JP7765954B2 - Advertisement control device, advertisement control method, and advertisement control program - Google Patents

Description

The present invention relates to advertising control technology.

In television broadcasts, advertisers' advertisements are aired as commercials (Commercial Messages). Commercials are broadly divided into time commercials and spot commercials. Time commercials are commercials that are aired in time slots that are bought and sold together with the program. Time commercials are also sometimes called program commercials, program commercials, or sponsored commercials.

Spot commercials are commercials that are broadcast during time slots set by broadcasting stations, regardless of the program. Spot commercials are classified into station breaks (SB), which are broadcast between programs, and participation commercials (PT), which are inserted within programs but are not sponsored by the program.

Advertising agencies are sometimes asked by their clients (advertisers) to run advertising campaigns that involve broadcasting spot commercials for a specific purpose over a set period of time. When an advertising agency accepts a request for an advertising campaign, it communicates the client's order conditions to the broadcast station. The broadcast station collects the order conditions of multiple clients, determines the time slots for broadcasting each client's commercial so that the collected order conditions are met, and creates a broadcast schedule. The broadcast station then provides the advertising agency with the created broadcast schedule.

In relation to spot commercials, a spot planning evaluation system is known that places efficient advertisements aimed at specific targets (see, for example, Patent Document 1). This spot planning evaluation system acquires information for identifying an effective area made up of advertising spaces where the content rate of a specific target is equal to or greater than a predetermined threshold. The spot planning evaluation system then adjusts the acquired GRP (Gross Rating Point) ratios of all advertising spaces for a specified period so that the sum of the acquired GRP ratios expected to be acquired by advertising spaces in the effective area for all advertising spaces for a specified period reaches a specified value.

Patent No. 6619116

Figure 1 shows an example of the timing of ordering an advertising campaign. The campaign start date indicates the start date of the broadcast of the spot commercials aired in the advertising campaign. "1 month in advance" indicates the timing one month before the campaign start date, "1.5 months in advance" indicates the timing 1.5 months before the campaign start date, and "2 months in advance" indicates the timing two months before the campaign start date.

In today's advertising campaigns, advertising agencies rarely receive requests for quotes from clients more than 1.5 months in advance, and more often than not, they receive requests more than 1.5 months in advance. When a quote is requested, the advertising agency creates a quote and presents it to the client. Then, when the client places an order for an advertising campaign, the advertising agency requests a plan from the broadcasting station, and the broadcasting station creates a broadcast schedule for the advertising campaign. However, orders for advertising campaigns are often placed more than one month in advance.

One reason why customers place their orders just before the campaign start date is that the last-minute estimate may be lower due to factors such as the effects of a recession. Also, as with promotion proposals, a broadcast schedule that is more favorable to the customer may be presented just before the campaign start date. In this case, the customer may delay placing their order in the hope of reducing the cost of the advertising campaign.

It's also possible that clients are simply postponing orders because they're not aware of the planning work involved. In any case, if orders are placed just before the campaign start date, the workload on advertising agencies and broadcasters is concentrated in a short period of time, making it difficult to plan broadcast schedules with ample time to spare.

Note that this problem is not limited to spot commercials in advertising campaigns, but occurs in a variety of advertising broadcasts.

In one aspect, the present invention aims to promote early requests for advertising broadcasts.

In one proposal, the advertising control device includes a memory unit and a control unit. The memory unit stores advertising request information. The advertising request information includes a request date on which a client requests advertising broadcasting, a start date of the advertising broadcasting, and a first advertising contact amount indicating the amount of broadcast contact the client desires for recipients of the advertising broadcasting. The control unit controls a second advertising contact amount indicating the amount of broadcast contact to be added to the first advertising contact amount by the broadcaster broadcasting the advertising broadcasting, based on the period from the request date to the start date.

In one aspect, it can encourage early requests for advertising broadcasts.

FIG. 1 illustrates the timing of orders for an advertising campaign. FIG. 2 is a functional configuration diagram of an advertisement control device. FIG. 1 is a configuration diagram of a drafting system. FIG. 2 is a functional configuration diagram of a server. FIG. 10 is a diagram illustrating a method for calculating a service GRP based on a preparation period and a slot utilization rate. FIG. 10 is a diagram illustrating a method for calculating a service GRP based on a preparation period and an available slot GRP. A diagram showing a method for calculating service GRP based on preparation period P2, quota utilization rate, and order amount. FIG. 1 illustrates a service GRP calculated four business days before the start date. 10 is a flowchart of an advertisement control process. FIG. 2 is a hardware configuration diagram of an information processing device.

The following describes the embodiment in detail with reference to the drawings.

Figure 2 shows an example of the functional configuration of an advertising control device in an embodiment. The advertising control device 201 in Figure 2 includes a memory unit 211 and a control unit 212. The memory unit 211 stores advertising request information 221. The advertising request information 221 includes the request date on which the client requested advertising broadcasting, the start date of the advertising broadcasting, and a first advertising contact amount indicating the broadcast contact amount the client desires for recipients of the advertising broadcasting. The control unit 212 controls the second advertising contact amount, which indicates the broadcast contact amount to be added to the first advertising contact amount by the broadcaster broadcasting the advertising broadcasting, based on the period from the request date to the start date.

The advertising control device 201 in Figure 2 can encourage early requests for advertising broadcasts.

