Information processing system, information processing method, and program

Abstract

To improve the result of marketing using a moving image.SOLUTION: A type management part 111 manages types for generating a moving image and formed by making catch, body and end basic types by storing a plurality of kinds of types. A retrieval condition acquisition part 113 acquires a retrieval condition from a user who performs marketing using a moving image. A use type determination part 114 determines a type to be outputted from a model when the retrieval condition is inputted as a use type to be used to generate a moving image. A question-and-answer part 115 presents one or more questions associated with the use type among questions for designing the moving image to a user, and receives one or more answers of the user to each of the one or more questions. A moving image generation part 116 generates the moving image on the basis of the use type and the user's answers obtained by a result of processing of question-and-answer means.SELECTED DRAWING: Figure 5

Description

[Technical Field]

[0001] The present invention relates to an information processing system, an information processing method, and a program. [Background technology]

[0002] Marketing (advertising) using videos has been practiced for some time, and there are techniques to support the creation of such videos (see, for example, Patent Document 1). [Prior art documents] [Patent documents]

[0003] [Patent Document 1] Japanese Patent Application Publication No. 2019-36064 Summary of the Invention [Problem to be solved by the invention]

[0004] However, conventional technologies, including the technology described in Patent Document 1, merely support video creators by allowing them to easily arrange materials as they wish. In other words, when creating a video, the creator needs to devise a structure for the video. For this reason, the results of marketing using the video depend heavily on the skill of the creator. Furthermore, creating such videos requires a lot of money and time, which makes it difficult to repeatedly create videos and aim for improvement.

[0005] The present invention has been made in view of the above circumstances, and aims to improve the results of marketing using videos. [Means for solving the problem]

[0006] In order to achieve the above object, an information processing system according to one aspect of the present invention comprises: In an information processing system that supports marketing using videos, a pattern management means for storing and managing a plurality of patterns for generating moving images, each of which has a catch, a body, and an end as basic patterns; a model management means for storing and managing a model that outputs one or more types from among the plurality of types when a predetermined search condition is input; a search condition acquisition means for acquiring the search conditions from a user who conducts marketing using videos; a usage type determination means for determining a type output from the model when the search condition is input as a usage type to be used for generating a moving image; Q&A means for presenting one or more questions associated with the usage type to the user among questions for designing a video and accepting answers from the user to each of the one or more questions (for example, executing a process of outputting a simple design sheet on paper and scanning the paper medium on which the answers are written, or a process of presenting questions on a screen and inputting the answers); a video generating means for generating a video based on the usage pattern and the answer of the user obtained as a result of processing by the question and answer means; Equipped with. [Effects of the Invention]

[0007] According to the present invention, it is possible to improve the results of marketing using videos. [Brief explanation of the drawings]

[0008] [Figure 1] FIG. 1 is a diagram showing an overview of a service to which an information processing system according to an embodiment of the present invention is applied. [Figure 2] FIG. 2 is a diagram illustrating an example of types stored in a type DB in the service of FIG. 1. [Figure 3] 2 is a block diagram showing an example of the configuration of an information processing system applied to the service of FIG. 1. FIG. [Figure 4] 4 is a block diagram showing an example of a hardware configuration of a server in the information processing system of FIG. 3. FIG. [Figure 5] 5 is a functional block diagram showing an example of a functional configuration of the information processing system of FIG. 3 including the server of FIG. 4. [Figure 6] 6 is a diagram showing an example of the motion of a marketing video generated by a server having the functional configuration of FIG. 5. FIG. [Figure 7] 7 is a diagram showing an example of a motion of a marketing video generated by a server having the functional configuration of FIG. 5, which is different from that of FIG. 6. FIG. [Figure 8] 6 is a diagram showing an example of size and motion according to the media of a marketing video generated by a server having the functional configuration of FIG. 5. [Figure 9] 6 is a diagram showing an example of a simple design sheet provided by a server having the functional configuration of FIG. 5. FIG. [Figure 10] 10 is a diagram showing an example of a simple design sheet provided by a server having the functional configuration of FIG. 5, which is different from the example of FIG. 9. FIG. [Figure 11] 11 is a diagram showing an example of a simple design sheet provided by a server having the functional configuration of FIG. 5, which is an example different from those of FIGS. 9 and 10. FIG. [Figure 12] 12 is a diagram showing an example of a simple design sheet provided by a server having the functional configuration of FIG. 5, which is an example different from those of FIGS. 9 to 11. FIG. [Figure 13] FIG. 13 is a diagram showing an example of a marketing video generated based on the answers to the simple design sheets of FIGS. 9 to 12. [Figure 14] 6 is a diagram showing an example of AIBAC in a marketing video generated by a server having the functional configuration of FIG. 5. DETAILED DESCRIPTION OF THE INVENTION

[0009] Hereinafter, an embodiment of the present invention will be described with reference to the drawings. First, with reference to FIGS. 1 and 2, an outline of a service (hereinafter referred to as "this service") to which an information processing system to which an information processing device of the present invention is applied will be described.

[0010] This service supports users U who wish to conduct marketing using videos in a specified medium (hereinafter referred to as "video marketing"). In other words, this service allows user U to easily create a large number of videos for marketing purposes (hereinafter referred to as "marketing videos"), thereby improving the quality of the marketing videos and thereby improving the results of video marketing.

[0011] Specifically, what is needed for user U is not simply to create a marketing video, but to improve the results of video marketing. However, in the past, even creating a marketing video for users U was costly, time-consuming, and did not produce results from video marketing, making it difficult for users U to gain knowledge about video marketing. Therefore, the applicant has created a large number of marketing videos and, by repeating the PDCA cycle described below for these videos, discovered a common rule for the results of video marketing. "Richika-style video marketing" embodies this principle. "Richika-style video marketing" is a framework developed for marketers (here, User U) to achieve results with marketing videos. This service uses "Richika-style video marketing." Below, we will explain ``Richika-style video marketing.''

