JP2001184429A - Method, device, and recording medium for evaluating advertisement effect - Google Patents

Abstract

PROBLEM TO BE SOLVED: To provide a method for objectively evaluating the effects of advertisements of networks represented by the Internet and the value of profits of advertisement that three or four of advertisers, network advertisement profit companies, providers, and consumers have. SOLUTION: The value (amount of network advertisements) is evaluated and measured from viewpoint of the quantity and quality of information and the viewpoint of impression effects and 1st to 3rd response effects. According to them, the profit S of an advertiser 12, the sum X1+X2 of the money that consumers 10A and 10B pay to the advertiser 12 to purchase articles and for learning effects, an article discount amount Z1+Z2 that the advertiser 12 pays to a consumer 10, profit Y that an Internet advertisement profile company 14 receives, and profit Y' that a provider receives are found.

Description

DETAILED DESCRIPTION OF THE INVENTION

[0001]

BACKGROUND OF THE INVENTION 1. Field of the Invention The present invention relates to a method for evaluating the effect of a network advertisement typified by the Internet, a device therefor, and a recording medium therefor.

[0002]

2. Description of the Related Art Since Internet advertising by the WWW (World Wide Web) was first started in the United States in 1994, the Internet has been widely recognized as one of advertising media along with radio, television, and magazines. Today, many companies are adopting Internet advertising as an effective strategy.

[0003] However, there has been no method for objectively measuring the effectiveness of such Internet-based advertisements, and advertisers have been distrusted with the cost-effectiveness of Internet advertisements and the fee structure. . Advertisers should want as much advertising effectiveness (return) as possible at the lowest possible advertising costs (investments).
Against this background, several attempts have been made to evaluate the effectiveness of advertising.

One of them is a click guarantee method proposed by ValueClick. This is a method of setting an advertising fee proportional to the number of clicks on banner advertisements, and not based on the number of people who saw the advertisement, but on the number of people who actually looked at the ad and took action This is a method for evaluating the value of Such an evaluation method is one of the major features of the Internet advertisement because it cannot be performed by advertisements using conventional media such as newspapers and magazines.

[0005] On the other hand, there is also an Internet advertisement that adopts an advertising evaluation method (advertising cost determination method) led by a media-type advertising agency. In this case, the advertisement is evaluated according to the number of accesses to the Web site where the advertisement is posted. Therefore, the Web with a large number of accesses
Advertisement charges for sites are high, and advertisement charges for Web sites with low traffic are lower.

[0006]

[0005] By the way, banner advertising is the oldest Internet advertising in advertising, and has the highest market share of more than 50% in Japan and the United States in 1998 in 1998. According to the Internet Advertising Association (IAB) in the United States, the effects of advertisements were tested, and the effects of banner advertisements were two types: an impression (advertisement exposure) effect and a response (clickthrough) effect.

[0007] Of these, the impression (page view) effect is an advertisement effect by displaying or exposing a flashy animation of a banner advertisement, and specifically, an advertisement recognition (banner advertisement memory), a brand recognition (banner). Advertising brand effect), transmission of product attributes (consumer knows product information through banner advertisement),
Intent to buy (banner ads increase sales and increase consumer loyalty). The impression effect due to the display or exposure of the banner advertisement is evaluated based on the number of times the banner advertisement is displayed or exposed or the total number of banner advertisements reached (the number of accesses).

[0008] Next, the response effect is the effect of clicking the banner advertisement. Clicking on a banner ad will display the advertiser's website. The effect of inducing this click action to the Internet user is the response effect. This is measured by the number of clicks on the banner ad. By taking the sum, the value (advertising fee) of the Internet advertisement can be evaluated. In addition,
In the following description, the response effect by the click is defined as a first response effect, and when the consumer indicates a second active response such as DM (direct mail) registration, these are referred to as a second response effect. I will define it. In addition, since the consumer receives the DM, clicks on the URL in the e-mail, and displays the advertiser's website, it shows the third active response, which is defined as the third response effect. I do. In the following description, the third response effect will be considered in order to facilitate understanding.

[0009] These impression effects and the first to
The Nth response effect (here, up to N = 3)
It is considered that the effect is generally applicable to other Internet advertisement modes irrespective of the banner advertisement. Therefore,
By calculating the impression effect and the first to third response effects of the Internet advertisement and summing them up, the value (advertising fee) of the Internet advertisement can be evaluated.

[0010] However, in the above-described method of setting the advertisement fee in proportion to the number of clicks, the first response effect is considered, but the impression effect is not evaluated at all. On the other hand, in the conventional media-type advertising cost determination method for evaluating the number of accesses to an Internet advertisement on which an advertiser's advertisement has been placed, the impression effect is considered, but the first to third response effects are not evaluated at all.

[0011] As described above, the conventional advertisement evaluation method led by the advertising agency does not sufficiently reflect the effect of the advertisement and is extremely insufficient. For example, in the case of an Internet advertisement as shown in FIG. 22, it is assumed that the advertiser 100 pays the advertisement fee Y to the Internet advertiser 102 to issue an advertisement, and the consumer 104 who is an Internet user purchases an advertisement product of the amount X. . In this case, since the advertisement evaluation is insufficient with the conventional method, even if the purchase amount X of the advertisement product is rebounded to the advertiser 100 due to the investment amount (investment) Y, the return amount that the advertiser 100 can fully understand is returned. There is no guarantee to be obtained.

[0012] In addition, the fee structure of Internet advertising varies widely depending on the advertiser, and the advertiser is confused as to which advertiser can be used to obtain the highest effect at the lowest cost. . From such a point, it is convenient if the value of the advertisement can be objectively evaluated.

The present invention focuses on the above points, and an object of the present invention is to provide a powerful means for objectively evaluating the effect of a network advertisement. Other purposes include advertisers, network advertising revenue companies (advertising revenue companies are companies or individuals that make money from advertising. For example, advertising agencies, media rep, advertising media companies, providers, homepages) Applicable individuals, etc.),
It is to provide a powerful means of objectively assessing the advertising profits received by three of the consumers or four, including the network provider.

[0014]

In order to achieve the above object, the present invention relates to an advertisement provided on a network, wherein an advertisement effect obtained by displaying the advertisement and a response effect obtained by active consumer behavior are provided. And evaluating the impression effect and the response effect by calculating the value of the amount and quality of the information included in the advertisement by evaluating the value of the advertisement based on It is characterized by the following.

One of the main modes is characterized in that in calculating the advertising value, a plurality of daily-changing commercial software transaction amounts are considered. Another mode is characterized in that the calculation of the advertising value takes into account the effects of customer purchases and consumer learning. Yet another form is characterized in that in calculating the advertising value, a consumer's effort is evaluated as an effort function.

According to the present invention, by utilizing the evaluation result of the network advertisement by any one of the above-described advertisement effect evaluation methods, the advertiser, the advertisement profit company, and the consumer of the advertisement or the network provider can be identified. Including the four persons calculating the profit obtained from the advertisement. In the main form, advertisers pay consumers a discount on merchandise, pay advertising revenue to advertising companies, and consumers use a business-related model in which advertisers pay the merchandise purchases and learning benefits. And calculating each profit. The above and other objects, features and advantages of the present invention will become apparent from the following detailed description and the accompanying drawings.

[0017]

DESCRIPTION OF THE PREFERRED EMBODIMENTS <Overview of Embodiment> First,
An outline of an embodiment of the present invention described below will be described. FIG. 1 shows a flow of profit (money) in the present embodiment. In the figure, X1, X2, X3,... Represent consumers 10A, 10B, 10 as Internet users.
C,... Represent the sum of the purchase amount of the product paid to the advertiser 12, the learning effect amount, and the like. Further, Y represents the advertising expenses paid by the advertiser 12 to the Internet advertisement profit company 14, and Z1, Z2, Z3,... Represent the commodity discount amounts paid by the advertiser to the consumers.

