JP6853404B2 - Advertising medium contact number detection device and advertising medium contact number detection method - Google Patents

Description

The present invention relates to an advertising medium contact number detecting device for detecting the number of people who have come into contact with an advertising medium, particularly an OOH (out-of-home) medium such as an outdoor advertising medium, and an advertising medium contact number detecting method.

It is said that it is more difficult to measure the number of people who have come into contact with OOH media such as outdoor advertising media and traffic advertising media than other advertising media. For example, the audience rating in television media and radio media, the circulation in newspaper and magazine media, the number of clicks in Internet advertising media, etc. can be the number of contacts in each medium, but OOH media is the only one. Since it is "forced visual recognition" or "passive visual recognition" instead of "active visual recognition", the number of visual recognition (number of contacts) cannot be determined unless the number of people passing through the exposed place can be measured. For this reason, most of the conventional surveys of the number of passersby are visually counted, which requires a great deal of time and effort, and it has been impossible to measure the number of media contacts in all of the many OOH media. ..

On the other hand, recently, location information services using GPS (Global Positioning System) data of smartphones have been developed, and it has become possible to detect the number of smartphones (smartphone application users) existing around the medium. However, this detects the number of smartphone app users, not the number of people around the medium. Further, since the person around the medium does not necessarily visually recognize the medium, even if the number of people around the medium is detected, the number of media contacts cannot be correctly known.

Patent Document 1 discloses, as an advertisement response prediction system for predicting the number of responses of media users to advertisements, a means for estimating the number of advertisement attention without conducting a number survey, but the advertisement medium in this case is , It is an advertising medium published in newspapers, not an OOH medium. Therefore, in Patent Document 1, the number of people paying attention to advertisements is calculated with respect to the number of subscribers as a ratio depending on the form of advertisement placement.

Japanese Patent No. 3673193

Although the method for estimating the number of people paying attention to advertisements as described in Patent Document 1 is effective for advertising media published in newspapers, it cannot be applied at all to the detection of the number of media contacts of OOH media. It was.

Therefore, an object of the present invention is to provide an advertising medium contact number detection device and an advertising medium contact number detection method capable of accurately detecting the number of media contacts without actually conducting a number survey on the OOH medium. To do.

According to the present invention, it is calculated by a visual range calculation means for calculating the visual range of the advertising medium from the position of the target advertising medium, the height from the ground surface, and the orientation of the advertising surface of the advertising medium, and the visual range calculation means. A compartment extraction means that extracts a compartment in a passable area from a plurality of compartments included in the visible range, a compartment exclusion means that excludes a compartment in which the advertising medium cannot be seen from the compartments extracted by the compartment extraction means, and a compartment exclusion means. It is equipped with a range specifying means for specifying the range including the remaining sections excluded by the section exclusion means and a floating population calculating means for calculating the floating population data moving in the direction of the advertising medium in the specified range. Provided is an advertising medium contact number detection device in which the floating population data calculated by the population calculation means is used as the number of advertising medium contacts.

First, the visible range of the advertising medium is calculated from the position and height of the advertising medium and the orientation of the advertising surface, and the section within the passable area is extracted from the plurality of sections included in the visible range. Next, the section in which the advertising medium cannot be seen is excluded from the extracted sections, and the range including the remaining excluded sections is specified. As a result, the floating population data that moves in the direction of the advertising medium within the specified range is calculated as the number of contacts of the advertising medium. Here, the floating population data is an estimated value of population transition based on the location information data provided by the data supplier, and the data supplier gives such an estimated value within a range of a predetermined shape (for example, one or more). It is available for each mesh unit). The methods and formats of collecting this available floating population data vary slightly from data supplier to data supplier. In this way, since the visible range of the advertising medium is specified and the number of contact with the advertising medium is obtained from the floating population data moving in the direction of the advertising medium in that range, it is difficult to detect the number of contact with the medium. However, the number of media contacts in any period can always be accurately and easily detected without actually conducting a traffic volume survey.

It is preferred that the range identifying means is a mesh identifying means that identifies at least one mesh that includes the remaining compartments excluded by the compartment exclusion means.

It is also preferable that the floating population calculation means is a means for calculating the floating population data by pedestrians or vehicles that may visually recognize the advertising medium.

It is also preferable that the floating population calculation means is a means for calculating the floating population data moving in the direction of the advertising medium at a speed in a speed range corresponding to the moving speed of a pedestrian or the moving speed of a vehicle.

Flowing population data in which the floating population calculation method moves in multiple directions (for example, 5 of the 8 directions of north, northeast, east, southeast, south, southwest, west, and northwest) determined by the orientation of the advertising surface of the advertising medium. It is also preferable that it is a means for calculating.

