JP2017004518A - Advertisement distribution system and method, as well as program - Google Patents

Abstract

PROBLEM TO BE SOLVED: To establish a technology that supports to appropriately achieve an amount of reach target set by advertisers about frequency and reach of CMs such as a product and the like.SOLUTION: A reach rate prediction unit 83 is configured to acquire an amount of reach target set by advertisers, and an actual data reception unit 81 is configured to acquire a current amount of achievement to be obtained from panel data. The reach rate prediction unit 83 is configured to calculate a prediction TV CM reach rate when a campaign period is ended from the current amount of achievement, a campaign lapse period and campaign residual period on the basis of achievement data on a past TV CM. A reach population prediction unit 87 is configured to calculate prediction TV CM reach from the prediction TV CM reach rate, and demographic information for target attribute. A complementary distribution-amount calculation unit 92 is configured to set an amount of digital complementary target on the basis of a difference between the amount of reach target and a prediction TV CM reach population, and calculate prediction digital CM reach when the campaign period is ended.SELECTED DRAWING: Figure 18

Description

  The present invention relates to an advertisement distribution system and method, and a program.

  Conventionally, as commercials for a predetermined product or service (hereinafter referred to as “product etc.”), a CM based on TV broadcasting (hereinafter referred to as “TVCM”) and a CM via a network (hereinafter referred to as “digital CM”). (Refer to Patent Document 1, for example).

JP 2009-163425 A

  Conventionally, however, TV commercials and digital commercials are managed separately, and in either case, the number of contact of a predetermined product or the like (hereinafter referred to as “frequency”) and the number of viewers (hereinafter referred to as “reach”). It is difficult to achieve the target amount set by the advertiser.

  The present invention has been made in view of such circumstances, and establishes a technology that supports appropriately achieving the target amount set by the advertiser for the frequency and reach of commercials and the like. With the goal.

The advertisement distribution system according to the first aspect of the present invention includes:
A first acquisition means for acquiring a target amount set by the advertiser for the frequency and reach of the CM of the product or service;
Second acquisition means for acquiring a current performance amount obtained from the viewing history and metadata about the TVCM;
First setting means for setting a digital complementary target amount, which is a target amount of frequency and reach of digital CM, based on a difference between the reached target amount and the current actual amount;
Second setting means for setting a digital distribution target of the digital CM based on the digital complementary target amount;
Is provided.

The current actual amount is an actual amount based on panel data.
Can be.

The current performance amount is a performance amount based on a TV viewing history transmitted from a viewer's television receiver via a network connection device and a network.
Can be.

  The advertisement distribution method and program according to the first aspect of the present invention are a method and program corresponding to the above-described advertisement distribution system according to the first aspect of the present invention.

The advertisement distribution system according to the second aspect of the present invention includes:
A first acquisition means for acquiring a target amount set by the advertiser for the frequency and reach of the CM of the product or service;
Second acquisition means for acquiring a current performance amount obtained from the viewing history and metadata about the TVCM;
A third acquisition means for acquiring, as the TV viewing history, a TV viewing history transmitted from a viewer's television receiver via a network connection device and a network in association with an IP address of the network connection device;
Setting means for setting the distribution target of the digital CM in units of the IP address based on the target amount, the current actual amount, and the TV viewing history;
An advertisement distribution system comprising:

  The advertisement distribution method and program of the second aspect of the present invention are a method and program corresponding to the above-described advertisement distribution system of the second aspect of the present invention.

The advertisement distribution system according to the third aspect of the present invention includes:
A first acquisition means for acquiring a target amount set by the advertiser for the frequency and reach of the CM of the product or service;
Second acquisition means for acquiring a current performance amount obtained from the viewing history and metadata about the TVCM;
TVCM reach rate predicting means for calculating a predicted TVCM reach rate at the end of the campaign period from the current actual amount, the campaign elapsed period, and the remaining campaign period based on the past TVCM record data;
A predicted TVCM reach calculating means for calculating a predicted TVCM reach from the predicted TVCM reach rate and demographic information for each target attribute;
A digital complementary target amount setting means for setting a digital complementary target amount that is a target amount of the frequency and reach of digital CM based on the difference between the reached target amount and the predicted TVCM reach population;
A digital CM reach prediction means for calculating a predicted digital CM reach for the digital CM at the end of the campaign period;
Digital CM distribution planning means for planning distribution of the digital CM based on the digital complementary target amount and the predicted digital CM reach;
An advertisement distribution system comprising:
The advertisement distribution method and program of the third aspect of the present invention are a method and program corresponding to the above-described advertisement distribution system of the third aspect of the present invention.

  ADVANTAGE OF THE INVENTION According to this invention, the technique which assists achieving appropriately the target amount set by the advertiser about the frequency and reach of CM, such as goods, can be established.

It is a block diagram which shows the structure of the advertisement delivery system which concerns on one Embodiment of this invention. It is a block diagram which shows the hardware constitutions of the server which concerns on one Embodiment of this invention among the advertisement delivery systems of FIG. It is a functional block diagram which shows the functional structural example of each server of FIG. It is a flowchart explaining an example of the flow of the reach | attainment target setting process of the server which has a functional structure of FIG. It is a figure which shows the structure of the database which the panel data server which concerns on one Embodiment of this invention among the advertisement delivery systems of FIG. 1 stores. It is a figure which shows the specific example of the total result for every FQ which the television maker log server which concerns on one Embodiment of this invention among the advertisement delivery systems of FIG. 1 transmits. It is a figure which shows the specific example of the complementation target which the service provision server which concerns on one Embodiment of this invention among the advertisement delivery systems of FIG. 1 acquires. It is a flowchart explaining an example of the flow of the delivery object segment creation process of the server which has a functional structure of FIG. It is a figure which shows the specific example of CM viewing history which the television maker log server concerning one Embodiment of this invention transmits among the advertisement delivery systems of FIG. It is a figure which shows the structure of the database which the distribution object segment creation server which concerns on one Embodiment of this invention stores among the advertisement delivery systems of FIG. It is a figure which shows the structure of the database which the distribution object segment creation server which concerns on one Embodiment of this invention stores among the advertisement delivery systems of FIG. It is a figure which shows the structure of the database which the distribution object segment creation server which concerns on one Embodiment of this invention stores among the advertisement delivery systems of FIG. It is a flowchart explaining an example of the flow of the delivery destination planning process of the server which has a functional structure of FIG. It is a figure which shows the specific example of the delivery setting which the service provision server which concerns on one Embodiment of this invention among the advertisement delivery systems of FIG. 1 hold | maintains. It is a figure which shows the procedure of the request / response in the digital CM delivery implementation stage between each server in the advertisement delivery system of FIG. It is a figure which shows the specific example of the total result which the total result output server which concerns on one Embodiment of this invention outputs among the advertisement delivery systems of FIG. It is a figure explaining an example of the data flow in the advertisement delivery system of FIG. It is a functional block diagram which shows the functional structural example of the service provision server which concerns on 3rd embodiment of this invention. It is a flowchart explaining an example of the flow of the delivery plan creation process of the service provision server which has a functional structure of FIG. It is a flowchart explaining an example of the flow of the delivery plan correction process of the service provision server which has a functional structure of FIG. It is a figure which shows the structure of the database which the service provision server which has a functional structure of FIG. 18 stores. It is a figure which shows the specific example of the actual data which are the viewing performance amount of TVCM which the service provision server which has a functional structure of FIG. 18 receives. It is a figure which shows the specific example of the delivery performance amount of digital CM which the service provision server which has a functional structure of FIG. 18 receives. It is a figure which shows the specific example of the substantial complementation rate which the service provision server which has a functional structure of FIG. 18 acquires.

  Hereinafter, embodiments of the present invention will be described with reference to the drawings.

FIG. 1 shows a configuration of an advertisement distribution system according to an embodiment of the present invention.
The advertisement distribution system shown in FIG. 1 includes a panel data server 10, a metadata server 11, a television maker log server 12, a distribution target segment creation server 13, a service providing server 14, and a DSP (demand side platform) server 15. And a 3PAS server 16, a totaling result output server 17, an individual advertisement server 18, and a monitor log server 19. Each of the panel data server 10 to the monitor log server 19 is connected to each other via a predetermined network N such as the Internet.

The panel data server 10 is a server managed by the TV audience rating investigator, and obtains viewing history data (hereinafter referred to as “panel data”) from a measuring device connected to the television receiver of the survey cooperating household. Manage.
The measuring device shall have the function of collecting viewing history individually for a plurality of residents in the survey cooperation household. Moreover, since the television audience rating investigator knows the demographic information of each resident in advance, the number of viewers can be specified from the panel data by age, for example.
Here, not all of the houses H1 to HN (assuming that N is the total number of households) in FIG. 1 are survey cooperation households, and some households are survey cooperation households. That is, the total number of residents of the survey cooperating households is the number of samples that are considered to be statistically reliable, and by combining with demographic information, the number of viewers nationwide can be estimated.

The metadata server 11 is a server managed by a metadata creator, and acquires and manages metadata. Here, the metadata referred to in the present embodiment refers to information including at least a program for each channel and each broadcast time zone of the television CM.
The metadata is provided to the panel data server 10 and the TV maker log server 12 described later.
By combining metadata and panel data, for example, it is possible to grasp the number of reach for each frequency for a specific TVCM by age.

The TV maker log server 12 is a server managed by the TV maker log provider, and acquires and manages the TV viewing history of all households in the houses H1 to HN. That is, the television receiver log is received in each of the houses H1 to HN. A viewing history for the television receiver H10 is transmitted from the router H11 connected to the device H10 via the network N to the television manufacturer that manufactured and sold the television receiver H10. That is, the television maker accumulates and holds the viewing history transmitted from the television receiver H10 manufactured in-house via the router H11 and the network N.