According to the evaluation method of this embodiment, the consumer 10
A, 10B, 10C,... Give the advertiser 12 the sum X1, X of the current and future product purchase amounts and learning effect amounts.
2, X3,... Are predicted. For this reason, it becomes possible for the advertiser 12 to pay the current and future advertising expenses Y to the Internet advertising revenue company 14 with the minimum necessary expenses. The Internet advertising profit company 14 can also know the sum X of the product purchase amount and the learning effect amount that the consumer 10 gives to the advertiser 12 by the evaluation method of the present embodiment. Therefore, the user can be satisfied with the current and future advertising expenses Y received from the advertiser 12.

As a result, the cost of the Internet advertisement is reduced, and the cost effectiveness of the advertisement can be improved. If the advertising cost included in the price of the product decreases, there is a possibility that the price of the product also decreases. In addition, according to the evaluation method of the present embodiment, the consumers 10A, 10A
The amount of commodity discount Z1, Z2, Z3,... To be paid by the advertiser 12 to the current and future consumers 10 is determined based on the information access amount of B, 10C,. This becomes an extrinsic motivation, and actively promotes the advertisement of the advertiser 12 during or after the advertisement period.
Will continue to watch. This makes it possible to build a system in which the relationship between the advertiser and the consumer can be maintained even after the advertisement is over, and this becomes the sum X1, X2, X3,... It is returned to the Lord 12.

There are various types of Internet advertisements. How should these Internet advertisements be evaluated from the viewpoint of the amount and quality of information and the impression effect and the first to third response effects? The reason why the advertising effect can be evaluated and measured rationally will be described below.

<Evaluation of Advertising Effect in Each Advertising Mode>
… Specific methods for evaluating the effectiveness of advertising are banner ads,
A description will be given for each e-mail advertisement and interstitial advertisement mode.

In order to convert the impression effect and the first to third response effects into monetary values, first consider the value of the information (money or price). The value of information is considered to have a property that changes depending on the relationship between supply and demand and the flow of the times. In other words, if the demand exceeds the supply, the value of the information rises relatively, and vice versa, the value of the information falls relatively.

With the spread of the Internet in recent years,
Necessary information, that is, high-quality information, is easily and freely available from all over the world. On the other hand, the value of most information and the price of computer hardware and software are decreasing year by year, which is inversely proportional thereto, and the need to increase the information transfer speed is correspondingly increasing year by year. .

Here, if the amount of information is large, the transfer time of the information becomes proportionally longer, and the time for the Internet user to download the information becomes proportionally longer. In this regard, at a time when information is flooding, the key factors that determine the amount and value (amount) of information are the time required to download the information and whether the information is used (displayed). You can think. The factors that determine this time are the transfer speed and the amount of information. If an Internet advertisement is considered as one piece of information, the value of the information can be evaluated based on the amount of information downloaded and displayed.

On the other hand, the quality of information of Internet advertisement
It would be possible to evaluate how consumers used it effectively in the future. In other words, learn how much an advertiser's customers (customers) purchase products and services, how much the advertiser's brand image, The quality of the advertisement information can be evaluated based on whether the profit has been given to the advertiser. The former can be evaluated by, for example, identifying consumers by ID or the like and obtaining the lifetime purchase amount of each consumer. The latter can also be evaluated by identifying consumers and examining the number of accesses and access methods. Speaking of brand image learning, it can be evaluated by measuring the extent to which the brand image has been burned into the mind of the consumer. As described above, it is possible to evaluate the quality of the Internet advertisement information based on the lifetime purchase amount, the learning effect amount, and the like.

From the above considerations, in the present embodiment, the value of the Internet advertisement is evaluated by evaluating the impression effect and the first to third response effects of the Internet advertisement as synergistic effects of the quantity and quality of the Internet advertisement information, respectively. Advertising expenses). The above points are summarized in FIG. Hereinafter, a specific method of converting the advertising effect into a monetary amount for each of the above-described advertising modes will be described.

In the following description, “→” indicates conversion into money. Also, the terms used in the following description are
It has the following meaning. * Unique visitors: The actual number of visitors, excluding duplicates. * Amount of information: The size of the file downloaded and displayed, such as banner advertisements.

(1) Banner Advertisement: This is an advertisement mode for displaying a company name or a product name on a rectangular space on a Web site. Click on the banner to see the advertiser's web
It is designed to jump to the site.

(1-1) Impression effect: First,
Consider from the impression effect. The quantity and quality of the information on the impression effect of the banner advertisement are expressed as follows. Amount of information: Information amount of downloaded and displayed banner advertisement ai (KB) → ai1 (yen) Quality of information: (i) Product purchase price originating from banner advertisement → G (yen) (ii) By banner advertisement Learning effect amount ain '→ Ain
(Yen).

The basic unit 1 (= ai1 yen) is defined as the time when the consumer makes one impression (displays once) of the advertiser's ai (KB) banner advertisement. On the other hand, an investigation is made as to how much commercial software with an appropriate amount of information xn (MB) and price yn (yen) is traded during the period of placing an advertisement. Here, “appropriate” refers to a method for extracting commercially available software. If the property of information (advertisement) is simply the transmission of general information using characters or pictures, the closest related software is a dictionary, a map, stock price information, an encyclopedia, a law dictionary, and the like.

In order to determine the value of the amount of information, it is determined how much the software is sold on average per 1 (KB). Then, assuming that the amount of money y (yen) increases in direct proportion to the information amount x (KB) as shown in FIG. 3 (A) through the origin, and the graph shows the average value shown in FIG. 3 (B). , The following equation is obtained. This function is called an information rate function y = g (x).

[0032]

(Equation 1)

With this information rate function, the relationship between the amount of information x and the amount of money y can be determined. That is, the basic unit ai1 (yen) when the advertiser's ai (KB) banner advertisement is made one impression (displayed once) is ai1 = g (a
i) It can be obtained by (yen).

By the way, as a human characteristic, there is a tendency that the stored information is forgotten unless it is reviewed. On the contrary, the information is printed again on the brain by reviewing the information. Therefore,
This is introduced as a forgetting function and expressed as fn (t).
n represents the number of times banner advertisements are displayed, and t is n (times)
Indicates the time elapsed since the banner advertisement was displayed.
For example, when n = 1, 2,..., N, FIG.
become that way. Since the amount of the banner display is obtained by the information rate function g (x) as described above,
The gradual decrease of the learning effect by the forgetting function fn (t) is similar to the gradual decrease of the amount of money y.

As shown in the figure, the forgetting function fn (t) is
The function peaks at the time of displaying the banner advertisement at times t1, t2, t3,..., Tn, and gradually decreases thereafter. Here, assuming that the forgetting convergence value is ain 'and that the forgetting function fn (t) converges to the forgetting convergence value ain' with the passage of time, 0 <ain 'for the learning effect ain by the banner advertisement described above.
<Ain holds. That is, if the banner advertisement is displayed once, the learning effect ain becomes a peak, but the memory gradually fades. The degree is expressed by a forgetting function and finally converges to a forgetting convergence value ain '.

For example, when the forgetting function fn (t) is defined so that ain '× 100 / ain = 66.7, the forgetting rate F of the consumer is 33.3 (%). However, when n = 0, fn (t)
= 0.

The method of defining the forgetting function fn (t) is not limited to one, but here the forgetting function fn (t) is defined as, for example, n = n
In this case, it is assumed that t = 0, and the forgetting decrease of the learning effect after t = t 'time is proportional to the future forgetting amount y-ain'. Then, dy / dt = −q (y−ain ′). If the initial condition is t = 0 and y = ain, y = (ain
-ain ') exp (-qt) + ain'. q (where q> 0) is a constant that determines how fast the forgetting function fn (t) converges over time t. Hereinafter, q is referred to as a forgetting speed constant.

