COMPUTER PROGRAM, INFORMATION PROCESSING METHOD, AND INFORMATION PROCESSING APPARATUS

Abstract

To provide an information processing device and information processing program for supporting use and evaluation of information of advertisements owned by media owners, advertisers and users.SOLUTION: An advertisement management system comprises a media owner device, an advertiser device, a user terminal, and an advertisement management device. The advertisement management device includes: a primary advertisement retrieval part, in response to a retrieval request of a primary advertisement from the user terminal, retrieving the primary advertisement based on primary advertisement posting information acquired from the media owner; a product SNS site support part for providing a user terminal with a product SNS site including the retrieved primary advertisement and a secondary advertisement relating to the primary advertisement; an advertising effectiveness measurement part for measuring advertising effectiveness of the advertising media having posted the primary advertisement based on behavior information of the user concerning retrieval of the primary advertisement and browsing of the product SNS site; and a product power measurement part for measuring product power representing relevance between user needs and advertiser's understanding of the product.SELECTED DRAWING: Figure 2

Description

[Technical field]

[0001] The present invention relates to an information processing device and an information processing program for supporting the use and evaluation of information relating to advertisements. [Background technology]

[0002] As a means for providing users with information about products and services, online advertising provided via the Internet and the like, and offline advertising such as advertising media on television, in newspapers, flyers, and advertising media attached to trains, buses, stations, etc. In recent years, offline advertising using video display devices such as digital signage has also become widespread.

[0003] Users see a variety of advertisements everywhere every day. Even if a user sees an advertisement that catches their eye, they often just pass it by and forget about it. However, users may remember an advertisement that caught their eye later, and there is a need to be able to re-watch an advertisement they have seen in the past. In addition, media owners and advertisers have a need to know to what extent advertising media are attracting users' interest, or whether they are providing advertising information that matches the user's preferences.

[0004] Patent document 1 describes that when a user finds an advertisement that interests them, an advertisement registration application program stored on the user terminal is launched, current location data, date and time data, and advertising medium are registered, and the registered advertisement location data and advertising medium are provided at the time of purchase.

[0005] Patent Document 2 describes the construction of a portal site where transportation media advertisements and indoor and outdoor digital signage advertisements can be searched, and products can be purchased directly from the portal site by directly inputting the advertisement's control number or by narrowing down the advertisement's display location to the edge or center of the train, thereby fuzzy locating the desired advertisement, making it easy to search for an advertisement that you happen to miss while on the train later. It also describes the display of actual advertisements in thumbnail form in the same order as the spatial information in which the advertisements are displayed, and linking the thumbnails to the homepage of the company that actually advertised the advertisement.

[0006] Patent document 3 describes how, when a user is detected to be present multiple times for a certain period of time in a viewing area where the same advertising content can be viewed, it is determined that the user has viewed the advertising content, and the effectiveness of the advertising, such as the number of viewers of the advertising content and the number of users who took action on related information, is measured. [Prior art documents] [Patent documents]

[0007] [Patent Document 1] JP 2008-204021 A [Patent Document 2] JP 2010-250810 A [Patent Document 3] Patent No. 5410229 Summary of the Invention [Problem to be solved by the invention]

[0008] However, it is time-consuming for users to register location data and date and time data of offline advertisements while walking or moving, and to input the control number of offline advertisements, and since there is no known means for fuzzy searching advertisements that are seen everywhere, it is difficult for users to re-view advertisements that they have already seen.On the other hand, for media owners and advertisers who provide advertising media, even if a user shows interest in an advertisement after viewing it, they cannot know the degree of interest the user had in the advertisement at that time, and therefore cannot analyze whether the advertising media appealed to the user, whether the advertising was effective, or whether the product matched the user's needs.

[0009] The present invention has been made in light of the above-mentioned circumstances, and its object is to provide an information processing device and an information processing program for supporting the use and evaluation of advertising information held by media owners, advertisers, and users. [Means for solving the problem]

[0010] In order to solve the above problem, a first aspect of the information processing device or computer program disclosed herein is characterized by comprising a primary advertisement search unit that searches for a primary advertisement based on primary advertisement display information acquired from a media owner in response to a search request for a primary advertisement from a user terminal, a product SNS site support unit that provides the user terminal with a product SNS site including the searched primary advertisement and a secondary advertisement related to the primary advertisement, an advertising effectiveness measurement unit that measures the advertising effectiveness of the advertising medium that displays the primary advertisement based on user behavior information related to the search for the primary advertisement and the viewing of the product SNS site, and a product strength measurement unit that measures product strength, which indicates the relevance between user needs for the product and advertiser understanding.

[0011] A second aspect of the information processing device according to the present disclosure is characterized in that the user behavioral information includes a search history relating to the search for the primary advertisement and a browsing history relating to the browsing of the product SNS site, and the advertising effectiveness measurement unit measures the advertising effectiveness based on the search history and the browsing history.

[0012] A third aspect of the information processing device according to the present disclosure is characterized in that the user behavioral information includes a user's reaction posting behavior toward a brand, product, or service that is the subject of an advertisement, and the advertising effectiveness measurement unit measures the advertising effectiveness based on the reaction posting behavior.

[0013] A fourth aspect of the information processing device according to the present disclosure is characterized in that the advertising effectiveness measurement unit calculates an information dissemination power indicating the degree of reach and penetration of the medium that displayed the primary advertisement to users based on the advertising impression level determined from the search history and the advertising viewing action determined from the browsing history.

[0014] A fifth aspect of the information processing device of the present disclosure is characterized in that the advertising effectiveness measurement unit calculates the advertising effectiveness of the advertising medium in which the primary advertisement is displayed by evaluating the cost performance related to the daily advertising expenditure in relation to the information dissemination power.

[0015] A sixth aspect of the information processing device of the present disclosure is further characterized in that it measures a media location compatibility deviation value indicating the degree to which the information dissemination power of a specific advertising medium deviates from the information dissemination power of the same or similar advertising medium.

[0016] A seventh aspect of the information processing device according to the present disclosure is characterized in that the product strength is calculated based on a market suitability indicating the degree of agreement between the advertiser's product emphasis points and the consumer's product emphasis points, a consumer's product evaluation score indicating the degree of preference for the product, and a target attribute coefficient indicating the degree of importance placed on the target consumer. Effect of the Invention

[0017] According to the first aspect of the present disclosure, by integrating and managing the primary advertisement posting information of the media owner, the product information of the advertiser, and the user's behavior information related to the search for the primary advertisement and the viewing of the product information, the user can view the content of the primary advertisement online when he / she wants to view the primary advertisement again, and can also view the secondary advertisement related to the primary advertisement online, so that the user can become aware of whether or not he / she is further interested in the product or matter that the advertisement appeals. Meanwhile, for the advertiser, product information including the primary advertisement and the secondary advertisement can be efficiently provided, and business opportunities can be increased. In addition, for the media owner, it becomes easy to analyze and evaluate the advertising media that he / she owns, and for the advertiser, it is possible to grasp numerically whether the advertisement is attracting the interest of consumers. Furthermore, by analyzing the product strength, the advertiser can review the cost of improving the product and the sales plan.

[0018] According to a second aspect of the present disclosure, by utilizing the user's search history when searching for a primary advertisement and the user's browsing history when viewing the advertisement as user behavior information, the effectiveness of the primary advertisement can be measured from the user's behavior information when attempting to re-view an advertisement that was previously viewed.

[0019] According to the third aspect of the present disclosure, by taking into account the user's reaction posts on the product SNS site as user behavior information, it is possible to determine how the user reacted and analyze the extent to which the user was interested in the product or matter, or whether the user has the interest, thereby making it possible to measure the advertising effectiveness that directly reflects the user's reaction.

[0020] According to the fourth aspect of the present disclosure, since the degree of impression of advertisements and advertisement viewing actions can be identified from user behavior information, media owners can manage advertisement media based on objective data. In addition, by calculating the information transmission power of advertisement media, it is possible to appeal to advertisers the advantages of their owned advertisement media in numerical terms.

[0021] According to the fifth aspect of the present disclosure, a media owner can know the cost performance of advertising and can evaluate the advertisement from the viewpoint of increasing awareness of the advertisement and promoting understanding of the product.

[0022] According to the sixth aspect of the present disclosure, in addition to the information dissemination power, which is an absolute indicator, it is possible to obtain a media location compatibility deviation value that indicates the relative information dissemination power compared to identical or similar advertisements, making it possible to consider the selection of advertising media and cost performance.

[0023] According to the seventh aspect of the present disclosure, an advertiser can compare the average, maximum, and minimum data of the commercial strength of the same type of product with the commercial strength of the product being evaluated, and use this data as a basis for deciding the current position of the product in the market, consideration of upgrading or renewal as a future reinforcement factor for the product, improvement of the sales method, withdrawal, or maintenance. Also, by comparing the commercial strength over time, it is possible to evaluate the transition of the value of the product. [Brief description of the drawings]

[0024] [Figure 1] FIG. 1 is a bird's-eye view showing an example of the overall configuration of an advertisement management system 1 to which an information processing device and an information processing program according to an embodiment of the present disclosure are applied. [Diagram 2] FIG. 2 is a block diagram illustrating an example of a functional configuration of the information processing device according to an embodiment of the present disclosure. [Diagram 3] FIG. 3 is a block diagram illustrating an example of a functional configuration of the media owner device according to the embodiment of the present disclosure. [Figure 4] FIG. 4 is a diagram showing an example of a primary advertisement display table managed by the media owner device. [Diagram 5] FIG. 5 is a block diagram illustrating an example of a functional configuration of an advertiser device according to an embodiment of the present disclosure. [Figure 6] FIG. 6 is a block diagram illustrating an example of a functional configuration of a user terminal according to an embodiment of the present disclosure. [Figure 7]FIG. 7 is a diagram illustrating an example of a primary advertisement search screen displayed on a user terminal. [Figure 8] FIG. 8 is a diagram illustrating an example of a product SNS site browsing screen displayed on a user terminal. [Figure 9] FIG. 9 is a flowchart for explaining an example of the overall operation of the advertisement management system according to the embodiment of the present disclosure. [Figure 10] FIG. 10 is a flowchart for explaining an example of the operation of the primary advertisement search unit in the information processing device according to the embodiment of the present disclosure. [Figure 11] FIG. 11 is a diagram illustrating an example of an advertisement index (public transportation) used for a primary advertisement search by the primary advertisement search unit. [Figure 12] FIG. 12 is a diagram illustrating an example of advertisement indexes (car, walking) used in a primary advertisement search by the primary advertisement search unit. [Figure 13] FIG. 13 is a diagram illustrating an example of a data structure of the advertisement index (public transportation). [Figure 14] FIG. 14 is a flowchart for explaining an example of the operation of the product SNS site support unit in the information processing device according to the embodiment of the present disclosure. [Figure 15] FIG. 15 is a flowchart for explaining an example of the operation of the advertising effect measurement unit in the information processing device according to the embodiment of the present disclosure. [Figure 16] FIG. 16 is a diagram showing an example of an information transmission power score table used for the information transmission power calculation by the advertising effect measurement unit. [Figure 17] FIG. 17 is a flowchart for explaining an example of the operation of the product strength measurement unit in the information processing device according to the embodiment of the present disclosure. [Figure 18] FIG. 18 is a diagram for explaining an example of calculation of market suitability and market needs by the commercial material strength measurement unit. [Figure 19] FIG. 19 is a diagram for explaining an example of calculation of the commercial material strength by the commercial material strength measurement unit. DETAILED DESCRIPTION OF THE PREFERRED EMBODIMENTS

[0025] An information processing device and an information processing program according to an embodiment of the present disclosure will be described below with reference to the drawings. In the following description, configurations and elements that are the same as or similar to configurations that have already been described will be denoted by the same reference numerals and description thereof will be omitted.