[0012] First, based on the applicant's track record of video marketing using the large number of marketing videos mentioned above, he has determined that the causes of failure (lack of results) in video marketing are the following first and second factors. Below, the first and second factors will be explained individually in that order.

[0013] The first factor is that marketing videos (creatives) that produce results are not being created. The first factor occurred because marketing videos were not created by working backwards from the objective, and companies were satisfied with just creating a marketing video that somehow resembled the objective.

[0014] The second factor is that the PDCA cycle is not working. The second factor is caused by the overwhelming lack of marketing videos being created, vague goal design, and a failure to check the PDCA cycle from a medium-term perspective.

[0015] In other words, addressing the first and second factors as issues and solving these issues will lead to successful video marketing. In other words, to solve the first factor, it is necessary to create the ideal marketing video. To solve the second factor, it is necessary to implement the PDCA cycle. The framework for solving these problems is called "Richika-style video marketing." In other words, "Richika-style video marketing" is a framework consisting of "creating the ideal marketing video" and "implementing the PDCA cycle."

[0016] In order to achieve the goal of "creating the ideal marketing video," it is necessary to achieve three elements: "information design," "optimization of distribution," and "design (presentation)." In order to achieve "implementing the PDCA cycle," it is necessary to achieve three elements: "setting short-term and medium-term goals," "proper testing," and "quantity (of numerous marketing videos)."

[0017] This service enables users U to easily realize this kind of "Richika-style video marketing," that is, to "create the ideal marketing video" and "implement the PDCA cycle." The part of this service shown in Figure 1 in particular makes it possible to "create the ideal marketing video" and also to "achieve the quantity (of many marketing videos)" necessary to "implement the PDCA cycle."

[0018] We will explain in more detail about "Creating the ideal marketing video." In order to "create the ideal marketing video," it is necessary to achieve each of the three elements mentioned above: "information design," "optimization of distribution," and "design (presentation)." The means to achieve each of these three elements must take into account the three characteristics of marketing videos (characteristics 1 to 3). In other words, the first characteristic is that marketing videos can be broadly divided into four types based on viewing behavior. The second characteristic is that there is a basic type (hereinafter referred to as the "basic type"). The third characteristic is that "words (story)" are important. The first to third features will be described below in that order.

[0019] First, we will explain the first characteristic, that is, marketing videos can be broadly divided into four types based on viewing behavior. That is, marketing videos can be broadly divided into four types: search type, feed type, stream type, and signage type. Here, search type, feed type, and stream type are types that are viewed online, while signage type is a type that is viewed offline. "Search-type" refers to a type of marketing video that is distributed to viewers who have the same viewing behavior as viewers on search engines and other media whose purpose is to search. In a word, the viewing behavior of search-type videos is "researching." "Feed-type" is a type of marketing video that is distributed to viewers who have a viewing attitude on media such as SNS (Social Networking Service). In a word, the viewing attitude of feed-type videos is "just casually." "Streaming" is a type of marketing video that is distributed to viewers who have a viewing attitude through video distribution (streaming) media. In a word, streaming viewing attitude is "watching." "Signage type" is a type of marketing video that is distributed to viewers who have the viewing attitude on signage such as displays installed on street corners, etc. The viewing attitude of stream type can be summed up in one word as "catching the eye."

[0020] In other words, as mentioned above, viewing behavior changes depending on the type of media, and the first characteristic can also be understood as the fact that marketing videos can be classified by type of media. Here, the term "media" refers to a place where a user publishes a marketing video. In this embodiment, the media for publishing a marketing video is assumed to be a web page published on the Internet or a signage such as a display installed on a street corner. In addition to the above-mentioned search engines, SNS, and video distribution media, video sharing platforms and blogs (weblogs) are examples of media.

[0021] Above, we have explained the first of the three characteristics of marketing videos, namely, that marketing videos can be broadly divided into four types based on viewing behavior. Next, the second feature, that is, the feature of having a basic type, will be explained.

[0022] The basic format is the basic structure of a marketing video, consisting of three components in chronological order: a catch phrase, a body phrase, and an end phrase. In other words, a catch phrase is made up of one or more scenes and is placed (played) at the beginning of a marketing video. A catch phrase is a component that acts as a hook to get to the main topic (body), that is, it is a component that plays the role of an introduction. It is important for a catch phrase to pique the viewer's interest, and if it fails, the viewer will drop out (stop watching the marketing video). The body is made up of one or more scenes and is placed (played) after the catch phrase. The body is the component that corresponds to the "main" that you want to introduce to user U, that is, the component that plays the role of the main subject. It is important for the body to be consistent with the head (catch phrase), and its composition is important. The end is made up of one or more scenes and is placed after the body, i.e., at the end of the marketing video. The end is the element that corresponds to the "conclusion" of a marketing video, that is, a component that plays the role of a conclusion. It is important for the end to present specific actions and to end on a clean note.

[0023] Above, we have explained the second feature of the first to third features of marketing videos, that is, the feature that they have a basic format. Next, I will explain the third characteristic, namely, that "words (story)" are important.

[0024] There are various factors that make people follow videos, but the most important factor is "words (story)." Therefore, it is important to create marketing videos that are conscious of the "words (story)." For example, by creating a marketing video with sound, viewers will be in a state of "listening" to the marketing video. On the other hand, if there is no sound, viewers will be in a state of "reading" the marketing video. Therefore, a marketing video that allows viewers to "listen" or "read" the "words (story)" is ideal. In other words, marketing videos in which viewers cannot "read" or "hear" the "words (story)" are inappropriate as they detract from the viewer (user) experience. In this way, understanding the concept that "words (story)" are the most important thing in marketing videos is an important first step to achieving results with video marketing.

[0025] To summarize, in order to achieve the goal of "creating the ideal marketing video," it is necessary to consider the three characteristics of marketing videos (characteristics 1 to 3) and achieve each of the three elements mentioned above, namely, "information design," "optimization of distribution," and "design (presentation)." In particular, it is best to design and create marketing videos in the following order: "information design" → "distribution optimization" → "design." Here, information design must be based on a clear purpose and appeal. Distribution optimization requires optimizing the marketing video's length and screen ratio. "Design" requires a certain level of quality (design and expression).

