Advertisement management device, advertisement management method, and program

Abstract

To provide an advertising management system that can offer advertisers expertise in advertising production. [Solution] An advertising management device 11 has a processor 17 that acquires a request to produce an advertisement to be delivered to a customer terminal 13 in order to inform customer P3 about a product, and produces the advertisement based on the request. The processor 17 is configured to perform the following: a first process of acquiring preliminary information that contributes to the promotion of sales of the product before producing the advertisement; a second process of producing the advertisement based on the request and preliminary information; a third process of generating auxiliary information including justification using the preliminary information from the second process; and a fourth process of providing the produced advertisement and the generated auxiliary information to the advertiser.

Description

Technical Field

[0001] The present disclosure relates to an advertisement management apparatus, an advertisement management method, and a program that receive a request for creating an advertisement to be distributed to a customer terminal and create the advertisement.

Background Art

[0002] An example of an advertisement management apparatus that manages information such as web advertisements is described in Patent Document 1. The advertisement budget optimization apparatus described in Patent Document 1 is, for example, an apparatus that optimizes the budget of an online advertisement that a company conducts using the Internet for marketing of products or services.

[0003] The advertisement budget optimization apparatus described in Patent Document 1 includes an estimation unit that estimates the click unit price of an advertisement for each predetermined unit period included in the distribution period of an advertisement campaign to be distributed, and the click unit price for each unit period estimated by the estimation unit, and Based on the total budget of the advertisement campaign during the distribution period, a determination unit that determines the advertisement budget for each unit period so as to maximize the total number of clicks of the advertisement.

Prior Art Documents

Patent Documents

[0004]

Patent Document 1

Summary of the Invention

Problems to be Solved by the Invention

[0005] The inventor of the present application recognized the problem that "it is difficult for an advertiser to recognize knowledge about advertisement production."

[0006] [[ID=四十二]] The purpose of the present embodiment is to provide an advertisement management apparatus, an advertisement management method, and an advertisement management method that can provide an advertiser with knowledge about advertisement production.

Means for Solving the Problems

[0007] This embodiment discloses an advertising management device having a processor that acquires requests to produce advertisements to be delivered to customer terminals to inform customers about a product, and produces advertisements based on those requests, wherein the processor performs the following before producing the advertisement: a first process of acquiring preliminary information that contributes to the promotion of product sales; a second process of producing an advertisement based on the advertisement production requests and the preliminary information; a third process of generating auxiliary information including the basis for using the preliminary information in the second process; a third process of generating auxiliary information showing the relationship between the preliminary information and the advertisement; and a fourth process of providing the produced advertisement and the generated auxiliary information to the advertiser. [Effects of the Invention]

[0008] The advertising management system disclosed herein can provide advertisers with insights into the production of advertisements. Therefore, advertisers can recognize these insights into the production of advertisements. [Brief explanation of the drawing]

[0009] [Figure 1] This is a diagram illustrating an example of an advertising management system, including an advertising management device. [Figure 2] This is a configuration diagram showing an example of a processor and auxiliary storage device that implement an advertising management system. [Figure 3] This is a configuration diagram showing an example of an advertiser terminal to which an advertising management device is connected. [Figure 4A] This flowchart shows an example of how advertising is managed by an advertising management system. [Figure 4B] This flowchart shows an example of how advertising is managed by an advertising management system. [Figure 5] This is a conceptual diagram illustrating a specific example of a user interface provided from an advertising management device to an advertiser's terminal. [Figure 6] This is a conceptual diagram showing a specific example of a user interface provided from an advertising management device to an advertiser's terminal (Example 2). [Figure 7]This is a conceptual diagram showing a specific example of a user screen provided from an advertising management device to an advertiser's terminal (Example 3). [Figure 8] This is a conceptual diagram showing a specific example of a user interface provided from an advertising management device to an advertiser's terminal (Example 4). [Modes for carrying out the invention]

[0010] (Overview of the advertising management system) In this embodiment, several specific examples of advertising management systems, advertising management devices, advertising management methods, and programs are described with reference to the drawings. Figure 1 shows an example of an advertising management system 10. The advertising management system 10 may consist of an advertising management device 11, an advertiser terminal 12, a customer terminal 13, an external computer 14, and a network 15, etc. The advertising management device 11 is a computer operated and managed by the person in charge P1.

[0011] The advertiser terminal 12 is operated by advertiser P2. There may be multiple advertiser terminals 12, and each advertiser terminal 12 is operated by a different advertiser P2. The customer terminal 13 is operated by customer P3. Customer P3 may include those who intend to purchase the advertised product offered by advertiser P2, or those who have purchased the advertised product. Advertisement production requests may be sent from the advertiser terminal 12 to the advertisement management device 11. There may be multiple customer terminals 13, and each customer terminal 13 is operated by a different customer P3.

[0012] The advertising management device 11 may be connected to the advertiser terminal 12 and the external computer 14 via the network 15. The advertiser terminal 12 may be connected to the customer terminal 13 via the network 15. The advertising management device 11 may receive an advertisement production request from the advertiser terminal 12, produce the advertisement, and provide the produced advertisement to the advertiser terminal 12.

[0013] The advertiser terminal 12 may transmit a request for creating an advertisement related to a product to the advertisement management device 11. Also, the advertiser terminal 12 may acquire the advertisement created by the advertisement management device 11 from the advertisement management device 11. The customer terminal 13 can acquire the advertisement provided by the advertiser terminal 12 to the network 15.

[0014] The network 15 may be any of the Internet, a wide area network, etc. The network 15 is a communication line for transmitting various types of information and signals, and the network 15 is realized by a base station, a communication satellite, a communication antenna, communication equipment (access point), a repeater, a communication circuit, a communication cable (copper wire, optical fiber), a communication port, etc.

[0015] The communication line includes one or more communication means, either wireless communication or wired communication. Wireless communication includes short-range wireless communication. Short-range wireless communication includes, for example, wireless LAN (Wi-Fi (registered trademark)), Bluetooth (registered trademark). Wireless communication includes electrical signals, optical signals, radio waves, infrared rays, satellite communication, etc. The signals used for communication include digital signals and analog signals.

[0016] (Configuration example of advertisement management device) The advertisement management device 11 is a computer operated and managed by the person in charge P1. The person in charge P1 may be any of an individual, a group, a company, etc. When the advertisement management device 11 acquires a request for creating an advertisement from the advertiser terminal 12, it may create an advertisement and provide information including the created advertisement to the advertiser terminal 12 via the network 15.

[0017] The advertisement management device 11 is realized by various types of hardware and various types of software. The software includes an operating system and an application. The advertisement management device 11 may have hardware such as a main body (casing), a ROM (Read Only Memory) 16, a processor 17, a main storage device 18, an auxiliary storage device 19, an input device 20, an output device 21, a communication device 22, etc.

[0018] The ROM 16 is a non-volatile storage device provided inside the main body. The ROM 16 is a read-only memory for data, and the data will not be changed after being written during manufacturing. The ROM 16 stores programs that are first executed when the advertising management device 11 is started, such as an IPL (Initial Program Loader).

[0019] The processor 17 may be provided inside the main body of the advertising management device 11 and may be composed of a central processing unit (CPU (Central Processing Unit)) in which an arithmetic unit (arithmetic circuit) and a control unit (control circuit) are integrated. The processor 17 is communicably connected to the ROM 16, the main storage device 18, the auxiliary storage device 19, the input device 20, the output device 21, and the communication device 22 via the communication bus 23. The processor 17 controls including other devices and circuits provided inside the main body and devices and circuits provided outside the main body.

[0020] Also, the processor 17 may be a multiprocessor. The processor 17 may be composed of, for example, any one of an element of a CPU, an MPU (Micro Processing Unit), a DSP (Digital Signal Processor), an ASIC (Application Specific Integrated Circuit), a PLD (Programmable Logic Device), an FPGA (Field Programmable Gate Array), and a GPU (Graphics Processing Unit). Further, the processor 17 may be composed by combining two or more types of elements among a CPU, an MPU, a DSP, an ASIC, a PLD, an FPGA, and a GPU.

[0021] The processor 17 performs various processes by reading and running a program. The processes performed by the processor 17 include arithmetic, extraction, collection, judgment, learning, reasoning, estimation, prediction, comparison, identification, classification, control, and generation. The processes performed by the processor 17 include reading a program from the auxiliary storage device 19 and running the program read from the auxiliary storage device 19 in the main memory device 18.

[0022] Furthermore, the processing performed by the processor 17 includes processing commands, information, and data input through the operation of the input device 20, and processing information and data acquired from the advertiser terminal 12 and external computer 14 via the network 15.

[0023] Furthermore, the processing performed by the processor 17 includes processing information and data to be transmitted to the advertiser terminal 12 via the network 15, and storing the processing results performed by the processor 17 in the auxiliary storage device 19. Specific examples of the functional configurations realized by the operation of the program will be described later.

