Advertising device

Abstract

[Problem] To improve the effect measurement accuracy for an advertisement distributed to a user terminal. [Solution] An advertising device comprising: a storage means that associates and stores first user identification information and purchase behavior information of a user identified using the first user identification information; a means for designating different second user identification information for each of a plurality of user terminals and distributing an advertisement related to predetermined product or service; a means for collating the first user identification information with the second user identification information to identify first user identification information that matches the second user identification information; and a means for calculating advertisement reaction information indicating how many of the users identified using the matching first user identification information purchased the predetermined product or service on the basis of purchase history information related to the predetermined product or service included in the purchase behavior information associated with the matching first user identification information.

Description

advertising device

[0001] This relates to technology for verifying the effectiveness of advertising.

[0002] Advertising is often carried out with the aim of promoting the sales of products and services. Sales of products and services are directly linked to sales, an important management indicator, and the cost-effectiveness of advertising, which is closely related to management indicators, should be accurately understood.

[0003] Against this background, many attempts have been made to accurately grasp the cost-effectiveness of advertising. For example, Patent Documents 1 and 2 propose techniques for measuring the cost-effectiveness of advertising that uses broadcasting.

[0004] JP 2022-183317 A JP 2022-140015 A

[0005] However, in recent years, while importance has been placed on delivering advertisements to user terminals such as smartphones in order to effectively reach individual users, the above-mentioned conventional technology has had the problem that it cannot be applied to measuring the effectiveness of advertisements delivered to user terminals. In view of the above-mentioned problem, the present invention aims to provide an advertising device that improves the accuracy of measuring the effectiveness of advertisements delivered to user terminals.

[0006] One form of the disclosed advertising device is characterized by having: a purchasing behavior storage means for storing first user identification information and purchasing behavior information of a user identified by the first user identification information in association with each other; an advertising distribution means for distributing advertisements for specified products and services to a plurality of user terminals by specifying different second user identification information for each user terminal; a user identification means for comparing the first user identification information with the second user identification information and identifying the first user identification information that matches the second user identification information; and an effectiveness measurement means for calculating advertising response information that indicates how many users, among the users identified by the matching first user identification information, have purchased the specified product or service, based on purchase history information for the specified product or service included in the purchasing behavior information associated with the matching first user identification information.

[0007] Furthermore, one form of the advertising device disclosed comprises: a purchasing behavior storage means for storing first user identification information and purchasing behavior information of a user identified by the first user identification information in association with each other; an advertising distribution means for distributing advertisements for predetermined products and services to a plurality of user terminals by specifying different first user terminal identification information for each of the user terminals; a reading information storage means for storing the first user identification information and second user terminal identification information linked to the first user identification information in association with each other; a user identification means for comparing the first user terminal identification information with the second user terminal identification information and identifying the first user identification information linked to the second user terminal identification information that matches the first user terminal identification information; and an effect measurement means for calculating advertising response information that indicates how many users, among the users identified by the first user identification information linked to the matching second user terminal identification information, have purchased the predetermined product or service, based on purchase history information for the predetermined product or service included in the purchasing behavior information associated with the first user identification information linked to the matching second user terminal identification information.

[0008] The disclosed advertising device improves the accuracy of measuring the effectiveness of advertisements delivered to user terminals.

[0009] 1 is a diagram illustrating an overview of an advertising device according to the present embodiment; FIG. 2 is a functional block diagram of an advertising device according to the present embodiment; FIG. 3 is a diagram illustrating an example of a purchasing behavior storage means according to the present embodiment; FIG. 4 is a diagram illustrating an example of a rereading information storage means according to the present embodiment; FIG. 5 is a diagram illustrating an example of a hardware configuration of an advertising device according to the present embodiment; FIG. 6 is a flowchart illustrating a flow of an example of a process performed by an advertising device according to the present embodiment; FIG. 7 is a flowchart illustrating a flow of an example of a process performed by an advertising device according to the present embodiment.

[0010] DETAILED DESCRIPTION OF THE PREFERRED EMBODIMENTS The present invention will be described with reference to the accompanying drawings.

[0011] The operation principle of an advertising device 100 according to this embodiment (hereinafter simply referred to as "this device") will be described using Figures 1 to 4. Figure 1 is a diagram showing the connection relationship between this device 100 and other devices, and Figure 2 is a functional block diagram of this device 100. Figures 3 and 4 are diagrams showing examples of storage means 110 and 120.