Thus, since the viewing history (hereinafter referred to as “TV viewing history”) held by the television manufacturer is transmitted via the network N, the IP address of the transmission source router H11 is associated therewith.
Here, the router also communicates with the network N using the same IP address for information communication devices other than the television receiver H10 (smartphone H121, smartphone H122, and PCH13 in the example of FIG. 1). .
For this reason, when information communication is performed via the router H11 in a predetermined house among the houses H1 to HN, the IP address used for the information communication is TV regardless of the terminal that performed the information communication. It matches the one associated with the viewing history.

The TV manufacturer log provider purchases data indicating the broadcast time zone of TVCM for each channel from the metadata creator described above.
For this reason, the TV manufacturer log provider can grasp the number of reach for each frequency (however, in units of households of the houses H1 to HN) for a specific TVCM by combining the data and the TV viewing history. It is.

The distribution target segment creation server 13 is a server managed by a public DMP (data management platform) vendor, and creates a distribution target segment.
Public DMP vendors aggregate and hold audience data of various websites, and also hold correspondence lists of Cookies and IP addresses.
The distribution target segment is a collection of Cookies held by a public DMP vendor for each predetermined item. A collection is created for each audience data item used for the distribution target person condition for each FQ for each product, etc. for each advertiser.

The service providing server 14 is a server managed by the TV broadcast linked service provider.
The TV broadcast linked service provider is a person who provides a service that supports the appropriate flow of CMs of predetermined products, etc. by linking TV broadcast and information transmission through the network N. In other words, there are TV commercials and digital commercials as CMs for predetermined products.

Here, for commercials such as predetermined products, the target amount is set by the advertiser for frequency and reach. In the present embodiment, the number of people reaching the designated number of contacts is presented as the target amount to be reached. The designated number of contacts reaches the number of times the number of contacts for the CM designated by the advertiser has reached the number set by the advertiser.
In order to reach this target amount, the service provider provides a service that requires not only TVCM but also digital CM.

Accordingly, the service providing server 14 determines the current actual amount (TVCM) obtained from the viewing history (TV viewing history obtained through the panel data or the network N) and metadata regarding the frequency and reach of the CM of the product or the like. Achievable amount by). As the current performance amount, in the present embodiment, the performance value of the reach number for each frequency for the TVCM is adopted.
The service providing server 14 determines the frequency and reach target amounts of digital CM (hereinafter referred to as “reach target amount”) based on the difference between the target target amount (number of people who have reached the specified number of contacts) and the current actual amount (the actual value of the reach number for each frequency). , “Referred to as“ digital supplement target amount ”), and a distribution target (hereinafter, particularly referred to as“ digital distribution target ”).

For the setting of the digital distribution target, a distribution target segment is used as appropriate.
The service providing server 14 supports processing for distributing the digital CM over the network N based on the setting contents.
Although the way of support is not particularly limited, for example, the TV broadcast linked service provider can link the service providing server 14 and the distribution target segment creation server 13 so that the digital supplement target amount can be achieved. Plan distribution of digital CM.
Alternatively, the TV broadcast linked service provider obtains the TV viewing history and the IP address of the network connection device in association with each other by linking the service providing server 14 and the distribution target segment creating server 13, and the above-described reach target The digital distribution target can be set in units of IP addresses based on the amount, the current actual amount, and the TV viewing history. In this case, for example, there is a planning in which a digital CM is distributed to a viewer who has already seen a TVCM a predetermined number of times (specifically, a person who has already seen a TVCM specified number of times, for example). it can. Such digital CM distribution is referred to as “second arrow” because it can be said to be distribution of a second arrow following one arrow in TVCM.

  Further, the TV broadcast linked service provider links the service providing server 14 and the distribution target segment creating server 13 and the service providing server 14 and the DSP server 15 to perform digital CM automatic bidding according to the planning result. .

The DSP server 15 is a server managed by a digital CM auction broker.
The digital CM auction mediator links the DSP server 15 with an SSP (supply side platform) (not shown) to realize RTB (real-time bidding) of the digital CM.

Specifically, the DSP server 15 transmits an RTB request to which a cookie received from an SSP (not shown) is added to a group of servers including the service providing server 14 that cooperate with each other.
The added cookie is converted into audience data by the distribution target segment creation server 13 and used for targeting.

The DSP server 15 receives each RTB response from the cooperation server group, and transmits only the RTB response which is the highest bid among them to the SSP (not shown).
If the RTB response is the highest bid received by an SSP (not shown), an advertisement distribution request is returned from the SSP (not shown), so the DSP server 15 sends an advertisement (digital) via the SSP (not shown). CM).
Thereby, the digital distribution target can be set based on the IP address, and for example, a digital CM different from the TV CM can be distributed. In this way, RTB (real-time bidding) of the second arrow digital CM succeeding one arrow in the TVCM is realized, and as a result, a high advertising effect can be obtained.
Also, RTB (real-time bidding) of a digital CM that can achieve the digital complementary target amount can be realized.

The 3PAS server 16 is a server managed by an Internet advertisement third party distributor.
The 3PAS server 16 obtains an advertisement distribution history (digital CM distribution history) in cooperation with the DSP server 15.
The 3PAS server 16 transmits the advertisement distribution history to the counting result output server 17.

The tabulation result output server 17 is a server managed by the Internet advertisement publisher.
The aggregation result output server 17 accumulates the advertisement distribution history transmitted from the 3PAS server 16.
The tabulation result output server 17 executes a process of tabulating the accumulated advertisement distribution history, and generates visualization data based on the tabulation result.

The individual advertisement server 18 is a server managed by an advertiser or an advertisement agent.
The individual advertisement server 18 distributes the digital CM in multichannel in cooperation with the distribution target segment creation server 13.
Thereby, the digital distribution target can be set based on the IP address, and for example, a digital CM different from the TV CM can be distributed. In this case, the individual advertisement server 18 can distribute the digital CM of the second arrow succeeding the first arrow in the TV CM using a technique such as e-mail, website, and retargeting.

The monitor log server 19 is a server managed by an online behavior investigator, and terminal information used by the monitor by referring to a cookie stored in a computer of an online behavior research collaborator (hereinafter referred to as “monitor”). And an action history (accessed URL, access time, digital CM viewing count, reference order, etc.) (hereinafter referred to as “monitor log”) are acquired and managed.
In addition, since the online behavior investigator knows the personal information of each monitor in advance, the panel data is received for the monitor that receives the personal information from the television audience rating researcher and is also a resident of the survey cooperating household. And monitor logs can be associated.
Here, it is not necessary for all the residents of the survey cooperation households to be monitors, and conversely, not all the monitors need to be residents of the survey cooperation households. .

  FIG. 2 is a block diagram showing a hardware configuration of the service providing server 14 as an embodiment of the server of the present invention in the advertisement distribution system of FIG.

  The service providing server 14 includes a CPU (Central Processing Unit) 51, a ROM (Read Only Memory) 52, a RAM (Random Access Memory) 53, a bus 54, an input / output interface 55, an output unit 56, and an input unit. 57, a storage unit 58, a communication unit 59, and a drive 60.

The CPU 51 executes various processes according to a program recorded in the ROM 52 or a program loaded from the storage unit 58 to the RAM 53.
The RAM 53 appropriately stores data necessary for the CPU 51 to execute various processes.

  The CPU 51, ROM 52, and RAM 53 are connected to each other via a bus 54. An input / output interface 55 is also connected to the bus 54. An output unit 56, an input unit 57, a storage unit 58, a communication unit 59 and a drive 60 are connected to the input / output interface 55.

The output unit 56 includes a speaker, a display unit, and the like, and outputs various types of information as images and sounds.
The input unit 57 includes a keyboard, a mouse, and the like, and inputs various information.
The storage unit 58 includes a hard disk, a DRAM (Dynamic Random Access Memory), and the like, and stores various data.
The communication unit 59 controls communication with other devices (such as the distribution target segment creation server 13 in the example of FIG. 1).

  The drive 60 is provided as necessary. A removable medium 71 made of a magnetic disk, an optical disk, a magneto-optical disk, a semiconductor memory, or the like is appropriately attached to the drive 60. The program read from the removable medium 71 by the drive 60 is installed in the storage unit 58 as necessary. The removable media 71 can also store various data stored in the storage unit 58 in the same manner as the storage unit 58.

  Although not shown, panel data server 10, metadata server 11, television maker log server 12, distribution target segment creation server 13, DSP (demand side platform) server 15, 3PAS server 16, aggregation result output server 17, individual It is assumed that the hardware configuration of the advertisement server 18 basically has the configuration shown in FIG.

  FIG. 3 is a functional block diagram illustrating an example of a functional configuration of each server such as the distribution target segment creation server 13.

  As shown in FIG. 3, the CPU 51 of the distribution target segment creation server 13 includes a distribution target condition reception unit 1311, a CM viewing history reception unit 1312, a distribution target segment creation unit 1313, and a distribution target segment sharing unit 1314. Function.

The distribution target condition receiving unit 1311 receives the distribution target person condition from the service providing server 14.
The distribution target person condition is a condition indicating a distribution target person of the digital CM, and is a condition constituted by items that DMP generally has as audience data. For example, a condition such as “lower limit age 13 years, upper limit age 39 years, female” can be adopted as the distribution target person condition.

The CM viewing history receiving unit 1312 receives the TV viewing history and the corresponding IP address from the television maker log server 12. The corresponding IP address is the IP address of the router H11 to which the television receiver H10 from which the TV viewing history is obtained is connected.
Specifically, the CM viewing history and the corresponding IP address include an advertiser, a product, etc., a frequency (the number of times of contact, hereinafter referred to as “FQ”), and a corresponding IP address.