[0024] The main memory 18 is a volatile memory device, implemented, for example, by RAM (Random Access Memory). The main memory 18 functions as a work area and buffer area for storing programs, information to be processed, and data when the processor 17 executes various processes by running programs read from the auxiliary memory 19. The main memory 18 is a non-temporary storage medium.

[0025] The auxiliary storage device 19 is a non-temporary storage medium. The auxiliary storage device 19 may also be understood as storage. The auxiliary storage device 19 may be located inside the main unit, or it may be located outside the main unit and connected to the communication bus 23 by wireless or wired communication. The auxiliary storage device 19 operates according to input and output commands from the processor 17.

[0026] The auxiliary storage device 19 is composed of one or more methods, such as magnetic storage, optical storage, magneto-optical storage, and semiconductor storage. Magnetic storage is implemented using hard disks, floppy disks, magnetic tapes, etc. Optical storage is configured to record data by light or heat by irradiating the surface of the storage medium 19A with laser light, and to read the reflection of the laser light with an optical head.

[0027] Optical storage systems are implemented using optical drives and storage media 19A. Optical drives include component drives, super component drives, multi-drives, super multi-drives, hyperdrives, etc. Storage media 19A include compact discs, digital video discs, Blu-ray discs, etc. Magneto-optical systems are implemented, for example, using magneto-optical discs.

[0028] Magnetic storage and optical storage methods include a head and a storage medium 19A. The storage medium 19A may be configured to be attached to and detached from the main unit. Semiconductor storage methods may be defined as flash memory. Examples of flash memory include SD memory cards, USB flash drives, solid-state drives, etc. Flash memory can also be understood as a storage medium 19A configured to be attached to and detached from the main unit. Non-temporary programs, various information, and data are stored in the auxiliary storage device 19.

[0029] The processor 17 runs non-temporary programs and works in cooperation with various hardware components that make up the advertising management device 11 to realize the various functional components shown in Figure 2. For example, the processor 17 realizes the website management unit 24, the request information processing unit 25, the advertiser information processing unit 26, the advertising production unit 27, the various information processing units 28, the advertising distribution unit 72, the artificial intelligence unit 29, and so on.

[0030] The website management unit 24 may provide a website at a predetermined URL (Uniform Resource Locator) on the network 15 when the web application is running on the processor 17. The website may include a website that accepts requests for advertisement creation and a website that provides the created advertisements. The URL of the website that accepts requests for advertisement creation and the URL of the website that provides the advertisements are different.

[0031] The website management unit 24 may implement a function to transmit web pages written in HTML (Hyper Text Markup Language) format to the advertiser terminal 12 and other computers. The website management unit 24 may also implement a function to provide the advertiser terminal 12, customer terminal 13 and other computers with a login screen, a user screen, files containing various information and data, etc. The files may contain image information, sound information, text data, etc.

[0032] Furthermore, the website management unit 24 may acquire information and data, requests, demands, etc., transmitted from the advertiser terminal 12, customer terminal 13, and other computers. The website management unit 24 may manage the browsing history of the advertiser terminal 12, customer terminal 13, and other computers, the usage history of the login screen and usage screen, etc. In addition, the website management unit 24 may transmit information and data to the advertiser terminal 12, customer terminal 13, and other computers.

[0033] The request information processing unit 25 has the function of processing provisional requests for advertisement production and formal requests for advertisement production acquired by the advertisement management device 11. A provisional request for advertisement production may include items such as the desired delivery date for the advertisement produced by the advertisement management device 11 to the advertiser P2, the desired amount (production cost) when formally requesting the production of the advertisement, the required duration of the advertisement if the advertisement to be produced includes video and audio information, and the amount (size) of data for the advertisement to be produced.

[0034] When the request information processing unit 25 receives a provisional request for advertising production, it may generate response information. The response information may include the planned delivery date of the advertisement to advertiser P2, the planned cost required for the production of the advertisement, a hearing sheet requesting supplementary information to be used in the production of the advertisement, etc. The response information is generated for transmission from the advertising management device 11 to the advertiser terminal 12, and after the response information has been sent from the advertising management device 11 to the advertiser terminal 12, when the advertising management device 11 receives a formal request, the request information processing unit 25 may process the formal request. The request information processing unit 25 may store information such as the contents of the provisional and formal requests for advertising production, the date on which the provisional and formal requests for advertising production were obtained, advertiser P2, the advertising production schedule, and the response information in the auxiliary storage device 19, associating them with the identifier of the advertiser terminal 12.

[0035] The advertiser information processing unit 26 processes various information input from the advertiser terminal 12, etc., and may also store the various information in the auxiliary storage device 19. The various information may include advertiser information and product information. The advertiser information is the information of advertiser P2 that submits a provisional request and a formal request for advertisement production to the advertisement management device 11.

[0036] Advertiser information may include items such as the advertiser's name, advertiser P2's telephone number, advertiser terminal 12's identifier, and advertiser terminal 12's email address. Advertiser P2 may be an individual, group, company, etc., that provides (sells) goods to customer P3. The form in which advertiser P2 provides (sells) goods to customer P3 may be either the form in which advertiser P2 provides goods to customer P3, or the form in which advertiser terminal 12 provides goods to customer terminal 13.

[0037] The identifier of advertiser terminal 12 may include the unique account assigned to advertiser terminal 12 and the password set by advertiser P2. Each item included in the advertiser information is associated with (linked to) the identifier of advertiser terminal 12.

[0038] Product information is information necessary for creating advertisements, and products are produced, distributed, exchanged, sold, and provided in economic activities. Products may include goods, services, information, etc. Goods may include physical goods, products, merchandise, etc.

[0039] If the goods are physical items, they may include food ingredients, clothing, electrical appliances, books, stationery, beverages, etc. If the goods are services, they may include education, technology, finance, transportation, etc. If the goods are information, the product-related information may include image information, sound information, text data, etc. Image information may include videos and still images. Sound information may include music and audio.

[0040] Furthermore, product information may include items such as the classification (category) of the product (merchandise), product name, product price (selling price), and product sales period. If the product is an item, product information may also include items such as the size, color, material, and usage instructions. If the product is food, product information may also include the place of production, harvest location, variety, etc. Product information may also include information such as the product development concept, the age group and gender of the target customers, the place of residence of the target customers, and the season in which customers are most likely to purchase the product. The season in which customers are most likely to purchase the product is estimated from the year and month. Target customers refer to customers whose likelihood of purchasing the product is higher than a predetermined threshold value. The threshold value is stored in the auxiliary storage device 19.

[0041] The advertiser information processing unit 26 processes advertiser information obtained from the advertiser terminal 12 to register advertiser P2, and may also store the advertiser information and registration date in the auxiliary storage device 19. The request information processing unit 25 and the advertiser information processing unit 26 execute processing corresponding to the sales department in the advertising agency's operations.

[0042] The advertising production department 27 may, based on a formal request for advertising production, collaborate with the artificial intelligence department 29, various information processing units 28, and auxiliary storage devices 19 to perform the process of producing an advertisement. The processes performed by the advertising production department 27 may include setting advertising goals for a product, conducting marketing research and processing the results of the marketing research, determining the customer attributes to which the advertisement will be placed and determining the advertising media, and planning and producing the advertisement.

[0043] The processes performed by the advertising production department 27 may include the process of determining the ad format and ad size. The ad format consists of banner ads, native ads, in-stream ads, interstitial ads, reward ads, app launch ads, etc. The ad size is the number of pixels in both the width and height of the ad displayed on the customer terminal 13's screen.

[0044] Furthermore, the advertising production department 27 may associate the information and data corresponding to the processing results with the identifier of the advertiser terminal 12 and store them in the auxiliary storage device 19. In addition, the advertising production department 27 may perform a process to tag the attributes of the target customers for which the product is sold for each piece of advertising information produced, and store the results of that process in the auxiliary storage device 19.

[0045] The advertising production department 27 may perform a process to tag the attributes of the target customers for each advertisement it produces, based on the concept of the advertisement, the type of advertising medium, and the advertisement format, and store the results of this process in the auxiliary storage device 19. Specific examples of the various processes performed by the advertising production department 27 will be described later. In this way, the advertising production department 27 performs processes equivalent to those of the creative department in the operations of an advertising agency.

[0046] Various information processing units 28, The process involves using preliminary information to justify the creation of an advertisement, and then sending this information (including report slides) to the advertiser's terminal 12. The system may also perform operations such as processing information and data obtained from the advertiser terminal 12, the customer terminal 13, and the external computer 14. Using preliminary information The basis for this includes the product's sales targets and objectives, the advertising concept, the circumstances under which the advertisement was created, etc. itemIncludes. Supplementary information The basis for treating it as such This may include, for example, information and data showing the relationship between "items included in various types of information" and "the type of advertising medium to be distributed, the format of the produced advertisement, and the size of the advertisement." Also, auxiliary information. The basis for treating it as such This may include information and data showing the relationship between "purchase information of products sold in the past" and "the type of advertising medium to be distributed, the format of the advertisement produced, and the size of the advertisement."