Assuming that the consumer with the same ID displays the banner advertisement n times after the forgetting function fn (t) has almost converged, the following equation (2) is obtained. Here, the forgetting rate F
= 33.3 (%).

[0039]

(Equation 2)

As shown in FIG. 4, if a consumer with the same ID displays a banner advertisement n times, the learning effect amount Ain
(Circle) can be obtained as Ain = ai1 × ain '(circle). Therefore, the profit amount Ais (yen) of the advertiser obtained by the impression effect can be obtained by Ais = Ain + G (yen) from (i) + (ii).

(1-2) First Response Effect ... Next, the first response effect will be examined. The first of banner advertisement
The quantity and quality of the information for the response effect is expressed as follows. Amount of information: The amount of information downloaded and displayed from the advertiser's website, ar (KB) → ar1 (yen) Quality of information: (i) The purchase price of goods originating from the advertiser's website → G (yen) (Ii) The amount of learning effect from the advertiser's website arn '→
Arn (yen)

The amount of downloaded information ar of the advertiser's Web site that appears when the consumer clicks on the advertiser's ai (KB) banner advertisement once is calculated in the basic unit 1 (= ar1).
Yen). Then, if the above-mentioned information rate function is used, it can be found that ar1 = g (ar) (circle).

Here, the forgetting function fn (t) shown in FIG. 4 is introduced. Consumers with the same ID visit the advertiser's website
If it is displayed twice, the learning effect amount Arn (yen) is Arn
= Ar1 × arn '. The advertiser's profit Ars (yen) obtained by the first response effect is given by Ars = Arn + G (yen) from (i) + (ii).

(2) E-mail advertisement: This is an advertisement using an e-mail, and when a URL described in the text is clicked, a browser is automatically activated to jump to an advertiser's Web site. be able to. E-mail advertisements are roughly classified into advertisement types and DM types.

(2A) Advertising type: An advertisement of a type in which an advertisement is distributed together with information such as news to readers registered as members.

(2A-1) Impression effect ... The impression effect of the advertisement type e-mail advertisement is also
It is expressed by the same model as the impression effect of the banner advertisement described above. Amount of information: the amount of information ai (KB) → ai1 (yen) downloaded and displayed for the advertisement type e-mail advertisement Quality of information: (i) The purchase price of goods originating from the advertisement type e-mail advertisement → G (yen) (Ii) Advertisement type Amount of learning effect by e-mail advertisement a
in '→ Ain (yen)

The relationship between the amount of information and the amount of money is represented by ai1 = g (ai) (yen) as in the case of the banner advertisement. Assuming that the consumer with the same ID displays the advertiser's advertisement type e-mail advertisement n times, the learning effect amount Ain (yen) is
Ain = ai1 × ain '(circle). Therefore, a consumer with the same ID sends an ad-type e-mail of ai (KB) 1 time.
Receiving and displaying it n times, advertiser profit Ais (yen) obtained by impression effect
Is given by Ais = Ain + G (circle) from the above (i) + (ii).

(2A-2) First Response Effect: Clicking on a text advertisement in an e-mail, the advertiser's
Web site is displayed. Similar to the first response effect of the banner advertisement described above, the amount and quality of the information with respect to the first response effect of the advertisement type e-mail advertisement are expressed as follows. Amount of information: The amount of information downloaded and displayed on the advertiser's website ar (KB) → ar1 (yen) Quality of information: (i) The purchase price of goods originating from the advertiser's website → G (yen) (Ii) The amount of learning effect from the advertiser's website arn '→
Arn (yen)

The relationship between the amount of information and the amount of money is expressed by ar1 = g (ar) (yen) as in the case of the banner advertisement. If a consumer with the same ID displays an advertiser's website n times, the learning effect amount Arn (yen) is Arn = ar1 ×
arn '(yen). Therefore, the profit amount Ars of the advertiser obtained by the first response effect is (i) + (i)
From i), Ars = Arn + G (yen).

(2B) DM type: An advertisement distributed to the address of a DM applicant registered in advance, and the entire area of the e-mail is an advertiser space. (2B-1) Second response effect: Since the consumer has shown two active responses of clicking the advertisement once and registering it in the DM, this corresponds to the definition of the second response effect. The second response effect of the DM type e-mail advertisement is also expressed by the same model as the above-described first response effect of the banner advertisement. Amount of information: Information amount of downloaded and displayed DM type e-mail advertisements brr (KB) → brr1 (yen) Quality of information: (i) Product purchase price originating from DM type e-mail advertisements → G (yen) (Ii) Amount of learning effect by displaying DM-type e-mail advertisements Brrn '→ Brrn (yen)

The relationship between the amount of information and the amount of money is represented by brr1 = g (brr) (yen) as in the case of the banner advertisement.
If a consumer with the same ID receives a DM type e-mail advertisement once and displays it n times, the learning effect amount B
rrn (circle) is Brrn = brr1 × brrn '(circle).
The advertiser's profit amount Brrs (yen) obtained by the second response effect is, from (i) + (ii), Brrs = Brrn +
G (yen).

(2B-2) Third Response Effect: Clicking on a text advertisement in a DM type e-mail displays the advertiser's Web site. As mentioned above,
The effect of inducing this action to Internet users is the response effect. At this time, since the consumer has performed three active actions of clicking the advertisement, registering in the DM, and clicking the URL, this corresponds to the third response effect. Also, the number of times the consumer with the same ID has displayed the Web site may be included in the number of Web site displays in the first response effect.

(3) Interstitial Advertisement: Advertisement type in which advertisement information is automatically distributed together with information such as news to a personal computer of a user who has registered as a member from a server. Click on the ad and you will see the advertiser We
b You can jump to the site.

(3-1) Impression effect ... The impression effect of the interstitial advertisement is also
It is expressed by the same model as the impression effect of the banner advertisement described above. Amount of information: Amount of information ai (KB) → ai1 downloaded and displayed for banner ad on interstitial ad
(Yen) Quality of information: (i) the purchase price of the product originating from the banner ad on the interstitial ad → G (yen) (ii) the learning effect amount ain '→ Ain ( Circle)

The relationship between the amount of information and the amount of money is represented by ai1 = g (ai) (yen) as in the case of the banner advertisement. If the consumer with the same ID displays the advertiser's interstitial advertisement n times, the learning effect amount Ain (yen)
Is Ain = ai1 × ain '(circle). Therefore, the profit amount Ais of the advertiser obtained by the impression effect
(Circle) is Ais = Ain + G (circle).

(3-2) First Response Effect: Clicking on the banner advertisement on the interstitial advertisement displays the website of the advertiser. Similar to the above-described first response effect of the banner advertisement, the amount and quality of information on the first response effect of the banner advertisement on the interstitial advertisement are expressed as follows. Amount of information: The amount of information downloaded and displayed on the advertiser's website ar (KB) → ar1 (yen) Quality of information: (i) The purchase price of goods originating from the advertiser's website → G (yen) (Ii) The amount of learning effect from the advertiser's website arn '→
Arn (yen)

The relationship between the amount of information and the amount of money is expressed by ar1 = g (ar) (yen) as in the case of the banner advertisement. If a consumer with the same ID displays the advertiser's website n times, the learning effect amount Arn (yen) is Arn = ar1 × a
rn '(yen). Accordingly, the advertiser's profit Ars (yen) obtained by the first response effect is calculated by the above (i)
From + (ii), Ars = Arn + G (yen).

<Contact between Advertiser and Consumer by Other Advertising Means>... The banner advertisement, e-mail advertisement, and interstitial advertisement, which are the main methods of Internet advertisement, have been described above. However, as a method for advertisers to contact consumers by means other than websites and e-mail advertisements that act as a tool for attracting consumers, in addition to posting the Internet advertisement, the following methods are also available. Can be considered. The consumer's personal information and DM are registered, and this is made into a database. Have the URL of the advertiser's Web site registered with the consumer's Web browsing software. Ask consumers to register their address and name for mailing paper documents, downloading PDF files, requesting materials and sending samples. In PDF type materials, U in the sentence
Some can jump to the advertiser's website by clicking on the RL. Advertisers accept consumer inquiries by email. Provide access to information at any time using mobile information terminal devices. Enter the toll-free (registered trademark) number,
Ask consumers to ask questions. Consumers fill out a fax form and have advertisers fax questions and more. Ask a consumer acquaintance to advertise the advertiser by email.