FQ is the number of contacts for each IP address that has received the broadcast channel when the advertiser's product or the like is broadcast on TVCM.
The TV maker log server 12 combines the metadata indicating the broadcast time zone of the TVCM for each channel and the TV viewing history, whereby the FQ for the specific TVCM is determined for each IP address.

  The IP address cookie correspondence list DB 1321 records a huge amount of cookie accumulated as public DMP and its audience data. The audience data includes an IP address, and can be used as a correspondence list between the IP address and the cookie.

  The distribution target segment creation unit 1313 acquires the Cookie associated with the corresponding IP address received by the CM viewing history reception unit 1312 with reference to the IP address Cookie correspondence list DB 1321, and lists the advertiser, product, etc. for each FQ. To create a distribution target segment.

  The distribution target segment DB 1322 stores, for example, information (hereinafter referred to as “distribution target segment master”) including a segment ID, an advertisement ID, and an FQ (contact count), and information including a segment ID and a cookie (hereinafter, “ (Referred to as “distribution target segment member”).

The distribution target segment master and the distribution target segment member are associated by a segment ID.
Thereby, all the cookies for every FQ for every advertisement can be specified.
In addition, the distribution target segment creation unit 1313 extracts a viewing attribute cookie that matches the distribution target person condition accepted by the distribution target condition reception unit 1311.

The distribution target segment sharing unit 1314 shares the distribution target segment created by the distribution target segment creation unit 1313 with the service providing server 14 and the individual advertisement server 18.
Accordingly, it is possible to easily set a digital distribution target based on the digital complement target amount and a digital distribution target based on the IP address for the second arrow.

  Next, in the CPU 51 of the service providing server 14, a distribution target / reaching target receiving unit 1411, a totaling result receiving unit 1412, a complementary target setting unit 1413, an assumed acquired number of people calculation unit 1414, and a distribution destination set creation unit 1415 The RTB automatic bidding unit 1416 and the distribution target segment sharing unit 1417 function.

The distribution target / reaching target receiving unit 1411 receives the distribution target person condition and the reaching target amount (reach × FQ) set by the advertiser.
The distribution target person condition is specifically as described above.
Although the target amount is not specifically illustrated, the advertiser sets the target amount, for example, five times or more for 2,500,000 people.

The totaling result receiving unit 1412 further includes a totaling result receiving unit 14121 for each TV maker log FQ and / or a totaling result receiving unit 14122 for each panel data FQ.
The aggregation result for each FQ of the television maker log is received from the television maker log server 12 by the aggregation result receiving unit 14121 for each television maker log FQ.

The aggregate result for each FQ of the panel data is received from the panel data server 10 or the monitor log server 19 by the aggregate result receiving unit 14122 for each panel data FQ.
The TV maker log is a TV viewing history obtained by the TV maker via the network N.
Specifically, the panel data and / or television manufacturer log-by-FQ tabulation results are composed of FQ (number of contacts) and the number of reach per FQ (number of contacts).

In the case of the FQ tabulated result obtained by tabulating the panel data, the FQ is the number of times each person who has watched the broadcast channel when the TV commercial of the product or the like of the advertiser is broadcast.
The reach number (the number of contacts) is the estimated number of contacts calculated by multiplying the number of contacts for each FQ by the demographics.

The total result receiving unit 14122 for each panel data FQ may accept panel data associated with the monitor log from the monitor log server 19.
By doing in this way, in the complementary target setting part 1413 mentioned later, since a part can be processed based on a performance value, the target achievement level by digital CM delivery can be improved.

  Since the panel data server 10 has demographic information, for example, the total number of persons for each age and sex can be multiplied by demographics.

In the case of the aggregated results for each FQ obtained by compiling the TV maker logs, the FQ is the number of times for each household who has watched the broadcast channel when the commercial of the product of the advertiser is broadcast.
The number of contacts is the number of households per FQ.

The complementary target setting unit 1413 sets the digital complementary target amount based on the difference (insufficient number) of the current actual amount with respect to the reached target amount (reach × FQ). Here, as described above, as the current actual amount, at least the actual amount for TVCM is used at the first time, but when the digital complementary target amount is updated (when the complementary target amount is set after the second time). Digital CM may be used.
When the panel data FQ total result reception unit 14122 receives the panel data associated with the monitor log, the complementary target setting unit 1413 performs the performance for the digital CM in addition to the actual amount for the TVCM from the first time. Based on the amount, the digital complementary target amount can be set with high accuracy.
Specifically, the digital supplement target amount is, for example, the number of people who can satisfy the target amount determined based on the difference (the number of deficiencies) for each combination of one or more items normally provided in audience data such as gender and age and FQ Is a combination.

  The assumed acquisition number calculation unit 1414 calculates the assumed acquisition number corresponding to the distribution target person condition received by the distribution target / reaching target reception unit 1411 for each FQ and each distribution destination.

The distribution destination set creation unit 1415 creates a set of digital distribution targets that can reach the digital complementary target amount set by the complementary target setting unit 1413 from the assumed number of acquired persons, and stores it in the distribution destination data DB 1422.
The RTB automatic bidding unit 1416 receives the RTB request from the DSP server 15.

Then, the RTB automatic bidding unit 1416 determines whether or not to bid for the RTB request by referring to the distribution destination data DB 1422 in cooperation with the distribution target segment sharing unit 1417.
The distribution target segment sharing unit 1417 automatically and appropriately transmits a response to the RTB request from the DSP server 15, that is, an RTB response, to the DSP server 15.

The distribution target segment sharing unit 1417 shares the distribution target segment with the distribution target segment creation server 13.
The shared distribution target segment is used for automatic bidding in the RTB automatic bidding unit 1416.

Specifically, the RTB automatic bidding section 1416 acquires a cookie from the RTB request from the DSP server 15 and identifies a distribution target segment including the same cookie from all distribution target segments shared by the distribution target segment sharing section 1417. For example, for the purpose of reaching the digital complementary target amount, an RTB response is sent and a bid is made only when the distribution target segment has a low FQ.
In addition, although demonstrated here in the case of the objective of reaching | attaining a digital complement target amount, the same bidding is implement | achieved only by the case where it is the distribution object segment of a high FQ also in the case of the distribution objective of a 2 arrow, for example it can.

Next, in the CPU 51 of the 3PAS server 16, an advertisement distribution information receiving unit 1611, an advertisement distribution log management unit 1612, and an advertisement distribution log transmission unit 1613 function.
The advertisement distribution information receiving unit 1611 receives advertisement distribution information, which is actual information of digital CM distribution performed when the RTB response from the service providing server 14 is the highest bid, from the DSP server 15.

Specifically, the digital CM distribution result information includes an ID for identifying the date and time, an advertiser and a product, and a cookie and an IP address of the terminal that received the distribution when an advertisement content distribution server (not shown) distributes the advertisement content. Etc.
In response to an RTB request from the DSP server 15 to which, for example, a cookie belonging to a low FQ delivery target segment is sent, the RTB automatic bidding unit 1416 transmits an RTB response for bidding at the maximum price. As a result, the advertisement content is distributed in response to the advertisement distribution request made from the DSP server 15.

Moreover, although the above-described specific example has been described for the purpose of reaching the digital complementary target amount, the case of the purpose of delivery of a double arrow may be used. For example, an RTB automatic bidding unit 1416 transmits an RTB response for bidding at the maximum amount in response to an RTB request from the DSP server 15 to which a cookie belonging to a high FQ distribution target segment is sent from an advertisement content distribution server (not shown). As a result, the advertisement content may be distributed in response to the advertisement distribution request made from the DSP server 15.
Note that the service providing server 14 may also serve as the advertisement content distribution server.

The advertisement distribution log management unit 1612 manages the advertisement distribution information received by the advertisement distribution information receiving unit 1611 as an advertisement distribution log.
The advertisement distribution log transmission unit 1613 transmits the advertisement distribution log managed by the advertisement distribution log management unit 1612 to the aggregation result output server 17.

Next, in the CPU 51 of the tabulation result output server 17, an advertisement distribution log receiving unit 1711, a total reached number tabulating unit 1712, and a visualization processing unit 1713 function.
The advertisement distribution log receiving unit 1711 receives the advertisement distribution log from the television maker log server 12, the 3PAS server 17, and the individual advertisement server 18.
The advertisement distribution log receiving unit 1711 receives a monitor log from the monitor log server 19.

The total number of arrivals totaling unit 1712 analyzes the advertisement distribution log received by the advertisement distribution log receiving unit 1711 and totals the target amount reached (the number of people who have reached the specified number of contacts) in the total number of contact times in the TV CM and digital CM.
Further, the total number of arrivals totaling unit 1712 analyzes the monitor log received by the advertisement distribution log receiving unit 1711 and totals the target amount reached (the number of people who have reached the specified number of contact times) in the total number of contact times in the TV CM and digital CM. .

Note that the total number of arrivals totaling unit 1712 may count the number of arrivals for each total number of times of contact without being limited to the target amount of arrival (the number of specified contact times).
In addition, for example, in the case of the distribution of the second arrow after the achievement of the target, the CM viewing history receiving unit 1312 may receive a total result of the total number of contacts for each IP address as equivalent to the TV viewing history and the corresponding IP address.

The visualization processing unit 1713 performs visualization processing such as a target amount to reach (specified number of contact times reached).
Note that the visualization processing unit 1713 visualizes the number of people reached for each total number of contacts without being limited to the target amount of arrival (specified number of contacts reached), for example, the target person in the case of delivery of the second arrow after the goal is achieved. It may be visualized.

  Next, in the CPU 51 of the individual advertisement server 18, a distribution target segment sharing unit 1811, a multi-channel distribution execution unit 1812, and a log data transmission unit 1813 function.

The distribution target segment sharing unit 1811 shares the distribution target segment with the distribution target segment creation server 13.
The shared distribution target segment is used by the multi-channel distribution execution unit 1812 for multi-channel distribution.