[0026] Traditional marketing videos were created with a focus solely on "design," which meant that video marketing was not able to produce results. To achieve results in video marketing, it is necessary to focus on "information design." However, in addition to focusing on "information design," it requires advanced skills to create marketing videos by optimizing the distribution and design. Therefore, this service shown in Figure 1 is provided so that even users U who do not have advanced skills can create marketing videos by focusing on "information design" and then designing "optimization of distribution" and "design."

[0027] As shown in FIG. 1, the template DB stores in advance a large number of types (for example, 15,000 types) of "templates" for creating "marketing videos." Here, "type" refers to the pattern of the marketing video's composition. In other words, a "type" is a pattern classified according to factors such as the format of the marketing video (such as the arrangement of multiple scenes that make up the marketing video), the length of the marketing video, and the size of the marketing video (such as the acceptance rate).

[0028] Figure 2 shows an example of a mold. In the example of FIG. 2, format configuration, time, and size are used as elements for classifying types.

[0029] The format structure is an element that is classified based on the pattern of how the multiple scenes that make up the marketing video are arranged, based on the basic type described above. In the example of FIG. 2, a plurality of format configurations are defined in advance for each of the basic types described above, that is, catch phrase, body, and end, according to the pattern in which each AIBAC scene is arranged. AIBAC is a framework for marketing advertising that is suitable for direct user responses. Specifically, it is preferable to use a framework that includes the following elements: "A," "I," "B," and "AC." "A" is an attention scene. In other words, in marketing videos, the first two seconds are crucial, and you need to get the viewer to stop watching the feed. Therefore, it is important to include resonant keywords, raise questions to make the viewer feel that the video is relevant to them, and include eye-catching animation, and this scene includes motions and other elements for these purposes. "I" stands for interest scene. In other words, next, simplicity is key in marketing videos, and it is necessary to explain the features of the product in a focused manner. Therefore, it is important to include the name of the product or service and the solution to the attention, without using technical terms. "B" is a scene that shows benefits. In other words, in a marketing video, the results of using the product must be immediately clear, and the benefits of using the product must be conveyed rather than the material or function. Therefore, it is best to use a scene that shows the results, specifically, the benefits of the product, such as convenience or health, which are clear benefits. "AC" stands for Action. That is, at the end of a marketing video, it is necessary to present a specific next action and encourage the viewer to actually take action. Therefore, it is best to present a specific action to the user, such as visiting a store, downloading materials, or viewing details. Each of the patterns is arranged with scenes that reflect the AIBAC mentioned above.

[0030] For example, format configuration FC1 is a pattern in which one "A" and one "I" are placed in that order for the catch, three "B"s are placed for the body, and one "Ac" is placed for the end. For example, format configuration FC2 is a pattern in which one "A" is placed for the catch, one "I" and two "B" are placed in that order for the body, and one "Ac" is placed for the end. For example, format configuration FC3 is a pattern in which one "A" is placed for the catch, no scenes are placed in the body, three "B"s are placed for the body, and one "Ac" is placed for the end.

[0031] Time is a factor that is classified by the pattern of the duration of the marketing video. For example, there are patterns of 6 seconds, 15 seconds, 30 seconds, etc. Furthermore, even if the length is the same, such as 30 seconds, if the ratio of time allocated to the catch, body, and end is different, it may be classified as a different pattern.

[0032] Size is an element that is classified according to the pattern of the screen size (acceptance ratio, etc.) of the marketing video. For example, there are patterns such as 1:1 (so-called square), 4:5, and 9:16. Specific examples of sizes will be described later with reference to FIG.

[0033] In this way, there are a number of types of patterns, the number of which is the number of combinations of each pattern of multiple elements; for example, in the example of Figure 2, there are a number of types equal to the number of format configuration patterns x the number of time patterns x the number of size patterns (for example, 15,000 types), and these types are stored in advance in the type DB.

[0034] Returning to FIG. 1, in the pattern DB, the optimum media, optimum motion, etc. are associated with each of these multiple types of patterns and managed. Here, motion refers to the movement of the marketing video, that is, the movement of the materials that make up the marketing video (for example, text, graphics (including photos), symbols, colors, or a combination thereof). Specific examples of motion will be described later with reference to FIGS.

[0035] Specifically, for example, the type DB stores the following N types (N is an integer value of 1 or more): That is, the first type is associated with the first media and the first motion. In addition, the second type is associated with a second media and a second motion. In addition, the third type is a combination of a first media and a second motion. In this way, at least one medium out of m (m is a positive integer value equal to or less than N) media is associated with each of the first type to the Nth type. Furthermore, at least one motion out of q (q is a positive integer value equal to or less than N) motions is associated with each of the types F1 to FN. Furthermore, each of the first to Nth types is associated with a simplified design sheet, which will be described later, corresponding to each type. Specific examples of the simplified design sheet will be described with reference to FIGS. Such a type DB is prepared in advance.

[0036] From among the multiple types of patterns stored in this pattern DB, a pattern that the user will use to create a marketing video (hereinafter referred to as a "usage pattern") is selected. The method for selecting the usage type is not particularly limited, and any method can be used as long as it allows the user to "create the ideal marketing video." However, since it is difficult to select an appropriate type from an extremely large number of types (for example, 15,000 types), a method using a model is adopted in this embodiment. That is, in this embodiment, for marketing videos that have actually been created and distributed, a set of the "type," various elements such as the media on which the marketing video was distributed and the industry targeted by the marketing, and the results of the distribution of the marketing video, etc., is used as training data. Such training data is prepared for each of a very large number of marketing videos (those that have actually been created and distributed). Then, machine learning is performed using such training data, and as a result, a model is prepared in advance that outputs an appropriate "usage type" when "search criteria" consisting of various elements such as the media on which the video marketing is conducted and the industry targeted by the video marketing are input. Note that such a model will be referred to as a "usage type determination model" hereinafter. That is, in this embodiment, a method is adopted in which the search conditions input by the user are input to a usage type determination model, and the type output from the usage type determination model is selected as the "usage type." In this embodiment, the "usage type determination model" is obtained as a result of machine learning, but it is sufficient if it outputs a usage type when search conditions are input, and it may be based on a rule base such as the following: In other words, for example, a table is prepared in advance that corresponds multiple types of search conditions consisting of various elements such as the media in which video marketing is conducted and the industry that is the target of video marketing to the types of formats that are suitable for each, and the use of this table is also an example of a ``usage type determination model.''