[0012] 1, the device 100 is connected to a user terminal 300 via a communication network 310. The communication network 310 may be either wired or wireless. The user terminal 300 may be a mobile information terminal such as a smartphone, or a laptop or desktop personal computer.

[0013] 2, the device 100 has a purchasing behavior storage means 110, a re-reading information storage means 120, an advertisement distribution means 130, a user identification means 140, and an effect measurement means 150. The device 100 does not have to have the purchasing behavior storage means 110 and the re-reading information storage means 120 directly, but may have a form that allows the device 100 to use the information stored in the purchasing behavior storage means 110 and the re-reading information storage means 120 via a communication network 310.

[0014] The purchasing behavior storage unit 110 stores the first user identification information 220 in association with the purchasing behavior information 260 of the user 290 identified by the first user identification information 220. The first user identification information 220 is, for example, a member ID of a retailer. The first user identification information 220 may also include information identifying the attributes of the user 290, such as age, gender, address, and family structure.

[0015] The purchasing behavior information 260 is so-called product / service purchase history information 270, and is information that provides detailed information about the purchase of a product or service, such as when, where, what, and how much was purchased.

[0016] 3 is a diagram showing an example of the purchasing behavior storage means 110. As shown in FIG. 3, the purchasing behavior storage means 110 stores, for example, purchasing behavior information 260 in which a user 290 identified by first user identification information 220:10000 purchased instant ramen for 150 yen at a convenience store on July 3. The purchasing behavior storage means 110 also stores, for example, purchasing behavior information 260 in which a user 290 identified by first user identification information 220:1000N purchased 200 g of beef for 600 yen at a supermarket on July 3.

[0017] The information 220 and 260 stored in the purchasing behavior storage means 110 may be collected by an application installed on the user terminal 300 and notified to the device 100 .

[0018] The translation information storage means 120 stores, in association with each other, first user identification information 220 and second user terminal identification information 250 linked to the first user identification information 220. The second user terminal identification information 250 is information for identifying the user terminal 300 when notifying the advertisement 210 by specifying the user terminal 300 and an application installed on the user terminal 300. The second user terminal identification information 250 is what is called an advertisement ID (advertising identifier).

[0019] 4 is a diagram showing an example of the replacement information storage means 120. As shown in FIG. 4, the replacement information storage means 120 stores, for example, first user identification information 220:10000 and second user terminal identification information 250:AJJJJ in association with each other. Furthermore, the replacement information storage means 120 stores, for example, first user identification information 220:1000M and second user terminal identification information 250:AJJJM in association with each other. In this way, the user terminal identification information 250 is irregular character string information.

[0020] The information 220 and 250 stored in the rereading information storage means 120 may be collected by an application installed on the user terminal 300 and notified to the device 100 .

[0021] The advertisement distribution means 130 distributes advertisements 210 relating to predetermined products and services to a plurality (large number) of user terminals 300 by specifying different second user identification information 230 for each user terminal 300 .

[0022] Here, the second user identification information 230 is, for example, a member ID of a retailer. The advertisement distribution means 130 may, for example, specify the member ID 230 of the retailer to distribute the advertisement 210 to a sales promotion application of the retailer installed on the user terminal 300.

[0023] In addition, the advertisement distribution means 130 may be configured to distribute advertisements 210 for specified products and services to multiple (large number) user terminals 300 by specifying different first user terminal identification information 240 for each user terminal 300.

[0024] Here, the first user terminal identification information 240 is information for identifying the user terminal 300 when notifying the advertisement 210 by specifying the user terminal 300 and an application installed on the user terminal 300. The first user terminal identification information 240 is what is called an advertisement ID (advertising identifier).

[0025] The user identification means 140 compares the first user identification information 220 with the second user identification information 230, and identifies the first user identification information 220 that matches the second user identification information 230. Here, it is assumed that the number of users 290 identified by the second user identification information 230 is greater than the number of users 290 identified by the first user identification information 220.

[0026] The user specification means 140 performs a process of selecting users 290 whose information is to be stored in the purchase behavior storage means 110 from among the users 290 who have received the advertisement 210 from the advertisement distribution means 130 .