The multi-channel distribution execution unit 1812 performs multi-channel distribution.
For the multi-channel distribution executed by the multi-channel distribution execution unit 1812, for example, e-mail transmission, website browsing enabled, retargeting advertisement distribution, and the like can be adopted.

Multi-channel distribution executed by the multi-channel distribution execution unit 1812 is performed based on audience data of distribution target segments shared by the distribution target segment sharing unit 1811.
Specifically, multi-channel distribution can be performed by, for example, extracting an e-mail address from audience data of a high FQ distribution target segment shared by the distribution target segment sharing unit 1811.

Further, for example, by matching the IP address of the website visiting terminal with the IP address included in the audience data of the high FQ distribution target segment, Cookie can be acquired and retargeting advertisement distribution can be performed.
In addition, although the case of the delivery purpose of the second arrow has been described here, for example, if a retargeting advertisement is delivered only in the case of a delivery target segment with a low FQ, multi-channel delivery for the purpose of reaching the digital complementary target amount is possible. realizable.

  The log data transmission unit 1813 transmits log data for multi-channel distribution to the total result output server 17.

The functional configurations of the distribution target segment creation server 13, the service providing server 14, the 3PAS server 16, the tabulation result output server 17, and the individual advertisement server 18 have been described above.
Next, referring to FIG. 8, the flow of processing of the distribution target segment creation server 13 having such a functional configuration is described with reference to FIGS. 4 and 13, the service providing server having such a functional configuration. The processing flow in the 14 digital CM distribution preparation stage will be described.

FIG. 4 is a flowchart for explaining the flow of the reaching target setting process of the service providing server 14.
In step S11, the distribution target / reaching target receiving unit 1411 of the service providing server 14 receives the distribution target person condition and the reaching target amount (reach × FQ) set by the advertiser.

In step S12, the tabulation result receiving unit 1412 of the service providing server 14 receives panel data and / or tabulation results for each FQ of the television manufacturer log.
The panel data may be associated with the monitor log.

  For example, in the present embodiment, panel data having a structure shown in FIG. 5 is employed. Further, for example, in the present embodiment, the total result for each FQ having the structure shown in FIG. 6 is adopted.

FIG. 5 is a diagram showing a configuration of a database stored in the panel data server 10 according to the embodiment of the present invention in the advertisement distribution system of FIG.
The panel data includes a viewing start time, a broadcast station ID, a viewing end time, and a viewer code.
The viewing start time is the time when viewing of a certain broadcasting station channel is started, and is the time when viewing is started on the television receiver or the time when the channel is changed.

The broadcast station ID is a unique code for the broadcast station for identifying the viewed broadcast station channel.
The viewing end time is the time when viewing of a certain broadcasting station channel is finished, and is the time when viewing is finished on the television receiver or the time when the channel is changed.

The viewer code is information that self-reports who was watching the content using a publicly known push button device or remote control at the start / end of the viewing of the resident of the survey cooperating household in front of the TV. is there.
In each record of the panel data in FIG. 5, the resident of the viewer code 0 starts viewing the channel of the broadcast station ID of 501 from 18:11:10 on September 1, 2015. At 18:58:34 on the day, an operation of switching to the channel of the broadcast station ID of 301 was performed. From 20: 47: 3 on September 1, 2015, the resident of the viewer code 2 also joined the viewing. A specific example is shown in which an operation for switching to the channel of the broadcasting station ID of 201 is performed at 22:15:58 on March 1, and viewing ends at 23:30:22 on September 1, 2015.

FIG. 6 is a diagram illustrating a specific example of the FQ count result transmitted by the television maker log server 12 according to the embodiment of the present invention in the advertisement distribution system of FIG.
The count result for each FQ includes the FQ and the number of contacts.

FQ is the number of contacts for a certain TVCM.
The number of contacts is the number of contacts for the TVCM.

The results for each FQ in FIG. 6 indicate that the number of contacts with respect to a certain TVCM is 0, 1-2, 3-4, 5 or more, respectively, 2886819, 251717310, 1,603,328, 156 A specific example is shown in the case where there are 14,4782.
In addition, the total number of 7,007,457 people who have not reached FQ is the total number of contacts 0, 1-2, 3-4 that have not reached the designated contact count of 5.

  In step S <b> 13, the complementary target setting unit 1413 of the service providing server 14 calculates the number of shortages with respect to the reaching target amount (reach × FQ).

  In step S14, the complementary target setting unit 1413 of the service providing server 14 sets a digital complementary target amount from the calculated shortage number.

For example, in this embodiment, a digital complementary target amount as shown in FIG. 7 is set.
Supplementary goals include region, gender, minimum age, maximum age, FQ, and number of people.

The region is a code for identifying a geographical range in which viewers and users who want to be complemented live.
The gender is the gender of the viewer and user who are to be complemented.

The lower limit age is the lower limit of the age of viewers and users who are to be complemented.
The upper limit age is the upper limit of the age of viewers and users who are to be complemented.

FQ is the number of designated contacts for a commercial such as a product set by the advertiser.
The number of persons is a shortage of the actual amount with respect to the target amount of the number of people who have reached the designated number of contacts for the CM such as a product set by the advertiser.

  The supplementary goal of FIG. 7 is that the number of people who live in Japan and who belong to the age group of 13 to 39 who have a total contact count of 5 or more for commercials set by advertisers is 37. A specific example is shown that is set when the number should be increased by 79,941 or more.

FIG. 8 is a flowchart for explaining the flow of the distribution target segment creation process of the distribution target segment creation server 13.
In step S <b> 21, the distribution target condition receiving unit 1311 of the distribution target segment creation server 13 receives the distribution target person condition received by the distribution target / target target receiving unit 1411 of the service providing server 14.

In step S22, the CM viewing history receiving unit 1312 of the distribution target segment creation server 13 receives the CM viewing history and the corresponding IP address.
For example, in this embodiment, a CM viewing history and a corresponding IP address as shown in FIG. 9 are employed.

The CM viewing history includes information on advertisers, products, and FQs, and corresponding IP addresses are added.
The advertiser is a unique code for identifying the advertiser.
The product is a unique code for identifying a CM such as a product set by the advertiser.
FQ is the number of actual TVCM contacts for each advertiser, for each product, and for each household that transmits the viewing history to the TV manufacturer.

The IP address is an IP address assigned to a network communication device in a household that transmits a viewing history to the television manufacturer that manufactured and sold the television receiver H10 via the network N. When the resident of the household uses the Internet, the IP address is used.
In the CM viewing history in FIG. 9, the actual contact count of TVCM of a certain product of an advertiser, which is aggregated in a certain household, is 5, and the IP address used when the resident of the household uses the Internet is 118. A specific example in the case of .21.1117.236 is shown.

  In step S23, the distribution target segment creating unit 1313 of the distribution target segment creating server 13 displays the Cookie associated with the CM viewing history and the corresponding IP address received by the CM viewing history receiving unit 1312 for each FQ such as an advertiser, a product, and the like. Make a list.

  For example, in the present embodiment, the list is stored in the IP address cookie correspondence list DB 1321 as shown in FIG.

The IP address cookie correspondence list includes an IP address and cookie information.
The IP address is an IP address used by the information terminal for Internet communication that requested digital CM distribution.

In the cookie information, Cookie added to the digital CM distribution request is stored.
Such information can be collected as a log by the service providing server 14 and the like, and based on this information, the IP address cookie correspondence list DB 1321 can be created.

The IP address cookie correspondence list in FIG. 10 shows a specific example in which the cookie can be identified when the IP address is 118.21.1117.236.
Thus, by matching the CM viewing history of FIG. 10 with the IP address 118.21.1117.236, a distribution segment in which the user of the cookie has a TVCM performance contact number of 5 for the product of the advertiser is You can see that it should be configured as a member.

In step S24, the distribution target segment creation unit 1313 of the distribution target segment creation server 13 extracts a cookie having a viewing attribute that matches the distribution target person condition received by the distribution target condition reception unit 1311.
For example, in the present embodiment, a distribution target segment master as shown in FIG. 11 and a distribution target segment member as shown in FIG. 12 are employed.

FIG. 11 is a diagram showing a configuration of a distribution target segment master database stored in the distribution target segment creation server 13 according to an embodiment of the present invention in the advertisement distribution system of FIG.
The distribution target segment master shown in FIG. 11 includes a segment ID, an advertisement ID, and an FQ.

The segment ID is a unique code for identifying the distribution target segment.
The advertisement ID is a unique code for identifying a CM such as a product set by the advertiser.

FQ is the actual amount of the user who wants to be the target of digital CM distribution regarding the frequency of CMs such as products set by the advertiser.
Each record of the distribution target segment master in FIG. 11 is a specific example in the case where the set of users having the number of contacts of 0 for the advertisement ID 0006 is the segment ID of 001 and the set of users having the number of contacts of 1 is the segment ID of 002 An example is shown.

FIG. 12 is a diagram showing a configuration of a distribution target segment member database stored in the distribution target segment creation server 13 according to an embodiment of the present invention in the advertisement distribution system of FIG.
The distribution target segment member shown in FIG. 12 includes a segment ID and cookie information.

The segment ID is a unique code for identifying the distribution target segment.
In the cookie information, a cookie added to the digital CM distribution request is stored.

The distribution target segment master associates the distribution target segment member of the cookie that is the actual amount of the FQ with 1 to n (n is a number of 1 or more) by the segment ID for the advertisement ID.
Each record of the distribution target segment member in FIG. 12 corresponds to a user, and an ID001 segment whose number of contacts is 0 for the advertisement ID 0006 is composed of 5 users such as a user whose cookie is c06bf1063, and ID002 whose number of contacts is 1 as well. The segment shows a specific example in the case of two users.