It is also preferable that the mesh identifying means described above is a means for identifying at least one mesh including the center point of the compartment not excluded by the compartment exclusion means.

The viewing range calculation means sets the intersection of the downward line of the advertising surface passing through the center of the advertising surface of the advertising medium and the ground surface as the optimum viewing position by a first predetermined angle based on the human gaze stable field of view. , The intersection of the line downward from the vertical line of the advertising surface and the ground surface by a second predetermined angle based on the maximum upward visual field of the human being is set as the recently visible position, and the optimum viewing position on the ground surface is in the direction opposite to the center of the advertising surface. When the position separated by the optimum viewing position and the distance between the recent viewing positions is set as the farthest viewing position, the center of the advertising surface is the center of the arc and the arc passing through the recently viewing position and the center of the advertising surface are the center of the arc and the farthest. It is also preferable that it is a means for calculating the arc range between the arcs passing through the visual position.

In this case, it is more preferable that the viewing range calculating means is a means for calculating an arc range within an angle range of 45 degrees to the left and right from the center of the advertising surface.

It is more preferable that the first predetermined angle is 20 degrees and the second predetermined angle is 50 degrees.

It is also preferable that the section extraction means is a means for referring to the map data and extracting the section in the area corresponding to the road from the plurality of sections included in the visible range.

In each section where the line segment connecting the center of the extracted section and the center of the advertising surface passes, the section exclusion means calculates the height of the building in the section and the height of the line segment in that section calculated by referring to the map data. If the height of the building is larger than the height of the line segment, it is also preferable to use a means for excluding the extracted section.

It is also preferable that each of the plurality of compartments has a square square.

According to the present invention, a plurality of visible ranges of the advertising medium are further calculated from the position of the target advertising medium, the height from the ground surface, and the orientation of the advertising surface of the advertising medium, and are included in the calculated viewing range. Extract the sections within the passable area of the sections, identify the range that includes the remaining sections that exclude the invisible section from the extracted sections, and move in the direction of the advertising medium in the specified range. Provided is a method for detecting the number of contacts in an advertising medium, which calculates the floating population data to be used and uses the calculated floating population data as the number of contacts in the advertising medium.

First, the visible range of the advertising medium is calculated from the position and height of the advertising medium and the orientation of the advertising surface, and the section within the passable area is extracted from the plurality of sections included in the visible range. Next, the section in which the advertising medium cannot be seen is excluded from the extracted sections, and the range including the remaining excluded sections is specified. As a result, the floating population data that moves in the direction of the advertising medium within the specified range is calculated as the number of contacts of the advertising medium. Here, the floating population data is an estimated value of population transition based on the location information data provided by the data supplier, and the data supplier gives such an estimated value within a range of a predetermined shape (for example, one or more). It is available for each mesh unit). The methods and formats of collecting this available floating population data vary slightly from data supplier to data supplier. In this way, since the visible range of the advertising medium is specified and the number of contact with the advertising medium is obtained from the floating population data moving in the direction of the advertising medium in that range, it is difficult to detect the number of contact with the medium. However, the number of media contacts in any period can always be accurately and easily detected without actually conducting a traffic volume survey.

It is preferable that the specification of the range includes specifying at least one mesh including the remaining sections obtained by excluding the sections in which the advertising medium cannot be seen from the extracted sections.

It is also preferable that the calculation of the floating population data includes calculating the floating population data by pedestrians or vehicles that may visually recognize the advertising medium.

It is also preferable that the calculation of the floating population data includes calculating the floating population data moving in the direction of the advertising medium at a speed in a speed range corresponding to the moving speed of a pedestrian or the moving speed of a vehicle.

It is also preferable to calculate the floating population data that moves in the direction of the advertising medium in the specified range at a predetermined speed range.

It is also preferable to calculate floating population data that moves in multiple directions determined by the orientation of the advertising surface of the advertising medium (for example, 5 of the 8 directions of north, northeast, east, southeast, south, southwest, west, and northwest). ..

According to the present invention, even for an OOH medium in which it is difficult to detect the number of media contacts, the number of media contacts in an arbitrary period can always be accurately and easily detected without actually performing a traffic volume survey.

