Information processing system, information processing method, and computer program

Abstract

To provide a new technology for allocating advertising materials to broadcasting slots. [Solution] With respect to a plurality of advertising materials broadcast through a plurality of broadcast slots in a predetermined period, advertising effects due to broadcasting the plurality of advertising materials through a plurality of first broadcast slots that are broadcast slots in a first period among the plurality of broadcast slots in the predetermined period are acquired as performance information (S220). Based on the performance information, the plurality of advertising materials are allocated to a plurality of second broadcast slots that are broadcast slots in a second period after the first period among the plurality of broadcast slots in the predetermined period (S230, S240).

Description

[Technical field]

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

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

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

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

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

[0006] [Patent Document 1] JP 2022-156231 A Summary of the Invention [Problem to be solved by the invention]

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

[0008] Despite the high possibility of such discrepancies occurring, in the conventional technology, multiple advertising materials are allocated to multiple CM broadcasting slots before the start of an advertising campaign, and then the allocation is not changed until the end of the advertising campaign. As a result, in the conventional technology, the advertising campaign may not achieve the advertising effect initially desired.

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

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

[0011] The allocation unit is configured to allocate the plurality of advertising materials to a plurality of second broadcast slots, which are broadcast slots in a second period subsequent to the first period, among the plurality of broadcast slots in the predetermined period, based on the performance information.

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

[0042] The information processing method may further include acquiring, as performance information, advertising effectiveness due to broadcasting a plurality of advertising materials through a plurality of first broadcast slots which are broadcast slots in a first period among a plurality of broadcast slots in a specified period.

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

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

[0045] [Figure 1] FIG. 1 is a block diagram showing a configuration of an information processing system. [Diagram 2] FIG. 11 is an explanatory diagram regarding allocation and change timing. [Diagram 3] 11 is a flowchart showing allocation-related processing executed by a processor in the first embodiment. [Figure 4] 11 is a flowchart showing a change-related process executed by a processor in the first embodiment. [Diagram 5] 13 is a flowchart showing an allocation change process executed by a processor in the second embodiment. [Figure 6]FIG. 13 is a diagram illustrating an example of an allocation change in the second embodiment. [Figure 7] 7A and 7B are explanatory diagrams relating to an allocation change involving division and integration of CM broadcasting slots in the third embodiment. [Figure 8] 13 is a flowchart showing an allocation change process in the third embodiment. [Figure 9] 13 is a flowchart showing an allocation change process in the fourth embodiment. [Figure 10] FIG. 13 is an explanatory diagram relating to optimization using a plurality of evaluation indexes in the fifth embodiment. [Figure 11] 13 is a flowchart showing an allocation change process in the fifth embodiment. [Figure 12] FIG. 1 is an explanatory diagram regarding aggregation of CM broadcasting slots and optimization using multiple evaluation indexes. [Figure 13] 23 is a flowchart showing a table creation process executed by a processor in the sixth embodiment. [Figure 14] 11 is a diagram for explaining the configuration of a viewing time table and the allocation of advertising materials. FIG. [Figure 15] 23 is a flowchart showing a table re-creation process executed by a processor in the sixth embodiment. [Figure 16] 23 is a flowchart showing an allocation change process in the sixth embodiment. [Figure 17] FIG. 23 is a diagram illustrating a score calculation method relating to contact order in the seventh embodiment. [Figure 18] 23 is a flowchart showing a search and allocation process executed by a processor in the seventh embodiment. [Figure 19] FIG. 13 is a diagram for explaining allocation to an advertisement space that is not limited to a commercial broadcast space. DETAILED DESCRIPTION OF THE PREFERRED EMBODIMENTS

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

[0047] The CM broadcasting slot is a time slot during which commercials are broadcast. The CM broadcasting slot is prepared before, after, or during a program. Examples of the broadcasting station 40 include television broadcasting stations and radio broadcasting stations. The CM broadcasting slot to which the information processing system 10 allocates the advertising material is not limited, but may be, for example, a broadcasting slot for spot CMs.

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

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

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

[0051] According to another example, a plurality of commercial airing slots may be purchased collectively by an advertising agency. In this case, the information processing system 10 is utilized to allocate advertising materials of a plurality of advertisers to the plurality of commercial airing slots purchased collectively.