In step S <b> 25, the distribution target segment sharing unit 1314 of the distribution target segment creation server 13 shares the cookie extracted by the distribution target segment creation unit 1313 with the service providing server 14.
Accordingly, it is possible to easily set a digital distribution target based on the digital complement target amount and a digital distribution target based on the IP address for the second arrow.

FIG. 13 is a flowchart for explaining the flow of the delivery destination planning process of the service providing server 14.
In step S31, the assumed acquisition number calculation unit 1414 of the service providing server 14
The number of assumed acquisitions corresponding to the distribution target person condition received by the distribution target / reach target receiving unit 1411 is calculated for each digital distribution target for each FQ, such as an advertiser or a product.

  In step S <b> 32, the distribution destination set creation unit 1415 of the service providing server 14 creates a set of digital distribution targets that can reach the digital complementary target amount set by the complementary target setting unit 1413 from the assumed number of acquired people.

Although not shown in FIG. 13, for example, in the present embodiment, a delivery setting as shown in FIG. 14 is created by such a set of digital delivery targets.
The distribution setting includes a distribution target, a distribution target material, and an assumed number of acquired persons.

The distribution target is a code that identifies a site to be bid for digital CM distribution.
The distribution target material is a code for identifying content distributed as a digital CM.
The assumed number of acquired persons is the estimated number of times of reaching the designated contact calculated in step S31, and is calculated based on the number of cookies collected as distribution target segment members of the corresponding distribution target segment.

In this embodiment, the distribution setting is unique depending on the combination of the distribution target and the distribution target material.
The distribution setting in FIG. 14 is that for users whose FQ is 3 or more, the assumed number of acquisition targets of the distribution target 02_rktn_pc is 150,000, and the assumed acquisition number of distribution targets 01_rktn_sp_android is 300,000. For users who are distributed with digital CM and have an FQ of 2 or less, the target number of distribution target 02_rktn_pc is 350,000, and the target number of distribution target 01_rktn_sp_android is 500,000. The same material as TVCM can be distributed with digital CM A specific example in a certain case is shown.

In recent years, in order to avoid a decrease in interest in commercials by repeatedly contacting the same commercials, there are an increasing number of examples of commercials that have been developed like a continuous drama by preparing multiple commercial variations for the same product. .
In such a CM, the period until the material is changed becomes a problem. In the conventional TV CM and digital CM distribution in which the CM is uniformly contacted regardless of the FQ for each user, if the period until switching is long, the interest in the CM gradually decreases, and if it is short, the CM successively contacts continuously. The contact person who overlooks the CM which should be generated occurs, and on the contrary, it gives discomfort. In the present embodiment, the material can be switched according to the FQ for each user, and the problem of the period until the material is switched can also be solved.

The process flow of the distribution target segment creation server 13 in the digital CM distribution preparation stage and the process flow of the service providing server 14 in the digital CM distribution preparation stage have been described above.
Next, an operation procedure between the servers in the digital CM distribution stage will be described.

FIG. 15 is a diagram showing a request / response procedure at the stage of digital CM distribution between the servers in the advertisement distribution system according to the embodiment of the present invention.
The user operates the information terminal and the WEB browser to transmit a browsing request to the WEB server at site A.

Upon receiving the browsing request, the WEB server of site A sends HTML data of the WEB page of site A to the user's information terminal in response to this request, and also sends the cookie information of the WEB browser to the SSP (supply side platform). Is added and a digital CM bid request is transmitted.
When the SSP (Supply Side Platform) receives a bid request for a digital CM, the Cookie information is added to a plurality of DSPs (Demand Side Platform) in response to the request, and an RTB (Real Time Bidding) request for the Digital CM is transmitted. To do.

When each DSP (demand-side platform) receives a digital CM RTB (real-time bidding) request, it adds the cookie information to a plurality of advertisement distribution servers and transmits a digital CM RTB (real-time bidding) request. .
In the present embodiment, the service providing server 14 functions as one of the advertisement distribution servers.

Each advertisement distribution server grasps the attributes of the user based on the cookie information, determines a bid amount, and transmits an RTB (real-time bidding) response to a DSP (demand side platform).
Here, if the service providing server 14 which is an advertisement distribution server succeeds in bidding for this RTB (real-time bidding) from the cookie information, the region, gender, and lower age limit of the complementary target input in the example of FIG. Since it can be understood that a digital CM can be distributed to a user who has the attribute of an 18-year-old female who satisfies the upper age limit, if the actual amount of FQ and the number of people does not reach the target achievement amount, a bid is made and the target achievement amount is exceeded. If you do not bid. Further, the bid amount may be determined according to the degree.

When each DSP (demand-side platform) receives RTB (real-time bidding) responses from the plurality of advertisement distribution servers, RTB (real-time bidding) is sent to the SSP (supply-side platform) for the highest bid among them. ) Send a response.
If the service providing server 14 bids for the maximum amount, the DSP (demand side platform) transmits the amount to the SSP (supply side platform).

When the SSP (Supply Side Platform) receives an RTB (Real Time Bidding) response from the plurality of DSPs (Demand Side Platform), it distributes the digital CM to the DSP (Demand Side Platform) that bids the highest price among them. Send a request.
If the bidding price from the service providing server 14 is the highest price at this stage, a digital CM distribution request is transmitted to a DSP (demand side platform) that has responded to the bidding price by RTB (real time bidding), and the service providing server 14 can distribute a digital CM via a DSP (demand side platform).

When the DSP (demand side platform) receives a digital CM distribution request, it transmits the content data of the digital CM to the SSP (supply side platform).
Although not shown, the DSP (demand side platform) transmits digital CM distribution information to the 3PAS server 16 if the service providing server 14 has finally been able to bid.

The SSP (Supply Side Platform) receives digital CM content data from the DSP (Demand Side Platform).
Upon receiving the digital CM content data, the SSP (Supply Side Platform) transmits the digital CM content data to the WEB server of the site A.
Through the above series of procedures, the content can be displayed on the digital CM frame set in the WEB page of site A via the WEB server of site A.

The operation procedure between the servers in the digital CM distribution stage has been described above.
Next, a summary result output by the summary result output server will be described.

FIG. 16 is a diagram illustrating a specific example of the aggregation result output by the aggregation result output server according to the embodiment of the present invention.
The total results include the media, the expected number of people, and the target achievement rate.

Media includes TVCM, digital CM, and the total of these.
The assumed number of people is the number of people who have reached the specified number of contacts estimated based on demographics.

The target achievement rate is a ratio of the actual amount to the target amount with respect to the designated number of contact times.
The aggregated results in FIG. 16 show that the number of people who reached the specified number of contact times for a commercial for a product estimated by demographics is 10 million for TVCM only, and the number of people supplemented with WEB in addition to TVCM is 5,000,000. Specific examples are shown in the case of 15 million people, the target amount reached is about 1,363,364 people, and the target achievement rates are 73%, 37%, and 110%, respectively.

Heretofore, the aggregation results output from the aggregation result output server have been described.
Next, the flow of data when associating panel data with a monitor log is explained.

FIG. 17 is a diagram for explaining a data flow in the advertisement distribution system according to the embodiment of the present invention.
The TV viewing data is panel data managed by the panel viewing rate surveyor by the panel data server 10 or a total of the panel data. The TV viewer ID is an ID uniquely assigned to each resident of the survey cooperating household. For those who are also monitors, the TV user ID can be replaced with the net user ID using the TV viewer → net user ID conversion table. it can.

The TV viewer → net user ID conversion table may be created by collating personal information held by the TV audience rating surveyor and online behavior investigator, thereby making it unnecessary to browse the personal identification information thereafter. it can.
From the TV viewing data, the FQ of any TVCM can be known for each resident of the survey cooperation household.

The online advertisement viewing data is the monitor log managed by the online behavior investigator using the monitor log server 19 or the total of the monitor logs.
The attribute data is demographic data managed on the server by the online behavior investigator.

  The net user ID of the net advertisement viewing data and the attribute data is an ID uniquely assigned to each monitor. For a person who is also a resident of a survey cooperating household, combined data can be generated by combining TV viewing data, network advertisement viewing data, and attribute data with a net user ID.

The net user ID can be further replaced with the external ID by the net user → external ID conversion table. Thereby, identification of an individual can be made more difficult.
As the external ID, any unique ID can be adopted, and for example, it may be the same as the TV viewer ID.

The combined data is used by the TV broadcast-linked service provider for summarizing digital CM distribution results and creating reports according to the present invention. Still further, the advertisement distribution system according to the present invention may receive the data as panel data and distribute the digital CM.
Thus, the advertisement distribution system according to the present invention accurately sets the digital supplement target amount based on the actual amount of the digital CM in addition to the actual amount of the TV CM from the time of the first TV-linked distribution of the digital CM. Can do.

FIG. 18 is a functional block diagram showing an example of a functional configuration of the service providing server according to the third embodiment of the present invention.
About the structure in CPU51 of the service provision server 14 shown in FIG. 18, description is abbreviate | omitted suitably about the thing which is common in 1st embodiment and 2nd embodiment.

As shown in FIG. 18, in the CPU 51 of the service providing server 14, a submission plan receiving unit 80, an actual data receiving unit 81, a GRP prediction unit 82, a reach rate prediction unit 83, a reach rate prediction unit 84, A distribution result input unit 86, a reach number predicting unit 87, a reach number predicting unit 88, a gap number calculating unit 90, a gap number calculating unit 91, a complementary distribution amount calculating unit 92, and a complementary distribution amount calculating unit 93; The distribution plan creation unit 95 and the distribution plan correction unit 97 function.
In the reach rate prediction unit 83, a target amount acquisition unit 83a further functions.
In the reach rate prediction unit 84, a target amount acquisition unit 84a further functions.
In the complementary delivery amount calculation unit 92, a digital CM reach prediction unit 92a further functions.
In the complementary delivery amount calculation unit 93, a digital CM reach prediction unit 93a further functions.