It is a block diagram which shows schematic the whole structure of the advertisement medium contact number detection apparatus in one Embodiment of this invention. It is a flowchart which shows the flow | flow of the advertisement medium contact number detection operation in embodiment of FIG. It is a figure explaining the target advertising medium and the surrounding environment in the embodiment of FIG. It is a figure explaining the viewing distance at the time of calculating the viewing range in the embodiment of FIG. FIG. 5 is a diagram illustrating a human visual field applied in the embodiment of FIG. It is a figure which shows the visible | visible range calculated in embodiment of FIG. FIG. 5 is a diagram showing a state in which grid-like squares are superimposed on a visible range in the embodiment of FIG. FIG. 5 is a diagram showing a state in which squares existing in a human-passable area in the embodiment of FIG. 1 are extracted. FIG. 5 is a diagram showing a process of excluding squares in which the advertising medium cannot be seen from the squares extracted in the embodiment of FIG. FIG. 5 is a diagram showing a process of excluding squares in which the advertising medium cannot be seen from the squares extracted in the embodiment of FIG. It is a figure which shows the state which excluded the invisible square among the squares extracted in the embodiment of FIG. It is a figure which shows the visibility range which smoothed the line of the grid of FIG. It is a figure which shows the mesh which includes the remaining squares excluding the non-visible squares in the embodiment of FIG. It is a figure which shows the moving direction selected in each mesh in the embodiment of FIG. It is a figure explaining the selection operation of the moving direction in each mesh in the embodiment of FIG.

FIG. 1 schematically shows the overall configuration of the advertising medium contact number detection device according to the embodiment of the present invention, and FIG. 2 schematically shows the flow of the advertising medium contact number detection operation according to the embodiment of FIG. It is shown, and FIG. 3 illustrates the target advertising medium and its surrounding environment in the embodiment of FIG.

As shown in FIGS. 1 and 3, the advertising medium contact number detecting device of the present embodiment is basically composed of a program-controlled computer and includes a viewing range calculating means 10. The viewing range calculating means 10 is input with the position data of the advertising medium 20 and the height data from the ground surface, which is the target of detecting the number of media contacts, and the direction data in which the advertising surface 20a of the advertising medium 20 is facing. , The viewing range on the map of the advertising medium 20 is calculated from these input data. Further, the advertising medium contact number detection device extracts the squares in the passable area from the plurality of grid-shaped squares included in the visible range on the map calculated by the visible range calculation means 10. The eye extraction means 11 (corresponding to the compartment extraction means of the present invention) and the square exclusion means 12 (in the present invention) for excluding the squares in which the advertising medium 20 cannot be seen from the squares extracted by the square extraction means 11. (Corresponding to the division exclusion means), a range specifying means for specifying a range including the remaining squares excluded by the square exclusion means 12, and a mesh specifying means 13 for specifying a mesh in the present embodiment. Further, the advertising media contact number detection device acquires GPS flow population data moving in the direction of the advertising medium 20 in the specified range, at least one mesh in the present embodiment, from the GPS data supplier, and calculates the number of advertising media contacts. It is provided with a floating population data calculation means 14 that outputs the data.

The viewing range calculating means 10 includes position data representing the position of the advertising medium 20, height data H representing the height of the advertising medium 20 from the ground surface, and advertising medium as information on the target advertising medium 20. The direction data in which the advertising surface 20a of 20 is facing is input (step S1 in FIG. 2). The position data is the coordinates on the map of the advertising medium 20, or the latitude and longitude. The height data H is the height from the ground surface of the center of the advertising medium 20, and in the present embodiment, the advertising medium 20 is the rooftop signboard of the building on the 7th floor, and the signboard height is 1.4 m. , H = 4m x 7 + 1.4m / 2 (the height of the first floor is 4m in a commercial building). That is, H = 28.7 m. Subtracting 1.56 m, which is the average height of the Japanese viewpoint, from the height H from the ground surface, the height H'from the human viewpoint to the center of the advertising medium 20 is H'= 28. 7m-1.56m = 27.14m (however, in the following description, H'= about 30m for simplification). If the height data H'related to the advertising medium 20 is directly known from the map data or the like, that value can be used. The direction data is given from the direction in which the advertising surface 20a faces, and in the present embodiment, since the advertising surface 20a faces the southeast, the direction data is eight categories of direction data or angle data corresponding to the southeast direction. As a result, as shown in FIG. 4, the viewing range calculating means 10 has the optimum viewing position (best position), the latest viewing position, and the farthest on the line extending in the direction of the advertising surface 20a of the advertising medium 20 on the ground surface. Calculate each visual position.