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

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

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

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

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

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

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

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

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

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

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

[0063] In a first scene, the processor 11 executes the allocation-related process shown in Fig. 3 based on an instruction from a user inputted through the user interface 17. The allocation-related process is performed for a campaign period and a group of advertising materials to be allocated, which are designated by the user.

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

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

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

[0067] In S120, the processor 11 searches for an optimal allocation pattern for a plurality of advertising materials corresponding to the group of advertising materials to be allocated to a plurality of CM broadcasting slots. The optimal allocation pattern is searched for using a predetermined evaluation index and evaluation criterion. The processor 11 allocates one advertising material from the group of advertising materials to be allocated to each of the plurality of CM broadcasting slots according to the optimal allocation pattern found.

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

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

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

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

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

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

[0074] "Web CV" is an index of the number of accesses to web pages corresponding to advertising materials, which are presumed to be caused by commercial broadcasts. CV means conversion. "Purchases" is an index of the number of purchases of products corresponding to advertising materials, which are presumed to be caused by commercial broadcasts.

[0075] "Named searches" is a numerical value that indexes the number of searches on search engines using search keys corresponding to advertising materials that are presumed to be caused by commercial broadcasts. The number of accesses, purchases, and searches that are presumed to be caused by commercial broadcasts can be calculated by analyzing the fluctuations in the corresponding numerical values ​​before and after the broadcast of the commercial corresponding to the advertising materials.

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

[0077] In order to search for the optimal allocation pattern in S120, material data capable of calculating the predicted values ​​of GRP, TARP, or other KPIs for each allocation pattern is referred to by the processor 11. The processor 11 may obtain this material data from the analysis system 30, or may generate it based on information obtained from the analysis system 30.

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

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

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

[0081] In the second scene described above, the processor 11 of the information processing system 10 executes the change-related processing shown in Fig. 4 based on an instruction from the user inputted through the user interface 17. The change-related processing is performed for a plurality of CM broadcasting slots during the campaign period designated by the user.

[0082] Here, the period during the campaign period during which there is a CM broadcasting slot in which the allocation of advertising material can be changed at the time of execution of the change-related process is referred to as the changeable period. The other period is referred to as the non-changeable period. The non-changeable period includes at least the period from the start of the campaign period to immediately before the execution of the change-related process, that is, the past period.

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

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

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

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

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

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

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

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

[0091] In S230, the processor 11 allocates the corresponding advertising materials to the CM broadcasting slots in the changeable period according to the optimal allocation pattern obtained by the above-mentioned method. In this way, the processor 11 replaces the advertising materials allocated before the start of the campaign period with respect to at least a part of the multiple CM broadcasting slots in the changeable period.

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

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

[0094] Therefore, according to this information processing system 10, when a discrepancy occurs between the advertising effectiveness expected from the allocation before the start of the campaign and the actual results, the discrepancy can be reduced by changing the allocation during the campaign period. In other words, the advertising effectiveness during the campaign period can be improved by changing the allocation. Therefore, according to this embodiment, it is possible to provide a meaningful information processing system 10 regarding the allocation of advertising materials to a plurality of CM broadcasting slots during a campaign period.

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

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

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

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

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

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

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

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

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

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

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

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

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

[0108] C1 is the GRP (achieved value) of the corresponding advertising material in the past period of the campaign prior to the execution of the change-related process, i.e., the actual GRP. C2 is the GRP (forecast value) of the corresponding advertising material in the non-changeable period of the campaign subsequent to the past period. When the past period and the non-changeable period are the same, i.e., when the allocation to the CM broadcasting slot immediately after the execution of the change-related process is also changeable, C2 is zero.

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

[0110] The processor 11 sets the remaining GRP of each advertising material to the lower limit of the GRP to be realized in the changeable period, and can search for an optimal allocation pattern that allocates a plurality of advertising materials to a plurality of commercial broadcast slots in the changeable period and that maximizes the total GRP in the changeable period.

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

[0112] The example shown in Fig. 6 explains that before the start of the campaign, advertising material A1 is allocated to commercial broadcast slots TS11, TS12, TS13, and TS14, and advertising material A2 is allocated to commercial broadcast slots TS21, TS22, TS23, and TS24. Of these, commercial broadcast slots TS11, TS12, TS21, and TS22 are commercial broadcast slots in the past period of the campaign, and are commercial broadcast slots for which the actual GRP value (i.e., actual audience rating) is specified. Commercial broadcast slots TS13, TS14, TS23, and TS24 are commercial broadcast slots in the changeable period of the campaign. Here, it may be understood that the unchangeable period and the past period are the same.