[0037] That is, the user U inputs search conditions by operating a terminal owned by the user (for example, user terminal 2 in FIG. 3 described later), etc. The search conditions are transmitted to a server managed by the service provider (for example, server 1 in FIG. 3 described later).

[0038] The server inputs the search conditions into the usage type determination model and selects a predetermined type Fk (k is an integer value between 1 and N) from types F1 to FN stored in the type DB as the usage type.

[0039] Next, the server presents a simple design sheet corresponding to the usage type Fk to the user U at the user U's terminal (for example, the user terminal 2 in FIG. 3 described later). The simple design sheet is a sheet that allows user U to easily perform the above-mentioned "information design" when designing a marketing video based on usage type Fk. In other words, usage type Fk is selected based on search criteria including the media used, and is based on a basic type. Therefore, by using usage type Fk, it becomes possible to create a marketing video that satisfies the first characteristic, that marketing videos can be broadly divided into four types based on viewing behavior, and the second characteristic, that there are basic types, of the first to third characteristics of marketing videos. Furthermore, a simple design sheet is used to satisfy the third characteristic that "words (story)" are important. In other words, a simple design sheet is a sheet that allows user U to easily perform "information design" that values ​​"words (story)." Specific examples will be described later with reference to Figures 10 to 14, but a simple design sheet is a sheet in which the user U enters answers in designated fields in a question-and-answer or fill-in-the-blank format, automatically completing an "information design" using "words (stories)" suitable for the usage type Fk.

[0040] The simple design sheet is merely an example. That is, it is sufficient to present one or more questions associated with a usage type Fk (questions for which "words (stories)" suitable for the usage type Fk are obtained as answers) among questions for "information design" of a marketing video to a user U, and to receive answers from the user to each of the one or more questions, and there are no particular limitations on the form.

[0041] In this way, the user U operates a terminal (for example, the user terminal 2 in Fig. 3 described later) to input various items into the columns of the simple design sheet. The simple design sheet with the various items input, i.e., the simple design sheet with the completed "information design" using "words (story)" suitable for the usage type Fk, is provided to the server.

[0042] The server generates a marketing video based on the simple design sheet on which the user U has entered various items and the usage type Fk. Here, the simplified design sheet into which various items have been input by the user U is a sheet showing an "information design" using "words (story)" suitable for the usage type Fk, as described above. Furthermore, the usage type Fk is selected based on search conditions (various elements based on the video marketing that the user U intends to carry out, such as conditions consisting of the media to be used), and the size and time are optimal for the search conditions. The usage type Fk is also associated with optimal motion, etc. In other words, using the usage type Fk is equivalent to "optimizing the distribution screen" and "designing."

[0043] In this way, even users U who do not have advanced skills can easily create marketing videos by focusing on "information design," then designing "optimization of distribution" and "design."

[0044] Furthermore, the marketing video generated in this manner is distributed to the media specified by the user U. Then, as a result of the distribution of the marketing video, data such as sales of the product or service targeted by the marketing video is obtained. User U uses the data such as sales of the product or service to evaluate (confirm results of) the video marketing using the distributed marketing video.

[0045] This service also analyzes marketing data, such as the percentage of viewers who transitioned from the marketing video to a page introducing the product or service, and the percentage of viewers who ended up purchasing or signing a contract for the product or service.

[0046] In the following, various data obtained as a result of video marketing using marketing videos, such as data on sales of the products or services that are the subject of the marketing video, the percentage of viewers who transitioned from the marketing video to the product or service introduction page, and the percentage who went on to purchase or sign a contract for the product or service, will be collectively referred to as "marketing data."

[0047] The results of such evaluation and analysis of marketing data are fed back to the usage pattern determination model and the pattern DB. That is, based on the results of the evaluation and analysis, the usage pattern model is updated, and patterns are updated or newly generated.

[0048] Furthermore, the results of such evaluation and analysis of marketing data can be appropriately used in the PDCA cycle by user U. This means that the "right test" is met, which is one of the elements necessary for "running the PDCA cycle." By using this service shown in Figure 1, it becomes possible to "create the ideal marketing video," as described above. Furthermore, user U can create the "ideal marketing" video simply by entering search criteria and simple information into a simple design sheet. This means that it is easy to generate a large number of "ideal marketing" videos, which satisfies the "quantity" requirement for "implementing the PDCA cycle." In this way, this service also helps with "implementing the PDCA cycle." Although not shown in the figure, the server may also present the user with a sheet (similar to the simple design sheet described above) that allows the user to enter simple inputs to satisfy the "short-term / medium-term goal setting" element, which is one of the elements necessary for "implementing the PDCA cycle."

[0049] This service has been described above with reference to FIGS. Hereinafter, with reference to FIGS. 3 to 5, the configuration of an information processing system for realizing this service, that is, an information processing system to which a server according to an embodiment of the information processing device of the present invention is applied, will be described.

[0050] FIG. 3 is a block diagram showing an example of the configuration of an information processing system according to one embodiment of the present invention.

[0051] The information processing system shown in FIG. 3 includes a server 1, a user terminal 2, and a media server 3 that distributes marketing videos. For convenience of explanation, only one user terminal 2 and one media server 3 are shown in FIG. 3, but one or more are provided for each user U and each media. The server 1, the user terminal 2, and the media server 3 are connected to each other via a network NW such as the Internet. Note that, although the network NW is the Internet in this embodiment, its form is not particularly limited to that of this embodiment, and for example, Bluetooth (registered trademark), Wi-Fi, LAN (Local Area Network), etc. can be adopted.

