acquiring range information indicating the range of effect set as the area in which the effect of a target advertisement existing in a virtual space occurs, User information acquisition means for acquiring history information that shows at least a portion of the movement history of the avatar within the aforementioned effective range, A first estimation means that generates first estimation information showing the estimated level of interest that the user corresponding to the avatar had in the target advertisement, using the aforementioned history information, A second estimation means that generates second estimation information showing the estimated value generated by the target advertisement by the user using the first estimation information, An advertising effectiveness estimation device equipped with the following features. 2. In the advertising effectiveness estimation device described in item 1 above, The second estimation means further generates the second estimation information using the length of time the avatar stayed in the effect range, an advertising effect estimation device. 3. In the advertising effectiveness estimation device described in 1 or 2 above, The user information acquisition means further acquires the user's vital information, An advertising effectiveness estimation device, wherein at least one of the following is performed: the first estimation means further generates the first estimation information using the vital information, and the second estimation means further generates the second estimation information using the vital information. 4. In the advertising effectiveness estimation device described in any one of items 1 to 3 above, The display viewed by the user shows the screen as seen from the avatar's perspective in the virtual space. The aforementioned history information includes gaze information indicating the direction of the avatar's gaze. An advertising effectiveness estimation device, wherein at least one of the following is performed: the first estimation means further generates the first estimation information using the gaze information, and the second estimation means further generates the second estimation information using the gaze information. 5. In the advertising effectiveness estimation device described in any one of items 1 to 3 above, The display viewed by the user shows the screen as seen from a third-party perspective of the virtual space. An advertising effectiveness estimation device, wherein at least one of the following is performed: the first estimation means further generates the first estimation information using the display mode of the target advertisement on the screen, and the second estimation means further generates the second estimation information using the display mode of the target advertisement on the screen. 6. In the advertising effectiveness estimation device described in any one of items 1 to 5 above, The user information acquisition means acquires speech information indicating at least one of the quantity and content of speech made by the avatar while the avatar is located within the effective range. An advertising effectiveness estimation device, wherein at least one of the following is performed: the first estimation means further generates the first estimation information using the speech information, and the second estimation means further generates the second estimation information using the speech information. 7. In the advertising effectiveness estimation device described in any one of items 1 to 6 above, There are multiple virtual spaces, The range information is defined for each virtual space. The range information acquisition means is an advertising effectiveness estimation device that acquires the range information corresponding to the virtual space in which the avatar exists. 8. In the advertising effectiveness estimation device described in any one of items 1 to 7 above, The aforementioned history information includes information that allows for the identification of the avatar's movement speed. The first estimation means is an advertising effectiveness estimation device that generates the first estimation information using at least one of the movement speed of the avatar when it enters the effective range and the movement speed of the avatar within the effective range. 9. In the advertising effectiveness estimation device described in item 2 above, The second estimation means is an advertising effectiveness estimation device that generates the second estimation information using the result of comparing the length of stay with a reference value. 10. In the advertising effectiveness estimation device described in item 9 above, The aforementioned standard values ​​are determined for each person's attributes. The second estimation means is an advertising effectiveness estimation device that uses the reference value corresponding to the user's attribute. 11. In the advertising effectiveness estimation device described in any one of items 1 to 10 above, The aforementioned scope information is defined for each advertisement or for each attribute of the advertisement. The range information acquisition means is an advertising effectiveness estimation device that acquires the range information corresponding to the attributes of the target advertisement. 12. In the advertising effectiveness estimation device described in any one of items 1 to 11 above, Multiple effect ranges with different magnitudes of the aforementioned effects are set, The range information includes each of the plurality of effective ranges and effect information indicating the magnitude of the effect corresponding to each of the plurality of effective ranges. The first estimation means generates the first estimation information using the movement history for each of the plurality of effect ranges and the effect information for each of the plurality of effect ranges. Advertising effectiveness estimation device. 13. Computers, Obtain range information indicating the effective range, which is set as the area where the effect of the target advertisement in the virtual space occurs. By obtaining history information that shows at least a portion of the avatar's movement history within the aforementioned effective range, Using the aforementioned history information, first estimation information is generated that shows the estimated level of interest that the user corresponding to the avatar had in the target advertisement. An advertising effectiveness estimation method that generates second estimation information showing the estimated value generated by the target advertisement by the user, using the first estimation information. 14. To the computer, Range information acquisition means for acquiring range information indicating the range of effect set as the area in which the effect of a target advertisement existing in a virtual space occurs, User information acquisition means for acquiring history information that shows at least a portion of the movement history of the avatar within the aforementioned effective range, A first estimation means that generates first estimation information showing the estimated level of interest that the user corresponding to the avatar had in the target advertisement, using the aforementioned history information, A second estimation means that generates second estimation information showing the estimated value generated by the target advertisement by the user using the first estimation information, A program to implement it. 15. A recording medium on which the program described in item 14 above is recorded.