[0113] Figure 6 further illustrates that prior to the start of the campaign, the predicted GRP for commercial airing slots TS11, TS12, TS13, and TS14 was 25, and the predicted GRP for commercial airing slots TS11, TS12, TS21, and TS22 was 20. The numerical values ​​"25", "20", etc., explained herein have been chosen for illustrative purposes only, and their absolute values ​​have no significance.

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

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

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

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

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

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

[0120] Conventionally, when a set of multiple CM broadcasting slots allocated by a broadcasting station includes a mixture of CM broadcasting slots with different lengths, only advertising materials with suitable lengths are allocated to each CM broadcasting slot. In contrast, in the third embodiment, a long CM broadcasting slot is divided and adjacent CM broadcasting slots are combined, thereby realizing a highly flexible allocation of multiple advertising materials with different lengths.

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

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

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

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

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

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

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

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

[0129] The processor 11 determines the allocation of the multiple advertising materials to the multiple CM broadcasting slots during the changeable period by allocating one of the multiple advertising materials to each CM broadcasting slot during the changeable period according to the optimal allocation pattern when these allocation patterns are evaluated using the above-mentioned evaluation index and evaluation criteria. After that, the processor 11 ends the allocation change process shown in Fig. 8 and executes the process of S240 (see Fig. 4).

[0130] According to the information processing system 10 of the present embodiment described above, when the advertising materials to be broadcasted during a campaign period include multiple advertising materials with different broadcast times, the CM broadcast slot before the allocation change is divided into the smallest possible CM broadcast slots, and then adjacent CM broadcast slots are combined while multiple advertising materials with different time lengths are allocated to the multiple CM broadcast slots. This allows for a high degree of freedom in searching for the optimal allocation pattern.

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

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

[0133] The relative TRP is calculated for each combination of a broadcasting station, an advertising material, and a target. Specifically, the relative TRP corresponds to the sum of the relative target audience ratings for one or more CM broadcast frames to which the corresponding advertising material is assigned in the corresponding broadcasting station, with respect to the corresponding target. Here, the target may be understood as the viewer attributes described above.

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

[0135] The relative target audience rating[frame (material), broadcasting station, target] is the relative target audience rating for one CM broadcast frame to which the corresponding advertising material is assigned in the corresponding broadcasting station, with respect to the corresponding target.

[0136] The relative target audience rating[frame (material), broadcasting station, target] is calculated as follows using the average target audience rating[broadcasting station, target], which is the average of the target audience ratings for one or more CM broadcast frames in the corresponding broadcasting station, with respect to the corresponding target.

[0137] Relative target audience rating[frame (material), broadcasting station, target] = Target audience rating[frame (material), broadcasting station, target] ÷ Average target audience rating[broadcasting station, target]

[0138] The target audience rating[frame (material), broadcasting station, target] is the audience rating for one CM broadcast frame to which the corresponding advertising material is assigned in the corresponding broadcasting station, with respect to the corresponding target. The relative TRP is used to correct the difference in the average audience ratings of the broadcasting station and the target.

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

[0140] TRP score [material, broadcaster] = Σ {TRP priority [material, broadcaster, target] × relative TRP [material, broadcaster, target]}

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

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

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

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

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

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

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

[0148] This target score ratio is also used in S120 of the allocation-related process. When searching for the optimal allocation pattern in S120, the processor 11 uses an evaluation function obtained by adding a penalty to the main evaluation function, and searches for the allocation pattern with the maximum output of the evaluation function as the optimal allocation pattern.

[0149] Evaluation function = Primary evaluation function - Penalty When searching for an optimal allocation pattern by using the TRP as an evaluation index and maximizing the evaluation index value, the main evaluation function can be a weighted sum of the TRPs of each advertising material. When searching for an optimal allocation pattern, constraints may be set. For example, a lower limit of the TRP may be set for each advertising material.

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

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

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

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

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

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

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

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

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

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

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

[0161] For example, the evaluation function F 1 Output of Y1 may be the sum of the predicted KPIs, i.e., "purchases," for each commercial broadcast slot when the first advertising material is allocated to one or more of a plurality of commercial broadcast slots during a campaign period, for the one or more commercial broadcast slots.