[0026] (1) Overall configuration of advertising management system 1 Fig. 1 is a bird's-eye view showing an example of the overall configuration of an advertisement management system 1 to which an information processing device and an information processing program according to an embodiment of the present disclosure are applied. The advertisement management system 1 shown in Fig. 1 includes an advertisement management device 2, a media owner device 3A, a media owner device 3B, an advertiser device 4X, an advertiser device 4Y, and a user terminal 5 used by a user (or a consumer), and these devices are connected via a network 6 such as the Internet.

[0027] The advertising management device 2 is communicatively connected to the media owner device 3, the advertiser device 4 and the user terminal 5, and acquires and manages in an integrated manner information on the advertising media managed by the media owner, product information including primary advertisements and secondary advertisements managed by the advertiser, and behavioral information regarding each user's requested operations as transactions when searching for primary advertisements and viewing product information, thereby enabling users to search for primary advertisements and view product information including secondary advertisements through a product SNS site, providing media owners with the effects of the advertising media measured using the user behavioral information, and providing advertisers with the power of products measured based on users' expectations and needs.

[0028] Here, offline advertising includes, for example, advertising on offline media, specifically, advertising posted or displayed as video in places such as train stations, airports, bus stops, on the street, various facilities, and inside vehicles, advertising posted in print in newspapers, magazines, or direct mail, and advertising broadcast on television, radio, etc. Meanwhile, online advertising includes, for example, advertising on Internet media, specifically, advertising on the web, advertising delivered by email, advertising displayed by apps, advertising presented on SNS sites, etc.

[0029] A primary advertisement is an advertisement that a user has seen, heard, or experienced, for example, if a user sees an advertisement posted or displayed in an offline media advertising space, this advertisement can be a primary advertisement. A secondary advertisement is an advertisement that is related to the primary advertisement and displays explanatory, supplementary, or supplementary information in the form of text, graphics, audio, or video, for example, if a user views an online advertisement related to the primary advertisement after viewing a primary advertisement, this online advertisement can be a secondary advertisement.

[0030] In this embodiment, the primary advertisement managed by the media owner device 3 is an offline advertisement, and the secondary advertisement linked to the primary advertisement is an online advertisement related to the offline advertisement. However, the primary advertisement is not limited to an advertisement posted on an offline medium, and may be an advertisement posted on an online medium. Similarly, the secondary advertisement may be an advertisement posted on either an offline medium or an online medium. Note that when the primary advertisement is an online medium, the provider of the online service corresponds to the media owner.

[0031] The media owner device 3 is a device for managing information on the primary advertising medium owned by the media owner, and is communicatively connected to the advertiser device 4 and the advertising management device 2 via the network 6. The media owner device 3A is a device for managing the advertising medium of the media owner A, and includes a management device 31A and a storage device 32A. The storage device 32A stores information on the primary advertising medium, such as primary advertising display information, advertising display schedule, medium information, and advertising performance. The management device 31A of the media owner device 3A provides information on the primary advertising medium to the advertising management device 2 in response to a request from the advertising management device 2. The management device 31A also receives an advertising medium evaluation report from the advertising management device 2. The media owner device 3B is a device for managing the primary advertising medium of the media owner B, and has a configuration similar to that of the media owner device 3A.

[0032] The advertiser device 4 is a device for managing merchandise handled by the advertiser, and is communicatively connected to the advertisement management device 2 and the media owner device 3 via the network 6. The advertiser device 4X is a device for managing merchandise handled by the advertiser X, and includes a management device 41X and a storage device 42X. The storage device 42X stores merchandise information to be posted on the merchandise SNS site. The management device 41X provides the content of the primary advertisement to the media owner device 3, and also provides merchandise information for constructing the merchandise SNS site to the advertisement management device 2. The advertiser device 4X also receives a consumer evaluation report and a merchandise evaluation report from the advertisement management device 2. The advertiser device 4Y is a device for managing merchandise of the advertiser Y, and has the same configuration as the advertiser device 4X.

[0033] The user terminal 5 is communicably connected to the advertisement management device 2 via the network 6, and has a primary advertisement search application installed thereon for performing a primary advertisement search. The primary advertisement search application has functions of acquiring search conditions for searching a primary advertisement from a user, transmitting a search request for a primary advertisement to the advertisement management device 2, receiving and displaying a primary advertisement search result list from the advertisement management device 2, and transmitting a primary advertisement reference request to the advertisement management device 2 for referring to a primary advertisement based on the primary advertisement search result list. In addition, a web browser is installed in the user terminal 5, and the user terminal 5 can access a product SNS site (the SNS site can also be accessed by an app) provided by the advertisement management device 2 to view primary advertisements and secondary advertisements, or write evaluation information. In this embodiment, the primary advertisement search application is described as being installed in the user terminal 5, but instead of the primary advertisement search application, the primary advertisement search site provided by the advertisement management device 2 may be accessed by the web browser of the user terminal 5.

[0034] (2) Hardware Configuration (2-1) Advertising management device 2 The advertisement management device 2 includes a processor 21, a memory 22, a storage 23, a communication interface (communication I / F) 24, an input / output interface (input / output I / F) 25, and a bus 26 connecting them. The processor 21 controls the operation of the entire advertisement management device 2. The processor 21 may be a general-purpose processor such as a CPU, an MPU, or a GPU, but may not be limited to a general-purpose processor and may be a dedicated processor such as an ASIC or an FPGA. The memory 22 is a main storage device and includes a RAM or the like. The storage 23 is an auxiliary storage device and includes a non-volatile storage device such as a hard disk drive (HDD) or a solid state drive (SSD). The communication interface (communication I / F) 24 is a wired or wireless communication interface and is a module for communicating with devices such as the media owner device 3, the advertiser device 4, and the user terminal 5 via the network 6. The network 6 is, for example, the Internet, and may include access networks such as a LAN, a WAN, a mobile communication network, a wired telephone network, a FTTH, and a CATV network. An input / output interface (input / output I / F) 25 receives input data from an external device and outputs output data to an external device.

[0035] (2-2) Media owner device 3 The media owner device 3 includes at least a processor, a memory, a storage, a communication interface (communication I / F), an input / output interface (input / output I / F), and a bus connecting these.

[0036] (2-3) Advertiser device 4 The advertiser device 4 includes at least a processor, a memory, a storage, a communication interface (communication I / F), an input / output interface (input / output I / F), and a bus connecting these.

[0037] (2-4) User terminal 5 The user terminal 5 includes a processor 51, a memory 52, a storage 53, a camera 54, a communication interface (communication I / F) 55, an input / output interface (input / output I / F) 56, a touch screen 57, and a bus 50 connecting these. Here, the storage 53 stores an operating system (OS), a web browser, a program such as a primary advertisement search application, and various data. The touch screen 57 includes an input unit 58 and a display unit 59. The user terminal 5 is, for example, a mobile terminal such as a smartphone, a tablet terminal, or a notebook personal computer. The user terminal 5 may be a stationary computer such as a desktop personal computer.

[0038] (3) Functional configuration (3-1) Advertising management device 2 2 is a block diagram showing an example of a functional configuration of an information processing device (advertising management device 2) according to this embodiment. The advertising management device 2 of this embodiment includes, as its functional configuration, an advertising management control unit 200, a storage unit 210 for advertising management, and a communication control unit 220. The communication control unit 220 controls communication with the media owner device 3, the advertiser device 4, and the user terminal 5 via the network 6 in accordance with an instruction from the advertising management control unit 200.

[0039] (3-1-1) Memory unit 210 for managing advertisements The memory unit 210 for managing advertisements includes a primary advertisement search memory unit 211 , a product SNS site memory unit 212 , an advertising effectiveness measurement memory unit 213 , a product strength measurement memory unit 214 , and an externally provided data memory unit 215 .

[0040] The primary advertisement search storage unit 211 is a storage unit for centrally storing and holding the primary advertisement display information acquired from the media owner device 3, and the primary advertisement display information is converted into the format of an advertisement index and stored. The advertisement index is an index for efficiently searching for the primary advertisement to be searched, and has a data structure that can hierarchically specify the access path to reach the posted primary advertisement. Even if the media owner devices 3 each have primary advertising media information in a different format, the primary advertisement search storage unit 211 stores the information as an advertisement index having a standardized data structure.

[0041] The product SNS site storage unit 212 stores product information for generating a product SNS site acquired from the advertiser device 4. The product information includes primary advertising information, secondary advertising information related to the primary advertisement, coupon information, questionnaire information, monitor information, etc. In addition, the product SNS site storage unit 212 stores catalog information acquired from product evaluators, evaluation information acquired from consumers, etc.

[0042] The catalog information is information that describes the price and functions of the product created by the product evaluator, and includes the product evaluator's analysis and evaluation of the product's functions, quality, cost, design, novelty, etc. The catalog information is information that is generated by having volunteers among the product SNS site users voluntarily create evaluation reports on the specific product, and the creators are distinguished from general users as product evaluators, and the premise is that the users participate in the SNS voluntarily and independently. When looking at a specific individual user, they have two sides: they are product evaluators for some products and general users for other products. By using the catalog information, advertisers can obtain consumer evaluations of the products that are the subject of advertisements. In addition, for general users, it is possible to reduce the time spent researching and learning about products, making it easier to make purchasing decisions.

[0043] Evaluation information is information provided when consumers directly evaluate catalogs, merchandise, or advertiser plans. Evaluation information also includes catalog evaluation information for catalogs. Using evaluation information, consumers can understand how other consumers evaluate merchandise, and can learn which merchandise is popular among consumers and its evaluation reports. Advertisers can also understand how consumers evaluate merchandise.

[0044] The advertising effect measurement storage unit 213 stores user behavior information related to primary advertisement search and advertisement viewing, advertising performance such as advertisement display period and advertisement posting cost acquired from the media owner device 3, and medium information of the advertising medium used to calculate the medium location compatibility deviation value. The user behavior information includes a search history when the user operates the user terminal 5 to search for a primary advertisement, and a viewing history when the user operates the user terminal 5 to refer to a primary advertisement or view a secondary advertisement. The search history includes information such as the contents of the search conditions entered by the user to search for a primary advertisement and the time it took to enter the conditions. The viewing history includes information on various operation transactions such as when the user presses the "Browse" button of a primary advertisement in the primary advertisement search result list, or when the user views evaluation information of a primary advertisement, a secondary advertisement, or a catalog on a product SNS site. The user behavior information may include posts (hereinafter also referred to as SNS posts) made by the user on a product SNS site such as product evaluations, comments, questions, and catalog evaluations. The user behavior information is a record of transactions of each user on the user terminal 5 linked to a user ID. In addition to the user behavior information, a behavior history log may be recorded to allow the transactions of each user to be referred to later as a history.

