JP2001283087A - Method and system for evaluating internet advertisement - Google Patents

Abstract

PROBLEM TO BE SOLVED: To enable an advertiser to evaluate its advertisements in real time without relying on any publicity agent. SOLUTION: The dummy HTML files 12A, 12B, 12C and 12D are inserted into an advertiser server 10 as the access screens of each advertisement medium and at the same time the tags A are embedded in the final screens 16A, 16B and 16C about every action of customers who looked at advertisements. A net research server 20 totalizes the access frequency to both access and final screens so that an advertiser can evaluate its advertisements about every advertisement medium and every customer action.

Description

DETAILED DESCRIPTION OF THE INVENTION

[0001]

[0001] The present invention relates to an advertisement effect for each advertisement medium by separately summing up inquiries from a customer to an advertiser server about advertisements put on a plurality of advertisement mediums for each advertisement medium. The present invention relates to an Internet advertisement evaluation method and system for evaluating, particularly, accumulating advertisement response data directly on a net research server side for advertisement evaluation without relying on an advertiser server usually installed on an advertisement agency side. The present invention relates to an Internet advertisement evaluation method and system capable of evaluating and analyzing the effect of an advertisement.

[0002]

2. Description of the Related Art With the commercial utilization of the Internet by companies, e-commerce using homepages and customer-enclosed marketing are becoming active. Along with the construction of a so-called e-commerce / marketing site and branding on the web, the key to success will be whether or not to effectively promote the site to attract and attract customers.

[0003]

However, at present, there is no tool to analyze the effect of the promotion in detail, and the analysis performed by the Internet advertising agency (media rep) and the advertising media handled by the company (media) , Daily visits, impressions, click rates, etc.) as a service to advertisers, but the advertisers could not do their own evaluation analysis and had to believe in the words of the advertising agency .

On the other hand, Japanese Patent No. 2897127 discloses the name, address, telephone number,
There has been proposed a customer information collection system that automatically aggregates customer information such as age, gender, and subscribed newspapers, and distributes the analysis results to each advertiser, but advertisers can directly collect ad response data. Did not.

It is conceivable to collect access logs and aggregate data, but it requires specialized knowledge and the processing is complicated.

SUMMARY OF THE INVENTION The present invention has been made to solve the above-mentioned conventional problems. An advertiser directly accumulates advertisement response data without relying on an advertising agency or the like, and evaluates advertisements in all types of advertising media. The task is to enable analysis.

[0007]

SUMMARY OF THE INVENTION According to the present invention, inquiries from a customer to an advertiser server for advertisements placed on a plurality of advertisement media are separately and aggregated for each advertisement media.
An Internet advertising evaluation method for evaluating the advertising effectiveness of each advertising medium, which counts access to an access screen for each advertising medium and a final screen for each customer action that has viewed an advertisement, provided on an advertiser server. The number of accesses to the access screen and the final screen can be totaled for each advertisement medium and each customer action on the advertisement evaluation net research server side, and the advertisement evaluation for each advertisement medium and each customer action can be performed by the net research server. Thus, the above-mentioned problem has been solved.

[0008] Further, in a similar system, an advertiser server provided with an access screen for each advertisement medium and a final screen for each customer action that has viewed the advertisement, and the access screen and the final screen of the advertiser server. Means for counting accesses to the screen, and the number of accesses to the access screen and the final screen are totaled for each advertisement medium and each customer action, so that advertisement evaluation can be performed for each advertisement medium and each customer action. By providing a net research server, the above-mentioned problem is also solved.

The means for counting accesses may issue a dummy HTML file for counting or embed a tag for counting in the page of the screen.

[0010] The present invention also evaluates the advertising effect for each advertising medium by separately summing up inquiries from the customer to the advertiser server for advertisements placed on a plurality of advertising media for each advertising medium. Internet research server for evaluating Internet advertisements, wherein the access screen for each advertisement medium and the access to the final screen for each customer action that saw the advertisement provided in the advertiser server can be counted. And a database for totalizing the number of accesses to the access screen and the final screen for each advertising medium and each customer action, and an advertiser browsing screen for displaying the totaling result. The above-mentioned problem is also solved by enabling advertisement evaluation for each action.

[0011] Further, the net research server is provided with an interface for collecting data for associating the account with the promotion contents of the advertisement.

According to the present invention, any one of the Internet advertisement evaluation method, the Internet advertisement evaluation system, and the net research server can be realized by a computer-readable recording medium storing a program. .

[0013]

Embodiments of the present invention will be described below in detail with reference to the drawings.