[0162] For example, the evaluation function F 2 Output of Y 2 may be the sum of the predicted KPI for each commercial broadcast slot, i.e., the "web conversion," for one or more commercial broadcast slots when the second advertising material is allocated to one or more of a plurality of commercial broadcast slots during a campaign period.

[0163] In this case, the processor 11 1 ×Y 1 +W 2 ×Y 2 The processor 11 searches for an optimal allocation pattern that maximizes the output Y i A lower limit can be set to

[0164] FIG. 10 shows the total allocation of the first and second advertising materials to multiple CM broadcasting slots during the campaign period. i Or the weighted sum Σ(W i ×Y i ), an allocation pattern that maximizes a first evaluation index is searched for for a first advertising material, and an allocation pattern that maximizes a second evaluation index is searched for for a second advertising material, thereby allocating one of a plurality of advertising materials to each of a plurality of commercial broadcast slots.

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

[0166] In the allocation change process shown in Fig. 11, the processor 11 determines the evaluation index of each of the multiple advertising materials (S610). The process in S610 may be understood as a process of reading information on the evaluation index and / or evaluation function used for each of the multiple advertising materials in S120 of the allocation-related process. In S610, other constraint conditions for each advertising material can also be read.

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

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

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

[0170] According to the information processing system 10 of the present embodiment described above, it is possible to search for an optimal allocation pattern based on the evaluation index for each advertising material, allocate multiple advertising materials to multiple CM broadcasting slots during a campaign period, and furthermore, change the allocation using the performance value during the campaign period. Therefore, according to the present embodiment, it is possible to provide an excellent information processing system 10 that can realize allocation that takes into account different goals for each advertising material.

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

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

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

[0174] A target attribute, which is an attribute of the viewer to be appealed to, is set for each of a plurality of advertising materials allocated to a plurality of CM broadcasting slots during a campaign period. Processor 11 calculates a predicted value of the reach for the viewer demographic of the target attribute for each advertising material, and optimizes the reach, specifically searches for an optimal allocation pattern that maximizes it. The reach of each advertising material corresponds to the number of viewers of the commercial based on the corresponding advertising material.

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

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

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

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

[0179] Specifically, before executing the allocation-related process, processor 11 executes the table creation process shown in FIG. 13 to generate a viewing time table that describes the viewing time ratio for each of the multiple consumers corresponding to the panel during the time period corresponding to each commercial broadcast slot during the campaign period.

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

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

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

[0183] When processor 11 determines in S750 that the viewing time ratios for all consumers corresponding to the panel can be calculated by repeating such processes (S710 to S740), it creates and outputs a viewing time table (S760), and ends the table creation process. The viewing time table is a table that describes, for each of the multiple consumers corresponding to the panel, the viewing time ratios for each of the multiple CM broadcasting slots during the campaign period.

[0184] The left area of ​​Fig. 14 conceptually shows the configuration of the viewing time table. The viewing time table illustrated in the left area of ​​Fig. 14 explains the viewing time ratios for a total of six consumers for each of a plurality of commercial broadcasting slots TS51, TS52, TS53, and TS54. Of the six consumers, three whose viewing time ratios are explained on the upper side of the table are women, and three whose viewing time ratios are explained on the lower side of the table are men. Two of the three women have a high viewing time ratio in the commercial broadcasting slots TS51 and TS52, and two of the three men have a high viewing time ratio in the commercial broadcasting slots TS53 and TS54.

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

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

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

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

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

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

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

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

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

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

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

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

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

[0198] When processor 11 determines that it has executed the processes of S830 to S860 for all of the commercial broadcasting slots located in the past period (Yes in S870), it selects all consumers corresponding to the panel as the consumers of interest, and determines whether it has executed the processes of S830 to S870 (S880). If it determines negatively in S880, processor 11 proceeds to S820, selects one consumer not selected as the consumer of interest from the panel as a new consumer of interest, and executes the processes of S830 to S870 to correct the viewing time ratio of the consumer of interest for each commercial broadcasting slot, as described above, based on whether the consumer viewed the program in the corresponding time period.