Among these, using a network,
Low-cost, easy-to-use advertisements include advertisements based on database of personal information and DM registration, advertisements by registering website URLs, advertisements and URLs by downloading PDF file type materials
Advertisement by clicking on a website to display an advertiser, Advertiser accepts inquiries from consumers by e-mail, Advertisement that enables access to information at any time using mobile information terminal equipment, E-mail to acquaintances of consumers Is an advertisement that advertises the advertiser's product. Hereinafter, a model for evaluating these six advertising effects in terms of money will be described.

(1) Advertisement of personal information and DM registration in database. Using the Internet, personal information can be easily converted to a database in the form of electronic data. According to such a method, the advertiser can quickly obtain future customers at low cost. personal information,
That is, when obtaining the attribute information of the individual consumer, the individual's permission is obtained, and how the obtained information is used in the future is sufficiently explained, and then the individual information is registered. At that time, registration of advertisement distribution of DM is recommended. Hereinafter, when the personal information is registered, it is assumed that the DM is also registered. Since the registrant's personal information is constantly changing, for example, a method that the registrant can change by himself is prepared, and the database is maintained on a regular basis.

Basic attribute information of personal information includes name, age, gender, e-mail address, address, telephone number, facsimile number, family structure, occupation, post, company /
Examples include schools, income, areas of interest, products and services of interest, hobbies, unmarried status, purchase history, and questionnaires.

Next, a description will be given of a method of evaluating the amount of money of an advertisement by making a database of personal information. This is equivalent to the second response effect because it shows two active responses of clicking the advertisement and registering personal information. Assuming that the amount of the personal information is crr (KB), the profit amount of the advertiser obtained by the personal information is Crr1 = g (crr).
(Yen). Here, since the personal information registered in the advertiser's database does not forget, there is no need to consider the forgetting function.

(2) Advertisement by Web site URL registration ...
Clicking on a banner ad takes you to the advertiser's website. If an Internet user likes the advertiser's website and wants to visit it again, register the URL of the site as a "favorite" of the browsing software, and if you do not like the site, It will be passed without registration. In order for consumers to easily visit the advertiser's website, it is extremely effective to have the URL registered. If the URL is displayed after the registration of the URL of the Web site, it may be included in the Web site display count n of the first response effect.

(3) Advertisement by Downloading PDF File Type Material: Consumers with the same ID showed two active responses of clicking the advertisement once and further downloading the PDF file. This corresponds to a two-response effect. The second response effect of the advertisement by downloading the PDF file type material may be expressed by the same model as the first response effect of the banner advertisement described above. PDF files are available free of charge, "Acrob
at Reader ”.

A description will be given of a method of evaluating the amount of money of the advertisement by downloading the PDF file type material. First, the amount and quality of information are expressed in the same manner as in the above-mentioned advertisement. Amount of information: Download the PDF file type document and display the amount of displayed information as drr (KB) → drr1 (yen) Quality of information: (i) Product purchase amount originating from PDF file type material → G (yen) (Ii) The amount of learning effect drn '→ Drrn (yen) when displaying after downloading the PDF file type material

The relationship between the amount of information and the amount of money is represented by drr1 = g (drr) (yen) as in the case of the banner advertisement. P
In the case of a DF file type document, if a consumer with the same ID downloads the PDF file type material once and displays it n times, the learning effect amount Drrn (yen) is Drrn = d
rr1 × drrn '(circle). Advertiser profit D obtained by downloading and displaying PDF file type material
rrs (circle) is obtained from the above (i) + (ii) by Drrs = Drrn +
G (yen). When a website is displayed by clicking a URL in the PDF file (third response effect), the number of times the web site is displayed may be included in the number n of website display times of the first response effect.

(4) Advertiser accepts inquiries from consumers via e-mail ..... A guideline for accepting inquiries from consumers via e-mail and measuring the content of product development and customer satisfaction. To This is equivalent to the second response effect because it shows two active responses of clicking the advertisement and transmitting the e-mail. Assuming that the information amount of the question is err (KB), the profit amount of the advertiser obtained by the information is Err1 = g (err)
(Yen). Here, there is no need to consider forgetting an inquiry input to the advertiser's computer, so there is no need to consider a forgetting function.

(5) Advertisement using mobile information terminal device... Information can be accessed at any time using the mobile information terminal device. The monetary evaluation method is the same as that of the Internet terminal device. When an advertisement profit is generated by using the mobile information terminal device, it may be included in the advertisement profit of the Internet advertisement.

(6) Advertisement by Introduction of Primary Consumer ... Among the primary consumers who visited the advertiser's Web site, the primary consumer who liked the product raised his / her product discount rate W1. Therefore, it is possible to have the consumer advertise the advertiser's product. That is, an acquaintance (secondary consumer) of the consumer is made to advertise the advertiser by e-mail. Specifically, it is as follows. Have the advertiser explain how wonderful the product is. Tell the URL of the advertiser's website and have it registered or displayed on the web. We recommend that you register a DM-type email. Click on the URL in the email to get the advertiser's website displayed. Recommend or teach you how to download PDF files. In addition, click the URL in the PDF to display the advertiser's website. Encourage advertisers to provide personal information. Encourage advertisers to ask questions by email. Use mobile information terminals to promote advertisers or encourage secondary consumers to access advertiser information at any time.

From the point of view of the primary consumer, the two active response actions of contacting the Internet advertisement, clicking the advertisement, and advertising the advertiser to the secondary consumer were shown. Second, the behavior of the secondary consumer can be seen as the result of the second response effect of the primary consumer. However, if the secondary consumer shows a response action of clicking on the URL, this is included in the third response effect as in the case of the primary consumer.

In the fixed form e-mail sent to the acquaintance of the secondary consumer, only the text explaining the splendor of the advertiser's product is put, and the remaining items are written in the fixed form e-mail in advance. , So that they can be easily introduced. And if the referred secondary consumer learns or purchases the advertiser's brand, then the second
The feedback is made to the next consumer effort function T1. The way in which the effort function T1 is increased is, for example, the same as when the user enters the advertiser's Web site from a normal banner advertisement. Next, a description will be given of a method for evaluating the amount of money of an advertisement by introducing a consumer as described above.

(6-1) First, as in the case of the above-described first response effect of the banner advertisement, an acquaintance (secondary consumer) who is the reference person registers his / her own e-mail address in the DM type e-mail advertisement. A method of evaluating the second response effect when displayed in terms of money will be described. Expresses the quantity and quality of information in the same way as the above-mentioned advertisement. Amount of information: amount of information b'rr (KB) → b'rr1 (yen) downloaded and displayed in DM type e-mail advertisement Quality of information: (i) Purchase price of goods originating from DM type e-mail advertisement → G (yen) (ii) Learning effect amount b'rrn '→ B'rrn (yen) by displaying DM type e-mail advertisement

The relationship between the amount of information and the amount of money is represented by b′rr1 = g (b′rr) (yen) as in the case of the banner advertisement. Therefore, if the secondary consumer with the same ID receives the e-mail advertisement of the advertiser once and displays it n times, the learning effect amount B′rrn (yen) is B′rrn = b′rr1 × b ′. rr
n '(circle). The advertiser's profit B'rrs (yen) obtained by registering the DM type e-mail advertisement is B'rrs = B'rrn + G (yen) from (i) + (ii). When you click the URL in the e-mail, the Web site will be displayed. The number of times the advertiser has displayed the Web site may be included in the number n of times of display during A'rrrn of the third response effect.