[0047] Note: Supplementary information The basis for treating it as such This includes increasing the number of items purchased by customers above the target number, increasing the variety of items purchased by customers above the target variety, increasing the sales revenue of items purchased by customers above the target sales revenue, increasing the customer base that purchases products above the target customer base, expanding the geographical area of ​​customers that purchase products beyond the target region, etc. and Alternatively, the various information processing units 28, in cooperation with the artificial intelligence unit 29 and the auxiliary storage device 19, set the above-mentioned items such as the type of target, target sales, target customer segment, and target region according to the various items included in the product information of the product that is the target of the advertisement.

[0048] The various information processing units 28 perform processing corresponding to the marketing department, the advertising strategy formulation department, and the department that measures the effectiveness of advertising delivery and determines areas for improvement in the advertising to be delivered, in the operations of the advertising agency. The processing of measuring the effectiveness of advertising delivery and determining areas for improvement in the advertising to be delivered will be described later. The processing results performed by the various information processing units 28 may be stored in the auxiliary storage device 19.

[0049] The advertising distribution unit 72 implements the function of distributing the produced advertisements at a designated URL on the network 15. The advertising distribution unit 72 performs processing equivalent to the advertising distribution and promotion department in the operations of an advertising agency.

[0050] When the program is run, the artificial intelligence unit 29 works in cooperation with the advertising production unit 27, the various information processing units 28, and the auxiliary storage device 19 to perform various processes. The processes performed by the artificial intelligence unit 29 include learning processes (learning phase) and inference processes (inference phase). In the learning process, for example, in the machine learning process, the artificial intelligence unit 29 processes the input learning target data with the learning model and outputs the processing result (output data).

[0051] Furthermore, the artificial intelligence unit 29 uses a loss function to calculate the error between the processing result and the correct data, and trains the learning model based on that error. Specifically, it adjusts the weights, biases, etc., to minimize the error. In the inference process, the artificial intelligence unit 29 outputs the inference result by processing the data to be inferred with the learning model. The data to be inferred may include information and data input to the advertising management device 11, and prompts generated by the advertising management device 11.

[0052] The processing of input data performed by machine learning includes extracting features from the input data. These features include classification and regression. Classification is the process of classifying and identifying features. Regression is the process of understanding the trends of the classified features. The learning model is stored in auxiliary memory 19, and as machine learning is repeated, the learning model is continuously trained.

[0053] The machine learning performed by the Artificial Intelligence Department 29 may include three types: supervised learning, unsupervised learning, and reinforcement learning. In supervised learning, the learning model is trained by comparing the output data obtained by processing training data with pre-prepared correct labels.

[0054] When training data is input to the learning model, it processes the training data using the large amount of data stored in the auxiliary memory device 19 and outputs an inference result. The artificial intelligence unit 29 then compares the inference result with the correct label and trains the learning model based on the error.

[0055] Unsupervised learning is a method of training a model using training data that does not contain correct answers, and it involves classifying the training data into groups of data with similar features (such as patterns). In unsupervised learning, the type, trends, and features of the training data are classified and stored in the auxiliary memory device 19.

[0056] In reinforcement learning, input data is repeatedly processed by a learning model to obtain output data, and "actions to achieve this objective" are generated. In reinforcement learning, the optimal action to achieve the objective may also be generated. The reinforcement learning performed by the Artificial Intelligence Unit 29 includes the following four stages.

[0057] In the first stage, the artificial intelligence unit 29 processes input data using a learning model to determine the state of the environment. In the second stage, the artificial intelligence unit 29 uses the learning model to determine actions that can be performed in the current environment. In the third stage, the artificial intelligence unit 29 uses the learning model to predict the degree of reward that can be obtained by adopting the "actions that can be performed as determined in the second stage".

[0058] Then, in the fourth stage, the artificial intelligence unit 29 repeatedly trains its learning model so that, based on the environmental assessment results, feasible actions, and the predicted degree of reward obtained by adopting the feasible actions, it can select the action that will result in a relatively larger (maximized) reward in the future (practical application stage). The artificial intelligence unit 29 can train its learning model using machine learning so that it can determine areas for improvement in advertisements, with the aim of improving the customer's purchase situation after advertisement delivery compared to the current purchase situation.

[0059] Furthermore, when the processor 17 runs the program, the artificial intelligence unit 29, during the inference phase, uses various information acquired by the advertising management device 11 and various information stored in the auxiliary storage device 19 to have the learning model perform inference processing and output the inference result.

[0060] The artificial intelligence unit 29 can use a convolutional neural network as a learning model to realize machine learning. A neural network has an input layer, an intermediate layer (hidden layer), and an output layer. The intermediate layer is configured to make the input information useful for the output layer. Furthermore, the artificial intelligence unit 29 can perform deep learning in realizing the intermediate layer of the neural network. In deep learning, the intermediate layer is multilayered with multiple types of stages (nodes), and weights and biases are assigned to the functions (features) contained in the information. Deep learning can reduce noise in the information and data input to the learning model because it automatically instructs the intermediate layer to focus on the functions (features).

[0061] The Artificial Intelligence Unit 29 can use Random Forest as a learning model to implement machine learning. Random Forest is an algorithm that combines two methods: "decision tree" and "ensemble learning (bagging)". The Artificial Intelligence Unit 29 can also use LightGBM (Gradient Boosting Machine) as a learning model to implement machine learning. LightGBM is an analytical algorithm in machine learning and is one of the data analysis methods in the field called "supervised learning," which expresses target variables from given data.

[0062] Furthermore, the artificial intelligence unit 29 may use the functions of a large language model to process prompts, generate advertising targets, generate audio information included in advertisements, etc. A large language model (LLM) is a type of generative artificial intelligence specialized in natural language processing (NLP).

[0063] When the artificial intelligence unit 29 functions as a generative artificial intelligence unit, it can perform text generation, image generation, video generation, and audio generation. Text generation is a function in which, when a prompt (in text format) is input, the system analyzes the content and intent of the prompt, etc., and uses the information and data stored in the auxiliary storage device 19 to automatically generate a response to the prompt, etc., in text format. The prompt, etc., may include questions obtained from the advertiser terminal 12, or prompts automatically generated by the artificial intelligence unit 29 based on questions obtained from the advertiser terminal 12. The response generated by the artificial intelligence unit 29 may include suggestions for improvement.

[0064] Furthermore, the artificial intelligence unit 29 may also have an AI chat function. The AI ​​chat function enables conversational communication between the advertising management device 11 and the advertiser terminal 12 by having the artificial intelligence unit 29 generate and output responses in natural language to prompts and the like that are input to the artificial intelligence unit 29.

[0065] Image generation is a function that automatically generates an original image similar to the image of a prompt, etc., in response to an input prompt, etc., using information and data stored in the auxiliary storage device 19. Examples of image generation models include stable diffusion, mid-journey, and Dali-2.

[0066] Video generation is a function that automatically generates original videos that closely resemble the image of prompts, etc., using information and data stored in the auxiliary storage device 19 in response to input prompts, etc. Gentoo is a known model for generating videos. Voice generation is a function that automatically generates original audio data using information and data stored in the auxiliary storage device 19 in response to input prompts, etc. Voice engines are known models for generating audio.

[0067] The information and data input to the artificial intelligence unit 29 may include past and present marketing data of advertiser P2. Marketing data includes actual values ​​such as advertising budget, advertising media, creative, cost per acquisition (CPA), and return on investment (ROI). A conversion (CV) means that a customer has purchased a product. The cost per acquisition is calculated by dividing the advertising cost by the number of conversions. The return on investment is calculated by dividing the profit by the investment amount.

[0068] Furthermore, the information and data input to the artificial intelligence unit 29 may include product information, target (customer) information, and information on other companies selling products that compete with the products sold by the advertiser. In addition, the information and data input to the artificial intelligence unit 29 may include various parameters used when running the simulation (budget, strategic policy proposals, etc.), questions in natural language, etc.

[0069] The information and data output from the artificial intelligence unit 29 may include not only the created advertisements but also the results of goal achievement simulations. The goal achievement simulation results consist of predicted expected values, resources required for advertisement production, etc. The information and data output from the artificial intelligence unit 29 may also include improvement suggestions and analysis results from AI chat, progress of marketing operational measures, and a user screen (dashboard screen) that visualizes past data. The dashboard screen is provided to the advertiser terminal 12. Specific examples of user screens will be described later. The information and data output from the artificial intelligence unit 29 may also include regulation check results.

[0070] The advertising production department 27, various information processing departments 28, and artificial intelligence department 29 described above may also be defined as a data integration department 86. The data integration department 86 centrally collects and integrates data related to the entire marketing process from product development to advertising distribution, such as operational measures for product sales, product costs, advertising results, historical data from marketing research and advertising distribution, and market data obtained from marketing research.