The drafting plan receiving unit 80 is a functional block that functions before the campaign starts, and accepts drafting plan information that is data on the number of CMs to be posted for each broadcast station and time rank (or time unit).
It should be noted that a document held by the advertiser, such as a “drawing table”, may be directly read and automatically input by the OCR (optical character reader) as the drafting plan information.

The actual data receiving unit 81 is a functional block that functions during the campaign period, and receives actual data that is real-time placement result data (GRP, reach rate) during the campaign period.
The actual data reception unit 81 may further update the campaign past record DB 85 based on the actual data.

  The GRP prediction unit 82 is a functional block that functions before the campaign starts, and calculates a predicted household GRP value with reference to panel data stored in a panel DB (not shown). The panel data to be referred to is data including the GRP and the reach rate totaled for each household.

The reach target amount acquisition unit 83a included in the reach rate prediction unit 83 is a functional block that functions before the start of the campaign, and receives campaign information including information such as a campaign period and a target.
In addition, the reach rate prediction unit 83 is a functional block that functions before the campaign starts. The reach rate prediction unit 83 refers to the campaign past performance value stored in the campaign past performance DB 85 to determine what the target is at the end of the campaign. A predicted target reach rate, which is a predicted value as to whether% can be reached (reach), is calculated based on the predicted household GRP value and the combined data in FIG.

Refer to the advertiser's own for the past performance of the campaign, but if the number of cases for the company is too small or the implementation period is far away, etc. (GRP, reach rate).
The reach rate prediction unit 83 can calculate the predicted target reach rate based on attribute information such as purchase history and preference as well as demogram attributes by using the combined data of FIG.
Target information set in advance is, for example, “female in twenties”, “male office worker”, or the like.

The reach target amount acquisition unit 84a included in the reach rate prediction unit 84 and the reach rate prediction unit 84 is substantially the same functional block as the reach rate prediction unit 83 and the reach target amount acquisition unit 83a, and the reach rate prediction unit 84 is a campaign. The predicted target reach rate is calculated during the period, and the reaching target amount acquisition unit 84a is different in that it receives the campaign information during the campaign period. Needless to say, if the campaign information received before the start of the campaign is held, the receipt of the campaign information again during the campaign period may be omitted.
In addition, the reach rate prediction unit 84 calculates the predicted target reach rate based on the predicted household GRP value corrected based on the actual data that is real-time placement performance data (GRP and reach rate) and the combined data in FIG. 17 during the campaign period. The point of calculating is different.

The distribution result input unit 86 is a functional block that functions during the campaign period, and inputs distribution results into a part of the storage unit 58 by importing distribution reports from each DSP.
Further, not only the supplementary delivery results by the DSP but also the contact status in social media such as Facebook (registered trademark) and Twitter (registered trademark) can be input to a part of the storage unit 58.

The reach number predicting unit 87 is a functional block that functions before the start of the campaign, and the TV broadcast linked service provider stored in the target population DB 89 multiplies the TV ownership rate and the net usage rate for each target based on demographic data. Based on the target population data created by aggregation, the predicted target reachable number at the end of the campaign is calculated from the predicted target reach rate.
The target population data may be any data as long as the reachable number of people can be calculated from the predicted target reach rate, for example, the number of women in their 20s.
The reach number predicting unit 87 can calculate the predicted target reaching number based not only on demogram attributes but also on attribute information such as purchase history and preference by using the combined data in FIG.

  The reach number predicting unit 88 is substantially the same functional block as the reach number predicting unit 87, and is different in that it functions during the campaign period.

  The gap number calculation unit 90 is a functional block that functions before the start of the campaign, and calculates the number of gaps that is a difference value of how far the predicted target reach number is from the target reach number at the end of the campaign.

  The gap number calculation unit 91 is substantially the same functional block as the gap number calculation unit 90, and does not reach a predetermined number of contacts only by the point that it functions during the campaign period and the number of TVCM viewing times, but based on actual distribution results Alternatively, the total number of times of distribution of the predicted digital CM differs in that the number of gaps is calculated by adding the number of targets for the target reaching the predetermined number of times to the predicted target reaching number.

The supplementary delivery amount calculation unit 92 is a functional block that functions before the start of the campaign. Based on the number of gaps, the supplementary delivery amount calculation unit 92 calculates the number of distributions (number of impressions and number of unique users) necessary to achieve the target as the supplementary delivery amount.
Based on the supplement rate information in units of target media stored in the supplement rate DB 94 in advance, the supplement delivery amount calculation unit 92 sets, for example, the number of people obtained by dividing the gap number by the complement rate as the number of digital CM distribution targets, etc. Then, calculate the number of people required to achieve the goal.
Subsequently, the digital CM reach prediction unit 92a included in the supplementary delivery amount calculation unit 92 is a functional block that functions before the start of the campaign, and calculates the necessary number of delivery as the supplementary delivery amount by calculating backward from the number of delivery necessary to achieve the target. Calculate.

  The complementary distribution amount calculation unit 93 and the digital CM reach prediction unit 93a are substantially the same functional blocks as the complementary distribution amount calculation unit 92 and the digital CM reach prediction unit 92a, and are different in that they function during the campaign period.

The distribution plan creation unit 95 is a functional block that functions before the start of the campaign, and calculates a target achievement required budget amount that is a product of the number of distributions (number of impressions and the number of unique users) necessary to achieve the target and the distribution unit price.
Also, the distribution volume per day and its distribution budget, which is an amount obtained by dividing the number of distribution impressions necessary to achieve the target by the total number of days in the campaign period, are calculated.
In this way, a distribution plan for the digital CM is created, and distribution plan data is stored in the distribution plan DB 96.
In addition, the distribution plan creation unit 95 creates a display screen that can visually and intuitively grasp the possibility of reaching the target.
The distribution plan may be created as a draft, requested by the advertiser for approval, and executed after approval, or may be executed immediately after creation.

The distribution plan correction unit 97 is a functional block that functions during the campaign period. The distribution plan correction unit 97 corrects the distribution plan according to the gap number calculated by the gap number calculation unit 91 and stores the distribution plan data in the distribution plan DB 96.
Specifically, the distribution cost of each DSP is acquired by importing the distribution report, the total of the distribution cost used is calculated, and the number of remaining distributions (impressions and unique users) necessary to achieve the target. ) And the distribution unit price, the remaining budget required to achieve the goal is calculated, and the total amount is set as the revised target goal budget required.

In addition, the remaining delivery volume per day, which is an amount obtained by dividing the number of remaining delivery impressions necessary for achieving the target by the remaining days of the campaign period, and its delivery budget are calculated.
The distribution plan may be created as a correction plan and executed after the approval of the advertiser or the like, or may be a plan executed immediately after correction.

FIG. 19 is a flowchart for explaining an example of the flow of the distribution plan creation process executed by the server having the functional configuration of FIG. 18 before the campaign starts.
In step S41, the publishing plan receiving unit 80 of the service providing server 14 receives the publishing plan.

In step S42, the GRP predicting unit 82 of the service providing server 14 refers to the panel data stored in the panel DB (not shown) based on the information such as the broadcast station of the drafting plan, the time rank, etc., and determines the household GRP value. Calculate and create GRP reduction prediction data.
In the following steps, an example will be described in which GRP return prediction data with the household GRP value “1400” is created in this step.

In step S43, the reach rate prediction unit 83 of the service providing server 14 receives the campaign information.
In the following steps, in this step, the campaign information is “Food” as the business category, “C food” as the advertiser, “14 days” as the campaign period, “20s female” as the target, and “35%” as the target. An example in the case of having received is described.

In step S44, the reach ratio prediction unit 83 of the service providing server 14 refers to the campaign past performance data shown in FIG. 21 and predicts the household GRP value “1400”, the business category “food”, the advertiser “C food”, the target “ The predicted reach rate “28.1%” is calculated based on the past campaign performance value corresponding to “20's female”.
Returning to FIG. 19, in step S <b> 45, the reach number prediction unit 87 of the service providing server 14 calculates the predicted target reach number based on the predicted reach rate and the demographic data.
In the following steps, an example in which the predicted target reaching number is calculated as “281000” in this step will be described.

In step S46, the gap number calculating unit 90 of the service providing server 14 calculates the target reaching number “350,000” necessary to achieve the target, and calculates the difference “69000” from the predicted target reaching number “281000” as the gap number. .
In step S47, the supplementary delivery amount calculation unit 92 of the service providing server 14 calculates the number of delivery persons necessary to achieve the target, for example, the gap number “69000” is obtained by referring to the real complementation rate data shown in FIG. The number of distribution persons necessary to achieve the target is calculated by setting the number of persons “115000” obtained by dividing by the rate “60%” as the number of digital CM distribution targets.

Subsequently, the digital CM reach predicting unit 92a calculates the necessary number of distributions as a complementary distribution amount by performing a reverse calculation from the number of distribution persons “115000” necessary for achieving the target.
In the following steps, an example in which the supplementary delivery amount is calculated as “500000 impressions” and “130000 UU” in this step will be described.
The reason why the number of UUs is larger than the number of distribution is that the same person may be counted as a plurality of users. For example, it may be a smartphone user and a PC user. Although any method can be adopted as a method for calculating UU with respect to the number of persons to be delivered, it is preferable to obtain a ratio between the two by actually measuring the combined data in FIG.