(6-2) Next, assuming that the secondary consumer has registered personal information with the advertiser, the amount of personal information is set to c′rr
When (KB) is set, the profit amount C'rr1 (yen) of the advertiser obtained from the personal information is C'rr1 = g (c'rr) (yen) as in the case of the above-described advertisement. There is no need to consider forgetting the personal information registered in the advertiser database, so there is no need to consider a forgetting function.

(6-3) Next, an evaluation method by registering the URL of the Web site will be described. If the website is displayed after the URL is registered, it may be included in the display frequency n during A'rrrn of the third response effect.

(6-4) Next, the advertisement effect of downloading and displaying the PDF file type material is evaluated in terms of the amount of money. Similarly, the amount of information: Download and display the amount of information in PDF file type d'rr (KB) → d'rr1 (yen) Quality of information: (i) Purchase products originating from PDF file type material Amount → G (yen) (ii) The learning effect amount d'rrn '→ D'rrn (yen) when displayed after downloading the PDF file type material.

Assuming that the secondary consumer with the same ID downloads and displays the PDF file type material, d′ rr1 = g (d′ rr) (yen) as in the case of the banner advertisement described above. Also, if a consumer downloads a PDF file type material once and a secondary consumer with the same ID displays n times, the learning effect amount D'rrn = d'rr1 × d'rrn '(yen)
Becomes The profit amount Drrs (yen) obtained by the advertiser is D'rrs = D'rrn + G (yen) from (i) + (ii). In addition, the number of times the website is displayed by clicking the URL in the PDF is the advertiser's website during A'rrrn of the third response effect.
It may be included in the number of times the site is displayed n times.

(6-5) Next, the advertising effect of receiving an inquiry from a consumer is evaluated in terms of the amount of money. Similarly, this is a consumer click on an ad, an inquiry
This corresponds to the second response effect because it shows a very active response. Assuming that the inquiry information amount of the electronic mail is e'rr (KB), the profit amount of the advertiser obtained by the inquiry is E'rr1 = g (e'rr) (yen). Here, since the inquiry information registered in the advertiser's computer does not forget, the forgetting function is not considered.

(6-6) Next, the secondary consumer evaluates the advertising effect using the mobile information terminal device in terms of the amount of money. The monetary evaluation method is the same as that of the Internet terminal device. When an advertisement profit is generated by using the mobile information terminal device, it may be included in the advertisement profit of the Internet advertisement.

<Advertiser, Internet advertising revenue company,
Consumer Advertising Profit> Next, using the monetary evaluation of the Internet advertisement obtained as described above, a method of evaluating the advertising profit that can be obtained by the advertiser, the network advertising profit company, and the consumer. Will be described. A description will be given of an example of the most common banner advertisement among Internet advertisements. The relationship among the advertiser, the advertising revenue company, and the consumer is as shown in FIG. 1, but for ease of understanding, a model as shown in FIG. 5 is assumed.

That is, it is assumed that only one primary consumer 10A and one secondary consumer 10B who have been referred to by the primary consumer 10A are present. Banner ads, websites, email questions, D
The information amount of each of the M, PDF file, and personal information is constant. Each question of e-mail, DM, PDF file, and personal information shall be performed only once. As described above, X1 and X2 are consumers 1 who are Internet users.
0A and 10B represent the sum of the product purchase amount and the learning effect amount to be paid to the advertiser 12. Y is the advertiser 12
Represents advertising expenses to be paid to the Internet advertising revenue company 14, and Z1 and Z2 represent merchandise discount amounts paid by advertisers to consumers.

The profit S of the advertiser 12 (There are various ways of thinking about profit, such as net profit, ordinary profit, gross profit, etc., but here, it is simply considered by the sales amount of the advertiser + the amount of learning effect) ( Assuming that N% (0 <N <100) of the yen (hereinafter referred to as “distribution ratio”) is the profit of the Internet advertising revenue company 14, in the model of FIG. 5, S = X1 + X2−YZ.
Substituting 1−Z2 (circle) and Y = S × N / 100 and solving for S, S = 100 (X1 + X2−Z1−Z2) / (100 + N)
(Yen).

On the other hand, as described above, the profit Y (yen) of the Internet advertisement profit company 14 is the profit S (yen) of the advertiser.
Assuming that up to the secondary consumer 10B, as shown in FIG. 5, Y = S × N / 100 (yen) = N (X1 + X2−Z1−)
Z2) / (100 + N) (yen).

Next, the profit Z1 of one primary consumer 10A
(Yen) is Z1 = G1 × W1 / 100, where G1 is the purchase price of the product and W1 is the discount rate of the product (0% <W1 <100%).
(Yen). Here, the reward for the work that the primary consumer 10A has made an effort is defined as an effort function T1, and T1 = η1 ｛Ain + Arn + Brrn + Crr1 + Drrn + Err1 +
A'rrrn + B'rrn + C'rr1 + D'rrn + E'rr1 + G1
+ G2｝. If the profit of the secondary consumer 10B introduced by the primary consumer 10A is Z2 (yen), the product discount rate is W2, and the effort function is T2, similarly, T2 = η2 ｛A'rrrn + B'rrn + C 'rr1 + D'rrn + E'rr1
+ G2｝ Z2 = G2 × W2 / 100 (yen).

Η1 and η2 are constants that determine how much progress the consumers 10A and 10B are making, and as a result, what percentage the product discount rates W1 and W2 are. Below η
1, η2 is referred to as the effort rate constant, and η1 = η2. Ain: the learning effect amount of the primary consumer 10A of the impression effect in the banner advertisement of the advertiser 12, Arn: the learning effect amount of the primary consumer 10A of the first response effect in the banner advertisement of the advertiser 12, Brrn: the learning effect amount of the primary consumer 10A by the DM type e-mail advertisement, Crr1: the profit amount of the advertiser 12 obtained by the personal information of the primary consumer 10A, Drrn: by the primary consumer 10A Learning effect amount by downloading and displaying the PDF file, Err1: Profit amount of the advertiser 12 by asking the primary consumer 10A by e-mail, A'rrrn: Secondary consumption of the advertiser 12 on the website display B'rrn: that the secondary consumer 10B has registered and displayed a DM-type e-mail advertisement C'rr1: Profit amount of the advertiser 12 due to the registration of personal information by the secondary consumer 10B, D'rrn: Learning effect by downloading and displaying a PDF file by the secondary consumer 10B Amount, E'rr1: Profit amount of the advertiser 12 by the secondary consumer 10B asking by e-mail, G1, G2: Product order amount by the primary consumer 10A, secondary consumer 10B.

Considering the discount rate W1 (%) of the product as a function of the effort function T1, W1 = h (T1) (%). Although W1 (%) can be defined in various forms, here, the increment dW1 / d of the discount rate W1 (%) of the product with respect to the effort function T1 is described.
It is assumed that T1 increases gradually when the product purchase or learning effect is small (when the W1 value is small), and gradually decreases when the product purchase or learning effect is large (when the W1 value increases). The simplest function that varies in such a manner according to the value of the commodity discount rate W1 (%) is W1 (Wmax1-W1). Wmax1 (%) is the maximum product discount rate MaxW1
It is a constant that determines (T1 → ∞). Therefore, dW1 / dT
A differential equation of 1 = W1 (Wmax1-W1) / R1 is established. As initial conditions, T1 = 0, and the initial discount rate is W1 = Wmi
When the differential equation is solved with n1 (%) (0 ≦ W1 ≦ 100), the product discount rate W1 (%) is as shown in the following equation (3). R1 (R1> 0) is a constant that determines how fast the commodity discount rate W1 (%) converges by the effort function T1. Hereinafter, R1 is referred to as a discount rate constant.