[0071] The data integration unit 86 may classify and analyze customer attributes by processing information and data obtained from the advertiser terminal 12, the customer terminal 13, and the external computer 14. Customer attributes are the attributes of the customers to whom the product is sold, in other words, the attributes of the customers who purchase the product, that is, the attributes of the customers to whom advertisements corresponding to the product are delivered, for each type and price of product. Customer attributes include various information about the customer, such as gender, age, place of residence, hobbies and preferences, and purchase history.

[0072] Furthermore, methods for classifying and analyzing customer attributes may include cluster analysis, segmentation analysis, RFM analysis, decile analysis, CBT analysis, etc. RFM analysis is a method for measuring customer loyalty by analyzing customers using three indicators: the last purchase date of a product, the frequency of purchases, and the purchase amount of a product. CBT analysis is a method for predicting what products a customer will purchase in the future based on their purchase history and access history to product information (advertisements). In addition, the data integration unit 86 may classify and analyze trends in products already on sale, price ranges for each type of product already on sale, the content of advertisements for products already on sale, etc., by processing information and data obtained from the advertiser terminal 12, customer terminal 13, and external computer 14.

[0073] The artificial intelligence unit 29 may be defined as an AI simulation unit. The artificial intelligence unit 29 functions as an AI engine that uses information and data stored in the auxiliary storage device 19 to predict the results of marketing operational measures under specified conditions. The results of marketing operational measures include return on investment, number of conversions, etc. The number of conversions may include, for example, the number of products sold, the number of member registrations for the service being sold, the number of inquiries about the product, the number of applications for the event which is the product, etc.

[0074] The auxiliary storage device 19 stores information, data, and commands entered by operating the input device 20, information and data acquired from the advertiser terminal 12 and the external computer 14, information and data resulting from processing performed by the processor 17, and data that constitutes web pages on the website. Furthermore, as shown in Figure 2, the auxiliary storage device 19 implements a website information storage unit 30, a request information storage unit 31, an advertiser information storage unit 32, an advertising information storage unit 33, various information storage units 34, a program storage unit 35, a model storage unit 36, and the like.

[0075] The website information storage unit 30 stores HTML files that make up the website pages, login screens, user screens, image files, video files, audio information files, text data files, etc., which are provided to the advertiser terminal 12 and other computers.

[0076] The request information storage unit 31 stores the information and data processed by the request information processing unit 25. The advertiser information storage unit 32 stores the information and data processed by the advertiser information processing unit 26.

[0077] The advertising information storage unit 33 stores information and data processed by the advertising production unit 27, such as advertising targets, marketing research results, decisions on advertising media and target audiences, and produced advertisements. The various information storage unit 34 stores various information and data acquired from the external computer 14, information and data used by the artificial intelligence unit 29, and information and data processed by the artificial intelligence unit 29.

[0078] The program storage unit 35 stores applications and various programs run by the processor 17. The applications stored in the program storage unit 35 include non-temporary programs, manuals, configuration files, data storage files, data, various libraries, etc. The model storage unit 36 ​​stores various models used by the artificial intelligence unit 29.

[0079] The input device 20 is operated and used by the person in charge P1. The input device 20 is operated and used when inputting information and data to the advertising management device 11, when executing various processes in the advertising management device 11, when sending various information and data from the advertising management device 11 to the advertiser terminal 12 or external computer 14, when acquiring various information and data from the advertiser terminal 12 or external computer 14, when outputting information and data with the output device 21, etc.

[0080] The input device 20 may consist of devices such as a keyboard 40, a mouse 41, a microphone 42, a display 43, and a camera 44. The display 43 may be implemented as, for example, a liquid crystal display or an organic electroluminescent display. The screen of the display 43 may show images, graphics, text, operation buttons, operation tabs, etc. The display 43 may also be defined as a monitor. Person in charge P1 may input sound information using the microphone 42. Person in charge P1 may photograph the object with the camera 44 and store the captured image information in the auxiliary storage device 19.

[0081] The output device 21 includes devices such as a display 43 and an audio information output device 45. The display 43 is the same as the display 43 of the input device 20. The audio information output device 45 is a device that outputs audio information. The audio information output device 45 is implemented by a speaker, headphones, earphones, etc. The audio information output device 45 is connected to the communication bus 23 by wireless or wired communication. The audio information output device 45 may output voice and music, audio information stored in the auxiliary storage device 19, etc.

[0082] The communication device 22 includes devices, equipment, and standards for connecting the advertising management device 11 to the network 15 via at least one of either a wireless communication system or a wired communication system. The hardware constituting the communication device 22 may consist of, for example, a LAN card, a network adapter, a network interface card, a communication cable, a communication antenna, a communication port, a modem, a hub (concentrator), a router, etc. The advertising management device 11 may transmit information and data to the advertiser terminal 12 and the external computer 14 via the communication device 22. The advertising management device 11 may also acquire information and data from the advertiser terminal 12 and the external computer 14 via the communication device 22.

[0083] (Example of advertiser terminal configuration) The advertiser terminal 12 is a computer used and operated by advertiser P2. The advertiser terminal 12 includes, for example, a portable computer and a fixed computer. Portable computers include smartphones and tablet computers. Fixed computers include desktop computers, notebook computers, etc. Figure 3 shows an example configuration of the advertiser terminal 12. The advertiser terminal 12 includes a main unit (casing), ROM 50, processor 51, main memory 52, auxiliary memory 53, input device 54, output device 55, communication device 56, etc.

[0084] ROM50 is a non-volatile storage device located inside the main unit. ROM50 is a read-only memory, and once data is written to it during manufacturing, it remains unchanged. ROM50 stores programs that are executed first when the advertiser terminal 12 starts up, such as the IPL (Initial Program Loader).

[0085] The processor 51 is located inside the main unit and may consist of a central processing unit (CPU) that integrates an arithmetic unit (arithmetic circuit) and a control unit (control circuit). The processor 51 is communicated via a communication bus 57 to the ROM 50, main memory 52, auxiliary memory 53, input device 54, output device 55, and communication device 56. The processor 51 has a configuration that comprehensively controls other devices and circuits located inside the main unit and devices and circuits located outside the main unit.

[0086] The main memory 52 is a volatile memory device, and functions as a work area and buffer area for storing programs, data, instructions, etc., retrieved from the auxiliary memory 53 when the processor 51 executes processing of programs, data, instructions, etc. The main memory 52 is a non-temporary storage medium.

[0087] The auxiliary storage device 53 is a non-temporary storage medium. Non-temporary applications and programs are stored in the auxiliary storage device 53. Furthermore, information and data processed by the processor 51 are stored in the auxiliary storage device 53. The information and data stored in the auxiliary storage device 53 include the processing results of the processor 51, various data, the operation details of the input device 54, control signals to the output device 55, information and data acquired from the advertising management device 11, etc. The processor 51 is configured to perform various processes by reading and executing non-temporary programs stored in the auxiliary storage device 53.

[0088] The auxiliary storage device 53 operates according to input and output commands from the processor 51. The auxiliary storage device 53 is implemented, for example, by a head and a non-temporary storage medium 53A. The head writes information and data to the storage medium 53A and reads information and data from the storage medium 53A. The storage medium 53A is implemented by a magnetic disk, optical disk, flash memory, etc. An example of a magnetic disk is a hard disk drive. An example of an optical disk is a compact disc, digital video disc, Blu-ray disc, etc. Flash memory is a type of semiconductor memory, and an example of a flash memory is an SD memory card, USB flash drive, solid state drive, etc. The storage medium 53A may be configured to be attachable to and detachable from the main unit.

[0089] The input device 54 is operated when inputting information and data to the advertiser terminal 12, when the advertiser terminal 12 executes various processes, when the advertiser terminal 12 sends various information and data to the advertising management device 11, when the advertiser terminal 12 obtains various information and data from the advertising management device 11, when the output device 55 outputs information, etc.

[0090] The input device 54 is a device operated by the advertiser P2, and may consist of devices such as a keyboard 58, mouse 59, microphone 60, display 61, and camera 62. The display 61 may be implemented as, for example, a liquid crystal display or an organic electroluminescent display. The screen of the display 61 displays a menu bar, task bar, folders, files, images, text, operation buttons, operation tabs, etc. The display 61 may also be defined as a monitor.

[0091] Advertiser P2 can operate one or more of the following configurations: keyboard 58, mouse 59, and operation buttons and operation tabs displayed on the screen of display 61. Advertiser P2 may also input sound information using microphone 60. Advertiser P2 may also photograph an object with camera 62 and store the captured image in auxiliary storage device 53.