[0045] The product strength measurement storage unit 214 stores coupon usage records, monitor participation records, questionnaire response records, hearing response records, and the like. The coupon usage records and monitor usage records are automatically stored when a consumer uses a coupon or participates in a monitor. The questionnaire response records include, for example, response records to various questionnaires conducted at any timing for consumers and advertisers. The hearing response records include, for example, response records to various hearings conducted at any timing for consumers and advertisers. The questionnaire response records include, for example, response records to questionnaires on product emphasis points by consumers for brands, products, and services, and response records on product emphasis points by advertisers for brands, products, and services. The hearing response records include hearing response records such as target attribute coefficients for advertisers. The coupon usage records, monitor participation records, questionnaire response records, and hearing response records may be collected by the advertiser device 4 and acquired by the advertisement management device 2 from the advertiser device 4, or may be collected and stored by the advertisement management device 2 itself. This information can be used to perform positive or negative evaluations of product strength. Based on the survey response records, it is also possible to analyze products that have strength but do not meet sales expectations, or products that have good sales but whose competitiveness is difficult to grasp.

[0046] The product strength measurement memory unit 214 further stores user attribute information. The user attribute information is consumer attribute information acquired when a consumer registers as a member on a product SNS site. The attribute information includes static attributes such as member name, member number, sex, age, birthday, and place of origin, and dynamic attributes such as hobbies, values, address, job title, and interests. The attribute information can be used to determine product strength by consumer segment, and can also facilitate consumers' receipt of coupons and participation in monitors.

[0047] The externally provided data storage unit 215 stores purchase logs and external member information. The purchase log is purchase information acquired from an advertiser or a third party. By using the purchase log, unlike sales analysis based on the attributes of the purchaser, in addition to the results of such conventional analysis, it is possible to evaluate how the product was purchased or what the product was compared with. The external member information is, for example, login information or member information registered in a social media site, and by using the external member information, it is possible to evaluate the product strength of external members who have logged in or registered as members on other product SNS sites, and also to obtain the product strength by segment. It is also possible for consumers to save the trouble of registering as a member or logging in on each site.

[0048] (3-1-2) Advertising management control unit 200 The advertisement management control unit 200 functions as a primary advertisement search unit 201, a product SNS site support unit 202, an advertising effectiveness measurement unit 203, and a product strength measurement unit 204 by the processor 21 executing a program stored in the memory 22.

[0049] The primary advertisement search unit 201 acquires primary advertisement display information managed by the media owner device 3. The primary advertisement search unit 201 converts the primary advertisement display information acquired from the media owner device 3 into an advertisement index having a specific data structure, and stores it in the primary advertisement search storage unit 211. The timing of acquiring the primary advertisement display information from the media owner device 3 may be arbitrary, but may be any timing that allows the advertisement index to be kept up to date, such as periodically or when the primary advertisement display information is updated.

[0050] When the primary advertisement search application installed in the user terminal 5 is started by the user, it transmits login information input by the user to the primary advertisement search unit 201 and makes a login authentication request. When the primary advertisement search unit 201 receives the login authentication request of the user from the primary advertisement search application, it executes a login authentication process. Note that when the primary advertisement search application is newly installed in the user terminal 5, the primary advertisement search unit 201 may execute a new member registration of the user.

[0051] When the primary advertisement search unit 201 receives a search request for a primary advertisement and a search history including search conditions for the primary advertisement from the user terminal 5, the primary advertisement search unit 201 searches for a primary advertisement that satisfies the search conditions for the primary advertisement by using the advertisement index stored in the primary advertisement search storage unit 211. The primary advertisement search unit 201 transmits a search result list for primary advertisements to the user terminal 5 and causes the user terminal 5 to display the search result list. For each of the searched primary advertisements, a "reference" button for referring to the corresponding primary advertisement is provided in the primary advertisement search result list, and the user can refer to the primary advertisement again by pressing the "reference" button. Note that if a primary advertisement that satisfies the search conditions cannot be found, a message is displayed on the search result screen indicating that a corresponding primary advertisement cannot be found. On the other hand, if the number of searched primary advertisements exceeds a preset maximum number, a message may be displayed indicating that not all search results can be displayed.

[0052] When the primary advertisement search unit 201 receives a primary advertisement reference request from the user terminal 5 in response to the user pressing the "reference" button of a desired primary advertisement, the primary advertisement search unit 201 passes the primary advertisement reference request to the product SNS site support unit 202. At this time, the primary advertisement search unit 201 may pass the login information of the user received from the user terminal 5 to the product SNS site support unit 202. The primary advertisement search unit 201 associates the search history transmitted from the user terminal 5 together with the primary advertisement search request with the user's login information, and stores it in the advertising effectiveness measurement storage unit 213 as user behavior information.

[0053] The primary advertisement search unit 201 may be configured to be called not only by the user terminal 5 but also by other programs. In this case, the output destination of the search results may be specified by the issuer of the primary advertisement search request, and the primary advertisement search unit 201 may transmit the search results to the specified output destination. For example, when the output destination of the search results is not specified, the primary advertisement search unit 201 transmits the search result list to the requester of the primary advertisement search, which is the default output destination. On the other hand, when the output destination of the search results is specified for the primary advertisement search unit 201, the search result list is transmitted to the specified output destination. As the output destination, a specific address where the user has logged in elsewhere, such as a specific site, the user's email, an interface process, etc., may also be specified. As a result, even if the user uses login information for another program, the user can perform a primary advertisement search using this information processing device, and the advertisement management device 2 side can also analyze and evaluate data by members of other programs.

[0054] The product SNS site support unit 202 is started when it takes over a request to refer to a primary advertisement from a user from the primary advertisement search unit 201, or when it receives a request to access a product SNS site from a user. The product SNS site support unit 202 provides the user terminal with a product SNS site including a primary advertisement and a secondary advertisement related to the primary advertisement.

[0055] When the merchandise SNS site support unit 202 takes over a request to refer to a primary advertisement from the primary advertisement search unit 201, it may take over the login information transmitted to the primary advertisement search unit 201. On the other hand, when the merchandise SNS site support unit 202 receives a request to access the merchandise SNS site from a user, it can request the user to register as a new member or to provide login information for a previously registered account. The merchandise SNS site support unit 202 performs login authentication of the user based on the taken over login information or login information transmitted from the user terminal 5, and provides the merchandise SNS site to the user terminal 5.

[0056] A product SNS site is a site for realizing communication between media owners, advertisers, and users, and includes primary advertisements, secondary advertisements related to the primary advertisements, word-of-mouth information, a Q&A section, an SNS linking button, and an evaluation button. For example, a product SNS site provides secondary advertisements linked to the brands, products, and services that are the subject of primary advertisements, as well as QA information with the manufacturers and distributors of such products, and allows users to refer to evaluation information (reports, comments, likes, etc.) by consumers, or to write reactions to such evaluation information (posts, applications, likes, etc.). In other words, a product SNS site is configured so that such information can be shared among participants of the product SNS site (users, media owners, advertisers), and has a form of use as a product-related SNS.

[0057] The product SNS site support unit 202 stores information that the user pressed the "Browse" button of the primary advertisement from the primary advertisement search result list, and a browsing history including selection information (click information) and text information input to the product SNS site page displayed on the user terminal 5, in the advertising effectiveness measurement storage unit 213 as behavioral information of the user. In addition, reaction posting actions such as postings by the user to the product SNS site such as product evaluations, comments, questions, and catalog evaluations (hereinafter also referred to as SNS postings) may be stored as behavioral information of the user in the advertising effectiveness measurement storage unit 213. The browsing history and reaction posting actions recorded by the product SNS site support unit 202 are recorded as behavioral information of each user in association with the login information of each user, together with the search history recorded by the primary advertisement search unit 201.

[0058] The advertising effect measurement unit 203 measures the advertising effect of the advertising medium on which the primary advertisement is posted, based on the user's behavioral information related to the search for the primary advertisement and the browsing of the product SNS site. Here, the user's behavioral information includes a search history related to the search for the primary advertisement, a browsing history related to the browsing of the product SNS site, and the user's reaction writing action to the brand, product, or service that is the target of the advertisement. The advertising effect measurement unit 203 calculates the advertising impression degree from the search history, and determines the advertising viewing action from the browsing history, and calculates the information transmission power indicating the degree of reach and penetration to users of the medium on which the primary advertisement is displayed, based on the advertising impression degree and the advertising viewing action. The advertising effect measurement unit 203 calculates the advertising effect of the advertising medium on which the primary advertisement is displayed, by evaluating the cost performance related to the advertising posting cost per day with respect to the information transmission power. The advertising effect measurement unit 203 can also measure the advertising effect based on the reaction writing action. Furthermore, the advertising effect measurement unit 203 measures a medium location compatibility deviation value indicating the degree to which the information transmission power of a specific advertising medium deviates from the information transmission power of the same or similar advertising medium.

[0059] Information dissemination power is an index for expressing the advertising effect of a medium that displays a primary advertisement, and is an absolute index showing the degree of reach (primary information dissemination power) and the degree of penetration (secondary information dissemination power) of a medium that displays a specific offline advertisement to users. Information dissemination power is calculated from the search history of the primary advertisement by the user and the browsing history of the product SNS site. In other words, from the search history of the user, it is possible to determine the advertising impression level, which indicates how detailed the user remembers when and where the primary advertisement was viewed. In addition, from the user's browsing history, it is possible to determine the advertisement viewing action, which indicates how detailed the user viewed the primary advertisement and the secondary advertisement. Information dissemination power is calculated by totaling the primary information dissemination power and secondary information dissemination power for each user who performed a search for the evaluated product across all users, and dividing this total by the advertisement display period.

[0060] The advertising effectiveness measurement unit 203 can also identify reaction posts from SNS posts, which are user behavior information, and measure advertising effectiveness based on the records and history of reaction posts. Here, reaction posting behavior refers to user behavior (input) on an SNS product site, unlike search history such as specified search conditions, and includes, for example, "likes," reports and comments on products, applications for events and campaigns held by manufacturers, and input of questions and answers. Since reaction posts are an expression of value (intention) as user activity, advertising effectiveness can be measured by collecting them as information representing the user's intention and evaluation of advertising media, primary advertisements, or secondary advertisements. For example, in calculating information transmission power, reaction posts can be added to the calculation basis in addition to the viewing history when measuring how closely an advertisement was viewed. In addition, they can be used in marketing analysis as user evaluation information on the target of advertisement (brand, product, product).