[0052] FIG. 4 is a block diagram showing an example of a hardware configuration of a server in the information processing system of FIG.

[0053] The server 1 includes a CPU (Central Processing Unit) 11, a ROM (Read Only Memory) 12, a RAM (Random Access Memory) 13, a bus 14, an input / output interface 15, an input unit 16, an output unit 17, a memory unit 18, a communication unit 19, and a drive 20.

[0054] The CPU 11 executes various processes according to a program recorded in the ROM 12 or a program loaded from the storage unit 18 into the RAM 13 . The RAM 13 also stores data and the like necessary for the CPU 11 to execute various processes.

[0055] The CPU 11, ROM 12, and RAM 13 are connected to one another via a bus 14. An input / output interface 15 is also connected to this bus 14. An input unit 16, an output unit 17, a storage unit 18, a communication unit 19, and a drive 20 are connected to the input / output interface 15.

[0056] The input unit 16 is composed of various hardware buttons and the like, and inputs various information in response to instructions and operations from the operator. The output unit 17 is configured with a display such as a liquid crystal display, and displays various images.

[0057] The storage unit 18 is configured with a DRAM (Dynamic Random Access Memory) or the like, and stores various data. The communication unit 19 controls communication with other devices (such as the user terminal 2 and the media server 3) via a network N including the Internet.

[0058] The drive 20 is provided as needed. Removable media 31, such as a magnetic disk, optical disk, magneto-optical disk, or semiconductor memory, is appropriately attached to the drive 20. Programs read from the removable media 31 by the drive 20 are installed in the storage unit 18 as needed. The removable media 31 can also store various data stored in the storage unit 18 in the same way as the storage unit 18.

[0059] The cooperation of the various hardware and software components of the server 1 shown in FIG. 4 makes it possible to execute various processes, which will be described later. Although not shown, the user terminal 2 and media server 3 of the information processing system in Fig. 3 also have the hardware configuration shown in Fig. 4. Therefore, a description of the hardware configuration of the user terminal 2 and media server 3 will be omitted. However, if the user terminal 2 is configured as a smartphone or a tablet, it has a touch panel as the input unit 16 and the output unit 17.

[0060] FIG. 5 is a functional block diagram illustrating an example of the functional configuration of the server of FIG.

[0061] As shown in FIG. 5, the server 1 functions as a type management unit 111, a usage model management unit 112, a search condition acquisition unit 113, a usage type determination unit 114, a question and answer unit 115, a video generation unit 116, an analysis unit 117, an evaluation acquisition unit 118, a model update unit 119, and a type generation and update unit 120. The storage unit 18 of the server 1 is provided with a type DB 200 and a usage type model 300.

[0062] The pattern management unit 111 stores and manages a plurality of patterns, which are patterns for generating marketing videos and have a catch phrase, a body, and an end as basic patterns, in the pattern DB 200. That is, in this embodiment, N (for example, N=15,000) types of patterns F1 to FN are stored and managed in the pattern DB 200. The usage model management unit 112 stores and manages in the storage unit 18 a usage model 300 that outputs one or more types from among a plurality of types when a predetermined search condition is input.

[0063] The search condition acquisition unit 113 acquires search conditions for conducting video marketing from a user U who is to conduct the video marketing. The usage type determination unit 114 inputs search conditions into the usage type model 300 and determines the type Fk output as a result (extracted from the type management unit 111) as the usage type Fk.

[0064] The question and answer section 115 presents one or more questions associated with the usage type Fk (questions for which "words (stories)" suitable for the usage type Fk are obtained as answers) among the questions for "information design" of the marketing video to the user U via the user terminal 2, and receives the user's answers to each of the one or more questions from the user terminal 2. Specifically, for example, the question and answer unit 115 transmits data of the simple design sheet to the user terminal 2. The user U operates the user terminal 2 to output the simple design sheet on paper, writes down answers, and scans the paper medium on which the answers are written. The user terminal 2 transmits data obtained as a result of the scan to the server 1. The question and answer unit 115 acquires the data. Furthermore, for example, the question and answer section 115 presents each question included in the simplified design sheet on the screen of the user terminal 2 and accepts an input operation of the answer by the user U to the user terminal 2.

[0065] The video generation unit 116 generates a marketing video based on the usage type Fk and the answers of the user U obtained as a result of the processing of the question and answer unit 115. The generated marketing video is supplied to the user terminal 2. The user U can operate the user terminal 2 to play back the marketing video. Furthermore, the marketing video is distributed (played) from the user terminal 2 or the server 1 through the media server 3 of the media desired by the user U. This allows the viewer to view the marketing video.

[0066] The analysis unit 117 performs a predetermined analysis on the marketing video generated by the video generation unit 116 based on the usage type Fk. The evaluation acquisition unit 118 acquires the evaluation of the user U or the viewer for the marketing video generated by the video generation unit 116 based on the usage type Fk. The model update unit 119 updates the usage model 300 using the evaluation acquired by the evaluation acquisition unit 118, at least a part of the results of the analysis by the analysis unit 117, and the usage type Fk. The type generation and update unit 120 performs at least one of updating the usage type Fk and generating a new type using the evaluation acquired by the evaluation acquisition unit 118, at least a portion of the results of the analysis by the analysis unit 117, and the usage type Fk.

[0067] The configuration of the information processing system for realizing the specific example of the present service described above has been described above with reference to FIGS. Specific examples of the motion and simple design sheet for the marketing video will be described below with reference to FIGS.