[0092] The output device 55 includes devices such as a display 61 and an audio information output device 63. The display 61 is the same as the display 61 of the input device 54. The audio information output device 63 is a device that outputs audio information. The audio information output device 63 is implemented by a speaker, headphones, earphones, etc. The audio information output device 63 is connected to the communication bus 57 by wireless or wired communication. The audio information output device 63 may output voice and music acquired from the advertising management device 11, audio information stored in the auxiliary storage device 53, etc.

[0093] The communication device 56 includes devices, equipment, and standards for connecting the advertiser terminal 12 to the advertising management device 11 by at least one of the following communication systems: a wireless communication system or a wired communication system. The devices and equipment for connecting the advertiser terminal 12 to the advertising management device 11 may include cables, antennas, routers, communication circuits, communication ports, communication connectors, communication hubs, etc.

[0094] (Example of customer terminal configuration) The customer terminal 13 is a computer used and operated by customer P3. Similar to the advertiser terminal 12, the customer terminal 13 includes a processor 73, main memory 74, auxiliary memory 75, input device 76, output device 77, communication device 78, etc. The input device 76 is implemented by devices such as a keyboard and mouse. The output device 77 is implemented by devices such as a display, speaker, and printer.

[0095] When customer terminal 13 connects to network 15, it can access the website that advertiser terminal 12 provides to network 15. Customer terminal 13 can access the website provided by advertiser terminal 12 and click (select) to view the advertisements provided by advertiser terminal 12. Customer P3 can operate customer terminal 13 to purchase products sold by advertiser terminal 12 on network 15.

[0096] (Example of external computer configuration) The external computer 14, like the advertiser terminal 12, has a processor 80, main memory 81, auxiliary memory 82, input device 83, output device 84, communication device 85, etc. When the external computer 14 is connected to the network 15, it can obtain various information and data from the website on the network 15. When the advertising management device 11 accesses the external computer 14 via the network 15, the external computer 14 may transmit various information and data to the advertising management device 11.

[0097] (An example of an advertising management method) Figures 4A and 4B show an example of an advertising management method performed by the advertising management system 10.

[0098] (Processing on the advertiser's device) In step S10 shown in Figure 4A, the advertiser terminal 12 may transmit various information and a preliminary request for advertisement production to the advertisement management device 11. The various information may include advertiser information and product information.

[0099] Furthermore, in step S11 following step S10, the advertiser terminal 12 may obtain response information from the advertising management device 11. If advertiser P2 agrees to the items included in the response information, such as the planned delivery date of the advertisement to be produced and the planned fee for the advertisement to be produced, the advertiser terminal 12 may formally send an advertisement production request to the advertising management device 11 in step S11. In addition, in step S11, the advertiser terminal 12 may send additional information based on the hearing sheet to the advertising management device 11.

[0100] In step S12, the advertiser terminal 12 may obtain advertising information and auxiliary information from the advertising management device 11. In step S12, the advertiser terminal 12 may output the advertising information and auxiliary information obtained from the advertising management device 11 from the output device 55.

[0101] After confirming the advertising information and supplementary information, advertiser P2 may, in step S13, send a request to the advertising management device 11 from advertiser terminal 12 to deliver the created advertisement without modification, to deliver the advertisement after modification, to deliver the advertisement after modification, etc.

[0102] Furthermore, the advertiser terminal 12 may acquire product purchase information in step S14, as shown in Figure 4B. The advertiser terminal 12 may acquire product purchase information from the customer terminal 13 or from the advertising management device 11. The product purchase information may include items such as the identifier of the customer who purchased the product, the customer's age and gender, the name of the purchased product, its price, and the quantity. The advertiser terminal 12 may store the product purchase information in the auxiliary storage device 53. The advertiser terminal 12 may also perform a process to ship the product based on the acquired purchase information.

[0103] Alternatively, as shown in Figure 4B, in step S15, the advertiser terminal 12 may operate the input device 54 to send a request to the advertising management device 11 to use the AI ​​chat function of the advertising management device 11. For example, advertiser P2 may input a question in natural language and send the question to the advertising management device 11. The advertiser terminal 12 may obtain the answer to the question from the advertising management device 11 in step S16. The advertiser terminal 12 may also output the obtained answer from the output device 55.

[0104] In step S15, advertiser P2 may operate the input device 54 on advertiser terminal 12 to send a request for advertising-related information to advertising management device 11. Advertising-related information will be described later. Advertiser terminal 12 may obtain advertising-related information from advertising management device 11 in step S16. Advertiser terminal 12 may output the obtained advertising-related information from output device 55.

[0105] (Processing by the advertising management system) In step S20 shown in Figure 4A, the advertising management device 11 may obtain advertiser information and a preliminary request for advertisement production from the advertiser terminal 12. The advertising management device 11 may also process the obtained advertiser information and preliminary request in step S20 and store the processing results in the auxiliary storage device 19. Furthermore, when the advertising management device 11 obtains a preliminary request for advertisement production, it may send response information to the advertiser terminal 12 in step S20.

[0106] In step S21, the advertising management device 11 may obtain a formal request for advertising production from the advertiser terminal 12. In step S21, the advertising management device 11 may also obtain additional information from the advertiser terminal 12. In step S21, the advertising management device 11 may store the formal request for advertising production and the additional information in the auxiliary storage device 19.

[0107] When the advertising management device 11 receives a formal request for advertising production, it executes the processes in steps S22, S23, S24, and S25. The process performed by the advertising management device 11 in step S22 may be the setting of advertising goals (goal management) related to the product. Advertising goals may include items such as increasing brand awareness, boosting sales, and improving customer engagement.

[0108] Increasing brand awareness includes improving the brand power of the product among customer P3, increasing awareness of the service, and improving customer P3's favorability and trust in the product. Promoting sales includes increasing the number of times customer P3 purchases the product, increasing the number of items purchased by customer P3, and increasing the number of service contracts (usages) by customer P3.

[0109] The customer engagement goal is to increase the degree of customer P3's involvement with advertisements, or the number of customer P3 interactions with advertisements, on social networking services (SNS) or online platforms. The degree of customer P3's involvement with advertisements, or the number of interactions, is estimated from the number of times the customer device 13 accessed a website containing an advertisement, the number of times the customer device 13 performed actions such as praising or agreeing to advertisements on the website, etc.

[0110] The process in step S23, executed by the advertising management device 11, is marketing research. Marketing research is a preliminary survey and market research conducted on customers who are the target customers for the product. Marketing research is conducted taking into consideration the product's classification, price, characteristics, etc. For customers P3 estimated from the age group and gender of the target customers for the product, satisfaction surveys of customers P3 who have previously purchased the product, satisfaction surveys of customers P3 who have purchased similar products from other companies, and trend surveys may be conducted.

[0111] The process in step S24, performed by the advertising management device 11, is to determine the target customers for which the advertisement will be displayed and to determine the advertising medium. The advertising management device 11 determines the target customers, such as the age and gender of customers who are likely to purchase the product, and the place of residence of customers who are likely to purchase the product, by considering the product classification, price, nature, characteristics, etc.

[0112] The advertising management device 11 may determine the advertising medium based on conditions such as product classification, price, nature, characteristics, and target customers. Types of advertising mediums include websites, search engines, social networking services (SNS), and video streaming sites. A search engine is a system that searches for information such as web pages, images, and videos on the network using the customer terminal 13 and displays advertisements on the customer terminal 13. A video streaming site is a site that provides image and sound information to the customer terminal 13 via the network.

[0113] The order in which the advertising management device 11 performs steps S22, S23, and S24 is not limited.

[0114] In step S25, the advertising management device 11 plans and produces an advertisement. Based on the results of setting advertising targets in step S22, the results of marketing research in step S23, the results of determining target customers and advertising media in step S24, the advertising management device 11 executes the process in step S25. In addition, when planning and producing an advertisement in step S25, the advertising management device 11 may determine in advance whether the content of the advertisement complies with various regulations in the product field and may determine any revisions to the advertisement. The advertising management device 11 may output these determination results using the output device 21. The advertising management device 11 may also transmit these determination results to the advertiser terminal 12.

[0115] Furthermore, the advertising management device 11 may prepare preliminary information in step S25. The preliminary information may include the information and data used in the processing of step S22, step S23, and step S24, respectively, as well as the processing results of step S22, step S23, and step S24. The preliminary information may also include information and data indicating the relationships between the information and data used in step S22, step S23, and step S24, respectively.

[0116] Furthermore, the preliminary information may include information and data showing the relationship between the information and data used in steps S22, S23, and S24 and the advertisement planned and produced in step S25. In addition, the preliminary information may include information and data showing the relationship between the processing results in any one or more of the steps S22, S23, and S24 and the advertisement planned and produced in step S25. In other words, the preliminary information may include, for example, the advertising goals for the product, the results of marketing research on the product, the results of the determination of the advertising media to deliver the advertisement to the customer terminal 13, and the results of the determination of the customer attributes of the customer P3 that is the target of the sale of the product.