[0027] Furthermore, the user identification means 140 may be configured to compare the first user terminal identification information 240 with the second user terminal identification information 250, and identify the first user identification information 220 linked to the second user terminal identification information 250 that matches the first user terminal identification information 240. Here, it is assumed that the number of users 290 identified by the first user terminal identification information 240 is greater than the number of users 290 identified by the second user terminal identification information 250.

[0028] The user specification means 140 performs a process of selecting users 290 whose information is to be stored in the purchase behavior storage means 110 from among the users 290 who have received the advertisement 210 from the advertisement distribution means 130 .

[0029] The effect measurement means 150 performs processing based on purchase history information 270 regarding the target product / service of the advertisement 210, which is included in purchase behavior information 260 associated with the first user identification information 220 identified by the user identification means 140. The effect measurement means 150 calculates advertisement response information 280 indicating how many users 290 identified by the first user identification information 220 identified by the user identification means 140 have purchased the target product / service of the advertisement 210.

[0030] Furthermore, the effect measurement means 150 may be configured to calculate advertisement response information 280 for users 290 who have purchased the product or service targeted by the advertisement 210 within a predetermined period from the distribution date of the advertisement 210, among users 290 identified by the first user identification information 220 identified by the user identification means 140. This allows the effect of the advertisement 210 to be measured more precisely.

[0031] The effectiveness measurement means 150 may be configured to calculate advertisement response information 280 that indicates how many users 290 have purchased the product or service targeted by the advertisement 210 among the number of distributors of the advertisement 210 by the advertisement distribution means 130.

[0032] The effectiveness measurement means 150 may calculate the advertisement response information 280 based on the number of users who have purchased the product or service in the advertisement 210 a predetermined number of times or more within a predetermined period, or may calculate the advertisement response information 280 based on the attributes of the users 290, such as gender, and the purchasing status for each time period. Based on the above operating principle, the device 100 improves the accuracy of the effectiveness measurement of the advertisement 210 delivered to the user terminal 300. (Hardware configuration of the advertising device according to this embodiment)

[0033] An example of the hardware configuration of the device 100 will be described using Fig. 5. Fig. 5 is a diagram showing an example of the hardware configuration of the device 100. As shown in Fig. 5, the device 100 includes a CPU (Central Processing Unit) 510, a ROM (Read-Only Memory) 520, a RAM (Random Access Memory) 530, an auxiliary storage device 540, a communication I / F 550, an input device 560, a display device 570, and a storage medium I / F 580.

[0034] The CPU 510 is a device that executes a program stored in the ROM 520, performs arithmetic processing on data loaded into the RAM 530 in accordance with program instructions, and controls the entire device 100. The ROM 520 stores the programs and data to be executed by the CPU 510. When the CPU 510 executes a program stored in the ROM 520, the programs and data to be executed are loaded into the RAM 530, and the RAM 530 temporarily holds the arithmetic data during the calculation.

[0035] The auxiliary storage device 540 is a device that stores the basic software, such as an operating system (OS), the application programs according to the present embodiment, and other related data. The auxiliary storage device 540 is, for example, a hard disk drive (HDD) or a flash memory.

[0036] The communication I / F 550 is an interface for connecting to a communication network 310 such as a wired or wireless LAN (Local Area Network) or the Internet, and for transmitting and receiving data to and from other devices 300 that provide communication functions.

[0037] The input device 560 is a device such as a keyboard for inputting data into the device 100. The display device (output device) 570 is a device formed of an LCD (Liquid Crystal Display) or the like, and functions as a user interface when the user uses the functions of the device 100 or when making various settings. The storage medium I / F 580 is an interface for sending and receiving data to and from a storage medium 590 such as a CD-ROM, DVD-ROM, or USB memory.

[0038] Each means of the device 100 may be realized by the CPU 510 executing a program corresponding to each means stored in the ROM 520 or the auxiliary storage device 540. Also, each means of the device 100 may be realized by hardware that performs the processing related to each means. Also, the device 100 may be made to execute the program by reading the program according to the present invention from an external server device via the communication I / F 550 or by reading the program according to the present invention from the storage medium 590 via the storage medium I / F 580. (Example of processing by the advertising device according to this embodiment) (1) Example of processing for delivering advertisement 210 by specifying user identification information 230

[0039] An example of processing by the device 100 to specify user identification information 230 and distribute the advertisement 210 will be described with reference to Fig. 6. Fig. 6 is a flowchart showing the flow of an example of processing by the device 100 to specify user identification information 230 and distribute the advertisement 210.