[0061] The media location compatibility deviation value is a relative index showing how much a specific medium displaying a certain advertisement appeals to a target group compared to advertising media displaying the same or similar advertisements. Since the information transmission power is an absolute value, it tends to correlate with the region of the advertising medium, or the total number of people passing in front of the advertising medium (passing foot traffic) and congestion level. On the other hand, the media location compatibility deviation value is an index showing how much the information transmission power of the offline advertising medium to be analyzed deviates from the information transmission power of an advertising medium group that satisfies certain conditions, such as the area where the advertising medium is displayed, the passing foot traffic and congestion conditions (public transportation, highways, etc.), and the track record of the same product, and can be expressed, for example, by a deviation value or standard deviation from the average of the information transmission power of the advertising medium group that satisfies the certain conditions. Note that, as a degree of deviation, statistical values ​​such as the median and the mode other than the average may be used.

[0062] The product power measurement unit 204 measures product power, which indicates the relevance between user needs and advertiser understanding of a product. Product power is calculated based on the relevance between consumer needs and advertiser understanding of a product, that is, the idea that "products that manufacturers or service providers understand and value the diversifying expectations and needs of consumers are valuable." Product power is calculated based on, for example, market suitability, which indicates the degree of agreement between the advertiser's product priority points and the consumer's product priority points, the consumer's product evaluation points, which indicate the degree of preference for the product, and the target attribute coefficient, which indicates the degree of importance placed on the target consumer.

[0063] Market fit is an index calculated based on the idea that "products that have a high degree of agreement between consumer and advertiser priorities and have a high sales volume have a high market fit." Consumer priorities are expressed as consumer importance and can be obtained from catalog evaluation information collected on product SNS sites. Advertisers' priorities are expressed as advertiser importance and can be obtained from surveys and interviews with advertisers. Consumer product evaluation points are the degree of preference for a product from each viewpoint obtained from survey response information by consumers, and are calculated by aggregating survey results of a five-point evaluation (very attractive ⇒ 5 points, good ⇒ 3 points, fair ⇒ 1 point, not so good ⇒ -3 points, out of the question ⇒ -5 points) for each consumer attribute in terms of the product's functionality (performance), quality, cost, design, and novelty. The target attribute coefficient is a weighting coefficient set according to the importance of the target attribute of the consumer that the advertiser considers important as a target, and is obtained from the results of interviews conducted by the advertiser regarding the target attributes of the product.

[0064] (3-2) Media owner device 3 3 is a block diagram showing an example of a functional configuration of the media owner device 3 according to this embodiment. The media owner device 3 of this embodiment includes a primary advertisement management unit 300, a primary advertisement storage unit 310, and a communication control unit 320 as functional configurations.

[0065] The primary advertisement management unit 300 functions as a primary advertisement information management unit 301 and a primary advertisement information providing unit 302 by the processor executing a program stored in the memory.

[0066] When an advertiser requests the use of an advertising medium, primary advertising information management unit 301 stores an advertising display schedule for the advertising medium requested for use in primary advertising storage unit 310. Primary advertising information management unit 301 stores, as primary advertising display information, advertisements recorded in the advertising display schedule that have reached their advertising display date in primary advertising storage unit 310. Primary advertising information management unit 301 also manages medium information and advertising performance related to the advertising medium.

[0067] When the primary advertising information providing unit 302 receives a request to acquire information related to the primary advertisement, such as primary advertising display information, medium information, and advertising performance managed by the media owner device 3, from the advertising management device 2, the primary advertising information providing unit 302 provides the requested information to the advertising management device 2. At this time, the primary advertising information providing unit 302 may provide information that has been newly updated since the previous acquisition request.

[0068] The primary advertisement storage unit 310 stores primary advertisement display information, advertisement display schedule, medium information, and advertisement performance. The primary advertisement display information can store, for example, information on the primary advertisement to be displayed in the form of a primary advertisement display table. The primary advertisement display table is a table that stores display information on the primary advertisement medium managed by the media owner, and includes the advertisement medium ID, the advertiser, the advertisement date and time, the advertisement display location, the display content, and the advertisement medium. The advertisement display schedule is a display schedule for each primary advertisement medium owned by the media owner, and includes the advertisement medium ID, the advertisement display period, the planned display location, the advertisement content, and the like. Here, the advertisement content includes the display content for the primary advertisement (for example, for a primary advertisement related to women's clothing, the display content such as women's clothing, sweaters, and scarves). The medium information stores the type and size of the advertisement medium for each advertisement medium ID. Types of advertising media include newspapers, magazines, radio, television, as well as the Internet (banner ads, etc.), outdoor advertising media (posters, neon signs, large screens), digital signage (electronic billboards), transportation advertising media (hanging advertisements, etc.), and flyers. Media information also includes information such as the area where the advertising media is installed, the number of people passing by, and congestion conditions (public transportation, highways, etc.). Advertising performance includes the advertising display period and advertising expenses for each advertising media.

[0069] FIG. 4 is an example of the primary advertisement display table 311 stored in the primary advertisement storage unit 310. The primary advertisement display table 311 is configured so that the items of the advertiser, advertisement date and time, advertisement display location, display content, and advertisement medium can be entered for each advertisement medium ID. The advertisement medium ID is an advertisement medium identification number that is given when a request is received from the advertiser. The advertiser is the name of the person who requested the display of an advertisement on the advertisement medium. The advertisement date and time is the date and time or period during which the advertisement is displayed. The advertisement display location is an item that hierarchically specifies the access route to reach the posted advertisement, and specifies "address", "route name / road name", "station name, airport name", "facility name / building name", and "posting position". In "address", the prefecture, city, ward, town, village, and block number where the advertisement medium is installed are entered. In "route name / road name", for example, when public transportation is used as the access route, the route name or station name is entered, and when walking or driving is used, the road name is entered. In the "facility / building name" field, for example, the station premises or the name of the building is entered. In the "posting location" field, the location where the advertising medium is posted, such as platform 1 or bus stop C1, is entered. In the posting content, a keyword that represents the content of the advertising content is entered. The keyword may be selected from a predetermined category, or may be any free word. Alternatively, if the advertising posting schedule contains details of the posting content of the advertising content, a link to the advertising posting schedule may be entered.

[0070] It is desirable that the input items of the primary advertisement display table 311 correspond to all items included in the data structure of the advertisement index. However, for example, in a case where a publicly known route search can be used to predict transportation facilities and train routes by specifying station names, the primary advertisement display table 311 can be configured to allow input of only the minimum items necessary to generate the advertisement index.

[0071] In the primary advertisement display table 311 shown in FIG. 4, advertising medium ID01 to advertising medium ID03 are exemplified. Advertising medium ID01 is a poster of women's clothing and the like placed on the A line, A1 station, inside the premises, and platform 1. Advertising medium ID02 is the same as advertising medium ID01 up to A1 station on the A line, but is a digital signage displaying hotels and the like installed on the wall of the A1 station building. Advertising medium ID03 is a flyer for food and the like placed at the C1 bus stop on the C line, which is a bus route. For advertising medium ID03, the "station name / airport name" and "facility / building name" are not applicable, so they are left blank (N / A).

[0072] Each item of the primary advertisement display table 311 may be freely written by the media owner, but a pull-down menu may be displayed for each item to select the input content so that the content consistent with the data structure of the advertisement index described later can be written. For example, a multi-level pull-down menu may be applied to "route name / road name", and "train route, bus route, airline company, taxi, road" may be displayed as a selectable option for public transportation and roads in the first level, and when "train route" is selected, the route names of each railroad company may be displayed as a selectable option in the second level. Note that in FIG. 4, both the primary advertisement display information when public transportation is used as an access route and the primary advertisement display information when using a car or on foot may be written in separate rows.

[0073] (3-3) Advertiser device 4 5 is a block diagram showing an example of a functional configuration of the advertiser device 4 according to this embodiment. The advertiser device 4 according to this embodiment includes, as its functional configuration, a merchandise information management unit 400, a merchandise information storage unit 410, and a communication control unit 420.

[0074] The product information storage unit 410 is a storage unit that stores product information including primary advertisement information, secondary advertisement information related to the primary advertisement, coupon information, questionnaire information, monitor information, and the like. The primary advertisement information is information for allowing the primary advertisement posted by the media owner to be re-viewed on the product SNS site. The secondary advertisement information is information for providing a secondary advertisement having content associated with the primary advertisement. The coupon information is information on the coupon user, the date and time of coupon use, the store, the coupon name, and other coupon usage records. The questionnaire information is information on various questionnaires for users, advertisers, and the like. The monitor information includes the monitor participation conditions, attributes of the participating consumers, product information of the monitored product, and the like, along with the results of the consumer's monitor of the product, i.e., the consumer's comments when using the product to be monitored. Advertisers have the opportunity to directly communicate with consumers through the multi-enterprise joint participation type product SNS site. Consumers can obtain details of the product from the primary advertisement that interests them.

[0075] The product information management unit 400 functions as a product SNS page information providing unit 401, a product information editing unit 402, and an event management unit 403 by the processor executing a program stored in the memory. The product SNS page information providing unit 401 provides the advertisement management device 2 with information for constructing a product SNS site that the advertisement management device 2 provides to the user terminal 5. The product information editing unit 402 performs editing such as creating, updating, and deleting product information. The event management unit 403 supports the preparation of schedules, distribution materials, and distribution destinations when implementing coupons, surveys, or monitors, and performs processes such as obtaining coupon implementation status from consumers or stores, and collecting, storing, and analyzing survey results and hearing results from consumers or advertisers.

[0076] (3-4) User terminal 5 6 is a block diagram showing an example of a functional configuration of the user terminal 5 according to this embodiment. The user terminal 5 according to this embodiment includes, as functional configurations, an advertisement search browsing unit 500, an advertisement search history storage unit 510, and a communication control unit 520. The advertisement search browsing unit 500 includes a primary advertisement search reference unit 501 and a product SNS site browsing unit 502. In this embodiment, the primary advertisement search reference unit 501 is a function realized by a primary advertisement search application installed in the user terminal 5, and the product SNS site browsing unit 502 is a function realized by a web browser installed in the user terminal 5. The functions of the user terminal 5 may be realized by either an application or a web browser.

[0077] In this embodiment, membership registration is performed when the primary ad search application is downloaded, and a login ID and password are assigned to the user. Membership registration is performed as a user identifier, which is, in principle, unique to the terminal. Registration of personal information with respect to the user identifier may be performed not only when the primary ad search application is downloaded, but also when the primary ad search application is launched for the first time, or separately from these timings, when the product SNS site is accessed. Furthermore, the user identifier may be registered in association with a different identifier managed by a third party.

[0078] When activated by a user, the primary advertisement search reference unit 501 may request the user to log in and display an input screen for login information on the display unit 59 of the user terminal 5. When the user inputs a login ID and password, the login information is transmitted to the advertisement management device 2, the advertisement management device 2 performs login authentication of the user, and the authentication result is transmitted to the user terminal 5. In response to the success of the login authentication of the user, the primary advertisement search application displays a primary advertisement search screen on the display unit 59 of the user terminal 5.

[0079] The primary advertisement search reference unit 501 accepts an input operation of primary advertisement search conditions from a user, stores the input operation of the primary advertisement search conditions in the advertisement search history storage unit 510 as a search history, and when it accepts a search request instruction of a primary advertisement from the user, transmits the primary advertisement search request and the search history to the advertisement management device 2. In addition, the primary advertisement search reference unit 501 displays the primary advertisement search result list received from the advertisement management device 2 on the display unit 59, and transmits a primary advertisement reference request by the user to the advertisement management device 2.