As shown in FIG. 5A, the optimum viewing position is to visually recognize the advertising medium 20 at an upward angle of 20 degrees from the horizontal, which is a stable visual field of gaze in the vertical direction of a human being, which can be comfortably viewed by the movement of the eyeball and the head. As shown in FIG. 4, if the height H'from the viewpoint to the center of the advertising medium 20 is about 30 m, this is the position from the advertising medium 20 to 82 m. Recently, the viewing position is a position where the advertising medium 20 can be visually recognized at an upward angle of 50 degrees from the horizontal, which is the upper maximum visual field which is the limit of being able to see upward, and this is the advertising medium from the viewpoint as shown in FIG. If the height H'to the center of 20 is about 30 m, the position is 25 m from the advertising medium 20. The farthest viewing position is the position of the maximum distance at which the signboard can be visually recognized, and as shown in FIG. 4, this is separated from the advertising medium 20 by the distance (57 m) between the optimum viewing position, the optimum viewing position, and the recent viewing position. That is, the position is 139 m (82 m + 57 m) from the advertising medium 20.

As shown in FIG. 6, when the circles C21, C22 and C23 passing through the optimum viewing position 21, the latest viewing position 22 and the farthest viewing position 23 are drawn with the center of the advertising surface 20a of the advertising medium 20 as the center of the circle on the ground surface. The viewing range is a region obtained by excluding the region of the circle C22 having a radius of 139 m passing through the farthest viewing position 23 and the region of the circle C22 having a radius of 25 m passing through the latest viewing position 22 (a near region that cannot be visually recognized). Further, as shown in FIG. 5B, assuming that the medium cannot be seen at a position exceeding the angle range of 45 degrees to the left and right (90 degrees in total) from the front, which is a stable visual field of gaze in the left and right direction of a human being, the advertising medium 20 The visual field of FIG. 6 is the arc range (gray portion due to shading) 24 within an angle range of 45 degrees to the left and right from the center of the advertising surface 20a of the advertising medium 20 in FIG. That is, the viewing range calculating means 10 calculates the viewing range 24, which is sandwiched between the circle C22 and the circle C23 and has an angle range of 90 degrees (step S2 in FIG. 2).

First, as shown in FIG. 7, the grid extracting means 11 sets a plurality of grid-like grids 25 (corresponding to the compartment of the present invention) covering the visually-viewed range 24 calculated in this way on the map. Each square 25 is, for example, a square (square) of 1 m × 1 m, but it does not necessarily have to be a square, and may be a rectangle or another shape. Further, the size of one side is not limited to 1 m × 1 m, and the size is appropriately set so that the number of squares is a number corresponding to the processing capacity of the computer. The square extraction means 11 extracts the squares 26 existing in a human-passable area such as a road from among the plurality of grid-like squares 25 set in this way (step S3 in FIG. 2). .. Specifically, the coordinates or latitude and longitude of roads and passages set on the map are compared with the coordinates or latitude and longitude of the center of the grid-like grid 25, and as shown in FIG. Only the square 26 whose center position corresponds to the position of a road, a passage, or the like is extracted.

The square exclusion means 12 excludes the squares in which the advertising medium 20 cannot be seen from the squares 26 extracted by the square extraction means 11 (step S4 in FIG. 2). Specifically, the heights of buildings and other buildings existing at the positions of the grid-like squares 25 are acquired from the map data, and the heights of the acquired buildings and the extracted squares 26 (for example, each square 26) are acquired. , 261, 262, 263, etc.) and the height of the line of sight on each square 25 through which the line of sight, which is the line connecting the center points of the advertising surface 20a of the advertising medium 20, passes. It is determined whether the height of the building is higher than the height of the line of sight and the line of sight is blocked. That is, as shown in FIG. 10A, with respect to the line of sight from a certain square (for example, square 261 or 262), the height of the line of sight in all the squares up to the advertising medium 20 is in the square. If it is higher than the height of a certain building 27, it is determined that the line of sight is not blocked and the advertising medium 20 can be visually recognized. On the other hand, as shown in FIG. 10B, with respect to the line of sight from a certain square (for example, square 263), the height of the line of sight in any of the squares up to the advertising medium 20 is in the square. If it is lower than the height of the building 27 in the building 27, it is determined that the line of sight is blocked and the advertising medium 20 cannot be visually recognized. As a result, the square exclusion means 12 excludes the squares determined to be invisible (for example, the square 263 in FIG. 9). FIG. 11 shows a range 28 by the remaining plurality of squares excluding the invisible squares (squares 263), and these plurality of squares 28 are the final visible ranges.

The final viewing range may be the range 28 of a plurality of squares as shown in FIG. 11, but a smooth outline as shown in FIG. 12 is obtained by smoothly processing the boundary line of the range of the squares. It is also possible to have a range of 28'with.