Figure 3 shows an example configuration of a drafting system in an embodiment. The drafting system in Figure 3 includes a terminal device 301, a server 302, a terminal device 303, a server 304, and a terminal device 305. The server 302 can communicate with the terminal device 301 and the server 304 via a communication network 306. The communication network 306 is, for example, a WAN (Wide Area Network).

Terminal device 301 is a terminal device of a customer who is an advertiser. Server 302 is an information processing device of an advertising company, and terminal device 303 is a terminal device of the advertising company. Server 304 is an information processing device of a broadcasting station, and terminal device 305 is a terminal device of the broadcasting station. A customer is an example of a client who requests an advertising broadcast, and a broadcasting station is an example of a broadcasting company that broadcasts an advertising broadcast. Server 302 corresponds to advertising control device 201 in Figure 2.

Server 304 broadcasts programs and commercials according to a broadcast schedule. The programs and commercials are broadcast, for example, via television, radio, or internet broadcasting. Television broadcasting includes terrestrial broadcasting and satellite broadcasting. Viewers who watch the programs and commercials are an example of recipients of the broadcasts.

A customer representative requests the advertising agency to broadcast a commercial by using terminal device 301 to send advertising request information to server 302. The commercial broadcast is an example of advertising broadcast. The commercial broadcast may be a commercial for an advertising campaign.

The advertising agency representative uses terminal device 303 to check the order conditions included in the received advertising request information. The advertising agency representative then sends the advertising request information to server 304 via server 302, requesting the broadcast station to create a broadcast schedule.

The broadcasting station staff determines the time slots for broadcasting commercials, taking into consideration the order conditions of multiple customers, so that the order conditions contained in the received advertising request information are met, and creates a broadcast schedule using terminal device 305. The broadcasting station staff then transmits the broadcast schedule to server 302 via server 304.

The advertising agency representative uses terminal device 303 to check the received broadcast schedule and notifies the client of the broadcast schedule by sending it to terminal device 301 via server 302.

Figure 4 shows an example functional configuration of the server 302 in Figure 3. The server 302 in Figure 4 includes a memory unit 411, a communication unit 412, and a control unit 413. The memory unit 411 and the control unit 413 correspond to the memory unit 211 and the control unit 212 in Figure 2, respectively.

The communication unit 412 receives advertising request information from the terminal device 301, and the storage unit 411 stores the received advertising request information as advertising request information 421. The advertising request information 421 includes the customer's name, order GRP, zone designation, number of seconds for commercials, start date, end date, and order date. The advertising request information 421 corresponds to the advertising request information 221 in Figure 2.

The customer name is the name of the client who requested the advertising campaign, and the ordered GRP represents the total audience rating specified by the client. 1 GRP corresponds to the audience rating obtained when one commercial with an audience rating of 1% is broadcast per minute. The ordered GRP is an example of a first advertising exposure amount, which indicates the broadcast exposure amount that the client desires for viewers of the advertising broadcast.

The zone designation indicates the shape of the zone in the program guide specified by the customer. The zone shape may be, for example, an inverted L-shape, an all-day shape, a square-shaped, a U-shaped, an inverted F-shape, a late-night shape, or an all-day daytime shape. The number of seconds in a commercial indicates the length of the commercial selected by the customer.

The start date indicates the start date of the broadcast period P1 during which the commercials for the advertising campaign will be broadcast, and the end date indicates the end date of the broadcast period P1. The broadcast period P1 is sometimes called the order period. The order date indicates the date on which the client requests the advertising agency to create an advertising campaign. The control unit 413 obtains the start date and end date from the advertising request information 421, and identifies the period from the start date to the end date as the broadcast period P1.

The communication unit 412 receives available time slot information 422 from the server 304, and the storage unit 411 stores the received available time slot information 422. The available time slot information 422 indicates the status of available time slots held by the broadcasting station.

Available slot information 422 includes the broadcast station's slot utilization rate, available slot GRP, cumulative sales amount, cumulative GRP, etc. The slot utilization rate represents the ratio of sold time slots to all time slots held by the broadcast station within a specific period. The specific period may be broadcast period P1, or the period from the first day of the month in which the order date falls to the order date. Available slot GRP represents the total GRP of available time slots held by the broadcast station within a specific period.

The cumulative sales amount represents the total sales amount for time slots that have already been sold within a specific period. The sales amount for time slots that have already been sold is sometimes called the placement amount. The cumulative GRP represents the total GRP for time slots that have already been sold within a specific period. The GRP for time slots that have already been sold is sometimes called the placement GRP.

Year-on-year comparisons or forecast values of slot utilization rate, available slot GRP, accumulated sales amount, accumulated GRP, etc. may also be used as available slot information 422.

Available slot information 422 may indicate multiple available time slots held by a broadcasting station within a specific period. In this case, the control unit 413 calculates the GRP corresponding to each available time slot indicated by available slot information 422 using the audience ratings compiled by an audience rating research company, and uses the sum of the GRPs corresponding to each of the multiple available time slots as the available slot GRP.

The control unit 413 obtains the order date and start date from the advertising request information 421 and identifies the period from the order date to the start date as the preparation period P2. Then, based on the length of the preparation period P2, the control unit 413 determines the service GRP 423 to be additionally granted to the order GRP and stores it in the memory unit 411.

The preparation period P2 corresponds to the period from the request date to the start date. The service GRP423 is an example of a second advertising contact amount, which indicates the broadcast contact amount added by the broadcaster to the first advertising contact amount. The longer the preparation period P2, the larger the service GRP423.