As shown in FIG. 1, the overall system according to the present embodiment is an advertiser server 1 provided with an access screen for each advertisement medium and a final screen for each customer action that has viewed an advertisement.
0, a dummy HTML file for counting the access screen is inserted into the designated file of the advertiser server 10, and a tag is issued and embedded in the page of the final screen, and the access screen and the final screen are displayed. Aggregate the number of accesses by advertising medium and customer action,
A net research server 20 capable of performing an advertisement evaluation for each advertisement medium and each customer action, a network line 30 connecting these, and a router 40 for connecting the network line 30 to the Internet (Internet) network 50. It is comprised including.

As shown in detail in FIG. 2, the advertiser server 10 includes a television (TV), a magazine, and a homepage (H).
D) Access dummy pages (access screens) 12A, 12B, 12C, and 1 for advertising media (media) 52 such as banners, electronic (E) mails, and paper flyers (not shown) of P).
2D and the dummy page 12 so that the customer does not know
A, 12B, 12C, 12D, an advertiser's home page 14 (Home Page) connected via any of them, and, for example, a questionnaire form (FORM) screen 16A provided for each action of the customer who saw the advertisement, Form (FORM) screen 16B and product order form (FO
RM) screen 16C and each form screen 16A, 16B,
Thank you (Thank You) screens (final screens) 18A, 18B, 18C provided for each 16C,
The dummy pages 12A, 12B, 12C, 12D are:
An HTML file for counting is used, and a tag A for counting accesses to each screen is embedded in the thank you screens 18A, 18B, and 18C.

The net research server 20 has a cookie (Cook) using the HTML file and the tag A.
ie), a common gateway interface (CGI) 22 for collecting data, which associates an advertising medium with a customer action based on the tracking result according to (i), a database (DB) 24 for storing total data and advertisement plan registration contents by the CGI 22, and access guidance And an advertiser browsing screen 26 for evaluating and displaying each application action (also referred to as a response) and cost performance for each advertising medium in real time. Here, the number of accesses and the number of responses are managed on a daily basis so that dates can be searched.

Hereinafter, a processing procedure in the present embodiment will be described with reference to FIG.

First, a system top screen 100 is displayed. By inputting a system administrator ID and a password, a system administrator screen 110 is displayed. An administrator password is registered on the screen 110A, and a screen 1 is displayed.
Advertiser registration by 10B becomes possible. The system administrator has the authority to manage the entire system and data as a function of the administrator of the advertising agency, and can set a plurality of advertisers (clients) and operation staff. For example, by registering an administrator password on the screen 100A, the authority to view data to the advertiser in charge of the advertising agency can be set, or by registering the advertiser password on the screen 100B, data can be viewed by the advertiser. Authority can be set.

On the other hand, on the operation person screen 120 for the sales person or the person in charge of the advertiser, the campaign plan of the advertiser in charge is input, and an HTML file for counting is inserted into a designated file in the advertiser server 10. And embed tags. Specifically, registration of an advertiser on the advertisement placement screen 120A, registration of a campaign name on the campaign registration screen 120B, and an advertisement plan (period, medium, advertisement budget, etc.) on the advertisement placement screen 120C illustrated in FIG. HTML for registration and counting
Issuance of a file or tag (also referred to as issuance of a media account), a media registration screen 120 as illustrated in FIG.
D, registration of analysis items such as questionnaire, data request, product order, and issuance of a media account by analysis item registration screen 120E as illustrated in FIG.
Editing and re-registration are performed by the search 120F and the display 120G using the advertisement placement registration screen.

The issuance of a media account on the advertisement placement registration screen 120C can be easily performed by the operator without special knowledge as shown in FIG. That is, first, an HTML file (here, dummy pages 12A, 12A) inserted into the designated file of the advertiser server 10 is used.
B, 12C, 12D) and thank you screens 18A, 18
B, 18C) issue a tag to be embedded (step 1010)
And set it to the specified file (step 1020),
Next, the logic for associating the registered contents of the advertisement promotion with the HTML file and the tag (medium account) is inserted into the CGI 22 for data collection (step 10).
30) and then register it in the DB 24 of the net research server 20.