As shown in FIG. 13, the mesh specifying means 13 identifies the mesh 30 in the regional mesh statistics including the range 28 by the remaining squares excluded by the square exclusion means 12 (step S5 in FIG. 2). Specifically, in the mesh defining the GPS floating population data provided by the GPS data supplier, the mesh 30 including the center points of a plurality of squares is specified.

GPS floating population data that can be purchased from GPS data suppliers is created by acquiring GPS location information from a large number of users who have installed their own or affiliated smartphone applications and have agreed to use their own location information. Is to be done. This mesh-type GPS floating population data is estimated value data that converts the application user into the total population size of Japan and shows the transition for each single or multiple meshes by month / day and time zone. It is given in single or multiple mesh units separated by size. As the mesh size, for example, in the GPS floating population data of Agoop Co., Ltd., 1 km × 1 km, 500 m × 500 m, 100 m × 100 m, and 50 m × 50 m can be specified. There are a plurality of GPS data suppliers other than Agoop Co., Ltd. described above, and it is possible to use the GPS floating population data of any GPS data supplier. However, the data format differs slightly depending on the GPS data supplier. It is also possible to purchase GPS floating population data from a GPS data supplier for a range 28'with a smooth contour as shown in FIG.

Tables 1 and 2 show a part of the hourly GPS flow population data of 100 m × 100 m mesh size provided by Agoop Co., Ltd. Specifically, Table 1 shows the month (12 months display), day of the week (weekdays: 0, holidays: 1, all days: 2), and hours (24 hours display) of a specific mesh (displayed by mesh code and mesh name). It shows the estimated value of the total population (number of people). Table 2 shows the day of the week (weekdays: 0, holidays: 1, all days: 2), time (24-hour display), and movement speed S (0 to 100 km / h) in a specific mesh (displayed by mesh code and mesh name). Estimated value of population ratio (%) in 8 steps display) and movement direction C (8-direction display every 45 degrees of angle range). However, regarding the moving speed S, "1" when S = 0 km / h, "2" when 0 km / h <S ≤ 10 km / h, "3" when 10 km / h <S ≤ 20 km / h, 20 km. “4” for / h <S ≦ 40 km / h, “5” for 40 km / h <S ≦ 60 km / h, “6” for 60 km / h <S ≦ 80 km / h, 80 km / h <S ≦ When 100 km / h, it is displayed as "7", and when 100 km / h <S, it is displayed as "8". Regarding the movement direction C, when 0 degree <C <22.5 degrees or 337.5 degrees ≤ C (north direction), it is "1", and when 22.5 degrees ≤ C <67.5 degrees (northeast direction). ) Is "2", when 67.5 degrees ≤ C <112.5 degrees (east direction) is "3", when 112.5 degrees ≤ C <157.5 degrees (southeast direction) is "4" , 157.5 degrees ≤ C <202.5 degrees (south direction) "5", 202.5 degrees ≤ C <247.5 degrees (southwest direction) "6", 247. When 5 degrees ≤ C <292.5 degrees (west direction), "7" is displayed, and when 292.5 degrees ≤ C <337.5 degrees (northwest direction), "8" is displayed.

The fluid population data calculation means 14 specifies the movement speed and the movement direction of the pedestrian for the mesh 30 specified by the mesh identification means 13, and acquires GPS fluid population data from a GPS data supplier (Agoop Co., Ltd.) (FIG. 2). Step S6).

Regarding the moving speed of pedestrians, since the average walking speed of humans is 4.8 km / h, GPS flow population data with a moving speed of 0 km / h <S ≦ 10 km / h (“2” in Table 2). Data) is acquired. By limiting the moving speed to 0 km / h <S ≦ 10 km / h, it is possible to exclude humans moving by train, automobile, motorcycle, or bicycle.

The direction of movement of the pedestrian is determined by the direction in which the advertising surface 20a of the advertising medium 20 is facing out of eight predetermined directions (north, northeast, east, southeast, south, southwest, west, northwest). Acquire GPS floating population data for five directions. That is, as shown in FIG. 14, since the direction of the advertising surface 20a of the advertising medium 20 is "southeast", the mesh 30 has the opposite direction "northwest" and four adjacent directions. The GPS flow population data of five directions consisting of the directions "north", "west", "northeast" and "southwest" is acquired. Specifically, from the mesh 30, the direction of 0 degree <C <22.5 degrees or 337.5 degrees ≤ C of "1" (direction of "north") and 22.5 degrees ≤ C <of "2". 67.5 degree direction ("northeast" direction), "6" 202.5 degree ≤ C <247.5 degree direction ("southwest" direction), "7" 247.5 degree ≤ C < Acquire GPS flow population data of 5 directions consisting of 292.5 degree direction ("west" direction) and "8" 292.5 degree ≤ C <337.5 degree direction ("northeast" direction) To do. If the direction in which the advertising surface 20a faces does not exactly match any of the eight directions, the closest direction is selected. However, although the above description is for the case where the predetermined orientation is 8 orientations, it is needless to say that the case may be 16 orientations.