[0080] The product SNS site viewing unit 502 is a browser for viewing the product SNS site transmitted from the advertising management device 2, displays the product SNS site provided by the advertising management device 2, and enables the user to view primary and secondary advertisements on the product SNS site, or to write evaluation information, based on the user's browsing operation of the product SNS site.

[0081] FIG. 7 is a diagram showing an example of a primary advertisement search screen displayed on the user terminal 5 by the primary advertisement search reference unit 501. As shown in FIG. FIG. 7(a) is a diagram showing an example of a product SNS site entrance page. In addition to a "search" button for primary advertisement search, the product SNS site entrance page displays digital signage advertisements 1 to 3 as "recommended for you", and displays buttons for jumping to a product page, an event page, and a catalog list for each. The digital signage advertisement displayed as "recommended for you" may be selected based on the purchasing tendency analyzed based on the member's purchasing information. When a user presses the "search" button on the product SNS site entrance page, a primary advertisement search input screen is displayed. On the other hand, when a user presses the button displayed as "recommended for you", a product SNS site viewing unit 502 is started, and the user can view the desired content on the product SNS site.

[0082] FIG. 7(b) is a diagram showing an example of a primary advertisement search input screen. On the primary advertisement search input screen, input boxes are displayed for each of the items of "date and time," "route name / road name," "station name / airport name," and "posting location," and input items of "advertising medium," "product category," and "free word" are displayed as keyword input fields. It is desirable that the input items on the primary advertisement search screen correspond to all items included in the data structure of the advertisement index. However, for example, in cases where a publicly known route search can be used to predict transportation facilities and train routes by specifying a station name, the primary advertisement search screen can be configured to allow input of only the minimum items necessary to generate an advertisement index.

[0083] The user inputs as search conditions the contents that he remembers about the primary advertisement that he saw in the past and is interested in. For example, the user inputs January 10, 2023 as the "date and time", subway line A as the "route name / road name", station A1 as the "station name / airport name", and platform as the "posting location". Note that the user only needs to input what he remembers into each item on the primary advertisement search input screen. For example, if the user only remembers the date and time and the station name for the primary advertisement, he or she only needs to input the relevant items, such as January 2023 and station A1. The input method may be to select the relevant data from a pull-down menu, or to input text. Note that when a pull-down menu is used as the input method, a multi-level selection can be displayed so that input can be made according to the data structure of the advertisement index.

[0084] The primary advertisement search reference unit 501 stores a search history, such as the search conditions input on the primary advertisement search input screen of Fig. 7(b), the time taken for input, the number of input corrections, etc., in the advertisement search history storage unit 510. When the primary advertisement search reference unit 501 detects that the user has pressed the "Execute search" button, it transmits a primary advertisement search request and the search history stored in the advertisement search history storage unit 510 to the advertisement management device 2.

[0085] The advertisement management device 2 starts the primary advertisement search unit 201 in response to a primary advertisement search request from the user terminal 5. The primary advertisement search unit 201 extracts search conditions from a search history related to the primary advertisement search request, and searches for a primary advertisement that satisfies the search conditions using an advertisement index stored in the primary advertisement search storage unit 211. After executing a search for a primary advertisement, the primary advertisement search unit 201 transmits a primary advertisement search result list to the user terminal 5. FIG. 7(c) is a diagram showing an example of a primary advertisement search result list displayed on the user terminal 5. The primary advertisement search result list displays the advertisement posting location, advertising medium, and advertisement content. Each primary advertisement displayed in the primary advertisement search result list displays a "reference" button for referring to the primary advertisement.

[0086] When the user presses the "Browse" button displayed in the search result list of the primary advertisement in Fig. 7(c), the primary advertisement search reference unit 501 transmits a primary advertisement reference request to the advertisement management device 2. In response to the primary advertisement reference request, the primary advertisement search unit 201 of the advertisement management device 2 starts the product SNS site support unit 202, and passes the login information of the user and the received primary advertisement reference request to the product SNS site support unit 202. In accordance with the primary advertisement reference request, the product SNS site support unit 202 causes the user terminal 5 to display a product SNS page including the corresponding primary advertisement.

[0087] FIG. 8 is a diagram showing an example of a product SNS site viewing screen displayed by the product SNS site viewing unit 502 of the user terminal 5, and includes a secondary advertisement viewing top page, a catalog page, and an event page. FIG. 8(a) is a diagram showing an example of a secondary advertisement viewing top page of a product SNS site, and is composed of, for example, a primary advertisement content area, a secondary advertisement area, and a review list & review registration area. In the primary advertisement content area, primary advertisement content corresponding to the "Browse" button pressed by the user is displayed, and the user can re-view the primary advertisement that caught his / her attention. Adjacent to the primary advertisement content area, items of Q&A, SNS message, and like evaluation related to the primary advertisement are also displayed. In the secondary advertisement area, one or more secondary advertisements related to the primary advertisement are displayed. In the case where the primary advertisement is a sweater, detailed information about the sweater is provided. In the review list & review registration area, review information is displayed based on the evaluation information stored in the product SNS site storage unit 212, and review registration is also possible. In addition, the user can move from the secondary advertisement viewing top page to a catalog page or an event page by pressing a predetermined button (not shown), for example.

[0088] FIG. 8(b) is a diagram showing an example of a catalog page, in which an index of catalogs by advertisement is displayed. When a user selects a desired catalog from this catalog list, the corresponding catalog page is displayed. In the catalog page, product evaluation reports by consumers are displayed by classification, and contents such as experience videos, product comparisons, reports, recommended purchases, Q&A, advertising space, and review list & registration are displayed. In addition, the catalog page is configured to allow favorite registration and like evaluation. The catalog page is displayed based on the catalog information stored in the product SNS site storage unit 212.

[0089] Fig. 8(c) is a diagram showing an example of an event page. The event page displays campaigns, coupons, questionnaires, and entrances to monitoring. In addition, as a communication tool with advertisers, Q&A for advertisers and entrances to PM with advertisers are provided. The event page is displayed based on coupon information, questionnaire information, and monitoring information acquired from the advertiser device 4 and stored in the product SNS site storage unit 212.

[0090] (4) Operation of the advertisement management system 1 (4-1) Overall operation of the advertising management system 1 Figure 9 is an example of the operation of the entire advertising management system 1 of this embodiment, and is a diagram showing an example of an operational flow in which the advertising management device 2, media owner device 3, advertiser device 4, and user terminal 5 that constitute the advertising management system 1 work together.

[0091] The primary advertisement search unit 201 receives primary advertisement posting information from the media owner device 3 at a predetermined timing, converts it into a data structure of an advertisement index, and stores it in the primary advertisement search storage unit 211 (step S900). The predetermined timing may be any timing that allows the advertisement index to be kept up to date, such as when the advertisement management device 2 is started or periodically.

[0092] When the primary advertisement search unit 201 receives a login request from the user terminal 5 (step S901), it performs user authentication. Next, when the primary advertisement search unit 201 receives a search history including a primary advertisement search request and search conditions from the primary advertisement search application of the user terminal 5 (step S902), it searches the advertisement index stored in the primary advertisement search storage unit 211 to extract primary advertisements that match the search conditions of the primary advertisements, and transmits the extracted primary advertisements to the user terminal 5 as a primary advertisement search result list (step S903). When the user presses the "reference" button corresponding to a desired primary advertisement among the primary advertisements included in the primary advertisement search result list, a primary advertisement reference request is transmitted from the user terminal 5 to the advertisement management device 2 (step S904). The primary advertisement search unit 201 transfers the transmitted primary advertisement reference request and the user's login information to the product SNS site support unit 202. The primary advertisement search unit 201 stores the search history including the search conditions received from the user terminal 5 in the storage unit for measuring advertisement effectiveness 213 as user behavior information.

[0093] The product SNS site support unit 202 acquires product information for constructing a product SNS site from the advertiser device 4 at a predetermined timing, and stores the product SNS site in the product SNS site storage unit 212 (step S905). The predetermined timing may be a timing at which the latest product SNS site can be provided to the user, such as when the advertisement management system 1 is started or periodically. When the user logs in to the primary advertisement search unit 201 during a primary advertisement search, the product SNS site support unit 202 retains the login information from the primary advertisement search unit 201. When a direct access request is made from the user terminal 5 to the product SNS site, the product SNS site support unit 202 requests the user to perform a login operation, and when the user's login authentication is performed, the product SNS site support unit 202 acquires the login information and provides the product SNS site to the user terminal 5.

[0094] When the product SNS site support unit 202 takes over a primary advertisement reference request from a user from the primary advertisement search unit 201 (step S904), it responds to the user's primary advertisement reference request by providing the product SNS site including the primary advertisement to the user terminal 5 (step S906). Next, when it receives a view request for a secondary advertisement included in the product SNS site from the user terminal 5 (step S907), it provides the product SNS site including the secondary advertisement requested to be viewed to the user terminal 5 (step S908). When there is a view request from the user on the product SNS site, it provides the corresponding page to the user terminal 5 (S909).

[0095] The product SNS site support unit 202 stores the user's browsing history for the primary advertisement and the secondary advertisement as the user's behavioral information in the advertising effectiveness measurement storage unit 213. In addition, the product SNS site support unit 202 also stores the record and history of the user's reaction posts to the product SNS site as the user's behavioral information in the advertising effectiveness measurement storage unit 213.

[0096] The advertising effect measurement unit 203 acquires the user's behavioral information related to the primary advertisement search and secondary advertisement viewing from the advertising effect measurement storage unit 213 based on the user's login information, for example, a user ID. The advertising effect measurement unit 203 calculates the information transmission power of the user based on the advertisement impression level generated from the search history included in the behavioral information and the advertisement viewing action generated from the viewing history. In addition to the information transmission power, the advertising effect measurement unit 203 acquires the advertising performance and medium information from the media owner device 3 (step S910) and calculates the advertising effect of the advertising medium or the medium location compatibility deviation value. The advertising effect measurement unit 203 also measures the advertising effect based on the record and history of the reaction writing included in the behavioral information of the user. These calculation results are transmitted to the media owner device 3 as an advertising medium evaluation report (step S911).

[0097] The product power measurement unit 204 acquires catalog evaluation information and questionnaire response information by users, and hearing response information by advertisers from the product power measurement storage unit 214 (steps S912, S913). The product power measurement unit 204 calculates product power, which is an index representing the current value of a product, based on the response information, and transmits the product power measurement results to the advertiser device 4 as a consumer evaluation report and a product evaluation report (step S914).