The control unit 413 may determine the service GRP 423 using at least one of the following information in addition to the length of the preparation period P2: order quantity, available slot information 422, broadcast occupancy rate, GRP contribution period, or GRP contribution zone. The order quantity represents, for example, the ordered GRP or the order amount for the commercial broadcast indicated by the advertising request information 421.

The larger the order quantity, the larger the service GRP 423, and the more available time slots indicated by the available slot information 422, the larger the service GRP 423.

The broadcast share represents the broadcast station's share of the commercial broadcast indicated by the advertising request information 421. The broadcast share is an example of a broadcaster's share of advertising broadcasts. For example, if a customer orders the commercial broadcast of an advertising campaign from a single broadcast station, the broadcast share will be larger than if the customer orders commercial broadcasts for multiple stations separately. The higher the broadcast share, the larger the service GRP 423.

The GRP contribution period represents the period for which the service GRP 423 is contributed. The GRP contribution period may be the broadcast period P1, or may be the combined period of the broadcast period P1 and the extension period following the broadcast period P1. The longer the GRP contribution period, the greater the flexibility the broadcaster has in contributing the service GRP 423. The longer the GRP contribution period, the larger the service GRP 423.

The GRP contribution zone represents the zone in which the service GRP 423 is contributed. The GRP contribution zone may be the zone indicated by the zone designation, or may be some or all of the zones within the GRP contribution period. The wider the GRP contribution zone, the greater the freedom a broadcasting station has in contributing the service GRP 423. The wider the GRP contribution zone, the larger the service GRP 423.

The GRP contribution period and GRP contribution zone are specified, for example, in advertising request information 421.

The control unit 413 can determine not only the service GRP 423 but also the method of contribution of the service GRP 423 based on the length of the preparation period P2. For example, the following methods can be used as the method of contribution of the service GRP 423.

(a) Customers can specify the period, zone, time frame, etc. for acquiring Service GRP 423, or can increase the acquisition rate. When this contribution method is applied, customers can acquire Service GRP 423 by specifying the desired period, zone, time frame, etc.

(b) A customer can acquire service GRP 423 by specifying the amount of indicators visualized in rich data. For example, if a customer specifies actual GRP as service GRP 423 and the actual GRP for the time frame in which service GRP 423 was contributed decreases, the control unit 413 will grant additional service GRP 423 to make up for the shortfall.

(c) The control unit 413 controls the time slots of the service GRP 423 with consideration given to maximizing reach. For example, the control unit 413 determines the time slots of the service GRP 423 so as to avoid allocating two or more time slots for the same program on the same day.

(d) The customer can specify whether or not to avoid overlap between the time frame of the order GRP and the time frame of the service GRP 423.

The longer the preparation period P2, the more advantageous the contribution method for the customer will be applied by the control unit 413. This improves the quantity and quality of the service GRP 423.

The control unit 413 may determine the contribution method for the service GRP 423 using at least one of the following information in addition to the length of the preparation period P2: order quantity, available slot information 422, broadcast occupancy rate, GRP contribution period, or GRP contribution zone.

The larger the order quantity, the more advantageous the customer's contribution method will be applied, and the more available time slots indicated by the available slot information 422, the more advantageous the customer's contribution method will be applied. The larger the broadcast occupancy rate, the more advantageous the customer's contribution method will be applied. The longer the GRP contribution period, the more advantageous the customer's contribution method will be applied, and the larger the GRP contribution zone, the more advantageous the customer's contribution method will be applied.

As the start date of broadcast period P1 approaches and time slots become tight at the broadcasting station, it is possible that the service GRP423 that can be granted to a certain customer A will be zero. On the other hand, because the commercial broadcast for another customer B, for which an order was expected, did not result in advertising, the time slot utilization rate at the broadcasting station may remain low, and it is possible that the time slot situation is unlikely to become tight in the future.

In such a case, the control unit 413 changes the control logic of the service GRP 423 to maximize the quantity and quality of the service GRP 423 granted to customer A. The control unit 413 may request the server 304 to provide the service GRP 423 on a best-effort basis.

Figure 5 shows an example of how to calculate the service GRP 423 based on the preparation period P2 and the slot utilization rate. The slot utilization rate is included in the available slot information 422.

In this example, four categories are set as ranges for the length of the preparation period P2: less than 30 days, 30 to 45 days, 45 to 60 days, and 60 days or more. Seven categories are also set as ranges for the quota utilization rate: less than 50%, 50 to 60%, 60 to 70%, 70 to 80%, 80 to 90%, 90 to 100%, and 100% or more.

A ratio of service GRP423 is associated with each combination of each category of preparation period P2 length and each category of slot utilization rate. For example, the ratio of service GRP423 associated with the combination of a category of 60 days or more and a category of less than 50% is 40%.

The control unit 413 identifies the category to which the length L of the preparation period P2 indicated in the advertising request information 421 belongs and the category to which the slot utilization rate R indicated in the available slot information 422 belongs, and selects a ratio corresponding to the combination of identified categories. The control unit 413 then calculates the service GRP 423 by multiplying the order GRP included in the advertising request information 421 by the selected ratio.

The control unit 413 may calculate the value SGRP of the service GRP 423 using the length L of the preparation period P2 and the slot utilization rate R using the following formula:

SGRP=α(L/R) (1)

α represents a predetermined positive number. According to the calculation method of service GRP423 based on preparation period P2 and slot utilization rate, the longer the preparation period P2, the more the service GRP423 can be increased, and the smaller the slot utilization rate, the more the service GRP423 can be increased.