As shown in FIG. 15A, the viewing range of the advertising medium 20 is 90 degrees with respect to the direction in which the advertising surface 20a is facing, while the viewing range of the human 40 in the optimum viewing position is the advertisement. It is in the range of 90 degrees toward the surface 20a. Further, since the angle ranges in which the humans 41 and 42 located at both ends of the advertising medium 20 can see the viewing range of the advertising medium 20 are 45 degrees, respectively, as shown in FIG. 15 (B). In addition, the maximum viewing angle of the human 43 within the viewing range of the advertising medium 20 is 180 degrees, which is the above-mentioned five directions.

In the present embodiment, the number of people who come into contact with the advertising medium related to walking humans is detected, but the number of people who come into contact with the advertising medium on vehicles such as bicycles, motorcycles, automobiles, and trains is detected. Is also possible. For example, in the case of a bicycle, since the average moving speed is 14 to 15 km / h, GPS floating population data with a moving speed of 10 km / h <S ≦ 20 km / h will be acquired. In the case of motorcycles, automobiles or trains, for example, GPS floating population data having a moving speed of 20 km / h <S ≦ 40 km / h or 40 km / h <S ≦ 60 km / h will be acquired. This makes it possible to detect, for example, the number of contacts such as roadside guide signs.

Specifically, the floating population data calculation means 14 first acquires an estimated value of the total population (number of people) of the corresponding date and time in the corresponding mesh 30 among the GPS floating population data from the GPS data supplier. Assuming that the mesh code of mesh 30 is "5" (mesh name: center street 1), the estimated value of the total population at midnight on weekdays in January is 8829 from the shaded gray data in Table 1. .49,482 people. The total population data in this case is the total number of people per hour excluding the number of people who stayed in the same mesh for more than one hour. Further, the flow population data calculation means 14 has a speed “2” in which the movement speed S is 0 km / h <S ≦ 10 km / h in the GPS flow population data from the GPS data supplier, and the movement in the mesh 30. Direction C is 0 degree <C <22.5 degrees or 337.5 degrees ≤ C direction "1", 22.5 degrees ≤ C <67.5 degrees direction "2", 202.5 degrees ≤C <247.5 degree orientation "6", 247.5 ° ≤C <292.5 degree orientation "7", and 292.5 ° ≤C <337.5 degree orientation. Obtain the estimated value of the population ratio (%) which is "8". The estimated values of the population ratios of these five directions are 12%, 6%, 8%, 10%, and 10% from the shaded gray data in Table 2.

Next, the floating population data calculation means 14 estimates the total population moving in five directions at walking speed from the acquired estimated value of the total population moving in each direction at walking speed. The values are calculated, and the estimated values of the total population moving in these five directions are added to calculate the number of pedestrians in contact with the medium (step S7 in FIG. 2). In this example, the estimated value of the number of people in contact with the medium is calculated as follows. 8829.49482 people x 12% + 8829.49482 people x 6% + 8829.49482 people x 8% + 8829.49482 people x 10% + 8829.49482 people x 10% = 4061.56761 people, that is, the number of media contacts of mesh 30 is The number will be 4061, and this number will eventually become the number of media contacts of the advertising medium 20.

When the mesh including the final viewing range 28 specified by the mesh identifying means 13 is a plurality of meshes, the floating population data calculating means 14 is a pedestrian or a pedestrian or a range in which all of the plurality of meshes are integrated. Specify the moving speed and moving direction of the vehicle, and acquire the GPS floating population data prepared by the GPS data supplier. That is, the GPS data supplier supplies GPS flow population data of a specified moving speed and moving direction not only for a single mesh but also for a range in which a plurality of meshes are integrated or a range having an arbitrary shape.

There are two types of GPS floating population data for each mesh provided by the GPS data supplier: "average population data" and "total population data" of the mesh. "Average population data" is data representing the number of people in a mesh converted to the total population of Japan. For example, if you stay in one mesh for 1 hour, it will be counted as "1", and if you stay for 10 minutes, it will be "1/6". ". On the other hand, "total population data" is data that simply represents the number of people in the mesh at that time, and does not consider the staying time of the mesh (excluding stays exceeding 1 hour), even if it is 5 minutes. If it passes even after 10 minutes, it is counted as "1". It should be noted that in the present invention, "total population data" is used because a person passing by to obtain the number of people who have seen the advertising medium should also be counted as visually recognized.