[0072] Furthermore, some or all of the configurations described in Appendices 2 to 12, which are subordinate to Appendice 1 above, may also be subordinate to each of Appendices 13 to 15 in the same way as Appendices 2 to 12. Moreover, not limited to Appendice 1 and Appendices 13 to 15, some or all of the configurations described as appendices may also be subordinate to various hardware, software, various recording means for recording software, or systems, without departing from the embodiments described above. [Explanation of Symbols]

[0073] 10. Advertising effectiveness estimation device 20 Providing device 30 Communication equipment 110 Range Information Acquisition Unit 120 User Information Acquisition Unit 130 1st estimation part 140 Second estimation part 310 displays

Claims

1. Range information acquisition means for acquiring range information indicating the range of effect set as the area in which the effect of a target advertisement existing in a virtual space occurs, User information acquisition means for acquiring history information that shows at least a portion of the movement history of the avatar within the aforementioned effective range, A first estimation means that generates first estimation information showing the estimated level of interest that the user corresponding to the avatar had in the target advertisement, using the aforementioned history information, A second estimation means that generates second estimation information showing the estimated value generated by the target advertisement by the user using the first estimation information, An advertising effectiveness estimation device equipped with the following features.

2. In the advertising effectiveness estimation device according to claim 1, The second estimation means further generates the second estimation information using the length of time the avatar stayed in the effect range, an advertising effect estimation device.

3. In the advertising effectiveness estimation device according to claim 1 or 2, The user information acquisition means further acquires the user's vital information, An advertising effectiveness estimation device, wherein at least one of the following is performed: the first estimation means further generates the first estimation information using the vital information, and the second estimation means further generates the second estimation information using the vital information.

4. In the advertising effectiveness estimation device according to claim 1 or 2, The display viewed by the user shows the screen as seen from the avatar's perspective in the virtual space. The aforementioned history information includes gaze information indicating the direction of the avatar's gaze. An advertising effectiveness estimation device, wherein at least one of the following is performed: the first estimation means further generates the first estimation information using the gaze information, and the second estimation means further generates the second estimation information using the gaze information.

5. In the advertising effectiveness estimation device according to claim 1 or 2, The display viewed by the user shows the screen as seen from a third-party perspective of the virtual space. An advertising effectiveness estimation device, wherein at least one of the following is performed: the first estimation means further generates the first estimation information using the display mode of the target advertisement on the screen, and the second estimation means further generates the second estimation information using the display mode of the target advertisement on the screen.

6. In the advertising effectiveness estimation device according to claim 1 or 2, The user information acquisition means acquires speech information indicating at least one of the quantity and content of speech made by the avatar while the avatar is located within the effective range. An advertising effectiveness estimation device, wherein at least one of the following is performed: the first estimation means further generates the first estimation information using the speech information, and the second estimation means further generates the second estimation information using the speech information.

7. In the advertising effectiveness estimation device according to claim 1 or 2, The aforementioned history information includes information that allows for the identification of the avatar's movement speed. The first estimation means is an advertising effectiveness estimation device that generates the first estimation information using at least one of the movement speed of the avatar when it enters the effective range and the movement speed of the avatar within the effective range.

8. In the advertising effectiveness estimation device according to claim 1 or 2, The aforementioned scope information is defined for each advertisement or for each attribute of the advertisement. The range information acquisition means is an advertising effectiveness estimation device that acquires the range information corresponding to the attributes of the target advertisement.

9. Computers Obtain range information indicating the effective range, which is set as the area where the effect of the target advertisement in the virtual space occurs. By obtaining history information that shows at least a portion of the avatar's movement history within the aforementioned effective range, Using the aforementioned history information, first estimation information is generated that shows the estimated level of interest that the user corresponding to the avatar had in the target advertisement. An advertising effectiveness estimation method that generates second estimation information showing the estimated value generated by the target advertisement by the user, using the first estimation information.

10. On the computer, Range information acquisition means for acquiring range information indicating the range of effect set as the area in which the effect of a target advertisement existing in a virtual space occurs, User information acquisition means for acquiring history information that shows at least a portion of the movement history of the avatar within the aforementioned effective range, A first estimation means that generates first estimation information showing the estimated level of interest that the user corresponding to the avatar had in the target advertisement, using the aforementioned history information, A second estimation means that generates second estimation information showing the estimated value generated by the target advertisement by the user using the first estimation information, A program to implement it.

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