[0098] (4-2) Operation of the Primary Advertisement Search Unit 201 Fig. 10 is a diagram showing an example of an operation flow of the primary advertisement search unit 201. As shown in Fig. 10, the primary advertisement search unit 201 includes a computer program that causes a computer to execute the following operations: acquiring primary advertisement display information from the media owner device 3 (step S100), generating an advertisement index from the acquired primary advertisement display information and storing it in the primary advertisement search storage unit 211 (step S101), acquiring a primary advertisement search request and search conditions from a user (step S102), searching for a primary advertisement that satisfies the search conditions related to the primary advertisement search request based on the advertisement index stored in the primary advertisement search storage unit 211 (step S103), presenting the searched primary advertisement to the user (step S104), and storing the search history in the advertisement effect measurement storage unit 213.

[0099] The primary advertisement search unit 201 acquires a primary advertisement display table 311 shown in Fig. 4 as primary advertisement display information from the media owner device 3. The primary advertisement search unit 201 generates an advertisement index from the primary advertisement display table 311, and stores the generated advertisement index in the primary advertisement search storage unit 211. The advertisement index includes an advertisement index when using public transportation and an advertisement index when using a car or on foot.

[0100] Fig. 11 is an example of an advertising index when using public transportation, and Fig. 12 is an example of an advertising index when using a car or walking. The advertising index is made up of a data structure that has a root node (a node with no parent node) at the top layer, a leaf node (a node with no child nodes) at the bottom layer, and a branch node (a node with a parent node and a child node) between them.

[0101] In the example of FIG. 11, the root node is "date and time", the branch nodes are "transportation", "train line", "station / airport", and the leaf nodes are "bus stop", "inside the train", "inside the plane", "above the door / window", "seat", "platform (track number)", "concourse / passage", and the like. Each node includes a set of a data section and a pointer section (data section, pointer section). The data section indicates the elements included in the node, and the pointer section indicates a pointer to a node located one layer below the node. The pointer section of the leaf node has a pointer set to the serial management number of the primary advertisement. The serial management number of the primary advertisement is a unique serial number given to each advertising medium managed by the advertising management device 2, and is used for management of the advertising medium in the advertising management device 2, statistical processing, and the like. The advertising index when using a car or walking in FIG. 12 has a similar data structure.

[0102] 13 shows an example of converting the primary advertisement display table 311 shown in FIG. 4 into an advertisement index. For example, for the advertisement medium ID01 shown in FIG. 4, the "date and time" node is set to (January 10, 2023, district 110), the "district 110" node is set to (Kanto, transportation 1102), the "transportation 1102" node is set to (train, train line 11022), the "train line 11022" node is set to (subway line A, station / airport A), the "station / airport A" node is set to (A1 station, station-airport A1), the "station-airport A1" node is set to (station, station A1), the "station A1" node is set to (platform, platform A11), and the leaf node of "platform A11" is set to (platform 1, advertisement A111), and advertisement A111 is set as a pointer to the serial management number of the primary advertisement posted on platform 1 of subway line A1 station. For advertising medium ID02, the same link as for advertising ID01 is used from "Date and Time" to "Train Line", but from the "Station / Airport A1" node, a branch is made to the "Outside Ticket Gate A1" node, and links are made to the "Station Building A11" node and the "Wall A112" node, and a pointer to the serial control number of advertising medium ID02 is set in the leaf node of "Wall A112". For advertising medium ID03, a link is made to the serial control number of the advertising medium posted at the C1 bus stop on bus route C.

[0103] Next, an example of searching for a primary advertisement that satisfies a user's primary advertisement search request using the advertisement index will be described. The primary advertisement search unit 201 acquires the search conditions inputted on the primary advertisement search input screen (FIG. 7(b)) from the search history transmitted from the user terminal 5 together with the primary advertisement search request. The primary advertisement search unit 201 traces from the root node of the advertisement index to the leaf node along the access route specified by the search conditions, and identifies a primary advertisement that satisfies the search conditions from the pointer set in the leaf node. In the case of the search conditions in FIG. 4, the nodes of date and time, area, transportation, train line, station, premises, and platform in FIG. 13 are traced, and primary advertisements pointed to by advertisement A111, advertisement A112, and advertisement A113 are extracted from the elements included in the leaf node "Platform A11", and further the search results are determined according to the product category and free words specified in the search conditions.

[0104] The primary advertisement search unit 201 can output search results from vague search conditions even if the user cannot remember all the routes to the primary advertisement. For example, if the user inputs only the date and time and A1 station as search conditions, the primary advertisement search unit 201 traces from the "date and time" node of the advertisement index to the "station / airport A1" node, and determines the primary advertisements pointed to by all leaf nodes ("platform A11" node and "wall A11" node) linked to the "station / airport A1" node as search results. In other words, even if the user specifies search conditions vaguely, it is possible to search from the root node of the advertisement index to the node corresponding to the search conditions, and generate primary advertisement search results from all leaf nodes linked to the node. Note that, if the number of search results becomes huge, the search results may not be output as they are, but may be further narrowed down or a review of the condition settings may be requested.

[0105] In this way, the primary advertisement search unit 201 has a function for searching for a primary advertisement even if the date, time, or place where the user viewed the primary advertisement is unclear, so that the user can easily access the primary advertisement when he or she wants to view the primary advertisement again. In addition, the user can view the secondary advertisement from the primary advertisement search result, so that the user can perform a series of operations from searching for the primary advertisement to exploring and purchasing the product.

[0106] (4-3) Operation of the product SNS site support unit 202 14 is a diagram showing an example of an operation flow of the product SNS site support unit 202. The product SNS site support unit 202 includes a computer program that causes a computer to execute the following operations: acquiring product information managed by an advertiser from the advertiser device 4 and storing it in the product SNS site storage unit 212 (S140); acquiring user login information (S141); providing a product SNS page including a primary advertisement in response to a user's request to view a primary advertisement (S142); providing a product SNS page including a secondary advertisement in response to a user's request to view a secondary advertisement (S143); responding to a user's request to view a product SNS site or an SNS post (S144); and storing, from the user terminal 5, a viewing history including a fact that a primary advertisement viewing request has been made and that a secondary advertisement corresponding to the primary advertisement that has been viewed, or a reaction post by the user, as the user's behavior information, in the advertising effect measurement storage unit 213 (step S144).

[0107] The product SNS site support unit 202 uses the primary advertisement information managed by the media owner and the product information managed by the advertiser to comprehensively provide information such as viewing of the primary advertisement and the secondary advertisement, evaluation of the product, coupons, and questionnaires via the product SNS site. The product SNS site support unit 202 stores product SNS site content in a directory in the product SNS site storage unit 212, and when it receives a URL (Uniform Resource Locator) for accessing the product SNS site from a user, it acquires product SNS site content from the directory in the product SNS site storage unit 212 corresponding to the URL, and displays the product SNS site on the user terminal 5. The product SNS site support unit 202 creates and updates the content stored in this directory using the product information acquired from the advertiser device 4, thereby constructing a product SNS site to be provided to the user terminal 5.

[0108] When the product SNS site support unit 202 is notified by the primary advertisement search unit 201 that there has been a user's request to view a primary advertisement, it takes over the user's login information and the primary advertisement view request from the primary advertisement search unit 201, and provides the product SNS site viewing screen (FIG. 8) including the primary advertisement for which there has been a view request to the user terminal 5. On the other hand, when the user directly accesses the product SNS site, it provides the user with the product SNS site's top page (not shown).

[0109] The product SNS site support unit 202 executes an operation based on a user's input operation on the product SNS site. For example, when a request to view a primary advertisement or a secondary advertisement related to the primary advertisement is received from a user on the product SNS site viewing screen (FIG. 8), the product SNS site support unit 202 reads out the corresponding content from a directory in the product SNS site storage unit 212, and provides the product SNS page including the content to the user terminal 5. Also, when there is a request to view various contents posted on the product SNS site, the product SNS site support unit 202 transmits the requested content to the user terminal 5. Also, when there is a response post such as a user's SNS post on the product SNS site, the product SNS site support unit 202 responds by storing the SNS post or processing statistics.

[0110] For users, product SNS sites make it easier to make purchasing decisions, since they can check detailed information and ratings on advertisements on one site. In addition, by measuring the advertising effectiveness of each product using the user's operation history on the product SNS site, "like" logs that indicate the degree of comparative consideration, and screen operation logs, media owners can easily grasp the cost-effectiveness of primary advertising media for a certain product. In addition, advertisers can not only provide product information to users, but also use evaluations of product strength, so they can directly obtain market reactions and get an overview of the market.

[0111] (4-4) Operation of the advertising effect measurement unit 203 FIG. 15 is a diagram showing an example of the operation flow of the advertising effect measurement unit 203. The advertising effect measurement unit 203 reads out the user's behavior information from the advertising effect measurement storage unit 213, and acquires the search history and the browsing history included in the user behavior information (step S150). The advertising effect measurement unit 203 identifies the advertising impression level based on the user's search history, and identifies the advertising viewing action based on the browsing history. The advertising effect measurement storage unit 213 uses the information dissemination power allocation table to calculate the primary information dissemination power and the secondary information dissemination power, which indicate the degree of reach and the degree of penetration of the advertising medium in which the advertisement is posted, based on the advertising impression level and the advertising viewing action of the user (step S151), and calculates the information dissemination power based on the calculated primary information dissemination power and secondary information dissemination power and the advertisement posting period read out from the advertising effect measurement storage unit 213 (step S152). The advertising effect measurement unit 203 also measures the advertising effect using the advertising posting cost stored in the advertising effect measurement storage unit 213 (step S153). In addition, the advertising effectiveness measurement unit 203 measures the media location compatibility deviation value using the advertising medium information (step S154). The advertising effectiveness measurement unit 203 provides these measurement results to the media owner device 3 as an advertising medium evaluation report (step S155).

[0112] (4-4-1) Measuring information transmission capabilities Information dissemination power is calculated by applying an "information dissemination power scoring table" to the advertising impression level determined from the search history when a user searches for the primary advertisement and the advertisement viewing action determined from the viewing history for the advertising medium in which the primary advertisement being measured is displayed.

[0113] FIG. 16 is a diagram showing an example of an information dissemination power score table. On the horizontal axis of the information dissemination power score table, keyword search, location search, and date and time location search are arranged as items related to the degree of impression of an advertisement by a user. The degree of impression of an advertisement is set so that the score is different depending on the method by which the user searches for an advertisement, and for an advertisement for which the user remembers in detail when and where the advertisement was seen, the advertisement is left in the user's impression, so that the score is set so that the more detailed the search conditions are specified, the higher the score. In addition, on the vertical axis, advertisement viewing actions, such as search only, primary advertisement viewing, and secondary advertisement viewing, are arranged as items related to the advertisement viewing action of the user. The advertisement viewing action is set so that the score is different depending on the degree to which the user views the advertisement, and the more detailed the advertisement is viewed, the higher the score is set.

[0114] The advertisement impression level is obtained by extracting a search history, which is the user's behavioral information related to a primary advertisement search, from among the user's behavioral information recorded in the advertisement effectiveness measurement storage unit 213, and determining whether the user performed a keyword search, a location search, or a date and time location search. The advertisement viewing action is determined by extracting a browsing history, which is the behavioral information related to browsing a product SNS site, from among the user's behavioral information recorded in the advertisement effectiveness measurement storage unit 213, and determining whether the user performed "search only", "viewing a primary advertisement", or "viewing a secondary advertisement". Here, "search only" corresponds to a case where a search history by the user exists but the product SNS site support unit 202 does not receive a request to view a primary advertisement from the user, "viewing a primary advertisement" corresponds to a case where the product SNS site support unit 202 receives a request to view a primary advertisement, and "viewing a secondary advertisement" corresponds to a case where a request to view a secondary advertisement corresponding to the primary advertisement is received.