Returning to FIG. 19, in step S <b> 48, the distribution plan creation unit 95 of the service providing server 14 determines the number of distributions necessary for achieving the target (the number of impressions “500000” and the number of unique users “130,000”), the target required budget amount, The distribution volume per day and the distribution budget necessary for achieving the target are calculated, and a distribution plan for the digital CM is created.
A display screen for the distribution plan is created.
As described above, it is possible to visually and intuitively grasp the possibility of reaching the target through the display screen only by inputting information on the outline of the campaign.

FIG. 20 is a flowchart for explaining an example of the flow of the distribution plan correction process executed by the server having the functional configuration of FIG. 18 during the campaign period.
In step S51, the actual data receiving unit 81 of the service providing server 14 receives the actual data, which is real-time placement result data during the campaign period as shown in FIG.
The actual data receiving unit 81 may further update the campaign past performance DB 85 based on the actual data.

Returning to FIG. 20, in step S <b> 52, the reach rate prediction unit 84 of the service providing server 14, in the example illustrated in FIG. 22, has elapsed days of “7 days” and half of the campaign period “14 days” has elapsed. Therefore, the predicted target reach rate corresponding to double “1200” GRP at the end of the campaign from the current GRP “600” with the actual data as the starting point is calculated as “26.4%” based on the past campaign performance value.
Returning to FIG. 20, in step S <b> 53, the delivery result input unit 86 of the service providing server 14 imports the delivery report from each DSP, thereby obtaining the supplementary delivery results as shown in FIG. 23 in a part of the storage unit 58. To enter.

Returning to FIG. 20, in step S <b> 54, the reach number predicting unit 88 of the service providing server 14 calculates the predicted target reach number based on the target population data as “264000 people” plus “115,000 people” starting from the actual data. Calculated as “379000”.
Returning to FIG. 20, in step S55, the gap number calculation unit 91 of the service providing server 14 determines how far the predicted target reaching number “379000” is apart from the target “400000” at the end of the campaign. The gap number “21000” is calculated as a difference value.

In step S56, the supplementary delivery amount calculation unit 93 of the service providing server 14 calculates the number of delivery (number of impressions and the number of unique users) necessary for achieving the target as the supplementary delivery amount based on the gap number “21000”.
For example, the number of people required to achieve the target is calculated by setting the number of people “35,000” obtained by dividing the gap number “21,000” by the complement rate “60%” as the number of people targeted for digital CM distribution. The part 93a calculates the necessary number of distributions as the supplementary distribution amount by calculating backward from the number of distribution persons necessary to achieve the target.
In the following steps, an example will be described in which the supplementary delivery amount is calculated as “130000 impressions” and “39600 UU” in this step.

In step S57, the delivery plan modification unit 97 of the service providing server 14 creates a modified delivery plan and stores the data in the delivery plan DB 96.
Specifically, the distribution cost of each DSP is acquired by importing the distribution report, the total distribution cost used is calculated, and the number of remaining distributions necessary for achieving the target (the number of impressions “380000” ( Initial plan balance “250,000” plus revision increment “130000”) and the number of unique users “104600” (initial plan balance “65000” plus revision increment “39600”)) and the distribution unit price The total amount is set as the budget required to achieve the revised target.
In the following, an example in which the distribution unit price is calculated as “1 impression 0.5 yen” and the target achievement required remaining budget “190000 yen” in this step will be described.

In addition, the remaining delivery volume “54286 impressions / day”, which is the amount obtained by dividing the number of remaining delivery impressions necessary to achieve the target by the remaining days “7 days” of the campaign period, and its delivery budget “27143 yen / day” Is calculated.
In addition, a display screen for the modified distribution plan is created.
As described above, it is possible to visually and intuitively grasp the possibility of reaching the target through the display screen simply by inputting information on the outline of the campaign and importing the actual data.

FIG. 21 is a diagram showing a configuration of a campaign past performance database stored in a server having the functional configuration of FIG.
The campaign past performance data shown in FIG. 21 includes business category, company name, target, elapsed days, GRP, and reach rate information.

The business category is a classification of the type of business of the advertiser. In the case of a diversified management company, it is classified according to the target product of the advertisement to be posted. Needless to say, it may be a unique code for the industry classification.
The company name is the name of the advertiser, but it goes without saying that it may be a unique code for the company name.

The target is a classification for a measurement target such as a reach rate, which is formed by a combination of personal attributes such as occupation, age, and sex.
The elapsed days is the number of days elapsed from the start date for the campaign period.

GRP (Gross Rating Point) is an amount representing the TV CM total audience rating for the target.
The reach rate is the number of times that the TVCM viewing frequency for the target has reached a predetermined number.

FIG. 22 is a diagram illustrating a specific example of actual data that is a viewing performance amount of TVCM received by a server having the functional configuration of FIG.
The actual data shown in FIG. 22 includes business type, company name, target, elapsed days, current GRP, and current reach rate information.

The business condition, company name, target, and elapsed days are the same as those in the past campaign performance data shown in FIG.
The current GRP (Gross Rating Point) is a quantity representing the TV CM total audience rating for the target at the time of the current number of elapsed days.
The current reach rate is the number of times that the TVCM viewing frequency for the target has reached a predetermined number of times as of the current number of elapsed days.

FIG. 23 is a diagram illustrating a specific example of supplementary delivery record data that is a delivery record amount of a digital CM received by a server having the functional configuration of FIG.
The supplementary delivery result data shown in FIG. 23 includes a business type, a company name, a target, an impression, and UU information.

The business type, company name, and target are the same as those in the campaign past performance data shown in FIG.
The impression is the number of times the digital CM is distributed for the target.
UU (unique user) is the number of users who have distributed a digital CM for a target, and is an impression that eliminates redundant distribution to the same user.

  FIG. 24 is a diagram illustrating a specific example of the real complement rate acquired by the server having the functional configuration of FIG.

The real complementation rate data shown in FIG. 24 includes business type, company name, target, media, and actual measurement complementation rate information.
The business type, company name, and target are the same as those in the campaign past performance data shown in FIG.

The media is a site or the like that provides a distribution frame for digital CM.
The actual measurement complement rate is the number of persons who have reached the predetermined number of times in total with the number of digital CM distributions, although the predetermined number of contact times is not reached only by the number of TV CM viewing times.
Since the complementation rate can be measured by the combined data held by the TV broadcast linked service provider, it can be obtained by totaling in advance.

  Although one embodiment of the present invention has been described above, the present invention is not limited to the above-described embodiment, and modifications, improvements, and the like within a scope that can achieve the object of the present invention are included in the present invention. is there.

For example, the functional configuration of FIG. 18 is merely an example, and is not particularly limited. That is, it is sufficient if the function of executing the above-described series of processing as a whole is provided in the advertisement distribution system of FIG. 1, and what functional block is used to realize this function is particularly shown in the example of FIG. It is not limited. Further, the location of the functional block is not particularly limited to that shown in FIG. 18 and may be any server such as each server shown in FIG. 1 or any server not shown in FIG.
In addition, one functional block may be constituted by hardware alone, software alone, or a combination thereof.

When the processing of each functional block is executed by software, a program constituting the software is installed on a computer or the like from a network or a recording medium.
The computer may be a computer incorporated in dedicated hardware. The computer may be a computer capable of executing various functions by installing various programs, for example, a general-purpose smartphone or personal computer other than a server.

  The recording medium including such a program is not only constituted by a removable medium (not shown) distributed separately from the apparatus main body in order to provide the program to the player, but is also provided to the player in a state of being preinstalled in the apparatus main body. It is composed of a provided recording medium or the like.

In the present specification, the step of describing the program recorded on the recording medium is not limited to the processing performed in time series along the order, but is not necessarily performed in time series, either in parallel or individually. The process to be executed is also included.
Further, in the present specification, the term “system” means an overall apparatus configured by a plurality of devices, a plurality of means, and the like.

  In other words, the advertisement distribution system to which the present invention is applied can take various embodiments having the following configurations including the above-described embodiments of FIGS. 1 and 18.

That is, the advertisement distribution system to which the present invention is applied is
A first acquisition means for acquiring a target amount set by the advertiser for the frequency and reach of the commercial or service CM (for example, a target target amount acquisition unit 83a and a target target amount acquisition unit 83a in FIG. 18);
Second acquisition means for acquiring a current actual amount obtained from the viewing history and metadata about the TVCM (for example, the actual data reception unit 81 in FIG. 18);
TVCM reach rate predicting means for calculating a predicted TVCM reach rate at the end of the campaign period from the current actual amount, the campaign elapsed period, and the remaining campaign period based on the past TVCM record data (for example, the reach in FIG. 18) Rate prediction unit 83 and reach rate prediction unit 84),
Predicted TVCM reach calculation means for calculating a predicted TVCM reach from the predicted TVCM reach rate and demographic information for each target attribute (for example, reach number predictor 87 and reach number predictor 88 in FIG. 18);
Based on the difference between the target amount and the predicted TVCM reach population (for example, calculated by the gap number calculation unit 90 or the gap number calculation unit 91 in FIG. 18), the digital complement that is the frequency and reach target amount of the digital CM Digital complementary target amount setting means for setting a target amount (for example, complementary distribution amount calculation unit 92 and complementary distribution amount calculation unit 93 in FIG. 18),
A digital CM reach prediction means for calculating a predicted digital CM reach for the digital CM at the end of the campaign period (for example, the digital CM reach prediction unit 92a and the digital CM reach prediction unit 93a in FIG. 18);
A digital CM distribution planning means for planning distribution of the digital CM based on the digital complementary target amount and the predicted digital CM reach (for example, the distribution plan creation unit 95 and the distribution plan correction unit 97 in FIG. 18);
Is provided.