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

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

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

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

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

[0204] Processor 11 repeats the process of S910 to S930 until it has calculated the evaluation values ​​for all possible optimal allocation patterns by the above-mentioned method. When it has calculated the evaluation values ​​for all allocation patterns (Yes in S940), processor 11 determines the optimal allocation pattern based on the evaluation values ​​for each allocation pattern (S950). Then, according to the optimal allocation pattern, processor 11 allocates one of the multiple advertising materials to each of the multiple CM broadcast slots during the changeable period (S950). Processor 11 then executes the process of S240 (see FIG. 4).

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

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

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

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

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

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

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

[0212] 17 explains a score calculation method for a noted consumer when advertising material A61 is allocated to commercial broadcast slot TS61, advertising material A62 is allocated to commercial broadcast slot TS62, and advertising material A61 is allocated to commercial broadcast slot TS63. Here, the score calculation method is explained by taking an example where the viewing time ratios R1, R2, and R3 of the noted consumer are R1=0.2 in commercial broadcast slot TS61, R2=0.5 in commercial broadcast slot TS62, and R3=0.4 in commercial broadcast slot TS63.

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

[0214] On the other hand, for a contact pattern in which the noted consumer is exposed to advertising material A61 and then advertising material A62, but does not encounter advertising material A61 in CM broadcast slot TS63, the score of the noted consumer is calculated as R1×R2×(1−R3)=0.06.

[0215] For a contact pattern in which the noted consumer is exposed to advertising material A61, then advertising material A61, but does not encounter advertising material A62 in CM broadcast slot TS62, the score of the noted consumer is calculated as R1×(1−R2)×R3=0.04.

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

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

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

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

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

[0221] In the next step S1030, the processor 11 calculates the sum of the scores for each consumer as an evaluation value of the selected allocation pattern. The processor 11 repeatedly executes the processes of S1010 to S1030 until the evaluation values ​​of all possible optimal allocation patterns are calculated by the above-mentioned method.

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

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

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

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

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

[0227] According to the information processing system 10 of the present embodiment described above, it is possible to search for an optimal allocation pattern that takes into consideration the exposure order of advertising materials, and to allocate advertising materials to each of a plurality of CM broadcasting slots during a campaign period.

[0228] According to this search, it is possible to allocate a plurality of advertising materials to a plurality of commercial broadcasting slots so as to optimize, in particular maximize, the number of contact order reaches, which is the number of times that a plurality of advertising materials are viewed by viewers in a specified contact order. During the campaign period, the optimal allocation pattern for the changeable period is searched for and advertising materials are reallocated, taking into consideration whether or not commercials corresponding to the actual advertising materials have been viewed. Therefore, the information processing system 10 of this embodiment functions effectively when allocating advertisements while taking into consideration the number of contact order reaches.

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

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

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

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

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

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

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

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

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

[0238] The function of one component in the above embodiments may be distributed among multiple components. The functions of multiple components may be integrated into one component. Part of the configuration of the above embodiments may be omitted. At least part of the configuration of the above embodiments may be added to or substituted for the configuration of another of the above embodiments. All aspects included in the technical idea identified from the wording of the claims are embodiments of the present disclosure.

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

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

Claims

1. An acquisition unit configured to acquire, with respect to a plurality of advertising materials broadcast through a plurality of broadcast slots, advertising effects of the broadcast of the plurality of advertising materials through a plurality of first broadcast slots that are broadcast slots in a first period among the plurality of broadcast slots as performance information; an allocation unit configured to allocate the plurality of advertising materials to a plurality of second broadcast slots, which are broadcast slots in a second period subsequent to the first period, among the plurality of broadcast slots based on the performance information; Equipped with The plurality of advertising materials are allocated to the plurality of broadcasting slots before the start of the first period; The allocation unit is configured to change the allocation of the plurality of advertising materials to the plurality of second broadcast slots based on the performance information, The plurality of broadcasting slots include a plurality of broadcasting slots of different broadcasting stations, An information processing system in which the allocation change includes changing the allocation destination of one of the plurality of advertising materials from a broadcast time slot of a first broadcast station to a broadcast time slot of a second broadcast station different from the first broadcast station.

2. An acquisition unit configured to acquire, with respect to a plurality of advertising materials broadcast through a plurality of broadcast slots, advertising effects of the broadcast of the plurality of advertising materials through a plurality of first broadcast slots that are broadcast slots in a first period among the plurality of broadcast slots as performance information; an allocation unit configured to allocate the plurality of advertising materials to a plurality of second broadcast slots, which are broadcast slots in a second period subsequent to the first period, among the plurality of broadcast slots based on the performance information; Equipped with The allocation unit allocates the multiple advertising materials to the multiple second broadcast slots based on the performance information so that the sum or weighted sum of the advertising effectiveness of each of the multiple advertising materials in the multiple broadcast slots satisfies a predetermined condition.