[0087]

(Equation 3)

FIG. 7 and FIG. 8 are graphs showing the product discount rate W1 (%) when R1 = 500 and Wmin1 = 2 (%). FIG. 7 shows the case where Wmax1 = 20 (%), and FIG. 8 shows the case where Wmax1 = 50 (%). As shown in these graphs, the function of the commodity discount rate W1 (%) is substantially S-shaped, and an inflection point is located at the position of W1 = Wmax1 / 2.

The effort function T1 is used when the primary consumer 10A purchases the product of the advertiser 12 by actively looking at the advertisement of the advertiser 12 and imprinting the brand image of the advertiser on his / her own head. It means that you can get a discount for the effort. Further, the product of the advertiser 12 is introduced to the acquaintance's secondary consumer 10B by e-mail,
When the behavior of the next consumer 10B has brought a benefit to the advertiser 12, the effort function T1 of the introduced primary consumer 10A is increased accordingly. If the same consumer continues to be a customer for the same company, the customer's behavior will accumulate over time, and the customer will benefit from the advertiser's company until death. Hereafter, η1 = η2
= Η, Wmin1 = Wmin2 = Wmin, Wmax1 = Wmax2 = Wma
x, R1 = R2 = R.

<Advertiser, Advertising Profit Company, and Consumer Advertising Profit When Banner Advertisement is Entrance> Next, the advertiser and Internet advertisement when the most typical banner advertisement in Internet advertisement is used as entrance. Earnings company,
The advertising profit of the consumer will be described. The same applies to the above-described electronic mail advertisement (advertisement type) and interstitial advertisement.

In the case where the banner advertisement is at the entrance, the manner of guiding the consumers in the model assumed up to the primary consumer 10A and the secondary consumer 10B as shown in FIG. 5 is as shown in FIG. That is, it is assumed that only one primary consumer 10A and one secondary consumer 10B who have received the introduction are assumed. The amount of information for banner advertisements, Web sites, questions by e-mail, DM, PDF files, and personal information is fixed. Each question of e-mail, DM, PDF file, and personal information shall be performed only once.

First stage: Banner advertisements 20, e-mail advertisements (advertisement type) 24, and interstitial advertisements 26 are referred to by consumers who are Internet users. Here, when the banner advertisement 20 is referred to, an impression effect 28 is generated for the primary consumer 10A. As described above, the amount of learning effect when the information amount of the banner advertisement 20 is displayed ai (KB) and n times is Ain (yen).

Second stage: When the primary consumer 10A clicks on the banner advertisement 20 of interest, the Web site of the advertiser is displayed. By clicking on the banner advertisement, the Web site of the advertiser is displayed, and a first response effect 30 occurs. That is, the amount of learning effect when the information amount of the advertiser's website is displayed n times (ar) is Ar
n (yen).

Third stage: The primary consumer 10A proceeds to the second response effect 32 if he is more interested. That is,
Desired action (response) among registration to e-mail advertisement (DM type), registration of personal information, registration of URL to browsing software, download of PDF file, question by e-mail, introduction of secondary consumer 10B Take. For example, PD
Suppose you download an F file. As described above, the amount of information in the PDF file is drr (KB), and the amount of learning effect by downloading once and displaying twice is Drr2 = dr1 × dr2 ′ (yen). The same applies to registration to other e-mail advertisements (DM type), registration of personal information, registration of URLs to browsing software, questions by e-mail, and introduction of secondary consumers.

Fourth stage: If the consumers 10A and 10B are more interested, the process proceeds to the third response effect. That is, the URL in the received DM or the downloaded PDF is clicked (third response effect), and the website of the advertiser 12 is displayed.

Fifth step: Next, if the primary consumer 10A makes an order purchase for the advertised product, a product purchase price G1 is generated. As described above, assuming that the commodity discount rate of the primary consumer 10A having the same ID is W1, the price per commodity is G1 (100-W1) / 100 (yen).

As described above, the primary consumer 10A goes from displaying a banner advertisement to ordering a product. In FIG. 6, assuming that the process from displaying a banner advertisement to ordering a product is for the same company, the behavior of a series of primary consumers 10A and secondary consumers 10B accumulates as a learning effect. Will not be accumulated if it is for another company.

Next, regarding the case where the above-described banner advertisement is used as the entrance, the advertising profits of the advertiser, the advertising revenue company, and the consumer are obtained. (1) Profit of advertiser: The profit S (yen) of the advertiser 12 is S = X1 + X2-Y-Z1-Z2 (yen) as described above. In the example of FIG. 5, the following equation 4 is obtained.

[0099]

(Equation 4)

(2) Profit of Internet Advertising Profit Company: Profit Y (yen) of Internet advertising profit company 14 is
Advertiser 12 profit S (yen) distribution ratio N% (0 <N <10
0), considering up to the secondary consumer 10B, Y = S
× N / 100 (yen), which can be obtained from the equation representing S.

(3) Consumers' profits ... The profit Z1 (yen) of the primary consumer 10A and the profit Z2 (yen) of the secondary consumer 10B are:
The product discount rates W1 (%) and W2 (%) (0 <W1, W2 <100) are expressed by the following equation (5).

[0102]

(Equation 5)

<Numerical Simulation> Next, FIGS. 9 to 15 show an example of a numerical simulation of the advertising profit obtained by adding the provider to the advertiser, the advertising revenue company, and the consumer when the above-described banner advertisement is used as an entrance. This will be described with reference to FIG. FIG. 9 shows a model of the following simulation. FIG. 10 shows portions corresponding to the present simulation in FIG. 6 together with specific numerical values. 11 to 15 show examples of the advertising profit.

In the following simulation, it is assumed that a banner advertisement is issued for 10 days, and it is assumed that payment is collectively made 20 days after the end of the advertisement. In addition, as in the above-described example, it is assumed that secondary consumers are considered. From FIG. 3, the information rate function is y (circle) =
It is calculated as 0.14x (KB). To make it easier to understand,
One primary consumer 10A can only refer to one secondary consumer. The amount of information for banner advertisements, websites, e-mail questions, DMs, PDF files, and personal information is fixed. Email questions, DM, PDF files,
Each act of personal information shall be performed only once.

The flow of profits will be described with reference to FIG. The provider 16 is charged with an initial capital investment V (yen) such as an advertisement evaluation computer. Instead,
The Internet advertising revenue company 14 pays the provider 16 an information provision fee Y2 (yen) to obtain various types of advertisement evaluation information. Further, if the consumers 10A and 10B continue to make efforts from the same company, the system of the present invention, which rebounds as the product discount amount, will be able to transmit various advertisement evaluation information when the provider 16 is changed. If it is not possible to transfer to another provider, the effect of retaining consumers to the same provider can be expected because the efforts made so far become bubbles. In other words, this effect allows the provider 16 to continuously benefit from the Internet connection fee U (yen / 30 days) from the consumers 10A and 10B.

The impression effect 28 of the banner advertisement 20... Information amount ai of the banner advertisement 20 = 10 (KB) = 1.4
(Yen), the number of times of display by the consumer with the same ID is n = 3. If the forgetting rate is F = 33.3%, the forgetting function fn (t)
Converges to ain × (2/3). Then, the calculation is performed as follows, and the learning effect amount is Ai3 = 2.0.
(Yen). Here, it is assumed that the number of unique visitors (the actual number of visitors excluding the number of duplicates) α1 = 500 people / 10 days saw the banner advertisement. Ai3 = {-2 (8/27) + 2} x 0.14 x 10 = 2.0 Product purchaser ω1 is ω1 = 0 (person / 10 days)

As described above, q is a forgetting function fn (t)
Is a constant that determines how fast convergence occurs.
FIG. 16 shows the number of display times n = 3 and the forgetting function f3.
The relationship with (t) is shown. For t → ∞, f3 (t)
→ 1.41 = ai3 '.

The first response effect 30 due to the click on the banner advertisement 20... In this case, the information amount of the advertiser's Web site is ar = 100 (KB) = 14 (yen), and the same ID is 1
If the number of times the website is displayed by the next consumer is n = 2 (times), the learning effect amount is Ar2 = 15.5 (yen). Here, the number of unique visitors which is 1% of the α1 person β1 = 5
Suppose a person / 10 days clicked.