[0068] FIG. 6 is a diagram showing an example of the motion of a marketing video generated by the server having the functional configuration of FIG. 6(a) to 6(c) show still images at different times in order, showing the movement of the marketing video. As shown in Figure 6(a) and Figure 6(b), the character string "Give me 7,000 points!" is displayed in sequence as part of the marketing video. At this time, the character "7" in Figure 6(a) is displayed higher than the character "7" in Figure 6(a). In other words, the character string appears with a movement that makes it appear as if it is jumping up, and then remains stationary in the center of the screen. After that, it remains stationary for a few seconds in the position shown in Figure 6(b). This means that when you watch this marketing video, the movement of the text draws attention to it, and then the text becomes still, making it easier to read.

[0069] Then, as shown in FIG. 6(c), when the scene transitions to the next scene, a diagonal wavy mask moves from left to right, as if rewriting the entire screen. This creates motion in every area of ​​the marketing video, drawing attention to the marketing video itself.

[0070] In this way, in marketing videos, such impactful yet highly readable motions are used to increase the readability of the text and draw attention to the text and the marketing video.

[0071] FIG. 7 is a diagram showing an example of motion of a marketing video generated by a server having the functional configuration of FIG. 5, which is different from that of FIG. As shown in Figure 7(a), a motion is adopted that naturally guides the user to take the desired action through the advertisement. That is, in the example of FIG. 7(a), although the movement is not shown, three dots are placed above the character string "For more information, please visit the website." The character strings and dots change in size and also move, appearing, disappearing, or blinking. This gives the viewer the impression that they are clicking on a string of text that says "For more information, please visit the website." In this way, the motion used naturally guides the viewer to the desired action through the ad.

[0072] As shown in Figure 7(b), even though it is an image material, a motion that gives a sense of dynamic elements is adopted. In the example of Figure 7(b), although the movement is not shown, the image (photo) is moved slowly (slightly) overall and zoomed in and out slowly (slightly). This creates a marketing video that gives a sense of dynamic elements, even though it is an image material. Furthermore, similar to the above-described FIGS. 6(a) and 6(b), a motion in which a character string appears to float is adopted. Also, similar to the above-mentioned FIG. 6(c), when using image (photo) material (when transitioning between screens), a motion that repaints the entire video is adopted. In this way, even though it is an image material, motion is used that gives the impression of dynamic elements.

[0073] FIG. 8 is a diagram showing an example of the size and motion according to the media of a marketing video generated by the server having the functional configuration of FIG. The marketing video shown in Figure 8(a) is sized 1:1, and the example marketing video shown in Figure 8(b) is sized 9:16. Although not shown, other sizes such as 4:5 may also be used. In this way, this service allows you to create videos optimized for the following distribution channels (media) in order to maximize the results of your video advertising. In this case, the size of the marketing video will be determined taking into account the following conditions: In other words, the sizes determined by each of the various SNS media are taken into consideration. In addition, the viewing attitudes and attributes (gender, age, etc.) of each viewer (i.e., SNS users) of each type of SNS media are taken into consideration. Furthermore, when the relevant signage is adopted as the media, a size corresponding to the size of the signage display or the like is adopted.

[0074] FIG. 8(a) shows an example of a marketing video when Facebook (registered trademark) is used as the media. In other words, marketing videos intended to be posted on Facebook are mainly generated in 1:1 or 4:5 sizes. Furthermore, the type structure adopted is one that mainly relies on textual retrospection. Although not shown, a type that has a strong hook effect with a sense of depth and large motion is selected. In other words, Facebook users (marketing video viewers) are relatively older and are accustomed to reading text in articles. Therefore, it is preferable to adopt a format that mainly focuses on textual repetition. In addition, users will view the photos and videos that are combined with the text of the article content in order, so it is best to select a format that has a strong hook effect with a sense of depth and motion.

[0075] FIG. 8(b) shows an example of a marketing video in which Instagram (registered trademark) Stories is used as the medium. In other words, marketing videos intended to be posted to Instagram Stories are primarily generated in 9:16 format. Furthermore, the format adopted is one in which moving magazine-like images are used to primarily read text. In other words, Instagram Stories users (marketing video viewers) are relatively young, and they view videos that interest them in full screen on their device. Therefore, the 9:16 size is used, which is ideal for full-screen viewing on a user's device, and the format is primarily one that allows users to read text with moving magazine-like images.

[0076] 9 to 11, a series of questions and examples of answers on the simple design sheet will be described. FIG. 9 is a diagram showing an example of a simple design sheet provided by the server having the functional configuration of FIG. FIG. 10 is a diagram showing an example of a simple design sheet provided by the server having the functional configuration of FIG. 5, which is different from the example of FIG. FIG. 11 is a diagram showing an example of a simple design sheet provided by the server having the functional configuration of FIG. 5, and is an example different from those of FIGS. FIG. 12 is a diagram showing an example of a simple design sheet provided by the server having the functional configuration of FIG. 5, and is an example different from those of FIGS.

[0077] 9 to 12 are areas where the user writes in their answers. That is, although not shown, a simple design sheet with no text written in the underlined area is presented to the user as a question, and the user writes their answer in the underlined area.

[0078] First, as a premise, as described above, the user inputs search conditions, a usage type is determined based on the search conditions, and a simple design sheet associated with the usage type is presented to the user.

[0079] Specifically, first, the user is presented with a simple design sheet shown in Fig. 9. That is, the user is presented with questions for sorting out the purpose, and is asked to answer the questions. Next, the user is presented with a simple design sheet shown in Fig. 10. That is, the user is presented with questions to identify catch phrases, and is asked to answer them. Next, the user is presented with the simple design sheet shown in Fig. 11. That is, the user is presented with questions for determining the body, and is asked to answer them. The user is then presented with the simple design sheet shown in Fig. 12. That is, the user is presented with questions for organizing the end and is asked to answer them.

[0080] In this way, by providing specific answers to the questions on the simple design sheet, the user can easily and accurately output various character strings for tracing back through the video.