[0117] The advertising management device 11 may provide the advertisement created in step S25 to the advertiser terminal 12 in step S26. In addition, the advertising management device 11 may provide auxiliary information to the advertiser terminal 12 in step S26.

[0118] If the advertising management device 11 receives an ad delivery request from the advertiser terminal 12 in step S27, which is after step S26, it may deliver the ad on the network 15 in step S28. If the advertising management device 11 receives an ad modification request from the advertiser terminal 12 in step S27, which is after step S26, it may modify the ad in step S27.

[0119] Furthermore, in either step S25 or step S27, the advertising management device 11 may associate the created advertisement with the attributes of customers who are likely to purchase the advertised product, for example, by tagging them, and store them in the auxiliary storage device 19.

[0120] Furthermore, the advertising management device 11 may associate the created advertisement with one or more conditions, such as the type of advertising medium to be delivered to the customer terminal 13 or the advertising format to be delivered to the customer terminal 13, and store them in the auxiliary storage device 19, for example, by tagging them.

[0121] The advertising management device 11 may distribute the modified advertisement to the network 15 in step S28. In step S28, the advertising management device 11 distributes the advertisement to the customer terminal 13 that accessed the advertising management device 11. The advertising management device 11 may also resend the modified advertisement to the advertiser terminal 12.

[0122] Furthermore, as shown in Figure 4B, the advertising management device 11 may, after delivering the advertisement in step S28, acquire information from the customer terminal 13 in step S29. The information acquired from the customer terminal 13 may include the advertisement viewing history, purchase information of the advertised product, etc. The advertisement viewing history may include items such as the date the advertisement was viewed and the number of times the advertisement was viewed. The product purchase information may include items such as the date the customer purchased the product, the identifier of the customer who purchased the product, the customer's age, gender and place of residence, the name of the purchased product, price and quantity, etc.

[0123] Furthermore, the advertising management device 11 can determine the effectiveness of advertising delivery and identify areas for improvement in advertising delivery by analyzing the delivered advertisements and product purchase information. For example, the advertising management device 11 may determine one or more of the following items as areas for improvement in advertising: increasing the number of products purchased by customers from the current level, increasing the variety of products purchased by customers from the current level, increasing the sales volume of products purchased by customers from the current level, increasing the customer base that purchases products from the current level, expanding the residential areas of customers that purchase products from the current level, etc.

[0124] The improvements identified by the advertising management device 11 may include one or more of the following: changing the advertising medium, changing the advertising format, changing the advertising size, changing the advertising catchphrase, changing the music included in the delivered advertisement, etc. The data output as improvements may include text transcripts and category-specific analysis data of advertisements (by project, new / remake, target, appeal, type, image / video, size, duration, speaker, voice actor, editor, planner, scriptwriter). Therefore, analysis from an advertising production perspective can be simplified, and areas for improvement can be discovered early.

[0125] The advertising management device 11 processes the information and data obtained in step S29 and stores them in the auxiliary storage device 19. Furthermore, the advertising management device 11 may transmit the product purchase information to the advertiser terminal 12 in step S29.

[0126] The advertising management device 11 may receive a request to use the chat function in step S30, which is after step S29. If the advertising management device 11 obtains a question from the advertiser terminal 12 using the chat function, the artificial intelligence unit 29 may generate an answer to the question using the chat function. The artificial intelligence unit 29 may process the obtained question or automatically generate a prompt corresponding to the question. The artificial intelligence unit 29, in cooperation with various information processing units 28 and auxiliary storage devices 19, outputs an inference result corresponding to the question or prompt.

[0127] The artificial intelligence unit 29 may, for example, analyze operational measures based on various information and data stored in the auxiliary storage device 19 and output improvement suggestions for advertising production as an inference result. The advertising management device 11 may treat the inference result as an answer to a question and send (suggest) the answer to the advertiser terminal 12 in step S31.

[0128] The advertising management device 11 may obtain a request for advertising-related information from the advertiser terminal 12 in step S30. The advertising management device 11 may generate the advertising-related information requested by the advertiser terminal 12 in step S30. The advertising-related information generated by the advertising management device 11 may include information such as the viewing history of advertisements, the purchase history of advertised products, and areas for improvement of delivered advertisements. The advertising-related information may be presented in tables and graphs, etc., as information and data on various indicators. The advertising management device 11 may transmit the generated advertising-related information to the advertiser terminal 12 in step S31.

[0129] (Customer terminal operation) Customer P3 can access the advertising management device 11 by operating the customer terminal 13 and display the usage screen on the output device 77's display. Then, in step S40 of Figure 4B, customer P3 may click on the advertisement displayed on the display with the mouse to view (view) it. The advertisement displays the product name (service name), product price, product material and color, etc. In step S41, which is after step S40, customer P3 may operate the customer terminal 13 to select a product included in the advertisement and display the product purchase screen on the input device 76's display, and then perform the operation to purchase the product on the product purchase screen. The product purchase screen may be a transition to the product purchase screen of a website provided by the advertiser terminal 12 at a predetermined URL on the network 15.

[0130] (Specific example 1) Next, a specific example of the processing performed by the advertising management device 11 in steps S23 to S25 of Figure 4A will be explained with reference to Figure 5. Figure 5 shows an example of the results of marketing research. In Figure 5, when an advertisement is created and distributed for a home delivery meal service, the target customers for the advertisement, the number of times the advertisement is distributed, the hit rate, and the expected value are shown. Identifiers are unique identifiers assigned to distinguish customers from one another. Three types of customers with different characteristics are shown as identifiers 0001, 0002, and 0003. The hit rate is an item included in the results of marketing research, and the hit rate [%] is the ratio obtained by dividing the number of times the product was purchased by the number of times the advertisement was distributed. The expected value [10,000 yen] is the amount obtained when the product is purchased after one advertisement is distributed.

[0131] The results of the marketing research on three types of customers show that their expectations differ. The marketing research results show that the expectations when creating an advertisement primarily targeting single women (identifier 0002) are higher than the expectations when creating an advertisement primarily targeting dual-income couples (identifier 0001) and single men (identifier 0003). The advertising management device 11 may also transmit the results of the marketing research shown in Figure 5 to the advertiser terminal 12 in step S31.

[0132] When the advertising management device 11 performs the above process, it reduces the effort required to estimate the impact of the actions to be taken on advertising effectiveness in advance, and allows for prioritization of operational measures with a greater impact.

[0133] (Specific example 2) Figure 6 shows an example of a user screen that the advertising management device 11 provides to the advertiser terminal 12 in step S31 of Figure 4B. The advertiser terminal 12 acquires the user screen 70 in step S16 and can display the user screen 70 on the display 61. The user screen 70 consists of a first display area 70A, a second display area 70B, a third display area 70C, etc. The first display area 70A may display monthly targets, CPA, advertising costs, number of ad deliveries, conversions per ad, progress rate, landing forecast achievement rate, advertising costs by media, etc., as numerical values, graphs, etc.

[0134] The second display area 70B may display advertising costs by media. The third display area 70C may display graphs of daily actual and projected trends. The graph may show various items such as target, cumulative CV, projected CV (maintain current status), and projected CV (after action) as numerical values. The vertical axis of the graph displays the numerical values ​​for each item, and the horizontal axis displays the date.

[0135] (Specific example 3) Figure 7 shows an example of a user screen that the advertising management device 11 provides to the advertiser terminal 12 in step S31. The advertiser terminal 12 acquires the user screen 71 in step S16 and can display the user screen 71 on the display 61. The user screen 71 is composed of a first display area 71A, a second display area 71B, a third display area 71C, a fourth display area 71D, a fifth display area 71E, a sixth display area 71F, a seventh display area 71G, and so on.

[0136] The first display area 70A may display an awareness expansion strategy. The awareness expansion strategy may include items such as optimizing advertising delivery on television, deploying advertising on social media on the network 15, and measuring brand lift.

[0137] The second display area 71B may display conversion enhancement measures (enhancement strategies). Conversion enhancement measures may include items such as LP optimization testing, retargeting optimization, and creative A / B testing.

[0138] The third display area 71C may display operational measures that can improve efficiency. These operational measures may include items such as automated bidding optimization, adding negative keywords, and adjusting delivery times.

[0139] The fourth display area 71D may display the click-through rate (CTR). The click-through rate is the ratio of the number of times customer P3 on customer terminal 13 clicked on an advertisement to the number of times advertiser terminal 12 provided the advertisement on the network 15 website. The fifth display area 71E may display the article coverage rate. The article coverage rate is the ratio of the number of times the advertisement was featured (covered) in various media to the number of times advertiser terminal 12 provided the advertisement on the network 15 website. The advertising management device 11 determines whether or not the advertisement has been featured in various media by connecting to an external computer.

[0140] The sixth display area 71F may display the LP (landing page) rate. The seventh display area 71G may display the utilization rate.