3. An acquisition unit configured to acquire, with respect to a plurality of advertising materials broadcast through a plurality of broadcast slots, advertising effects of the broadcast of the plurality of advertising materials through a plurality of first broadcast slots that are broadcast slots in a first period among the plurality of broadcast slots, as performance information; an allocation unit configured to allocate the plurality of advertising materials to a plurality of second broadcast slots, which are broadcast slots in a second period subsequent to the first period, among the plurality of broadcast slots based on the performance information; Equipped with The performance information includes performance values ​​regarding the advertising effectiveness expressed by different evaluation indexes for two or more advertising materials among the plurality of advertising materials, The allocation unit is an information processing system that allocates the multiple advertising materials to the multiple second broadcast slots based on the performance information so that the evaluation indexes of each of the two or more advertising materials in the multiple broadcast slots satisfy specified conditions.

4. An acquisition unit configured to acquire, with respect to a plurality of advertising materials broadcast through a plurality of broadcast slots, advertising effects of the broadcast of the plurality of advertising materials through a plurality of first broadcast slots that are broadcast slots in a first period among the plurality of broadcast slots, as performance information; an allocation unit configured to allocate the plurality of advertising materials to a plurality of second broadcast slots, which are broadcast slots in a second period subsequent to the first period, among the plurality of broadcast slots based on the performance information; Equipped with The plurality of broadcast slots include a first broadcast slot having an advertisement broadcast time corresponding to a specified time, and a second broadcast slot having an advertisement broadcast time corresponding to an integral multiple of the specified time that is equal to or greater than twice the specified time, the plurality of advertising materials include a first advertising material, the time required for broadcasting of which corresponds to the specified time, and a second advertising material, the time required for broadcasting of which corresponds to an integral multiple of the specified time that is equal to or greater than twice the specified time; The plurality of advertising materials are allocated to the plurality of broadcasting slots before the start of the first period; the allocation unit is configured to search for an allocation pattern of the plurality of advertising materials to the plurality of second broadcast slots based on the performance information so that the advertising effectiveness in the plurality of broadcast slots satisfies a predetermined condition, and to change the allocation of the plurality of advertising materials to the plurality of second broadcast slots in accordance with the allocation pattern so as to replace the advertising materials allocated to at least a part of the plurality of second broadcast slots; The allocation patterns to be searched for include a pattern in which the first advertising material is allocated to each of a plurality of first-hour broadcast slots generated by dividing the second-hour broadcast slot, and a pattern in which the second advertising material is allocated to a second-hour broadcast slot generated by integrating a plurality of adjacent first-hour broadcast slots. Information processing system.

5. An acquisition unit configured to acquire, with respect to a plurality of advertising materials broadcast through a plurality of broadcast slots, advertising effects of the broadcast of the plurality of advertising materials through a plurality of first broadcast slots that are broadcast slots in a first period among the plurality of broadcast slots as performance information; an allocation unit configured to allocate the plurality of advertising materials to a plurality of second broadcast slots, which are broadcast slots in a second period subsequent to the first period, among the plurality of broadcast slots based on the performance information; Equipped with Each of the plurality of advertising materials has a target attribute set to an appealing viewer attribute, the performance information includes information capable of identifying whether or not the plurality of advertising materials broadcasted through the plurality of first broadcast slots reached each of a plurality of viewer samples, The allocation unit is an information processing system that allocates the multiple advertising materials to the multiple second broadcast slots based on the performance information so that the number of reaches of the multiple advertising materials in the multiple broadcast slots to a viewer sample corresponding to the target attributes satisfies a specified condition.