[0115] The information transmission power score table includes the scores for the primary information transmission power and the secondary information transmission power. The primary information transmission power is calculated using the score table portion related to the "search only" and "view primary advertisement" of the advertisement viewing action. The secondary information transmission power is calculated using the score table portion related to the "view secondary advertisement" of the advertisement viewing action. For example, if a user performs a keyword search once to search for a primary advertisement and views a primary advertisement twice on a product SNS site, the primary information transmission power is (1 x 1) + (1 x 2) = 3 points, and if the user then views a secondary advertisement four times, the secondary advertisement information transmission power for the user is (3 x 4) = 12 points. In addition, if a user searches for a location in a primary advertisement and views a secondary advertisement on a product SNS site, the secondary information transmission power is 6 points. Similarly, if a user searches for a date and place in a primary advertisement and views a secondary advertisement on a product SNS site, the secondary information transmission power is 12 points. If a search is performed that combines a keyword search with a location search or a date and time location search, the points allocated to the location search or the date and time location search will be applied. If a search is performed that combines a location search with a date and time location search, the points allocated to the date and time location search will be applied.

[0116] In the information dissemination power score table of FIG. 16, the advertisement impression level is classified into three actions, namely, keyword search, location search, and date and time location search, and the advertisement viewing action is classified into three actions, namely, search only, referring to a primary advertisement, and viewing a secondary advertisement. However, the advertisement impression level and the advertisement viewing action may be classified more finely to calculate the information dissemination power in more detail. For example, the advertisement impression level may be classified into "route name / road name", "station name / airport name", "posting position", etc., and the information dissemination power score table may be set so that the scores are higher in this order. Similarly, for the advertisement viewing action, the score may be assigned to the user's reaction writing action to the product. Also, the higher the interest in the primary advertisement or secondary advertisement is shown, such as by referring to catalog information or evaluation information related to the primary advertisement or secondary advertisement, the higher the score may be set. Furthermore, the advertisement impression level may be assigned a higher score based on the time taken for the primary advertisement search or the frequency of correction of the search conditions, the smoother the user inputs the search conditions. Alternatively, the score of the advertisement viewing action may be set to be higher the longer the advertisement is viewed.

[0117] The information transmission power is calculated as a score per day by totaling the primary information transmission power and secondary information transmission power calculated for each user across all target users and dividing the total by the advertisement display period. For example, if the advertisement display period is 15 days and the total of the primary information transmission power and secondary information transmission power is 30,000 points, the information transmission power per day is 30,000÷15=2,000 points. The advertisement performance including the advertisement display period and advertisement posting cost is acquired from the media owner device 3 and stored in the advertising effectiveness measurement storage unit 213. The information transmission power is basically evaluated by the advertisement display period, but since the demographics interested in advertisements change over the long term, it is also possible to analyze trends for each type of consumer (such as early adopters). By analyzing the information transmission power, media owners can appeal to advertisers the information transmission power of their advertising media in numerical terms.

[0118] (4-4-2) Measuring advertising effectiveness Advertising effectiveness is an index used to evaluate the two themes of advertising: "increasing awareness / creating an image" and "promoting understanding of the product." It can be measured as advertising expenditure per information transmission power (1 point), as shown in the following formula. Advertising effectiveness = (advertising cost ÷ number of days the ad is displayed) ÷ ((primary information transmission power + secondary information transmission power) ÷ period the ad is displayed) = Advertising cost per day ÷ Information transmission capacity per day The proportion of primary information transmission power among advertising effects corresponds to the "increasing awareness / creating an image" index, in other words, the index of letting consumers know of the product's existence and name. Furthermore, the proportion of secondary information transmission power among advertising effects corresponds to the "promoting understanding of the product" index, in other words, the index of communicating the product's benefits to consumers. When comparing the magnitude of the "increasing awareness / creating an image" index with the "promoting understanding of the product" index, if the "promoting understanding of the product" index is large, the advertisement will be cheaper in terms of unit price, but it can be evaluated as high-performance advertising.

[0119] (4-4-3) Measurement of media location compatibility deviation value To find the media location compatibility deviation value, first find the sample average for the media group whose deviation value is to be measured, and for a specific media group obtained by randomly sampling a set number of items (for example, 30 or more) from the media group. The sample average for a media group is calculated by adding up all the numerical values ​​of the information transmission power of the media contained in the media group and dividing this sum by the number of media. Similarly, for the 30 or more specific media sampled, find the sample average of information transmission power by adding up all the numerical values ​​of the information transmission power and dividing this sum by the number of media. Then, find the media location compatibility deviation value for the specific media using the following formula. Media location fit deviation = (sample mean of specific media - mean of sample means of media group) ÷ standard deviation x 10 + 50 Here, standard deviation is the average deviation from the "average of the sample averages of the media group," and "x10" means that the scale is 10, while "+50" means that the average is 50. By analyzing the media location suitability deviation value, it is possible to present the suitability as an advertising placement location as a deviation value.

[0120] (4-4-4) How to use information transmission power and media location compatibility standard score The results of the media analysis using information transmission power and media location compatibility deviation value are provided to media owners as an advertising media evaluation report. Media owners can analyze advertising media using information transmission power and media location compatibility deviation value. For products with low profit margins and high sales, it is sufficient to select advertising media within the budget in order of the largest "information transmission power", and for high value-added products, it is sufficient to select advertising media within the budget in order of the largest "media location compatibility deviation value". As an applied use method, it is possible to evaluate advertising expenses. In other words, since the advertising expenses per one point of media location compatibility deviation value for a specific period can be determined by "advertising expenses for offline advertising media ÷ media location compatibility deviation value", it is possible to determine whether advertising expenses are expensive or cheap by comparing multiple media. In addition, it is possible to evaluate the appropriateness of the advertising period. In other words, the appropriateness of the advertising period can be evaluated by graphing the total daily points allocated to each device over time, rather than the average value per day, for information transmission power. For example, if the information transmission power of a certain medium is decreasing day by day, it can be determined that the advertising effectiveness of that medium is weakening, and it is possible to decide to stop advertising with that medium. On the other hand, for media whose information transmission power is remaining flat or showing an upward trend, it can be decided to continue advertising with those media.

[0121] (4-5) Operation of the product strength measurement unit 204 17 is a diagram showing an example of an operation flow of the product power measurement unit 204. The product power measurement unit 204 includes a computer program that causes a computer to execute the following operations: calculating the consumer's emphasis points for the product (consumer importance by viewpoint) based on the catalog evaluation information stored in the product SNS site storage unit 212 (step S170); calculating the advertiser's emphasis points for the product (advertiser importance by viewpoint) based on the questionnaire response information stored in the product power measurement storage unit 214 (step S171); calculating the market suitability based on the consumer's and advertiser's emphasis points for the product (step S172); calculating market needs (step S173); acquiring the consumer's product evaluation and the advertiser's target attribute coefficient based on the questionnaire response information and the hearing response information stored in the product power measurement storage unit 214 (step S174); and calculating the product power based on the market suitability, the consumer's product evaluation, and the advertiser's target attribute coefficient (step S175).

[0122] (4-5-1) Calculation of Consumer Product Priority Points (Consumer Importance by Point of View) (Step S170) The points that consumers place importance on for a brand, product, or service are calculated as consumer importance by viewpoint, which indicates the percentage of importance to the consumer for each of the viewpoints of the product's function (performance), quality, cost, design, and novelty. The consumer importance by viewpoint can be generated from the catalog evaluation information stored in the product SNS site storage unit 212. An example of the steps from the creation of a catalog by a product evaluator to the compilation of the consumer importance by viewpoint for the target product is as follows. 1) Catalogue creation The product evaluator creates a catalog of the advertising product and selects the important aspects of the product from among "function (performance)," "quality," "cost," "design," and "novelty" (multiple selections are possible, and the selections become the display conditions for various "Like" buttons.) Such catalogs are created and updated periodically or at any time, and are stored in a data storage device for the product SNS site. 2) Catalog display The product SNS site support unit 202 sorts and displays the catalog according to the important items for each consumer attribute heard from the advertiser and the preferences registered by the consumer (such as prioritizing functionality). This makes it possible to analyze the member attributes that responded to the catalog, perform chronological analysis, and perform custom analysis by region, etc. 3) Catalog evaluation When a consumer evaluates a catalog, he or she presses the "Like" button for "Function (Performance)," "Quality," "Cost," "Design," and "Novelty" (multiple selections possible). This makes it possible to determine what the consumer evaluated. The "Like" evaluations by the consumer are stored as catalog evaluation information in the product SNS site memory unit 212. Here, for example, the "Like" button can be pressed only for items registered in 1) as important by the product evaluator (catalog owner). In addition, if a product is rated with a "Like," it can be added to bookmarks, and if the consumer wishes to view the product later, the consumer can add it to their favorites list by pressing the "Add to favorites" button. 4) Consumer importance by perspective The catalog evaluation information stored in the product SNS site storage unit 212 is read out, and the consumers who have evaluated the catalog are grouped according to attributes, for example, underage females, underage males, adult females, and adult males. The viewpoints that users have focused on for the product are then classified into function, quality, cost, design, and novelty, and the total number of "likes" for all product catalogs is calculated for each attribute viewpoint, and what each group values ​​is tallied. The tallied results are stored in the product strength measurement storage unit 214 as consumer importance for each attribute viewpoint.

[0123] Fig. 18(a) is a diagram for explaining an example of consumer importance by viewpoint. Consumer importance by viewpoint is calculated by finding the sum of "Likes" for all attributes of consumers by viewpoint and dividing the sum by viewpoint by the total number of "Likes" (2126). The sum of consumer importance by viewpoint is 1.

[0124] (4-5-2) Calculation of advertiser's product emphasis points (advertiser importance by viewpoint) (step S171) The advertiser's emphasis on a brand, product, or service is expressed by the advertiser's importance by viewpoint, which indicates the proportion of importance of the advertiser to each of the viewpoints of the product's function (performance), quality, cost, design, and novelty. The advertiser's importance by viewpoint is acquired by a questionnaire to the advertiser, and is stored in the product strength measurement memory unit 214 as questionnaire response information.

[0125] FIG. 18(b) is a diagram for explaining an example of the advertiser importance by viewpoint acquired from the questionnaire response information. The advertiser importance by viewpoint is calculated as the ratio of the importance to the advertiser of the "function (performance)", "quality", "cost", "design", and "novelty" of the product. The sum of the advertiser importance is 1.