An advertisement distribution system to which the present invention is applied is
The current actual amount is zero GRP;
The campaign elapsed period is zero days;
The campaign remaining period is the entire campaign period,
A broadcast plan, a draft plan receiving means for receiving draft plan information which is CM draft number data scheduled for each time rank or time unit (for example, the draft plan accepting unit 80 in FIG. 18),
GRP prediction means for calculating a predicted household GRP value with reference to the above-mentioned submission plan information, and panel data including the GRP and reach rate aggregated by household (for example, the GRP prediction unit 82 in FIG. 18),
Further comprising
The TVCM reach rate prediction means calculates a predicted TVCM reach rate at the end of the campaign period based on the predicted household GRP value.

An advertisement distribution system to which the present invention is applied is
An actual data receiving means for receiving actual data which is real-time placement result data including the GRP and the reach rate during the campaign period (for example, the actual data receiving unit 81 in FIG. 18);
A distribution result input means for inputting a distribution result into a part of the storage unit by importing a distribution report from each DSP (for example, the distribution result input unit 86 in FIG. 18);
Further comprising
The TVCM reach rate predicting means calculates a predicted TVCM reach rate at the end of the campaign period based on the actual data,
The digital complementary target amount setting means uses a total of the number of TVCM viewings for the target and the actual or predicted number of distributions of the digital CM based on the distribution results as a gap between the number of persons reaching the predetermined number of contacts as the predicted target number of persons. Calculate the number of people.

An advertisement distribution system to which the present invention is applied is
The digital complementary target amount setting means (for example, the complementary distribution amount calculation unit 92 and the complementary distribution amount calculation unit 93 in FIG. 18) multiplies the predicted digital CM reach by a complementary rate with the TVCM reach calculated for each target attribute. The digital complement target amount is set by adding or subtracting by multiplying the overlap rate with the TVCM reach.

An advertisement distribution method executed by the advertisement distribution system to which the present invention is applied is as follows.
A first acquisition step for acquiring the target amount set by the advertiser for the frequency and reach of the commercial or service CM (for example, step S43 in FIG. 19);
A second acquisition step of acquiring the current performance amount obtained from the viewing history and metadata about the TVCM (for example, step S51 in FIG. 20);
A TVCM reach rate prediction step of calculating a predicted TVCM reach rate at the end of the campaign period from the current actual amount, the campaign elapsed period, and the campaign remaining period based on the past TVCM record data (for example, S42 in FIG. 19) Step and S44 step and S52 step of FIG. 20),
A predicted TVCM reach calculating step for calculating a predicted TVCM reach from the predicted TVCM reach rate and demographic information for each target attribute (for example, step S45 in FIG. 19 and step S54 in FIG. 20);
A digital complementary target amount setting step for setting a digital complementary target amount that is a target amount of the frequency and reach of the digital CM based on the difference between the target target amount and the predicted TVCM reach population (for example, step S47 in FIG. 19) And step S56 in FIG.
A digital CM reach prediction step for calculating a predicted digital CM reach for the digital CM at the end of the campaign period (for example, step S47 in FIG. 19 and step S56 in FIG. 20);
A digital CM distribution planning step for planning distribution of the digital CM based on the digital complementary target amount and the predicted digital CM reach (for example, step S48 in FIG. 19 and step S57 in FIG. 20);
including.

  In this way, the third advertisement distribution system that supports appropriately achieving the target amount set by the advertiser for the frequency and reach of the CM of the product or service can be realized. In particular, the setting of the digital distribution target based on the digital complementary target amount can be easily realized.

The current actual amount is an actual amount based on panel data.
Can be.

The current performance amount is a performance amount based on a TV viewing history transmitted from a viewer's television receiver via a network connection device and a network.
Can be.

In this way, the third advertisement distribution system that supports appropriately achieving the target amount set by the advertiser for the frequency and reach of the CM of the product or service can be realized.
In particular, it is possible to easily set the digital distribution target based on the TV ownership rate, the network usage rate, the supplement rate, the real-time posting results during the campaign period, and the digital CM distribution results for each target.

  As a result, the added value as an advertisement is increased in terms of real-time characteristics reflecting the target attributes and the campaign results, and the advertising unit price is improved, leading to the return of profits to online advertising distribution platforms, advertising media and even TV manufacturers. It is expected that it will happen and the market will be activated.

DESCRIPTION OF SYMBOLS 10 Panel data server 11 Metadata server 12 Television manufacturer log server 13 Distribution object segment creation server 14 Service provision server 15 DSP (demand side platform) server 16 3PAS server 17 Count result output server 18 Individual advertisement server 19 Monitor log server 54 Bus 80 Placement plan reception unit 81 Actual data reception unit 82 GRP prediction unit 83, 84 Reach rate prediction unit 83a, 84b Target amount acquisition unit 85 Campaign past performance DB
86 Distribution result input part 87, 88 Reach number prediction part 89 Target population DB
90, 91 Gap number calculation unit 92, 93 Complementary delivery amount calculation unit 92a, 93b Digital CM reach prediction unit 94 Complement rate DB
95 Distribution plan creation part 96 Distribution plan DB
97 Distribution plan correction unit H1 to HN Housing H10 Television receiver H11 Router H121, H122 Smartphone H13 PC
N network

Claims (8)

A first acquisition means for acquiring a target amount set by the advertiser for the frequency and reach of the CM of the product or service;
Second acquisition means for acquiring a current performance amount obtained from the viewing history and metadata about the TVCM;
TVCM reach rate predicting means for calculating a predicted TVCM reach rate at the end of the campaign period from the current actual amount, the campaign elapsed period, and the remaining campaign period based on the past TVCM record data;
A predicted TVCM reach calculating means for calculating a predicted TVCM reach from the predicted TVCM reach rate and demographic information for each target attribute;
A digital complementary target amount setting means for setting a digital complementary target amount that is a target amount of the frequency and reach of digital CM based on the difference between the reached target amount and the predicted TVCM reach population;
A digital CM reach prediction means for calculating a predicted digital CM reach for the digital CM at the end of the campaign period;
Digital CM distribution planning means for planning distribution of the digital CM based on the digital complementary target amount and the predicted digital CM reach;
An advertisement distribution system comprising: The current actual amount is zero GRP;
The campaign elapsed period is zero days;
The campaign remaining period is the entire campaign period,
A broadcast plan and a drafting plan receiving means for receiving drafting plan information which is CM draft number data scheduled for each time rank or time unit;
GRP prediction means for calculating a predicted household GRP value by referring to the placement plan information and the panel data including the GRP and the reach rate aggregated for each household,
The TVCM reach rate prediction means calculates a predicted TVCM reach rate at the end of the campaign period based on the predicted household GRP value.
The advertisement distribution system according to claim 1. An actual data receiving means for receiving actual data, which is real-time placement result data including GRP and reach rate during the campaign period;
A distribution result input means for inputting a distribution result into a part of the storage unit by importing a distribution report from each DSP;
Further comprising
The TVCM reach rate predicting means calculates a predicted TVCM reach rate at the end of the campaign period based on the actual data,
The digital complementary target amount setting means uses a total of the number of TVCM viewings for the target and the actual or predicted number of distributions of the digital CM based on the distribution results as a gap between the number of persons reaching the predetermined number of contacts as the predicted target number of persons. Calculate the number of people,
The advertisement distribution system according to claim 1. The digital complementary target amount setting means multiplies the predicted digital CM reach by a multiplication rate with a TVCM reach calculated for each target attribute or adds and subtracts a multiplication rate with the TVCM reach to subtract the digital complement. Set target amount,
The advertisement distribution system according to claim 1, claim 2, or claim 3. An advertisement distribution method executed by the advertisement distribution system,
A first acquisition step of acquiring a target amount set by the advertiser for the frequency and reach of the CM of the product or service;
A second acquisition step of acquiring the current performance amount obtained from the viewing history and metadata about the TVCM;
A TVCM reach rate prediction step of calculating a predicted TVCM reach rate at the end of the campaign period from the current actual amount, the campaign elapsed period, and the remaining campaign period based on the past TVCM record data;
A predicted TVCM reach calculation step of calculating a predicted TVCM reach from the predicted TVCM reach rate and demographic information for each target attribute;
A digital complementary target amount setting step for setting a digital complementary target amount that is a target amount of frequency and reach of digital CM based on a difference between the target amount and the predicted TVCM reach population;
A digital CM reach prediction step for calculating a predicted digital CM reach for the digital CM at the end of the campaign period;
A digital CM distribution planning step for planning distribution of the digital CM based on the digital complementary target amount and the predicted digital CM reach;
Ad delivery method including The digital CM distribution planning step adds or subtracts the predicted digital CM reach by multiplying by the complementation rate with the TVCM reach calculated for each target attribute or by multiplying by the overlap rate with the TVCM reach. Plan delivery,
The advertisement delivery method according to claim 5. On the computer,
A first acquisition step of acquiring a target amount set by the advertiser for the frequency and reach of the CM of the product or service;
A second acquisition step of acquiring the current performance amount obtained from the viewing history and metadata about the TVCM;
A TVCM reach rate prediction step of calculating a predicted TVCM reach rate at the end of the campaign period from the current actual amount, the campaign elapsed period, and the remaining campaign period based on the past TVCM record data;
A predicted TVCM reach calculation step of calculating a predicted TVCM reach from the predicted TVCM reach rate and demographic information for each target attribute;
A digital complementary target amount setting step for setting a digital complementary target amount that is a target amount of frequency and reach of digital CM based on a difference between the target amount and the predicted TVCM reach population;
A digital CM reach prediction step for calculating a predicted digital CM reach for the digital CM at the end of the campaign period;
A digital CM distribution planning step for planning distribution of the digital CM based on the digital complementary target amount and the predicted digital CM reach;
A program that executes control processing including The digital CM distribution planning step adds or subtracts the predicted digital CM reach by multiplying by the complementation rate with the TVCM reach calculated for each target attribute or by multiplying by the overlap rate with the TVCM reach. Plan delivery,
The advertisement delivery program according to claim 7.

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