Figure 6 shows an example of a method for calculating service GRP 423 based on the preparation period P2 and available slot GRP. The available slot GRP is included in available slot information 422. In this example, the same categories as in Figure 5 are set as the range of the length of the preparation period P2, and the following seven categories are set as the range of available slot GRP.

(C1) A value greater than 50,000 GRP (C2) A value greater than 40,000 GRP and equal to or less than 50,000 GRP (C3) A value greater than 30,000 GRP and equal to or less than 40,000 GRP (C4) A value greater than 20,000 GRP and equal to or less than 30,000 GRP (C5) A value greater than 10,000 GRP and equal to or less than 20,000 GRP (C6) A value greater than 0 GRP and equal to or less than 10,000 GRP (C7) 0 GRP

Then, a ratio of service GRP 423 is associated with the combination of each category of the length of preparation period P2 and each category of available slot GRP. The control unit 413 identifies the category to which the length L of preparation period P2 indicated by the advertising request information 421 belongs and the category to which the value E of available slot GRP indicated by the available slot information 422 belongs, and selects a ratio corresponding to the identified combination of categories. The control unit 413 then calculates service GRP 423 by multiplying the order GRP included in the advertising request information 421 by the selected ratio.

The control unit 413 may calculate the value SGRP of the service GRP 423 using the length L of the preparation period P2 and the value E of the available slot GRP using the following formula:

SGRP=β(L・E) (2)

β represents a predetermined positive number. According to the calculation method of service GRP423 based on the preparation period P2 and available slot GRP, the longer the preparation period P2, the more the service GRP423 can be increased, and the more available time slots there are, the more the service GRP423 can be increased.

Figure 7 shows an example of a method for calculating service GRP423 based on preparation period P2, quota utilization rate, and order amount. Figure 7(a) shows an example of a method for calculating service GRP423 when the order amount is equal to or greater than a predetermined amount, and Figure 7(b) shows an example of a method for calculating service GRP423 when the order amount is less than the predetermined amount. The predetermined amount may be several hundred million yen. In this example, the same categories as in Figure 5 are set for the length of preparation period P2 and the range of quota utilization rate.

If the order amount Q submitted by the customer is equal to or greater than a predetermined amount, the control unit 413 selects a ratio corresponding to the combination of the category to which the length L of the preparation period P2 belongs and the category to which the slot utilization rate R belongs, as shown in Figure 7(a).The control unit 413 then calculates the service GRP 423 by multiplying the order GRP included in the advertising request information 421 by the selected ratio.

On the other hand, if the order amount Q is less than the predetermined amount, the control unit 413 selects a ratio corresponding to the combination of the category to which the length L of the preparation period P2 belongs and the category to which the slot utilization rate R belongs, as shown in Figure 7(b).The control unit 413 then calculates the service GRP 423 by multiplying the order GRP included in the advertising request information 421 by the selected ratio.

The control unit 413 may calculate the value SGRP of the service GRP 423 using the length L of the preparation period P2, the quota utilization rate R, and the order amount Q using the following formula:

SGRP=γ((L・Q)/R) (3)

γ represents a predetermined positive number. According to this calculation method, the longer the preparation period P2, the more the service GRP423 can be increased; the smaller the quota utilization rate, the more the service GRP423 can be increased; and the larger the order amount, the more the service GRP423 can be increased.

The control unit 413 may calculate the service GRP 423 using a trained model generated by machine learning. Information on multiple advertising campaigns is used as training data in the machine learning, and the service GRP assigned to each advertising campaign is used as training data.

Information about each advertising campaign includes, for example, the length of the preparation period P2, order quantity, available slot information 422, broadcast occupancy rate, GRP contribution period, GRP contribution zone, etc. As a trained model, for example, a neural network, random forest, or linear regression model is used.

The trained model generates a value for the service GRP 423 from the length of the commercial broadcast preparation period P2 indicated in the advertising request information 421, the order quantity, available slot information 422, broadcast occupancy rate, GRP contribution period, GRP contribution zone, etc. According to a method for calculating the service GRP 423 using a trained model, a highly accurate service GRP 423 can be obtained by having the model learn information from a large number of advertising campaigns.

The communication unit 412 transmits the advertising request information 421 and the service GRP 423 to the terminal device 303, which displays the advertising request information 421 and the service GRP 423 on its screen. The advertising agency staff member checks the displayed advertising request information 421 and the service GRP 423 and uses the terminal device 303 to transmit design instructions to the server 302.

When the communication unit 412 receives the planning instruction, it transmits the advertising request information 421 and the service GRP 423 to the server 304. This requests the broadcast station to plan a broadcast schedule.

The broadcasting station staff calculates the total GRP by adding the service GRP 423 to the order GRP included in the received advertising request information 421, and determines the time slot for broadcasting commercials so that the total GRP is achieved. The broadcasting station staff then creates a broadcast schedule using terminal device 305 and transmits the broadcast schedule to server 302 via server 304. The total GRP is an example of the total advertising contact amount obtained by adding the second advertising contact amount to the first advertising contact amount.

When the communication unit 412 receives the broadcast schedule, it transmits the received broadcast schedule to the terminal device 303. The advertising agency representative uses the terminal device 303 to check the broadcast schedule and transmits the broadcast schedule to the terminal device 301 via the server 302.

The advertising agency staff can also revise the received broadcast schedule. In this case, the advertising agency staff sends the revision information to server 304 via server 302. This requests the broadcast station to revise the broadcast schedule.