As described in detail above, according to the present embodiment, the optimum viewing position 21 is centered on the center of the advertising surface 20a of the advertising medium 20 from the position data and height data H of the advertising medium 20 by the viewing range calculating means 10. The circles C21, C22 and C23 passing through the most recently visible position 22 and the farthest viewing position 23 are obtained, and the region excluding the region of the circle C22 passing through the most recently seen position 22 from the region of the circle C23 passing through the farthest viewing position 23 is It becomes a visible range. Further, a range 24 of an arc within an angle range of 45 degrees to the left and right from the center of the advertising surface 20a is obtained from the direction of the advertising surface 20a. That is, an angle range of 90 degrees, which is sandwiched between the circle C22 and the circle C23, is obtained as the viewing range 24. Next, the square-shaped extraction means 11 sets a plurality of grid-shaped squares 25 that cover the entire viewing range 24 thus obtained. Each square 25 is, for example, a 1 m × 1 m square. Further, the grid extracting means 11 extracts the squares 26 existing in a human-passable area such as a road from among the plurality of grid-shaped squares 25 set in this way. Next, the square exclusion means 12 excludes the squares 26 from which the advertising medium 20 cannot be visually recognized due to a building or the like. The range 28 of the remaining plurality of squares from which the invisible squares are excluded is the final visible range. After that, the mesh identifying means 13 identifies the mesh 30 in the regional mesh statistics including the final viewing range 28. For the mesh 30 identified in this way, the number of people in contact with the medium is calculated by the floating population data calculating means 14. That is, among the GPS flow population data for each mesh provided by a GPS data supplier such as Agoop Co., Ltd., the number of media contacts of the advertising medium 20 by acquiring the estimated values of the flow population in the specified movement speed and movement direction. Is calculated. In this way, since the mesh in which the advertising medium can be visually recognized is specified and the number of contacted with the advertising medium is obtained from the floating population data moving in the direction of the advertising medium in the mesh, the number of contacted with the medium is difficult to detect for the OOH medium. However, the number of media contacts in any period can always be accurately and easily detected without actually conducting a traffic volume survey.

In the above-described embodiment, the mesh-type floating population data provided by the data supplier is used as the floating population data, but the present invention can be realized without using the range defined by such a mesh. .. For example, floating population data using the concept of geofence representing an area surrounded by virtual boundaries can be used. In this case, a range of arbitrary shape is set as the geofence, and the floating population data moving in the direction of the advertising medium is calculated within the set range.

Further, in the above-described embodiment, the moving speed of the target is used for determining whether the moving target is a pedestrian or a vehicle, but the present invention is a pedestrian by another method. It is possible to determine whether it is a vehicle. For example, it can be determined by superimposing the trajectory of the movement of the target on the map information and determining whether the movement is a roadway, a railroad track, or a sidewalk. It is also possible to determine the movement speed from the time and distance between the data acquisition points, and acquire the floating population data from the data supplier, which specifies the means of movement from the movement speed, movement route, and the like. Such data is available, for example, as KDDI Location Analyzer or KDDI Location Data.

Further, in the above-described embodiment, GPS floating population data that can be purchased from a specific data supplier is used, but the same type of floating population data can be obtained and used from various data suppliers. However, the collection method and data format differ slightly depending on the data supplier. In some cases, GPS is used to acquire the position information, or the position information of the base station is used.

All of the above-described embodiments are exemplary and not limited to the present invention, and the present invention can be implemented in various other modifications and modifications. Therefore, the scope of the present invention is defined only by the claims and their equivalents.

10 Visibility range calculation means 11 Square extraction means 12 Square exclusion means 13 Mesh identification means 14 Flowing population data calculation means 20 Advertising medium 20a Advertising surface 21 Optimal viewing position 22 Recent viewing position 23 Farthest viewing position 24 Viewing range 25, 261 , 262, 263 squares 26 squares existing in passable area 27 Buildings 28 Range by remaining squares 28'Smooth contour range 30 Mesh 30a Mesh center 40, 41, 42, 43 Human

Claims (14)