[0141] (Specific example 4) Figure 8 shows an example of a user screen that the advertising management device 11 provides to the advertiser terminal 12 in step S31. The advertiser terminal 12 may display the user screen 90 on the display 61. The display area 91 of the user screen 90 displays the progress of various values ​​for each media. The media is the type of media that delivers advertisements to the customer terminal 13. For each type of media, items such as budget consumption, CPM (Cost Per Mille), CPC (Cost Per Click), CTR, MCVR, CVR, CV, CPA, ROAS, and progress are displayed.

[0142] CPM is the cost incurred for every 1,000 times an ad is displayed on a customer device 13. CPC is the cost incurred for every click a customer P3 makes on a customer device 13 after viewing an ad. MCVR is the percentage of micro-conversions achieved. MCVR is calculated by dividing the number of micro-conversions by the number of sessions. CVR (Conversion Rate) is an indicator that shows the ratio of the number of products purchased to the number of customers P3 who viewed the ad. ROAS is a ratio that shows the cost-effectiveness of an ad, and is calculated by dividing the sales amount from products purchased after viewing the ad by the advertising cost. Progress is the ratio of the actual number of product purchases per month to the target number of product purchases per month over a given period, for example, per month.

[0143] Budget expenditure, CPM, and CPC are displayed in monetary terms. CTR, MCVR, and CVR are displayed as percentages. CV is displayed numerically, and CPA is displayed in monetary terms. ROAS and progress are displayed as percentages.

[0144] (Effects of this embodiment) The advertising management device 11 provides the created advertisement and supporting information to the advertiser terminal 12. Therefore, advertiser P2 can gain insight into the creation of the advertisement. In addition, the advertiser terminal 12 can store the supporting information obtained from the advertising management device 11 in the supporting storage device 53.

[0145] Furthermore, this embodiment provides the following technical and economic benefits. Technical benefits include, for example, the following: In one or more steps, such as step S25 or step S27, the advertising management device 11 may associate the created advertisement with the attributes of customers who are likely to purchase the advertised product, for example, by tagging them, and store them in the auxiliary storage device 19. Therefore, when creating an advertisement based on a new advertisement request, or when modifying an existing advertisement, the processing speed and accuracy of the processor 17 can be improved.

[0146] Furthermore, the advertising management device 11 may associate the created advertisement with one or more conditions, such as the type of advertising medium to be delivered to the customer terminal 13 or the advertising format to be delivered to the customer terminal 13, and store them in the auxiliary storage device 19, for example, by tagging them. Therefore, when creating an advertisement based on a new advertisement creation request, or when modifying an already created advertisement, the processing speed and processing accuracy of the processor 17 can be improved.

[0147] Furthermore, the advertising production method executed by the advertising management device 11 of this embodiment can significantly reduce the time and effort required for results analysis, future predictions, etc., when advertisements are delivered, compared to conventional advertising production methods.

[0148] In this embodiment, the advertising management device 11, with its artificial intelligence unit 29, performs future predictions based on comprehensive data, enabling more accurate effect predictions than those performed manually by humans. Therefore, it can directly solve the problem of "the large amount of time and effort required for simulations," which has traditionally been the biggest pain point for advertisers. Furthermore, while conventional simulation methods were subjective and lacked certainty (evidence), the advertising management device 11 replaces them with objective and high-speed predictions based on information and data. Therefore, it can contribute to improving the quality and speed of decision-making for advertisers P2.

[0149] In this embodiment, the advertising management device 11, through its artificial intelligence unit 29, can integrate and visualize marketing data that has previously been scattered across various departments constituting the advertising production process, or among multiple companies producing advertisements, and has not been systematized.

[0150] Therefore, it becomes possible to accumulate knowledge within advertiser P2 and to systematically utilize the process from ad production request to ad delivery. Knowledge accumulation means that advertiser P2 will accumulate valuable, added-value information such as knowledge, information, experience, case studies, and know-how regarding the production of product advertisements. As a result, advertiser P2 will be able to accurately grasp the overall picture of operational measures related to product advertisements and the details of product advertisements themselves.

[0151] In response to questions from the advertiser terminal 12, the advertising management device 11 generates answers in natural language using its AI chat function and sends the generated answers back to the advertiser terminal 12. Therefore, it is possible to prevent advertiser P2 from feeling that the response from representative P1 is slow. In other words, advertiser P2 can immediately obtain the information they need on the advertiser terminal 12, eliminating bottlenecks in operations for advertiser P2 and the advertising industry. In this way, by providing immediate responses to customer questions with accurate data, the communication burden between representative P1 and advertiser P2 can be reduced.

[0152] Furthermore, the advertising management device 11 can generate and display specific improvement suggestions for the current advertising production content and operational strategies. Therefore, the processes for verifying the optimization of advertising production and operational strategies can be accelerated.

[0153] The economic effects include, for example, the following: It is possible to increase the return on investment (ROI) of the marketing efforts undertaken by advertiser P2. Furthermore, advertiser P2's ROI improves as a result of distributing the produced advertisements. Advertiser P2 can then reinvest the surplus funds generated by the improved ROI into research and development, etc. Consequently, the products sold by advertiser P2 become more competitive in the market.

[0154] (Other explanations) The advertising management device 11 may have a function in which, when the input device 20 is operated and a command is input requesting past advertising examples or suggestions for improvement in the advertising production process, the artificial intelligence unit 29 works in cooperation with the auxiliary storage device 19 to output information corresponding to the command in an interactive format from the output device 21.

[0155] Furthermore, the advertising management device 11 may have a function in which, upon receiving a command from the advertiser terminal 12 requesting past advertising examples and suggestions for improvement in the advertising production process, the artificial intelligence unit 29 generates information corresponding to the command and transmits the generated information to the advertiser terminal 12 in a conversational format. Therefore, the advertising management device 11 can respond quickly to commands received from the advertiser terminal 12.

[0156] When the input device 20 is operated and a command is input to the advertising management device 11 to check whether the expressions, content, etc., included in the produced advertisement comply with the regulations, the artificial intelligence unit 29 may, in cooperation with the auxiliary storage device 19, perform the check in accordance with the command. The regulations may include laws, rules, regulations, rules, provisions, etc., established by public institutions or industry associations related to the product.

[0157] Furthermore, if the advertising management device 11 does not receive the above command from the input device 20, the artificial intelligence unit 29 may automatically determine whether the expressions, content, etc., included in the produced advertisement comply with the regulations. Also, if the advertising management device 11 determines that the content of the advertisement does not comply with the regulations, it may automatically determine what needs to be corrected in the advertisement.

[0158] Furthermore, the advertising management device 11 may receive a command from the advertiser terminal 12 to confirm whether the expressions, content, etc., included in the produced advertisement comply with the regulations. The artificial intelligence unit 29 may then perform the same confirmation as described above and transmit the confirmation result to the advertiser terminal 12. Therefore, the advertising management device 11 can respond quickly to commands received from the advertiser terminal 12. In this way, the artificial intelligence unit 29 automatically checks the regulations regarding the advertisement being produced, thereby reducing the confirmation burden on the advertiser P2.

[0159] The artificial intelligence unit 29 of the advertising management device 11 may collaborate with the advertising production unit 27 to autonomously organize or assist in goal management, marketing research, advertising operation strategies, advertising planning and production, and reporting in the advertising operation process.

[0160] The artificial intelligence unit 29 of the advertising management device 11 may have a learning function that, in cooperation with the advertising production unit 27, checks the progress of marketing learning based on the workflow and advertising data related to advertising operations. The artificial intelligence unit 29 of the advertising management device 11 may also have an advertising operation press release function that automatically collects and disseminates information related to advertising operations.

[0161] An example of the technical meaning of the matters described in this embodiment is as follows: The advertising management device 11 is an example of an advertising management device and a computer. The advertiser terminal 12 is an example of an advertiser terminal. The customer terminal 13 is an example of a customer terminal. The network 15 is an example of a network. The processor 17 is an example of a processor. The communication device 22 is an example of a communication device. Steps S22, S23, and S24 are examples of the first process. Step S25 is an example of the second and third processes.

[0162] Step S26 is an example of the fourth process. Step S28 is an example of the fifth process. Step S29 is an example of the sixth and seventh processes. Steps S25 and S27 are examples of the eighth, ninth, and tenth processes.

[0163] Furthermore, the various information acquired by the advertising management device 11 in step S20 of Figure 4A may be input to the advertising management device 11 by operating the input device 20. Also, the formal requests acquired by the advertising management device 11 in step S21 may be input to the advertising management device 11 by operating the input device 20. In addition, the advertisement modification requests acquired by the advertising management device 11 in step S27 may be input to the advertising management device 11 by operating the input device 20. Moreover, the request information acquired by the advertising management device 11 in step S30 of Figure 4B may be input to the advertising management device 11 by operating the input device 20.

[0164] In this embodiment, the advertiser terminal 12 and the advertising management device 11 may be integrated. In this case, when the advertiser P2 operates the advertising management device 11, the processes of steps S10-S16 and steps S20-S31 shown in Figures 4A and 4B are executed by the advertising management device 11.