The broadcasting station staff creates a revised broadcast schedule by editing the broadcast schedule based on the received revision information, and transmits the revised broadcast schedule to server 302 via server 304. The advertising agency staff uses terminal device 303 to check the received revised broadcast schedule.

The advertising agency does not need to notify the broadcast station of the advertising request information 421 and the service GRP 423 at the same time. The advertising agency can notify the broadcast station of the advertising request information 421 first, and then notify the service GRP 423 a predetermined number of days before the start date of the advertising campaign. In this case, the control unit 413 calculates the service GRP 423 on a day that is after the order date and a predetermined number of days before the start date.

For example, if sales of commercial time slots on the campaign start date end three or two business days before the start date, the specified number of days before the start date may be four business days before the start date. By calculating service GRP423 four business days before the start date, the status of available time slots immediately before sales of commercial time slots end can be reflected in service GRP423.

When the communication unit 412 receives a design instruction from the terminal device 303, it first sends only the advertising request information 421 to the server 304. Then, when the service GRP 423 is calculated for the day a predetermined number of days before the start date, the communication unit 412 sends the service GRP 423 to the server 304.

Figure 8 shows an example of a service GRP 423 calculated four business days before the start date. The campaign start date, one month before, 1.5 months before, and two months before in Figure 8 are the same as those in Figure 1. One day before represents one business day before the campaign start date, two days before represents two business days before the campaign start date, three days before represents three business days before the campaign start date, and four days before represents four business days before the campaign start date.

In this example, the service GRP 423 is calculated using available slot information 422 from four days in advance and notified to the broadcasting station. If the length of the preparation period P2 is 30 days or more but less than 45 days, the proportion of the service GRP 423 is 10%, and if the length of the preparation period P2 is 45 days or more but less than 60 days, the proportion of the service GRP 423 is 20%. If the length of the preparation period P2 is 60 days or more, the proportion of the service GRP 423 is 30%.

When operating service GRP423, the following conditions can be applied, for example:

(A1) For each broadcasting station, an upper limit is set on the number of customers to whom the service GRP 423 is applied.
(A2) An upper limit of the slot utilization rate is set for each broadcasting station, and once the slot utilization rate reaches the upper limit, the service GRP 423 is not applied.
(A3) The customer cannot cancel the request or change the period.
(A4) If the order amount is equal to or greater than a predetermined amount, the customer is notified of the broadcast schedule early.

According to the planning system of Figure 3, by requesting commercial broadcasting from an advertising agency at least a predetermined period prior to the start date of the advertising campaign, a client can obtain more GRP than the ordered GRP that can be purchased for the quoted price. The earlier a commercial broadcasting request is made, the more service GRP 423 is added to the ordered GRP, improving the reach and frequency of the commercial broadcast, encouraging early requests from clients. For clients who have a set annual commercial broadcasting plan as part of their marketing strategy, making an early request is easy.

By receiving commercial broadcast requests from each customer earlier, broadcasters can confirm already sold commercial time slots earlier, increasing sales revenue and making effective use of available time slots for customers.

Advertising agencies can actively create spot markets and ensure a stable profit base. They can take the initiative with clients who make late requests, and can offer their clients services that differ from broadcaster-led projects such as smart ad sales.

If the GRP corresponding to an available time slot within broadcast period P1 is smaller than service GRP 423 and it is difficult to secure service GRP 423, the advertising agency may award service GRP 423 to the customer as bonus points. In this case, the advertising agency will add service GRP 423 according to the points submitted by the customer during an advertising campaign conducted during the off-season.

In addition, server 302 may use TRP (Target Rating Point), time-shifted viewing rate, etc. instead of GRP as the first to third advertising exposure amounts. For example, if server 302 assigns service TRP instead of service GRP 423, the customer can also acquire service TRP by specifying the TRP of a visitor they wish to convert on the website.

Figure 9 is a flowchart showing an example of advertising control processing performed by the server 302 in Figure 4. First, the communication unit 412 receives advertising request information 421 from the terminal device 301 (step 901), and then receives available slot information 422 from the server 304 (step 902).

Next, the control unit 413 identifies the broadcast period P1 from the start date to the end date included in the advertising request information 421 (step 903), and identifies the preparation period P2 from the order date to the start date included in the advertising request information 421 (step 904). The control unit 413 then calculates the service GRP 423 using the length of the preparation period P2, the available slot information 422, and the order GRP included in the advertising request information 421 (step 905).

Next, the communication unit 412 transmits the advertising request information 421 and the service GRP 423 to the terminal device 303 (step 906) and receives design instructions from the terminal device 303 (step 907).

Next, the communication unit 412 transmits the advertising request information 421 and the service GRP 423 to the server 304 (step 908), and receives a broadcast schedule created based on the order GRP and the service GRP 423 from the server 304 (step 909). The communication unit 412 then transmits the broadcast schedule to the terminal device 303 and the terminal device 301 (step 910).

The configuration of the advertising control device 201 in Figure 2 is merely an example, and some of the components may be omitted or modified depending on the use or conditions of the advertising control device 201. The configurations of the creation system in Figure 3 and the server 302 in Figure 4 are merely examples, and some of the components may be omitted or modified depending on the use or conditions of the creation system.

The flowchart in Figure 9 is only an example, and some processing may be omitted or modified depending on the configuration or conditions of the drafting system.