6. An acquisition unit configured to acquire, with respect to a plurality of advertising materials broadcast through a plurality of broadcast slots, advertising effects of the broadcast of the plurality of advertising materials through a plurality of first broadcast slots that are broadcast slots in a first period among the plurality of broadcast slots as performance information; an allocation unit configured to allocate the plurality of advertising materials to a plurality of second broadcast slots, which are broadcast slots in a second period subsequent to the first period, among the plurality of broadcast slots based on the performance information; Equipped with A contact order is specified for the plurality of advertising materials, the performance information includes information capable of identifying whether or not the plurality of advertising materials broadcasted through the plurality of first broadcast slots reached each of a plurality of viewer samples, The allocation unit is an information processing system that allocates the multiple advertising materials to the multiple second broadcast slots based on the performance information so that the contact order reach number, which is the number of times the multiple advertising materials in the multiple broadcast slots are viewed by a viewer sample in the specified contact order, satisfies a predetermined condition.

7. An information processing system according to claim 2, claim 3, claim 5, or claim 6, The plurality of advertising materials are allocated to the plurality of broadcasting slots before the start of the first period; The allocation unit is configured to allocate the plurality of advertising materials to the plurality of second broadcast slots by changing the allocation of the plurality of advertising materials to the plurality of second broadcast slots so as to replace the advertising materials allocated to at least some of the plurality of second broadcast slots based on the performance information.

8. An information processing system according to any one of claims 1 to 6, The allocation unit is allocating the plurality of advertising materials to the plurality of broadcast slots such that each of the plurality of advertising materials is broadcast in one or more allocated broadcast slots among the plurality of broadcast slots before the start of the first period; After the performance information is acquired, the allocation of the plurality of advertisement materials to the plurality of second broadcast slots is changed based on the performance information, thereby allocating the plurality of advertisement materials to the plurality of second broadcast slots. An information processing system configured as follows.

9. 1. A computer-implemented information processing method, comprising: With respect to a plurality of advertising materials broadcast through a plurality of broadcast slots, acquiring, as performance information, advertising effects due to broadcasting of the plurality of advertising materials through a plurality of first broadcast slots which are broadcast slots in a first period among the plurality of broadcast slots; allocating the plurality of advertising materials to a plurality of second broadcast slots, which are broadcast slots in a second period subsequent to the first period, among the plurality of broadcast slots based on the performance information; Including, The plurality of advertising materials are allocated to the plurality of broadcasting slots before the start of the first period; The allocating step includes changing the allocation of the plurality of advertising materials to the plurality of second broadcast slots based on the performance information; The plurality of broadcasting slots include a plurality of broadcasting slots of different broadcasting stations, The information processing method includes an allocation change in which the allocation destination of one of the plurality of advertising materials is changed from a broadcast time slot of a first broadcast station to a broadcast time slot of a second broadcast station different from the first broadcast station.

10. 1. A computer-implemented information processing method, comprising: With respect to a plurality of advertising materials broadcast through a plurality of broadcast slots, acquiring, as performance information, advertising effects due to broadcasting of the plurality of advertising materials through a plurality of first broadcast slots which are broadcast slots in a first period among the plurality of broadcast slots; allocating the plurality of advertising materials to a plurality of second broadcast slots, which are broadcast slots in a second period subsequent to the first period, among the plurality of broadcast slots based on the performance information; Including, The information processing method includes allocating the multiple advertising materials to the multiple second broadcast slots based on the performance information so that the sum or weighted sum of the advertising effectiveness of each of the multiple advertising materials in the multiple broadcast slots satisfies a predetermined condition.

11. 1. A computer-implemented information processing method, comprising: With respect to a plurality of advertising materials broadcast through a plurality of broadcast slots, acquiring, as performance information, advertising effects due to broadcasting of the plurality of advertising materials through a plurality of first broadcast slots which are broadcast slots in a first period among the plurality of broadcast slots; allocating the plurality of advertising materials to a plurality of second broadcast slots, which are broadcast slots in a second period subsequent to the first period, among the plurality of broadcast slots based on the performance information; Including, The performance information includes performance values ​​regarding the advertising effectiveness expressed by different evaluation indexes for two or more advertising materials among the plurality of advertising materials, The information processing method includes allocating the multiple advertising materials to the multiple second broadcast slots based on the performance information so that each evaluation index of the two or more advertising materials in the multiple broadcast slots satisfies a specified condition.