[0081] FIG. 13 is a diagram showing an example of a marketing video generated based on the answers to the simple design sheets of FIGS. The marketing video in the example of Figure 13 uses a scene containing the phrase "If you want to stand out with a translucent look" from the answer in Figure 10 as its catchphrase. The scenes containing the phrases "24-hour long-lasting effect," "Can be worn while sleeping," and "Gentle on the skin with natural ingredients" from the answer in Figure 11 as its body parts are used. The scene containing the phrase "Free samples available" from the answer in Figure 12 is used as its catchphrase. Although not shown, the character strings and background in FIG. 13 are displayed with motions associated with their types as appropriate.

[0082] In this way, the answers to the simple design sheets of Figures 9 to 12 are used to generate the marketing video of Figure 13. In other words, the user can easily generate a marketing video. At this time, some of the catch phrases shown in Figure 10 are not used. Marketing videos may be generated that employ each of these catch phrases. This allows multiple marketing videos with different catch phrases to be generated. By distributing each of the multiple marketing videos that have been created, it becomes possible to obtain marketing data associated with each marketing video. In other words, data such as which catch phrases were effective can be obtained, enabling the PDCA cycle to be implemented.

[0083] An example of a marketing video generated by this service and its association with AIBAC will be described with reference to FIG. FIG. 14 is a diagram showing an example of AIBAC in a marketing video generated by the server having the functional configuration of FIG. In the example of Figure 14, "A" and "I" are used as the catch, three "B"s are used as the body, and "Ac" is used as the end. Specifically, the catch phrase displayed is "What are the essential video tools for advertising agencies?" This draws the viewer's attention, making advertising agency professionals realize that this is something that applies to them. Also, by making viewers curious about what tools are essential, they are motivated to continue watching the marketing video to find out the answer.

[0084] Next, the body of the ad displays the words "Unlimited video ad creation," "Significant cost reduction," and "High-speed PDCA for video ads." In other words, it specifically shows the benefits users can gain by using the product or service that is the subject of this marketing video. This allows users to easily imagine the results of using the service, which in turn makes them want to use the service.

[0085] Next, at the end, the name of the service provider (in the example of Figure 14, RICHIKA, the provider of this service) is displayed. In other words, this is a marketing video that clearly shows that if you want to use this service, you can contact RICHIKA.

[0086] In this way, it is ideal for marketing videos to use a format that reflects the AIBAC framework, with a catch phrase, body, and end as the basic format.

[0087] Although one embodiment of the information processing device of the present invention has been described above, the present invention is not limited to the above-described embodiment. Furthermore, the effects described in this embodiment are merely a list of the most preferable effects resulting from the present invention, and the effects of the present invention are not limited to those described in this embodiment.

[0088] That is, in the above embodiment, an example of a specific type has been shown and explained, but other types not shown in the drawings may also be adopted.

[0089] Furthermore, in the above-described embodiment, the server 1 analyzes data such as the percentage of viewers who transition from the marketing video to a page introducing the product or service, and the percentage of viewers who go on to purchase or sign a contract for the product or service, but this is not particularly limited to this. That is, for example, marketing data may be presented to a user, an analyst who is a service provider, etc. That is, the model update unit 119 and the pattern generation update unit 120 can use the results of the analysis performed by the user or analyst to update the usage pattern model 300, update the usage pattern Fk, or generate a new pattern.

[0090] Furthermore, the hardware configuration shown in FIG. 4 and the functional configuration shown in FIG. 5 are merely examples for achieving the object of the present invention, and are not particularly limited.

[0091] In other words, the functional configuration shown in FIG. 5 is merely an example and is not particularly limited. That is, it is sufficient if the information processing system is provided with a function that can execute the above-described series of processes as a whole, and the type of functional block used to realize this function is not particularly limited to the example of Figure 5. Furthermore, the location of the functional block is not particularly limited to that of Figure 5 and may be arbitrary. For example, the functional block of the video generation unit 116 may be transferred to the user terminal 2 or the like. Furthermore, one functional block may be configured as a single piece of hardware, a single piece of software, or a combination thereof.

[0092] Furthermore, for example, when a series of processes is executed by software, the programs that make up the software are installed into a computer or the like from a network or a recording medium. The computer may be a computer built on dedicated hardware. The computer may also be a computer that can execute various functions by installing various programs, such as a server, a general-purpose smartphone, or a personal computer.

[0093] Furthermore, for example, the recording medium containing such a program may be configured not only as a removable medium (not shown) that is distributed separately from the device main body in order to provide the program to the user, but also as a recording medium that is provided to the user in a state that is pre-installed in the device main body.

[0094] The recording medium containing such a program may be constituted not only by the removable medium 31 in FIG. 1 that is distributed separately from the device main body in order to provide the program to the user, but also by a recording medium provided to each user in a state in which it is pre-installed in the device main body. The removable medium 31 may be constituted, for example, by a magnetic disk (including a floppy disk), an optical disk, or a magneto-optical disk. The optical disk may be constituted, for example, by a CD-ROM (Compact Disk-Read Only Memory) or a DVD (Digital Versatile Disk). The magneto-optical disk may be constituted, for example, by an MD (Mini-Disk). Furthermore, the recording medium provided to the user in a state in which it is pre-installed in the device main body may be constituted, for example, by the ROM 12 in FIG. 4 on which the program is recorded, or a hard disk included in the storage unit 18 in FIG. 4.

[0095] In this specification, the steps of describing a program to be recorded on a recording medium include not only processes that are performed chronologically in accordance with the order, but also processes that are not necessarily performed chronologically but are performed in parallel or individually. In addition, in this specification, the term "system" refers to an overall device that is made up of a plurality of devices, a plurality of means, etc.