[0040] In S10, the advertisement distribution means 130 distributes advertisements 210 relating to predetermined products and services to a plurality (large number) of user terminals 300, specifying different second user identification information 230 for each user terminal 300.

[0041] Here, the second user identification information 230 is, for example, a member ID of a retailer. The advertisement distribution means 130 may, for example, specify the member ID of the retailer to distribute the advertisement 210 to a sales promotion application of the retailer installed on the user terminal 300.

[0042] In S20, the user identification means 140 compares the first user identification information 220 with the second user identification information 230, and identifies the first user identification information 220 that matches the second user identification information 230. Here, it is assumed that the number of users 290 identified by the second user identification information 230 is greater than the number of users 290 identified by the first user identification information 220.

[0043] The user specification means 140 performs a process of selecting users 290 whose information is to be stored in the purchase behavior storage means 110 from among the users 290 who have received the advertisement 210 from the advertisement distribution means 130 .

[0044] In S30, the effect measurement means 150 performs processing based on purchase history information 270 regarding the target product / service of the advertisement 210, which is included in the purchase behavior information 260 associated with the first user identification information 220 identified in S20. The effect measurement means 150 calculates advertisement response information 280 indicating how many users 290 identified by the first user identification information 220 identified by the user identification means 140 have purchased the target product / service of the advertisement 210.

[0045] Furthermore, the effect measurement means 150 may be configured to calculate the advertisement response information 280 for users 290 who have purchased the target product or service of the advertisement 210 within a predetermined period from the distribution date of the advertisement 210, among the users 290 identified by the first user identification information 220 specified by the user identification means 140. By doing so, the effect of the advertisement 210 can be measured more precisely. By performing the above-described processing, the device 100 can improve the accuracy of measuring the effect of the advertisement 210 distributed to the user terminal 300. (2) Example of processing for specifying user terminal identification information 240 and distributing the advertisement 210

[0046] An example of processing by the device 100 to specify the user terminal identification information 240 and distribute the advertisement 210 will be described with reference to Fig. 7. Fig. 6 is a flowchart showing the flow of an example of processing to specify the user terminal identification information 240 and distribute the advertisement 210.

[0047] In S110, the advertisement distribution means 130 distributes advertisements 210 relating to predetermined products and services to a plurality (large number) of user terminals 300, specifying different first user terminal identification information 240 for each user terminal 300.

[0048] Here, the first user terminal identification information 240 is information for identifying the user terminal 300 when notifying the advertisement 210 by specifying the user terminal 300 and an application installed on the user terminal 300. The first user terminal identification information 240 is what is called an advertisement ID (advertising identifier).

[0049] In S120, the user identification means 140 compares the first user terminal identification information 240 with the second user terminal identification information 250, and identifies the first user identification information 220 that is linked to the second user terminal identification information 250 that matches the first user terminal identification information 240. Here, it is assumed that the number of users 290 identified by the first user terminal identification information 240 is greater than the number of users 290 identified by the second user terminal identification information 250.

[0050] The user specification means 140 performs a process of selecting users 290 whose information is to be stored in the purchase behavior storage means 110 from among the users 290 who have received the advertisement 210 from the advertisement distribution means 130 .

[0051] At S130, the effect measurement means 150 performs processing based on purchase history information 270 regarding the target product / service of the advertisement 210, which is included in the purchase behavior information 260 associated with the first user identification information 220 identified at S120. The effect measurement means 150 calculates advertisement response information 280 indicating how many users 290 identified by the first user identification information 220 identified by the user identification means 140 have purchased the target product / service of the advertisement 210.

[0052] Furthermore, the effectiveness measurement means 150 may be configured to calculate advertisement response information 280 for users 290 identified by the first user identification information 220 specified by the user identification means 140, who have purchased the product or service targeted by the advertisement 210 within a predetermined period from the date of distribution of the advertisement 210. This allows for more precise measurement of the effectiveness of the advertisement 210. By performing the above-described processing, the device 100 can improve the accuracy of measurement of the effectiveness of the advertisement 210 distributed to the user terminal 300.

[0053] Although the embodiments of the present invention have been described in detail above, the present invention is not limited to such specific embodiments, and various modifications and changes are possible within the scope of the gist of the present invention described in the claims.