Second response effect 32: Assuming that the information amount of the PDF file is 80 (KB), drr1 = g (80) = 11.
2 (yen), if a consumer with the same ID downloads once and displays it once, the learning effect amount is Dr1
= 7.5 (yen). Here, it is assumed that the number of unique visitors ρ1 = 40, which is 40% of γ1, has been downloaded and displayed. Registration and display of other e-mail advertisements (DM type), registration of personal information, registration of URL to viewing software,
The same applies to the introduction of secondary consumers, as described below. θ1 = 3 people (60% of γ1) registered and displayed DM (information volume 20
KB) λ1 = 3 people (60% of γ1) registered personal information (information volume 10K)
B) ρ1 = 2 people (40% of γ1) display PDF file (information volume 80
KB) π1 = 2 people (40% of γ1) ask questions by email (information volume 15K)
B) 2 people registered and displayed as DM (20KB information) λ2 = 2 registered personal information (10KB information) ρ2 = 1 person displayed PDF file (80KB information) π2 = 1 person by email Question (amount of information: 15 KB) Referring to FIG. 13, η = 0.0004, R = 30, Wmax = 30
(%), Wmin = 1 (%) T1 = 0.0004 x (1.4 + 2.0 + 1.9 + 15.5 + 5000) = 2.0 W1 = 30 / {1 + 29 exp (-T1)} = 6.1 (%) G1 (purchase price) Φ1 = 1 person / 30 days (T1 = 2.0, W1 = 6.
1) G2 (Purchase price) φ2 = 0 people / 30 days

Third response effect 34: The effort functions T1, T2 and the product discount rates W1, W2 of the unique visitor showing the action of FIG. 11 are obtained as follows. η = 0.0004, R
= 30, Wmax = 30 (%), Wmin = 1 (%), T1 = 0.004 × (1.4 + 2.0 + 2.1 + 1.9 + 20 + 5000 + 1.4 +
7.5 + 2.1 + 1.9 + 9.3 + 5000) = 4.0 W1 = 30 / {1 + 29 exp (−T1)} = 20% T2 = 0.004 × (1.4 + 7.5 + 2.1 + 1.9 + 9.3 + 5000) = 2.0 W2 = 30 / {1 + 29 exp (−T2)} = 6.1% θ1 = 3 people / 30 days, ρ1 = 2 people / 30 days, ψ1 = 2 people / 30 days, click to display the website once, θ2 = 2 people / 30 Day,
ψ2 = 1 person / 30 days out of ρ2 = 1 person / 30 days
Assuming that the site is displayed once, the number of times of displaying these web sites may be added to n of the first response effect, and n = 3. G1 (Purchase price) ε1 = 1 person / 30 days (T1 = 4.0, W1 = 2
0) G2 (purchase price) ε2 = 1 person / 30 days (T2 = 2.0, W2 = 6.
1)

FIG. 18 shows that Wmax = 30%, Wmin = 1%,
The relationship between T1 and W1 when R = 30 is shown. This graph corresponds to FIGS. 7 and 8. FIG.
15 to 15 show examples of the results of tracking the actions of five unique visitors who clicked the banner advertisement. When the point of T1 = 4.0 is obtained from FIG. 18, W1 = 20%.

Next, assuming the above, the advertising profit of the advertiser, the advertising profit company, the provider, and the consumer is obtained. (1) Advertiser's profit ... Advertiser's 12 profit S (yen) is S
= X 1 + X 2 -Y 1 -Z 1 -Z 2 (circle), which is specifically as shown in the above equation (4). In addition, FIG.
By substituting the numerical value shown in FIG. 15, the following Expression 6 is obtained.

[0113]

(Equation 6)

(2) Profit of Internet Advertising Revenue Company As described above, the profit Y (yen) of the Internet advertising revenue company 14 is specifically expressed by the following equation (7).

[0115]

(Equation 7)

(3) Profit of provider: Distribution ratio M% (0) of profit Y (yen) of Internet advertising revenue company 14
<M <100) is included in the profit Y ′ (yen) of the provider 16. Specifically, the following equation 8 is obtained. In addition, 3
0-day provider connection fee of U = 3000 yen / 30 days, initial advertising evaluation system computer capital investment cost of V = 10
It is assumed to be 10,000 yen.

[0117]

(Equation 8)

(4) Consumer's profit ... Primary consumer 10A
The profit Z1 of the secondary consumer 10B and the profit Z2 of the secondary consumer 10B are substituted into the above equation (5), and Z1 = 5000 × 20/100 + 5000 × 6.1 / 100 =
1305 (yen) and Z2 = 5000 × 6.1 / 100 = 305 (yen).
FIG. 9B shows an example of the above numerical values.

<Example of Advertising Effect Evaluation System> Next, an example of an evaluation system to which the advertising effect evaluation method described in the numerical simulation is applied will be described. FIG. 19 shows the configuration. In FIG. 19, consumer's personal computers (personal computers) 50 to 54 are connected to a provider computer 56. The provider computer 56 has functions such as a connection server and a mail server, and is connected to the Internet 58 by the connection server. Further, in this example, a counter group 60 is provided in the provider computer 56 in addition to the servers. The counter group 60 is composed of a large number of counters for counting the number of times banner advertisements to which the present evaluation system is applied and the like for each consumer.

The provider computer 56 is connected to the advertisement effect evaluation computer 70. The advertisement effect evaluation computer 70 includes an arithmetic processing unit 72, a display unit 74, an input unit 76, and a memory 78. The memory 78 is constituted by, for example, a hard disk, and includes a program area 80 in which a program for performing the above-described advertisement effect evaluation is stored, and a data area 82 in which evaluation processing data is stored. The evaluation processing data includes various data such as a forgetting rate F and distribution ratios N and M necessary for the evaluation processing, and an information rate function g obtained by the arithmetic processing.
(X), forgetting function fn (t), and the like.

Next, the operation of the evaluation system shown in FIG. 19 will be described with reference to the flowcharts shown in FIGS. Consumers access the Internet 58 with their personal computers 50 to 54 to display banner advertisements or download PDF files of product catalogs. In the provider computer 56, the counter group 6
By using 0, the number of times the banner advertisement to be evaluated is displayed, the number of times the banner advertisement is clicked, the number of times the PDF file is downloaded, and the like are counted for each consumer.

On the other hand, on the evaluation computer side, data necessary for the above-described evaluation calculation is preset and input by the input unit 76 (step S10). The input data is stored in the data area 82 of the memory 78. In the arithmetic processing section 72, the advertisement effect evaluation program stored in the program area 80 is executed. First, the information rate function g (x) is calculated as shown in Equation 1 and FIG. 3 (Step S12). Next, an amount is calculated from the input information amount of each advertisement by using the information rate function g (x) (step S14).

Next, the arithmetic processing section 72 receives the count value of the number n of times of displaying the banner advertisement from the group of counters 60, and the elements ain, ain 'included in the forgetting function fn (t) in the impression effect are expressed by the following equation (2). (Step S16). Then, the input forgetting rate F
The forgetting function fn (t) is calculated from the forgetting speed constant q as shown in Expression 2 (step S18). And
Using this forgetting function, the learning effect amount of the impression effect of each advertisement is calculated (step S2).
0).

Next, the number of times the advertiser's Web site is displayed is received from the counter group 60, and the elements arn and arn 'included in the forgetting function fn (t) in the first and third response effects.
Is calculated (step S22). Then, a forgetting function fn (t) is calculated from the input forgetting rate F and the forgetting speed constant q as shown in Expression 2, and using this forgetting function, the first, A learning effect amount in the third response effect is calculated (step S24). The same applies to other advertisements, and a learning effect amount or the like in the second response effect is calculated based on the count number in the counter group 60 (step S26).