[0165] Alternatively, in step S41, when customer P3 operates the customer terminal 13, selects a product included in the advertisement, and makes a purchase, the purchase information may be transmitted to the advertiser terminal 12 without going through the advertisement management device 11, and the process in step S14 may be executed at the advertiser terminal 12. Furthermore, the advertiser terminal 12 transmits the purchase information to the advertisement management device 11. Then, in step S29, the advertisement management device 11 may acquire the purchase information from the advertiser terminal 12 and process it.

[0166] The advertising management device 11 manages the produced advertisements and and supplement The auxiliary information may be stored in the storage medium 19A in step S26 of Figure 4A, and the storage medium 19A may be removed from the main unit and provided to the advertiser P2. Therefore, the amount of work required for the person in charge P1 to create the report to provide to the advertiser P2 can be reduced. Furthermore, the advertising management device 11 may store the information in the storage medium 19A in step S31 of Figure 4B, and the storage medium 19A may be removed from the main unit and provided to the advertiser P2.

[0167] Furthermore, the processor 17 of the advertising management device 11 cooperates with the auxiliary storage device 19 in steps S21 to S27 of Figure 4A to describe an example of processing that can be performed as work equivalent to that of the sales department of an advertising agency.

[0168] Processor 17 may perform processes aimed at reducing the simulation burden by automatically estimating simulations to achieve the goal based on past data and knowledge competition data. For example, when target values ​​are input based on advertising production capacity, advertising production projects, advertising media types, past advertising production data, market competition advertising data, etc., Processor 17 may output production policies and production numbers for each project and advertising media, recommended actions, etc.

[0169] Processor 17 may display key performance indicators (KPIs) for achieving target customer acquisition costs for each advertising project and advertising medium, and may perform processing aimed at simplifying the management of key performance indicators. For example, when target values ​​are entered based on advertising project, advertising medium type, past advertising production data, etc., Processor 17 may generate and display key performance indicators for each advertising project and advertising medium type. Key performance indicators may include items such as CPM, CPC, MCPA (cost incurred to acquire one micro-conversion (MCV)), CPA, CTR, MCVR, and CVR.

[0170] The processor 17 may perform a process to extract and classify knowledge data stored in the auxiliary storage device 19 at predetermined intervals, with the aim of reducing the man-hours required to summarize the processing results. For example, it may take information manually input from the input device 20 and information used in the learning process of the artificial intelligence unit 29 as input, generate titles and knowledge data for advertisements to be produced in separate folders within the library, and output information that can be displayed.

[0171] The processor 17 may aim to clarify areas for improvement, organize specific actions for those areas, and standardize the measured knowledge in order to measure areas for improvement as accurately as possible. For example, when the processor 17 receives measured knowledge as input, it may output specific actions for those areas for improvement.

[0172] Furthermore, the processor 17 may also aim to enable early operational decision-making by predicting in real time whether the remaining day's effectiveness will be good or bad, and by having the artificial intelligence unit 29 provide improvement suggestions on what actions should be taken, while clearly indicating the basis for the prediction based on past data. For example, the processor 17 may process input data such as day's advertising data, past advertising data, and knowledge data, and if the share of successful advertisements is decreasing, it may output data predicting a deterioration in effectiveness for the day and recommend budget reduction.

[0173] Furthermore, the processor 17 may automate the factor analysis of the previous day's results in the artificial intelligence unit 29, with the aim of simplifying everything from review to recommended actions for short-term, medium-term, and long-term operations. For example, when the processor 17 receives the previous day's advertising data, past advertising data, and knowledge data, it may execute a process to output a review of the previous day's effectiveness and automatic accumulation of the knowledge data.

[0174] This embodiment also describes the following technical features. For example, a storage medium stores a non-temporary program that causes a computer to execute a process to receive a request to produce an advertisement to be delivered to a customer terminal in order to inform customers about a product, and to produce the advertisement based on the request. The program is configured to cause the computer to execute a first process of acquiring preliminary information that contributes to the promotion of sales of a product before producing the advertisement; a second process of producing the advertisement based on the request and the preliminary information; a third process of generating auxiliary information that shows the relationship between the preliminary information and the advertisement; and a fourth process of providing the produced advertisement and the generated auxiliary information to the advertiser. The program may also be defined as a program product. [Industrial applicability]

[0175] This embodiment can be used as an advertising management device, advertising management method, and program for producing advertisements upon receiving requests to produce advertisements to be delivered to customer terminals. [Explanation of symbols]

[0176] 11…Advertising management device, 12…Advertiser terminal, 13…Customer terminal, 15…Network, 17…Processor, 22…Communication device

Claims

1. An advertising management device having a processor that obtains requests from advertisers to create advertisements to be delivered to customer terminals in order to inform customers about products, and creates advertisements based on those requests, The aforementioned processor, Before creating an advertisement, the first process involves obtaining preliminary information that will contribute to the promotion of the product's sales. A second process involves creating an advertisement based on the aforementioned advertisement production request and the aforementioned preliminary information, In the second process described above, the basis for using the preliminary information in producing the advertisement is treated as auxiliary information in the third process, A fourth process involves providing the produced advertisement and the aforementioned supplementary information to the advertiser, This configuration is for executing, An advertising management device in which the processor performs the third process and handles the information as auxiliary information, the basis for which the information includes one or more of the following items: sales targets and objectives for the product, the concept of the advertisement, and the circumstances under which the advertisement was produced.

2. An advertising management device according to claim 1, The system further includes a communication device that is connected to the customer terminal and the advertiser terminal used by the advertiser via a network, The first process performed by the processor includes the process of obtaining the advertisement production request and the preliminary information from the advertiser terminal. The fourth process performed by the processor includes the process of providing the produced advertisement and the auxiliary information to the advertiser terminal, in the form of an advertising management device.

3. An advertising management device according to claim 1, The aforementioned processor, A sixth process, which is performed after the fourth process and involves distributing the created advertisement to the customer terminal at the request of the advertiser, A seventh process is performed after the sixth process and determines the customer's purchase information of the product after the advertisement has been delivered to the customer terminal, Based on the results of the seventh process described above, an eighth process is performed to determine areas for improvement in the delivered advertisements, An advertising management device, which is a configuration that executes the following.

4. An advertising management device according to claim 1, An advertising management device in which the preliminary information that the processor determines in the first process includes the advertising goals for the product, the results of marketing research on the product, the results of determining the advertising media to which the advertisement will be delivered to customers, and the results of determining the customers to whom the product will be sold.

5. An advertising management device according to claim 1, The processor has a non-temporary storage device that stores the results of the processing performed by the processor, The advertising management device is configured such that the processor performs a ninth process, which associates the advertisement created in the second process with the attributes of customers who are expected to purchase the product advertised, and stores this association in the storage device.

6. An advertising management device according to claim 1, The processor has a non-temporary storage device that stores the results of the processing performed by the processor, The aforementioned processor, The advertisement produced in the second process described above, One or more of the following conditions: the type of advertising medium to be delivered to the customer terminal, or the advertising format to be delivered to the customer terminal, An advertising management device configured to perform a tenth process of associating and storing in the memory device.

7. An advertising management method executed by a computer that obtains a request from an advertiser to create an advertisement to be delivered to customer terminals in order to inform customers about a product, and creates the advertisement based on the advertisement creation request, The aforementioned computer, Before creating an advertisement, the first process involves obtaining preliminary information that will contribute to the promotion of the product's sales. A second process involves creating an advertisement based on the aforementioned advertisement production request and the aforementioned preliminary information, In the second process described above, the basis for using the preliminary information in producing the advertisement is treated as auxiliary information in the third process, A fourth process involves providing the produced advertisement and the aforementioned supplementary information to the advertiser, This configuration is for executing, An advertising management method in which the computer performs the third process and handles the information as auxiliary information, the basis for this process is that it includes one or more of the following items: sales targets and objectives for the product, the concept of the advertisement, and the circumstances under which the advertisement was produced.

8. A program that obtains a request from an advertiser to create an advertisement to be delivered to customer terminals in order to inform customers about a product, and causes a computer to execute a process to create the advertisement based on the advertisement creation request, To the aforementioned computer, Before creating an advertisement, the first process involves obtaining preliminary information that will contribute to the promotion of the product's sales. A second process involves creating an advertisement based on the aforementioned advertisement production request and the aforementioned preliminary information, In the second process described above, the basis for using the preliminary information in producing the advertisement is treated as auxiliary information in the third process, A fourth process involves providing the produced advertisement and the aforementioned supplementary information to the advertiser, This configuration allows the execution of the following: The basis for causing the computer to execute the third process and treat it as auxiliary information is a program that includes one or more of the following items: the sales targets and objectives of the product, the concept of the advertisement, and the circumstances under which the advertisement was created.

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