Advertisement Effectiveness Measurement Using Time-Weighted Evaluation
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Solution Overview
Problem
Existing methods for measuring the effectiveness of advertisements do not accurately account for the time difference between when consumers see advertisements and when they take related consumption behavior, leading to potentially low measurement accuracy.
Innovation Solution
An information processing apparatus and method that calculate an evaluation value for advertisements based on encounter timing and consumption timing, using a weight adjusted for the difference between required and predicted consumption times.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Measurement precision
If advertisement effectiveness is measured only by gaze degree and immediate consumption behavior, then measurement simplicity is maintained, but measurement accuracy deteriorates due to ignoring time delay between ad exposure and consumption
Solution Approach 1:
The system performs preliminary actions by recording encounter timing when users view advertisements, and then later compares it with consumption timing to calculate time differences. This preliminary recording of timing data enables accurate effectiveness measurement without requiring complex real-time analysis infrastructure.
Solution Approach 2:
The patent introduces an intermediary calculation mechanism that computes time difference between encounter and consumption timing, and applies weighting based on this difference. This intermediary step transforms raw timing data into meaningful effectiveness metrics without directly complicating the measurement system architecture.
2Measurement precision
If time difference between encounter timing and consumption timing is considered, then advertisement effectiveness measurement accuracy is improved, but calculation complexity increases
Solution Approach 1:
The system records encounter timing in advance when users view advertisements, storing this data for later comparison with consumption timing. This preliminary data capture simplifies the measurement process by having timing information ready before effectiveness calculation is needed.
Solution Approach 2:
The patent transforms the measurement approach by changing from immediate effectiveness assessment to time-weighted effectiveness assessment. It introduces time difference as a new parameter and applies weighting functions that convert time differences into effectiveness adjustments, making the measurement more accurate while systematic in its complexity.
Data Source
AI summary
The present technology relates to an information processing apparatus, an information processing method, and a recording medium capable of accurately measuring the effectiveness of advertisements.The information processing apparatus of the present technology includes an effectiveness measurement unit configured to measure effectiveness of an advertisement on the basis of encounter timing at which a user has encountered the advertisement and consumption timing at which the user has taken consumption behavior for an advertisement target of the advertisement. The effectiveness measurement unit measures the effectiveness of the advertisement on the basis of an evaluation value calculated using a weight corresponding to required consumption time from the encounter timing to the consumption timing. The present technology can be applied to servers configured to measure the effectiveness of the advertisements presented by vehicles, for example.