12. 1. A computer-implemented information processing method, comprising: With respect to a plurality of advertising materials broadcast through a plurality of broadcast slots, acquiring, as performance information, advertising effects due to broadcasting of the plurality of advertising materials through a plurality of first broadcast slots which are broadcast slots in a first period among the plurality of broadcast slots; allocating the plurality of advertising materials to a plurality of second broadcast slots, which are broadcast slots in a second period subsequent to the first period, among the plurality of broadcast slots based on the performance information; Including, The plurality of broadcast slots include a first broadcast slot having an advertisement broadcast time corresponding to a specified time, and a second broadcast slot having an advertisement broadcast time corresponding to an integral multiple of the specified time that is equal to or greater than twice the specified time, the plurality of advertising materials include a first advertising material, the time required for broadcasting of which corresponds to the specified time, and a second advertising material, the time required for broadcasting of which corresponds to an integral multiple of the specified time that is equal to or greater than twice the specified time; The plurality of advertising materials are allocated to the plurality of broadcasting slots before the start of the first period; The allocating includes searching for an allocation pattern of the plurality of advertising materials to the plurality of second broadcast slots based on the performance information so that the advertising effectiveness in the plurality of broadcast slots satisfies a predetermined condition, and changing the allocation of the plurality of advertising materials to the plurality of second broadcast slots in accordance with the allocation pattern so as to replace the advertising materials allocated to at least a part of the plurality of second broadcast slots; An information processing method in which the allocation patterns to be searched for include a pattern of allocating the first advertising material to each of a plurality of first-time broadcast slots generated by dividing the second-time broadcast slot, and a pattern of allocating the second advertising material to a second-time broadcast slot generated by integrating a plurality of adjacent first-time broadcast slots.

13. 1. A computer-implemented information processing method, comprising: With respect to a plurality of advertising materials broadcast through a plurality of broadcast slots, acquiring, as performance information, advertising effects due to broadcasting of the plurality of advertising materials through a plurality of first broadcast slots which are broadcast slots in a first period among the plurality of broadcast slots; allocating the plurality of advertising materials to a plurality of second broadcast slots, which are broadcast slots in a second period subsequent to the first period, among the plurality of broadcast slots based on the performance information; Including, Each of the plurality of advertising materials has a target attribute set to an audience attribute to be appealed to; the performance information includes information capable of identifying whether or not the plurality of advertising materials broadcasted through the plurality of first broadcast slots reached each of a plurality of viewer samples, The information processing method includes allocating the multiple advertising materials to the multiple second broadcast slots based on the performance information so that the number of reaches of the multiple advertising materials in the multiple broadcast slots to a viewer sample corresponding to the target attributes satisfies a predetermined condition.

14. 1. A computer-implemented information processing method, comprising: With respect to a plurality of advertising materials broadcast through a plurality of broadcast slots, acquiring, as performance information, advertising effects due to broadcasting of the plurality of advertising materials through a plurality of first broadcast slots which are broadcast slots in a first period among the plurality of broadcast slots; allocating the plurality of advertising materials to a plurality of second broadcast slots, which are broadcast slots in a second period subsequent to the first period, among the plurality of broadcast slots based on the performance information; Including, A contact order is specified for the plurality of advertising materials, the performance information includes information capable of identifying whether or not the plurality of advertising materials broadcasted through the plurality of first broadcast slots reached each of a plurality of viewer samples, The information processing method includes allocating the multiple advertising materials to the multiple second broadcast slots based on the performance information so that a contact order reach number, which is the number of times the multiple advertising materials in the multiple broadcast slots are viewed by a viewer sample in the specified contact order, satisfies a predetermined condition.

15. An information processing method according to claim 10, claim 11, claim 13, or claim 14, comprising: The plurality of advertising materials are allocated to the plurality of broadcasting slots before the start of the first period; The information processing method includes allocating the plurality of advertising materials to the plurality of second broadcast slots by changing the allocation of the plurality of advertising materials to the plurality of second broadcast slots so as to replace the advertising materials allocated to at least some of the plurality of second broadcast slots based on the performance information.

16. An information processing method according to any one of claims 9 to 14, The allocating step comprises: allocating the plurality of advertising materials to the plurality of broadcast slots such that each of the plurality of advertising materials is broadcast in one or more allocated broadcast slots among the plurality of broadcast slots before a start of the first period; After acquiring the performance information, changing the allocation of the plurality of advertisement materials to the plurality of second broadcast slots based on the performance information, thereby allocating the plurality of advertisement materials to the plurality of second broadcast slots; An information processing method comprising:

17. A computer program for causing a computer to execute the information processing method according to any one of claims 9 to 14.

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