[0096] In summary, the information processing apparatus to which the present invention is applied is sufficient if it has the following configuration, and can take on a variety of different embodiments. That is, an information processing system to which the present invention is applied (for example, an information processing system including an information processing device 1 having the functional configuration of FIG. 5) is In an information processing system that supports marketing using videos, A type management unit (for example, the type management unit 111 in FIG. 5) that stores and manages a plurality of types of types for generating moving images, each type having a catch, a body, and an end as basic types; a model management unit (for example, the usage model management unit 112 in FIG. 5) that stores and manages a model that outputs one or more types from among the plurality of types when a predetermined search condition is input; A search condition acquisition means (for example, the search condition acquisition unit 113 of FIG. 5) that acquires the search conditions from a user who performs marketing using video; a usage type determination means (for example, the usage type determination unit 114 of FIG. 5) that determines the type output from the model when the search condition is input as the usage type to be used for generating a moving image; a question and answer unit (e.g., the question and answer unit 115 of FIG. 5) that presents one or more questions associated with the usage type among questions for designing a video to the user and receives answers from the user to each of the one or more questions; a video generation unit (for example, the video generation unit 116 in FIG. 5) that generates a video based on the usage pattern and the answer of the user obtained as a result of processing by the question and answer unit; It is enough to have this.

[0097] This allows the user to use an appropriate template depending on the search criteria. Furthermore, the user is given questions and answers, and can easily generate a video simply by answering the questions. As a result, users can generate marketing videos one after another and improve the results of their video-based marketing.

[0098] Furthermore, each of the plurality of types is associated with an applicable media type, The search conditions may include the type of media.

[0099] This allows users to generate videos using a format appropriate for the type of media, thereby improving the results of marketing using videos.

[0100] Furthermore, each of the plurality of types is associated with an applicable motion, The video generation means can generate a video including a motion associated with the usage type.

[0101] This allows users to generate videos using templates that incorporate appropriate motions for the type of media, thereby improving the results of their video marketing efforts.

[0102] evaluation acquisition means (for example, evaluation acquisition unit 118 of FIG. 5) for acquiring user or viewer evaluations of the video generated by the video generation means based on the usage pattern; analysis means (for example, the analysis unit 117 in FIG. 5) for performing a predetermined analysis on the video generated by the video generation means based on the usage pattern; a model updating means (for example, the model updating unit 119 in FIG. 5) that updates the model using the evaluation acquired by the evaluation acquisition means, at least a part of the results of the analysis by the analysis means, and the usage pattern; a type generation and update means (for example, the type generation and update unit 120 in FIG. 5) that uses the evaluation acquired by the evaluation acquisition means, at least a part of the results of the analysis by the analysis means, and the usage type to perform at least one of updating the usage type and generating a new type; The sensor may further include:

[0103] This allows users to select more appropriate usage patterns for future use or generate better patterns based on the evaluation and analysis results of marketing videos. In other words, users can implement the PDCA cycle for generating marketing videos. Furthermore, as mentioned above, users can easily generate marketing videos one after another, and by implementing the PDCA cycle quickly, the results of video-based marketing can be improved. [Explanation of symbols]

[0104] 1 Server, 2 User terminal, 3 Media server, 11 CPU, 20 Drive, 31 Removable media, 111 Type management unit, 112 Usage model management unit, 113 Search condition acquisition unit, 114 Usage model determination unit, 115 Question and answer unit, 116 Video generation unit, 117 Analysis unit, 118 Evaluation acquisition unit, 119 Model update unit, 120 Type generation and update unit, 200 Type DB, 300 Usage model

Claims

1. In an information processing system that supports marketing using videos, a pattern management means for storing and managing a plurality of patterns for generating moving images, each of which has a catch, a body, and an end as basic patterns; a model management means for storing and managing a model that outputs one or more types from among the plurality of types when a predetermined search condition is input; a search condition acquisition means for acquiring the search conditions from a user who conducts marketing using videos; a usage type determination means for determining a type output from the model when the search condition is input as a usage type to be used for generating a moving image; a question and answering means for presenting to the user one or more questions associated with the usage type among questions for designing a video, and receiving answers from the user to each of the one or more questions; a video generating means for generating a video based on the usage pattern and the answer of the user obtained as a result of processing by the question and answer means; An information processing system comprising:

2. each of the plurality of types is associated with an applicable media type; The search conditions include the type of media. The information processing system according to claim 1 .

3. an applicable motion is associated with each of the plurality of types; the video generation means generates a video including a motion associated with the usage type. The information processing system according to claim 1 .

4. evaluation acquisition means for acquiring user or viewer evaluations of the video generated by the video generation means based on the usage pattern; an analysis means for performing a predetermined analysis on the video generated by the video generation means based on the usage pattern; a model updating means for updating the model using the evaluation acquired by the evaluation acquisition means, at least a part of the results of the analysis by the analysis means, and the usage pattern; a pattern generation / update means for performing at least one of updating the usage pattern and generating a new pattern using the evaluation acquired by the evaluation acquisition means, at least a part of the results of the analysis by the analysis means, and the usage pattern; The information processing system according to claim 1 , further comprising:

5. An information processing device that supports marketing using videos, a pattern management means for storing and managing a plurality of patterns for generating moving images, each of which has a catch, a body, and an end as basic patterns; a model management means for storing and managing a model that outputs one or more types from among the plurality of types when a predetermined search condition is input; An information processing method executed by an information processing device comprising: a search condition acquisition step of acquiring the search conditions from a user who performs marketing using videos; a usage type determination step of determining a type output from the model when the search condition is input as a usage type to be used for generating a moving image; a question and answer step of presenting one or more questions associated with the usage type among questions for designing a video to the user and accepting answers from the user to each of the one or more questions; a video generation step of generating a video based on the usage pattern and the answers of the user obtained as a result of processing the question and answer step; An information processing method including:

6. A computer that supports marketing using videos, a pattern management means for storing and managing a plurality of patterns for generating moving images, each of which has a catch, a body, and an end as basic patterns; a model management means for storing and managing a model that outputs one or more types from among the plurality of types when a predetermined search condition is input; A computer comprising: a search condition acquisition step of acquiring the search conditions from a user who performs marketing using videos; a usage type determination step of determining a type output from the model when the search condition is input as a usage type to be used for generating a moving image; a question and answer step of presenting one or more questions associated with the usage type among questions for designing a video to the user and accepting answers from the user to each of the one or more questions; a video generation step of generating a video based on the usage pattern and the answers of the user obtained as a result of processing the question and answer step; A program that executes control processing including:

Images