Next, the operation processing section 72 calculates the effort functions T1 and T2 using the input purchase prices G1 and G2 and the effort rate constant η (step S28). Then, based on the input data Wmax, Wmin, R, the commodity discount rates W1, W2 for the impression effect and the first, second, and third response effects are calculated (step S30).
Further, based on the above calculated data and the distribution ratios N and M as input data, the profit S of the advertiser 12, the profit Y of the Internet advertisement profit company 14, the profit Y 'of the provider 16, and the profit Z1 of the consumers 10A and 10B are obtained. , Z2 are calculated (step S32). The calculation result is displayed on the display unit 74 or printed out as necessary. The above-described advertisement effect evaluation processing is performed with a fixed time limit.

There are many embodiments of the present invention, and various modifications can be made based on the above disclosure. For example, the following is also included. (1) There may be various types other than the advertisement type shown in the above-described embodiment, and the present invention is applicable to any of them. (2) The above description is of a case where the present invention is mainly applied to an Internet advertisement, but is applicable to various network advertisements in general. (3) In the above embodiment, the program for executing the advertisement effect evaluation method is stored in the memory of the computer system. However, the program is stored in a computer-readable recording medium such as a CD-ROM, and is installed in the computer system. May be calculated.

[0127]

As described above, according to the present invention,
The following effects are obtained. (1) An impression effect obtained by displaying an advertisement provided on a network, and first to third response effects obtained by an advertiser's site display by an active consumer's action by clicking or the like. Since the value of the quantity and quality of the information included in the advertisement is determined when each is evaluated from the above, the effect of the network advertisement represented by the Internet can be objectively quantified. (2) Utilizing the evaluation result of the network advertisement by the advertisement effect evaluation method, an advertiser, an advertising revenue company,
Since the provider and the consumer decide to calculate the profit obtained from the advertisement, it is possible to objectively evaluate the value of the advertisement profit received by each of the advertiser, the network advertisement revenue company, the provider and the consumer. .

[Brief description of the drawings]

FIG. 1 is a diagram showing a flow of benefits according to an embodiment of the present invention.

FIG. 2 is a diagram illustrating an outline of an advertisement evaluation method according to the embodiment.

FIG. 3 is a diagram illustrating an example of the relationship between the amount of information and the amount of money.

FIG. 4 is a graph showing an example of a forgetting function.

FIG. 5 is a diagram illustrating an example of a profit flow among an advertiser, an advertising revenue company, and a consumer in consideration of secondary consumers.

FIG. 6 is a diagram showing an aspect of consumer guidance in the model of FIG. 5;

FIG. 7 is a graph showing an example of a relationship between an effort function and a product discount rate.

FIG. 8 is a graph showing another example of the relationship between the effort function and the product discount rate.

FIG. 9 is a diagram showing an example of a profit flow in a simulation based on the model of FIG. 6;

FIG. 10 is a diagram showing a specific example of consumer guidance in the simulation of FIG. 9;

FIG. 11 is a diagram showing an example of advertising profit brought by consumer behavior.

FIG. 12 is a diagram showing an example of advertising profit brought by consumer behavior.

FIG. 13 is a diagram showing an example of advertising profit brought by consumer behavior.

FIG. 14 is a diagram showing an example of advertising profit brought by consumer behavior.

FIG. 15 is a diagram showing an example of advertising profit brought by consumer behavior.

FIG. 16 is a graph showing the relationship between the number of displays and the forgetting function in FIG. 10;

FIG. 17 is a graph showing another example of the relationship between the number of displays and the forgetting function.

FIG. 18 is a graph showing the relationship between the effort function and the product discount rate in FIG.

FIG. 19 is a block diagram showing an embodiment of an advertisement effect evaluation device.

FIG. 20 is a flowchart showing the operation of the evaluation device.

FIG. 21 is a flowchart showing the operation of the evaluation device.

FIG. 22 is a diagram showing a model of a profit flow in an Internet advertisement.

[Description of Signs] 10A, 10B, 10C: Consumer 12: Advertiser 14: Internet advertising revenue company 16: Provider 20: Banner advertisement 24: E-mail advertisement (ad type) 26: Interstitial advertisement 28: Impression effect 30 ... First response effect 32 ... Second response effect 34 ... Third response effect 50-54 ... PC 56 ... Provider computer 58 ... Internet 60 ... Counter group 70 ... Advertising effect evaluation computer 72 ... Calculation processing unit 74 ... Display unit 76 ... Input unit 78: memory 80: program area 82: data area

Claims (11)

[Claims] An advertisement provided on a network is evaluated based on an impression effect obtained by displaying the advertisement and a response effect obtained by active behavior of a consumer to calculate the value of the advertisement. An advertising effectiveness evaluation method, comprising calculating an amount and a quality value of information included in the advertisement,
An advertising effectiveness evaluation method comprising evaluating the impression effect and the response effect. 2. The advertising effectiveness evaluation method according to claim 1, wherein said advertisement value is calculated by taking into account a plurality of daily changing transaction amounts of commercial software. 3. The advertisement effectiveness evaluation method according to claim 1 or 2, wherein the calculation of the advertisement value takes into account the effects of customer purchases and consumer learning. 4. The advertisement effectiveness evaluation method according to claim 1, wherein in calculating the advertisement value, a consumer's effort is evaluated as an effort function. 5. An advertiser, an advertising revenue company, and a consumer of the advertisement are obtained from the advertisement by using the evaluation result of the network advertisement by the advertisement effect evaluation method according to any one of claims 1 to 4. An advertising effectiveness evaluation method characterized by calculating profit. 6. An advertiser pays a discount to a consumer and pays an advertising fee to an advertising revenue company, and the consumer uses a transactional relationship model in which the advertiser pays a purchase amount and a learning effect amount to the advertiser. 6. The method according to claim 5, wherein each profit is calculated. 7. A step of calculating an information rate function representing a relationship between the amount of information and the amount of money; a step of calculating the amount of information of the advertisement using the calculated information rate function; Calculating the forgetting function of the impression effect by using the forgetting function.
Calculating the learning effect amount of the impression effect of the advertisement; calculating the forgetting function of the response effect using the count value of the number of clicks of the advertisement; learning effect of the response effect of the advertisement using the forgetting function Calculating the amount; each of the calculated amounts;
Calculating a product discount rate from the sum of the profit amount given to the advertiser by the consumer and the order amount of the product in consideration of the degree of effort of the consumer; a preset distribution ratio, the respective amounts, and the product The method according to claim 1, further comprising: calculating profits of the advertiser, profits of the advertising profit company, and profits of the consumer based on the discount rate. 8. The advertising effectiveness evaluation method according to claim 5, wherein a network provider is considered in addition to the advertiser, the advertising revenue company, and the consumer. 9. A computer-readable recording medium storing a program for executing the advertising effectiveness evaluation method according to claim 1. Description: 10. An apparatus for carrying out the advertising effectiveness evaluation method according to claim 7, wherein: means for calculating an information rate function representing a relationship between the amount of information and the amount of money; Means for calculating the amount of information of the advertisement; means for calculating the forgetting function of the impression effect from the count value of the number of times of display of the advertisement; means for calculating the learning effect amount of the impression effect of the advertisement by using the forgetting function; Means for calculating the forgetting function of the response effect from the count value of the number of clicks, etc .; means for calculating the amount of the learning effect of the response effect of the advertisement using the forgetting function; Means for calculating the product discount rate from the sum of the profit amount given to the advertiser and the order amount of the product in consideration of the degree of consumer's efforts; a preset distribution ratio , Each amount based on said product discount rate, advertisers benefit, profit advertising revenue company, means for calculating consumer interests respectively; advertising effect evaluation apparatus which comprises a. 11. The advertising effectiveness evaluation device according to claim 10, wherein a network provider is considered in addition to the advertiser, the advertising revenue company, and the consumer.