The ordering timing for the advertising campaign shown in Figure 1 and the calculation timing for service GRP 423 shown in Figure 8 are merely examples, and the ordering timing and calculation timing will vary depending on the advertising campaign. The calculation method for service GRP 423 shown in Figures 5 to 7 are merely examples, and other calculation methods may be used depending on the configuration or conditions of the planning system.

Figure 10 shows an example hardware configuration of an information processing device (computer) used as the advertising control device 201 in Figure 2 and the server 302 in Figure 4. The information processing device in Figure 10 includes a CPU (Central Processing Unit) 1001, memory 1002, input device 1003, output device 1004, auxiliary storage device 1005, media drive device 1006, and network connection device 1007. These components are hardware and are connected to each other via a bus 1008.

Memory 1002 is a semiconductor memory such as ROM (Read Only Memory), RAM (Random Access Memory), or flash memory, and stores programs and data used in processing. Memory 1002 may operate as memory unit 211 in FIG. 2 or memory unit 411 in FIG. 4.

The CPU 1001 (processor) operates as the control unit 212 in FIG. 2 by, for example, executing a program using the memory 1002. The CPU 1001 also operates as the control unit 413 in FIG. 4 by executing a program using the memory 1002.

The input device 1003 is, for example, a keyboard, pointing device, etc., and is used to input instructions or information from an operator or user. The output device 1004 is, for example, a display device, printer, speaker, etc., and is used to output inquiries or instructions to an operator or user, and processing results. The processing results may be a broadcast schedule created based on the ordering GRP and service GRP 423.

The auxiliary storage device 1005 may be, for example, a magnetic disk device, an optical disk device, a magneto-optical disk device, a tape device, or the like. The auxiliary storage device 1005 may also be a hard disk drive or a solid state drive (SSD). The information processing device can store programs and data in the auxiliary storage device 1005 and load them into the memory 1002 for use. The auxiliary storage device 1005 may operate as the storage unit 211 in FIG. 2 or the storage unit 411 in FIG. 4.

The medium drive device 1006 drives the portable recording medium 1009 and accesses its recorded contents. The portable recording medium 1009 is a memory device, flexible disk, optical disk, magneto-optical disk, etc. The portable recording medium 1009 may also be a CD-ROM (Compact Disk Read Only Memory), a DVD (Digital Versatile Disk), a USB (Universal Serial Bus) memory, etc. An operator or user can store programs and data on the portable recording medium 1009 and load them into the memory 1002 for use.

In this way, the computer-readable recording medium that stores the programs and data used in the processing is a physical (non-transitory) recording medium such as memory 1002, auxiliary storage device 1005, or portable recording medium 1009.

The network connection device 1007 is a communication interface circuit connected to the communication network 306 and performs data conversion associated with communication. The information processing device receives programs and data from external devices via the network connection device 1007 and can load them into the memory 1002 for use. The network connection device 1007 may operate as the communication unit 412 in Figure 4.

Note that the information processing device does not need to include all of the components shown in Figure 10, and some components may be omitted depending on the application or conditions. For example, if an interface with an operator or user is not required, the input device 1003 and output device 1004 may be omitted. If the portable recording medium 1009 or communication network 306 is not used, the media drive device 1006 or network connection device 1007 may be omitted.

The terminal device 301, terminal device 303, server 304, and terminal device 305 in Figure 3 can be information processing devices similar to those in Figure 10.

While the disclosed embodiments and their advantages have been described in detail, those skilled in the art will recognize that various modifications, additions, and omissions may be made without departing from the scope of the present invention, as clearly set forth in the claims.

201 Advertising control device 211, 411 Storage unit 212, 413 Control unit 221, 421 Advertising request information 301, 303, 305 Terminal device 302, 304 Server 306 Communication network 412 Communication unit 422 Available slot information 423 Service GRP
1001 CPU
1002 Memory 1003 Input device 1004 Output device 1005 Auxiliary storage device 1006 Media drive device 1007 Network connection device 1008 Bus 1009 Portable recording medium

Claims (5)