[0126] (4-5-3) Calculation of market suitability (step S172) Market suitability and market needs are indicators of the market synchronicity of a product, that is, the degree to which a waste-free consumption society can be realized. Regarding market suitability, products that match the priorities of consumers and advertisers and have a large volume are considered to have a high market suitability, and are calculated as follows. Market suitability by perspective = Consumer importance by perspective x Advertiser importance by perspective Market fit = Sum of market fit by viewpoint Figure 18(c) is a diagram showing an example of market suitability calculation, for example, the market suitability for the "function" of a certain product is calculated as 0.02 by multiplying the consumer importance of the "function" of the product, 0.12 (Figure 18(a)), by the advertiser importance of 0.2 (Figure 18(b)). The same calculation is performed for other perspectives, and by adding up the market suitabilities by perspective, the final market suitability is calculated as 0.23.

[0127] (4-5-4) Calculation of market needs (Step S173) Market needs can be calculated by multiplying the market fit by the average number of viewers (UU number) of the top three catalogs in the ranking of total number of viewers for that product, as shown in the following formula. Note that the UU number (unique user number) is the number of users who viewed that catalog. Market needs = market suitability x average number of referrals (UU number) The reason for using the number of people who viewed the top three catalogs in the ranking by total number of viewers is that consumers are more likely to use catalogs with a large number of viewers as a reference for purchasing decisions.

[0128] Figure 18(d) is a diagram showing an example of the average number of viewers UU, and shows an example of the number of page views, number of UUs, and number of "likes" pressed for catalogs A to E for one product. The number of page views (number of page views) is the number of times a user viewed a specific page on a website, and the act of viewing a catalog multiple times is counted. In the example of Figure 18(d), market needs can be calculated as follows by multiplying the market suitability of 0.23 calculated in Figure 18(c) by 6,696, which is the total of the top three UUs: market needs = 0.23 x 6,696 = 1,540 By analyzing market suitability and market needs, advertisers can grasp in concrete terms the extent to which their offline advertisements are attracting consumer interest.

[0129] (4-5-5) Calculation of product strength (steps S174, S175) Product strength is calculated using the following formula. Product strength by attribute and perspective = Market suitability by perspective x Product evaluation score by attribute and perspective x Target attribute coefficient (1.0~1.5) Product strength = Sum of product strength by attribute and viewpoint The viewpoint-specific market suitability is calculated by multiplying the viewpoint-specific consumer importance by the viewpoint-specific advertiser importance, and is an example value shown in Fig. 18(c). The attribute-specific viewpoint-specific product evaluation score is a compilation of evaluation scores based on a five-point scale by consumers regarding the viewpoints of "function (performance)", "quality", "cost", "design", and "novelty" of the target product, and is obtained by a survey of consumers and stored as survey response information in the product strength measurement storage unit 214. In the five-point scale evaluation, each viewpoint is evaluated as "very attractive (5 points), good (3 points), so-so (1 point), not so good (-3 points), and out of the question (-5 points)". The survey response information includes the total evaluation score, the mid-point evaluation score by viewpoint, and the subtotal of the attribute-specific evaluation score by the attributes of the survey subjects.

[0130] The advertiser's target attribute coefficient is a weighting coefficient set for consumer attributes that the advertiser considers important as targets. For example, when targeting adult women, the advertiser sets a high target attribute coefficient for adult women. The advertiser target attribute coefficient is acquired by interviewing the advertiser and stored as interview response information in the product strength measurement memory unit 214. The advertiser target attribute coefficient is set to "1.0" when all consumer attributes are targeted or when only specific consumer attributes are targeted, and to any coefficient between "1.0 to 1.5" when prioritizing consumer attributes.

[0131] Figure 19 (a)-(d) are examples of product strength by attribute and viewpoint, where product strength is calculated by consumer attribute (underage female, underage male, adult female, adult male) and viewpoint (function, quality, cost, design, novelty). Product strength by attribute and viewpoint is calculated by multiplying market suitability, product evaluation score, and target attribute coefficient for each attribute and viewpoint.

[0132] FIG. 19(a) is an example of calculating the attribute-based viewpoint-based commercial strength for underage women. The market suitability is the same as the market suitability illustrated in FIG. 18(c), and the underage women commercial strength evaluation points and the target attribute coefficient values ​​are obtained from the questionnaire response information stored in the commercial strength measurement memory unit 214. In FIG. 19(a), the commercial strength for "function" is calculated as 0.02×120×1.0=2.40, and similar calculations are performed for the other viewpoints. The attribute-based viewpoint-based commercial strength for underage women is calculated as 86.31 by subtotaling the commercial strengths of each viewpoint. The attribute-based viewpoint-based commercial strength is calculated in the same manner for FIGS. 19(b) to (d). Here, the advertiser places importance on "adult women" as a target, so the target attribute coefficient for adult women in FIG. 19(c) is set high at 1.5. The overall product strength of the target product is calculated as 326.53 (86.31 + 55.59 + 131.30 + 53.33), which is the sum of the subtotals of the product strengths for the four attributes and perspectives.

[0133] The product strength measurement unit 204 calculates the product strength based on the market suitability of the product, the product evaluation points by consumers, and the target attribute coefficients by the advertiser, and transmits a consumer evaluation report and a product evaluation report to the advertiser device 4.

[0134] By analyzing product strength, advertisers can evaluate whether the product they are advertising has high "product strength" but not sufficient sales, or whether it has sales but poor "product strength," and can then allocate a budget for improving the product and revise sales plans with concrete grounds.

[0135] In addition, the calculation process of the product strength can be used to analyze the points to be improved on the product. When there is a difference between the percentage of each attribute-specific consumer importance score for the product and the percentage of the importance of the target attribute that the advertiser expects for the product, the difference can be analyzed to extract the points to be improved on the product. For example, assume that the advertiser assumes that the target attribute is adult women, and the product importance scores are as follows: function = 20%, quality = 10%, cost = 10%, design = 50%, and novelty = 10%. Meanwhile, the consumer importance scores for adult women regarding the product are as shown in FIG. 18(a), function = 52 (8%), quality = 185 (28%), cost = 277 (42%), design = 99 (15%), novelty = 43 (7%), and the total number of evaluations is 656. Since the total number of evaluations for adult women, 656, is higher than the other attributes, it can be said that the targeting was successful for adult women. However, it can be analyzed that adult women placed importance on cost rather than design, which was emphasized in product development.

[0136] In the present embodiment, an advertisement management system including one advertisement management device, two media owner devices, two advertiser devices, and one user terminal is illustrated, but the number of these devices may be arbitrary. The functions of the advertisement management device, media owner device, and advertiser device may be consolidated into one or two devices, or may be distributed to more devices. The advertisement manager, media owner, and advertiser are described as separate entities, but for example, the media owner and the advertiser may be the same person. The advertisement management device, media owner device, and advertiser device each include a storage unit, and the storage unit stores specific data. However, the present invention is not limited to such a configuration, and may be configured to access necessary data on a network.

[0137] The present disclosure is not limited to the above-described embodiments as they are, and in the implementation stage, the components can be modified and embodied without departing from the gist of the present disclosure. In addition, various inventions can be formed by appropriately combining multiple components disclosed in the above-described embodiments. For example, some components may be deleted from all the components shown in the embodiments. Furthermore, components across different embodiments may be appropriately combined. [Explanation of symbols]

[0138] 1...advertising management system, 2...advertising management device, 21...processor, 22...memory, 23...storage, 24...communication I / F, 25...input / output I / F, 3...media owner device, 31...management device, 32...storage device, 4...advertiser device, 41...management device, 42...storage device, 5...user terminal, 50...bus, 51...processor, 52...memory, 53...storage, 54...camera, 55...communication I / F, 56...input / output I / F, 57...touch screen, 58...input unit, 59...display unit, 6...network, 200...advertising management control unit, 201...primary advertisement search unit, 202...product SNS site support unit, 203...advertising effect measurement unit, 204...product strength measurement unit, 210...memory unit, 211...primary advertisement Search memory unit, 212... memory unit for product SNS site, 213... memory unit for measuring advertising effectiveness, 214... memory unit for measuring product strength, 215... externally provided data memory unit, 220... communication control unit, 300... primary advertising management unit, 301... primary advertising information management unit, 302... primary advertising information providing unit, 310... primary advertising memory unit, 320... communication control unit, 311... primary advertising display table, 400... product information management unit, 401... product SNS page information providing unit, 402... product information editing unit, 403... event management unit, 410... product information memory unit, 420... communication control unit, 500... advertisement search browsing unit, 501... primary advertisement search reference unit, 502... product SNS site browsing unit, 510... advertisement search history memory unit, 520... communication control unit

Claims

1. A computer program for measuring advertising effectiveness, comprising: Calculating an information transmission power indicating the degree of reach and penetration of an advertising medium on which a primary advertisement to be measured is posted, based on an information transmission power score table storing scores corresponding to pairs of advertisement impression degree and advertisement viewing action, wherein the advertisement impression degree is determined from a search history including a keyword search, a location search, or a date and time location search related to a search for the primary advertisement, and the advertisement viewing action is determined from a viewing history including only a search for the primary advertisement, a reference to the primary advertisement, or a viewing of a secondary advertisement corresponding to the primary advertisement, Measuring advertising effectiveness by calculating advertising expenses per information transmission power; A computer program that causes a computer to execute the following:

2. The computer program according to claim 1, wherein the information dissemination power is an index indicating a primary information dissemination power, which represents the degree of reach of the advertising medium on which the primary advertisement is posted, to the user, and a secondary information dissemination power, which represents the degree of penetration of the advertising medium on which the primary advertisement is posted, to the user.

3. The computer program according to claim 2, wherein the primary information dissemination power and the secondary information dissemination power are calculated based on an advertisement impression level determined based on the user's advertisement search history and an advertisement viewing action determined based on the user's advertisement viewing history.

4. 3. The computer program according to claim 2, wherein the information dissemination power is calculated by totaling the primary information dissemination power and the secondary information dissemination power calculated for each user across all users and dividing the total by the advertisement display period.

5. The computer program product according to claim 4 , wherein the information transmission power is further calculated based on reaction posts indicating the user's behavior on a predetermined site.

6. The computer program of claim 1, further causing a computer to calculate a media location compatibility deviation value indicating the degree to which the information transmission power of an advertising medium displaying a specific advertisement deviates from the information transmission power of an advertising medium displaying an advertisement that is identical or similar to the specific advertisement.

7. A computer-implemented information processing method for measuring advertising effectiveness, comprising: Calculating an information transmission power indicating the degree of reach and penetration of an advertising medium on which a primary advertisement to be measured is posted, based on an information transmission power score table storing scores corresponding to pairs of advertisement impression degree and advertisement viewing action, wherein the advertisement impression degree is determined from a search history including a keyword search, a location search, or a date and time location search related to a search for the primary advertisement, and the advertisement viewing action is determined from a viewing history including only a search for the primary advertisement, a reference to the primary advertisement, or a viewing of a secondary advertisement corresponding to the primary advertisement, Measuring advertising effectiveness by calculating advertising expenses per information transmission power; An information processing method comprising:

8. An information processing device for measuring advertising effectiveness, A memory for recording the computer program according to any one of claims 1 to 6; one or more processors coupled to the memory; An information processing device, wherein the one or more processors are configured to execute computer programs stored in the memory.

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