[0054] 100 Advertising device 110 Purchasing behavior storage means 120 Rereading information storage means 130 Advertisement distribution means 140 User identification means 150 Effectiveness measurement means 210 Advertisement 220 First user identification information 230 Second user identification information 240 First user terminal identification information 250 Second user terminal identification information 260 Purchasing behavior information 270 Purchase history information 280 Advertisement response information 290 User 300 User terminal 310 Communication network 510 CPU 520 ROM 530 RAM 540 Auxiliary storage device 550 Communication interface 560 Input device 570 Output device 580 Storage medium interface 590 Storage medium

Claims

1. An advertising device comprising: a purchasing behavior storage means for storing first user identification information and purchasing behavior information of a user identified by the first user identification information in association with each other; an advertisement distribution means for distributing advertisements for predetermined products and services to a plurality of user terminals by specifying different second user identification information for each user terminal; a user identification means for comparing the first user identification information with the second user identification information and identifying the first user identification information that matches the second user identification information; and an effectiveness measurement means for calculating advertising response information that indicates the number of users who have purchased the predetermined product or service among the users identified by the matching first user identification information, based on purchase history information for the predetermined product or service included in the purchasing behavior information associated with the matching first user identification information.

2. The advertising device described in claim 1, characterized in that the effectiveness measurement means calculates the advertising response information regarding users identified by the matching first user identification information who have purchased the specified product or service within a specified period from the date of distribution of the advertisement by the advertising distribution means.

3. An advertising device comprising: a purchasing behavior storage means for storing first user identification information and purchasing behavior information of a user identified by the first user identification information in association with each other; an advertising distribution means for distributing advertisements for predetermined products and services to a plurality of user terminals by specifying different first user terminal identification information for each user terminal; a translation information storage means for storing the first user identification information and second user terminal identification information linked to the first user identification information in association with each other; a user identification means for comparing the first user terminal identification information with the second user terminal identification information and identifying the first user identification information linked to the second user terminal identification information that matches the first user terminal identification information; and an effectiveness measurement means for calculating advertising response information that indicates the number of users who have purchased the predetermined product or service among users identified by the first user identification information linked to the matching second user terminal identification information, based on purchase history information for the predetermined product or service included in the purchasing behavior information associated with the first user identification information linked to the matching second user terminal identification information.

4. The advertising device described in claim 3, characterized in that the effectiveness measurement means calculates the advertising response information regarding users who are identified by first user identification information linked to the matching second user terminal identification information and who have purchased the specified product or service within a specified period from the date of distribution of the advertisement by the advertising distribution means.

5. An advertising method comprising: an advertisement distribution means for distributing advertisements for predetermined products and services to a plurality of user terminals by specifying different second user identification information for each of the user terminals; a user identification means for comparing the first user identification information with the second user identification information in a purchase behavior storage means that stores first user identification information in association with purchase behavior information of users identified by the first user identification information, and identifying the first user identification information that matches the second user identification information; and an effectiveness measurement means for calculating advertisement response information that indicates the number of users who have purchased the predetermined product or service among the users identified by the matching first user identification information, based on purchase history information for the predetermined product or service included in the purchase behavior information associated with the matching first user identification information.

6. The advertising method described in claim 5, characterized in that the effectiveness measurement means calculates the advertising response information regarding users identified by the matching first user identification information who have purchased the specified product or service within a specified period from the date of distribution of the advertisement by the advertising distribution means.

7. An advertising method comprising: an advertisement distribution means for distributing advertisements for predetermined products and services to a plurality of user terminals by specifying different first user terminal identification information for each of the user terminals; a user identification means for comparing the first user terminal identification information with the second user terminal identification information in a conversion information storage means for storing the first user identification information in association with the purchasing behavior information of the user identified by the first user identification information, and identifying the first user identification information linked to the second user terminal identification information that matches the first user terminal identification information; and an effectiveness measurement means for calculating advertisement response information that indicates the number of users who have purchased the predetermined product or service among the users identified by the first user identification information linked to the matching second user terminal identification information, based on purchase history information for the predetermined product or service included in the purchasing behavior information associated with the first user identification information linked to the matching second user terminal identification information.

8. The advertising method described in claim 7, characterized in that the effectiveness measurement means calculates the advertising response information regarding users who are identified by first user identification information linked to the matching second user terminal identification information and who have purchased the specified product or service within a specified period from the date of distribution of the advertisement by the advertising distribution means.

9. An advertising program for causing a computer to execute the method according to any one of claims 5 to 8.

Images