a storage unit that stores advertising request information including a request date when a client requests advertising broadcasting, a start date of the advertising broadcasting, and a first advertising contact amount that indicates a broadcast contact amount of the advertising broadcasting designated by the client;
a control unit that calculates a second advertisement contact amount indicating a broadcast contact amount to be added to the first advertisement contact amount by a broadcaster that broadcasts the advertisement by performing any one of a first process, a second process, a third process, a fourth process, a fifth process, and a sixth process using a period from the request date to the start date;
Equipped with
the first processing is a processing for calculating the second advertising contact amount by selecting a ratio corresponding to a combination of a range to which the period from the request date to the broadcast start date belongs and a range to which the slot utilization rate of the broadcaster belongs from ratios corresponding to combinations of each of a plurality of ranges obtained by dividing into a plurality of ranges the range of the period from the broadcast request date to the broadcast start date into a plurality of ranges and each of a plurality of ranges obtained by dividing into a plurality of ranges the range of the ratio of the sold time slots to all time slots within a specific period,
the second process is a process of calculating the second advertisement contact amount, which is proportional to the product of a period from the request date to the start date and the reciprocal of a time slot utilization rate of the broadcaster;
the third process is a process of selecting a ratio corresponding to a combination of a range to which the period from the request date to the broadcast start date belongs and a range to which the broadcast contact amount of an available time slot of the broadcaster belongs from ratios associated with combinations of each of a plurality of ranges obtained by dividing the range of the period from the broadcast request date to the broadcast start date into a plurality of ranges and each of a plurality of ranges obtained by dividing the range of the broadcast contact amount of an available time slot within the specific period into a plurality of ranges, and multiplying the first advertisement contact amount by the selected ratio, thereby calculating the second advertisement contact amount;
the fourth process is a process of calculating the second advertisement contact amount, which is proportional to the product of the period from the request date to the start date and the broadcast contact amount of the vacant time slot of the broadcaster;
the fifth process is a process of selecting a ratio corresponding to a combination of a range to which the period from the request date to the broadcast start date belongs, a range to which the broadcaster's slot utilization rate belongs, and a range to which the order amount for the advertising broadcast belongs from among ratios associated with combinations of each of a plurality of ranges obtained by dividing into a plurality of ranges the range of the period from the broadcast request date to the broadcast start date, each of a plurality of ranges obtained by dividing into a plurality of ranges the range of the ratio of sold time slots to all time slots within the specific period, and each of a plurality of ranges obtained by dividing into a plurality of ranges the range of the order amount, and multiplying the first advertising contact amount by the selected ratio, thereby calculating the second advertising contact amount;
the sixth process is a process of calculating the second advertising contact amount from the period from the request date to the start date, the order amount of the advertising broadcast, and available time slot information of the broadcaster, using a trained model generated by machine learning using information on each of a plurality of advertising campaigns as training data;
The broadcaster's time slot utilization rate represents the ratio of sold time slots to all time slots held by the broadcaster within the specified period;
The broadcast contact amount of the vacant time slot of the broadcaster represents the broadcast contact amount of the vacant time slot that the broadcaster has within the specific period;
The order amount of the advertising broadcast represents an order amount of the advertising broadcast requested by the client,
The information about each of the plurality of advertising campaigns includes a period from a request date to a start date of the advertising campaign, an order amount for the advertising campaign, and available slot information within the advertising campaign period;
The order amount of the advertising broadcast represents the first advertising contact amount or the order amount of the advertising broadcast,
The available time slot information of the broadcaster indicates the utilization rate of the time slot of the broadcaster or the broadcast contact amount of the available time slot of the broadcaster,
The order volume of the advertising campaign represents the broadcast contact volume of the advertising broadcast designated by the client of the advertising campaign or the order amount of the advertising broadcast in the advertising campaign;
The available time slot information within the advertising campaign period represents a ratio of sold time slots to all time slots within the advertising campaign period, or an amount of broadcast contact for available time slots within the advertising campaign period.
An advertisement control device characterized by : The advertisement control device according to claim 1 , wherein the control unit calculates the second advertisement contact amount on a day that is after the request date and a predetermined number of days before the start date. 3. The advertising control device according to claim 1, further comprising a communication unit that transmits the first advertising contact amount and the second advertising contact amount to the broadcaster's information processing device and receives from the broadcaster's information processing device a broadcast schedule that is created based on a total advertising contact amount obtained by adding the second advertising contact amount to the first advertising contact amount. acquiring the request date and the start date from advertising request information including a request date when a client requests advertising broadcasting, a start date of the advertising broadcasting, and a first advertising contact amount indicating a broadcast contact amount of the advertising broadcasting designated by the client;
calculating a second advertisement contact amount indicating a broadcast contact amount to be added to the first advertisement contact amount by a broadcaster that broadcasts the advertisement by performing any one of a first process, a second process, a third process, a fourth process, a fifth process, and a sixth process using the period from the request date to the start date ;
The computer executes the processing ,
the first processing is a processing for calculating the second advertising contact amount by selecting a ratio corresponding to a combination of a range to which the period from the request date to the broadcast start date belongs and a range to which the slot utilization rate of the broadcaster belongs from ratios corresponding to combinations of each of a plurality of ranges obtained by dividing into a plurality of ranges the range of the period from the broadcast request date to the broadcast start date into a plurality of ranges and each of a plurality of ranges obtained by dividing into a plurality of ranges the range of the ratio of the sold time slots to all time slots within a specific period,
the second process is a process of calculating the second advertisement contact amount, which is proportional to the product of a period from the request date to the start date and the reciprocal of a time slot utilization rate of the broadcaster;
the third process is a process of selecting a ratio corresponding to a combination of a range to which the period from the request date to the broadcast start date belongs and a range to which the broadcast contact amount of an available time slot of the broadcaster belongs from ratios associated with combinations of each of a plurality of ranges obtained by dividing the range of the period from the broadcast request date to the broadcast start date into a plurality of ranges and each of a plurality of ranges obtained by dividing the range of the broadcast contact amount of an available time slot within the specific period into a plurality of ranges, and multiplying the first advertisement contact amount by the selected ratio, thereby calculating the second advertisement contact amount;