A viewing range calculating means for calculating the viewing range of the advertising medium from the position and height of the target advertising medium from the ground surface and the orientation of the advertising surface of the advertising medium, and within the viewing range calculated by the viewing range calculating means. A section extraction means for extracting a section in a passable area from a plurality of sections included in the above, a section exclusion means for excluding a section in which the advertising medium cannot be seen from the section extracted by the section extraction means, and the like. e Bei a range specifying means for specifying a range including the remaining compartments were excluded by partition excluding means, and a floating population calculating means for calculating floating population data moving in the direction of the advertising medium in the above-mentioned range identified, the The floating population data calculated by the floating population calculation means is configured to be the number of contacts in the advertising medium, and the range specifying means identifies at least one mesh including the remaining sections excluded by the section exclusion means. A device for detecting the number of contacts in an advertising medium, which is a means for identifying at least one mesh including a center point of a section not excluded by the section exclusion means. The advertising medium contact number detection device according to claim 1 , wherein the floating population calculating means is a means for calculating floating population data by pedestrians or vehicles that may visually recognize the advertising medium. 2. The method of claim 2 is characterized in that the floating population calculation means is a means for calculating floating population data moving in the direction of the advertising medium at a speed in a speed range corresponding to the moving speed of a pedestrian or the moving speed of a vehicle. The advertising medium contact number detection device described in 1. The invention according to any one of claims 1 to 3 , wherein the floating population calculating means is a means for calculating floating population data moving in a plurality of directions determined by the orientation of the advertising surface of the advertising medium. Advertising media contact number detection device. The viewing range calculating means optimally visually recognizes the intersection of the line downward by a first predetermined angle based on the human gaze stable field of view from the perpendicular line of the advertising surface passing through the center of the advertising surface of the advertising medium and the ground surface. In addition to the position, the intersection of the line downward by a second predetermined angle based on the maximum upward visual field of a person from the vertical line of the advertising surface and the ground surface is recently set as the viewing position, and from the optimum viewing position on the ground surface. When the farthest viewing position is a position separated by the distance between the optimum viewing position and the latest viewing position in the direction opposite to the center of the advertising surface, the center of the advertising surface is set as the arc center and the recently viewing position The advertisement according to any one of claims 1 to 4 , wherein the arc is a means for calculating the arc range between the arc passing through the arc and the center of the advertising surface as the center of the arc and passing through the farthest viewing position. Media contact number detection device. The advertising medium contact number detecting device according to claim 5 , wherein the viewing range calculating means is a means for calculating the arc range within an angle range of 45 degrees to the left and right from the center of the advertising surface. The advertising medium contact number detection device according to claim 5 or 6 , wherein the first predetermined angle is 20 degrees and the second predetermined angle is 50 degrees. Any of claims 1 to 7 , wherein the section extracting means is a means for referring to map data and extracting a section in an area corresponding to a road from a plurality of sections included in the visible range. The advertising medium contact number detection device according to item 1. The height of the building in the section and the height of the building in the section calculated by referring to the map data in each section through which the line segment connecting the center of the extracted section and the center of the advertising surface passes by the section exclusion means. One of claims 1 to 8 , which is a means for excluding the extracted section when the height of the building is larger than the height of the line segment by comparing with the height of the line segment. The advertising medium contact number detection device described in. The advertising medium contact number detection device according to any one of claims 1 to 9, wherein each of the plurality of sections is a square-shaped square. The advertising medium contact number detection device calculates the viewing range of the advertising medium from the position of the target advertising medium, the height from the ground surface, and the orientation of the advertising surface of the advertising medium, and within the calculated viewing range. A section within a passable area is extracted from the plurality of included sections, a range including the remaining section excluding the section in which the advertising medium is invisible from the extracted section is specified, and the specified range is specified. In, the floating population data moving in the direction of the advertising medium is calculated, the calculated floating population data is used as the number of contacts of the advertising medium, and the range is specified so that the advertising medium cannot be visually recognized from the extracted section. A method for detecting the number of contacts in an advertising medium , which comprises identifying at least one mesh including the remaining compartments excluding the parcels and identifying at least one mesh including the center point of the non-excluded parcels. The number of contacts in the advertising medium according to claim 11 , wherein the calculation of the floating population data includes calculating the floating population data by a pedestrian or a vehicle that may visually recognize the advertising medium. Detection method. The calculation of the floating population data includes calculating the floating population data moving in the direction of the advertising medium at a speed in a speed range corresponding to the moving speed of a pedestrian or the moving speed of a vehicle. The method for detecting the number of contacts with an advertising medium according to claim 12. The method for detecting the number of contacts with an advertising medium according to any one of claims 11 to 13 , wherein the floating population data moving in a plurality of directions determined by the orientation of the advertising surface of the advertising medium is calculated.

Images