the fourth process is a process of calculating the second advertisement contact amount, which is proportional to the product of the period from the request date to the start date and the broadcast contact amount of the vacant time slot of the broadcaster;
the fifth process is a process of selecting a ratio corresponding to a combination of a range to which the period from the request date to the broadcast start date belongs, a range to which the broadcaster's slot utilization rate belongs, and a range to which the order amount for the advertising broadcast belongs from among ratios associated with combinations of each of a plurality of ranges obtained by dividing into a plurality of ranges the range of the period from the broadcast request date to the broadcast start date, each of a plurality of ranges obtained by dividing into a plurality of ranges the range of the ratio of sold time slots to all time slots within the specific period, and each of a plurality of ranges obtained by dividing into a plurality of ranges the range of the order amount, and multiplying the first advertising contact amount by the selected ratio, thereby calculating the second advertising contact amount;
the sixth process is a process of calculating the second advertising contact amount from the period from the request date to the start date, the order amount of the advertising broadcast, and available time slot information of the broadcaster, using a trained model generated by machine learning using information on each of a plurality of advertising campaigns as training data;
The broadcaster's time slot utilization rate represents the ratio of sold time slots to all time slots held by the broadcaster within the specified period;
The broadcast contact amount of the vacant time slot of the broadcaster represents the broadcast contact amount of the vacant time slot that the broadcaster has within the specific period;
The order amount of the advertising broadcast represents an order amount of the advertising broadcast requested by the client,
The information about each of the plurality of advertising campaigns includes a period from a request date to a start date of the advertising campaign, an order amount for the advertising campaign, and available slot information within the advertising campaign period;
The order amount of the advertising broadcast represents the first advertising contact amount or the order amount of the advertising broadcast,
The available time slot information of the broadcaster indicates the utilization rate of the time slot of the broadcaster or the broadcast contact amount of the available time slot of the broadcaster,
The order volume of the advertising campaign represents the broadcast contact volume of the advertising broadcast designated by the client of the advertising campaign or the order amount of the advertising broadcast in the advertising campaign;
The available time slot information within the advertising campaign period represents a ratio of sold time slots to all time slots within the advertising campaign period, or an amount of broadcast contact for available time slots within the advertising campaign period.
An advertisement control method comprising: acquiring the request date and the start date from advertising request information including a request date when a client requests advertising broadcasting, a start date of the advertising broadcasting, and a first advertising contact amount indicating a broadcast contact amount of the advertising broadcasting designated by the client;
calculating a second advertisement contact amount indicating a broadcast contact amount to be added to the first advertisement contact amount by a broadcaster that broadcasts the advertisement by performing any one of a first process, a second process, a third process, a fourth process, a fifth process, and a sixth process using the period from the request date to the start date ;
Have the computer execute the process ,
the first processing is a processing for calculating the second advertising contact amount by selecting a ratio corresponding to a combination of a range to which the period from the request date to the broadcast start date belongs and a range to which the slot utilization rate of the broadcaster belongs from ratios corresponding to combinations of each of a plurality of ranges obtained by dividing into a plurality of ranges the range of the period from the broadcast request date to the broadcast start date into a plurality of ranges and each of a plurality of ranges obtained by dividing into a plurality of ranges the range of the ratio of the sold time slots to all time slots within a specific period,
the second process is a process of calculating the second advertisement contact amount, which is proportional to the product of a period from the request date to the start date and the reciprocal of a time slot utilization rate of the broadcaster;
the third process is a process of selecting a ratio corresponding to a combination of a range to which the period from the request date to the broadcast start date belongs and a range to which the broadcast contact amount of an available time slot of the broadcaster belongs from ratios associated with combinations of each of a plurality of ranges obtained by dividing the range of the period from the broadcast request date to the broadcast start date into a plurality of ranges and each of a plurality of ranges obtained by dividing the range of the broadcast contact amount of an available time slot within the specific period into a plurality of ranges, and multiplying the first advertisement contact amount by the selected ratio, thereby calculating the second advertisement contact amount;
the fourth process is a process of calculating the second advertisement contact amount, which is proportional to the product of the period from the request date to the start date and the broadcast contact amount of the vacant time slot of the broadcaster;
the fifth process is a process of selecting a ratio corresponding to a combination of a range to which the period from the request date to the broadcast start date belongs, a range to which the broadcaster's slot utilization rate belongs, and a range to which the order amount for the advertising broadcast belongs from among ratios associated with combinations of each of a plurality of ranges obtained by dividing into a plurality of ranges the range of the period from the broadcast request date to the broadcast start date, each of a plurality of ranges obtained by dividing into a plurality of ranges the range of the ratio of sold time slots to all time slots within the specific period, and each of a plurality of ranges obtained by dividing into a plurality of ranges the range of the order amount, and multiplying the first advertising contact amount by the selected ratio, thereby calculating the second advertising contact amount;
the sixth process is a process of calculating the second advertising contact amount from the period from the request date to the start date, the order amount of the advertising broadcast, and available time slot information of the broadcaster, using a trained model generated by machine learning using information on each of a plurality of advertising campaigns as training data;
The broadcaster's time slot utilization rate represents the ratio of sold time slots to all time slots held by the broadcaster within the specified period;
The broadcast contact amount of the vacant time slot of the broadcaster represents the broadcast contact amount of the vacant time slot that the broadcaster has within the specific period;
The order amount of the advertising broadcast represents an order amount of the advertising broadcast requested by the client,
The information about each of the plurality of advertising campaigns includes a period from a request date to a start date of the advertising campaign, an order amount for the advertising campaign, and available slot information within the advertising campaign period;
The order amount of the advertising broadcast represents the first advertising contact amount or the order amount of the advertising broadcast,
The available time slot information of the broadcaster indicates the utilization rate of the time slot of the broadcaster or the broadcast contact amount of the available time slot of the broadcaster,
The order volume of the advertising campaign represents the broadcast contact volume of the advertising broadcast designated by the client of the advertising campaign or the order amount of the advertising broadcast in the advertising campaign;
The available time slot information within the advertising campaign period represents a ratio of sold time slots to all time slots within the advertising campaign period, or an amount of broadcast contact for available time slots within the advertising campaign period.
An advertisement control program comprising :