The advertiser browsing screen 26, which is also a real-time report creation screen, grasps the evaluation of the advertising medium and the access status of the company's homepage in real time based on the data, grasps the detailed advertising cost performance, and You can plan a promotion plan.
Specifically, the advertisement evaluation report screen 1 as illustrated in FIG. 8 selected on the advertisement effectiveness verification menu screen 130A
30B, access number, access / cost, questionnaire number, questionnaire / cost, document request number, document request /
It is possible to register the display priorities in the advertisement evaluation report such as the cost, the number of product orders, the product order / cost, etc., to display and correct the promotion content on the promotion content display screen 130C illustrated in FIG. Advertising cost performance display screen 130D as exemplified in FIG.
To display the cost performance for each advertisement medium, and to display or write out the totaling result in the designated period on the totaling screen as exemplified in FIG.

Further, the advertisement effect verification menu screen 13
Access / selected as shown in FIG.
On the response report screen 130F, a report of the access status and response status for each advertisement medium based on the designated period total, monthly change total, daily change total, and the like can be displayed.
The total graph can be displayed on the total graph screen 130G as exemplified in FIG.

Therefore, from the advertisement evaluation report for each advertisement medium, the number of accesses, the number of actions (the number of applications) by each advertisement medium, the advertisement performance analysis for each advertisement medium by the cost per access / action, and the campaign total advertisement evaluation report , Campaign Summary List, Campaign Aggregate Access / Actions, Campaign Aggregate Analysis by Cost per Access / Action,
Aggregation by searching past promotion histories, and sorting and aggregation of campaign histories indicating top / lower access, upper / lower action, and upper / lower cost performance by campaign and advertising medium are also possible.

In this manner, the access log data for each medium and the number of collections for each form on the medium are counted on the Internet homepage by the net research server 20 provided on the advertiser side, and the advertiser has dropped in the promotion. The advertisement can be evaluated in real time by multiplying the budget and the like.

In the present embodiment, a dummy HTML file for counting is issued as an access screen. Therefore, simply inserting the dummy HTML file into the server makes it possible to register easily and to be known to the customer. It is possible to aggregate data for each media without having to. Instead of issuing a dummy page, it is also possible to embed a tag in a page of an access screen provided for each medium. It is also possible to issue a dummy HTML file for counting similar to the access screen as the last screen. The means for issuing a dummy HTML file or tag is not limited to the net research server, but may be issued by an advertiser server or another server.
Further, the final screen is not limited to the thank-you screen.

It is also possible to provide a net research server on the agency side and evaluate the advertisement by the same mechanism on the agency side.

[0027]

According to the present invention, an advertiser can evaluate an advertisement in real time on the web without relying on an advertising agency.

In addition, not only the number of accesses to the homepage (the number of accesses by advertisement medium and the number of daily accesses) but also the tracking by cookies, and log data from the actual access to the action (questionnaire, document request, product purchase, etc.) It is possible to perform an action analysis in which the information is collected and associated with the advertisement medium.

Further, by inputting an actual advertisement plan on the system manager screen, detailed cost performance can be totaled.

Further, since these data are stored as a database, it is possible to search for past effective promotion rankings and ineffective promotion rankings.
You can build the basic data for planning future advertising.

[Brief description of the drawings]

FIG. 1 is a system diagram showing an overall configuration of an Internet advertisement evaluation system according to the present invention.

FIG. 2 is a conceptual diagram showing the concept of the embodiment.

FIG. 3 is a flowchart showing the same overall flow.

FIG. 4 is a diagram showing an advertisement placement registration screen.

FIG. 5 is a diagram showing a media registration screen.

FIG. 6 is a diagram showing an analysis item registration screen.

FIG. 7 is a flowchart showing an advertisement plan registration flow.

FIG. 8 is a diagram showing an advertisement evaluation report display screen.

FIG. 9 is a diagram showing a promotion content display screen.

FIG. 10 is a diagram showing an advertisement cost performance display screen.

FIG. 11 is a diagram showing an advertisement cost performance tallying result display screen.

FIG. 12 is a diagram showing an access / response report display screen.

FIG. 13 is a diagram showing an access / response report tallying result display screen.

[Explanation of symbols]

10 ... Advertiser server 12A, 12B, 12C, 12D ... Dummy page (access screen) 14 ... Advertiser homepage (HP) 16A ... Questionnaire form screen 16B ... Document request form screen 16C ... Product order form screen 18A, 18B, 18C ... Thank you screen (final screen) A ... Tag 20 ... Net research server 22 ... Common gateway interface (CGI) 24 ... Database (DB) 26 ... Advertiser browsing screen 30 ... Network line 40 ... Router 50 ... Internet network 52 ... Advertising medium (media)

Claims (7)

[Claims] An Internet advertisement for evaluating the advertising effect of each advertising medium by counting the inquiries from the customer to the advertiser server about the advertisement issued in a plurality of advertising media for each advertising medium. An evaluation method, wherein the number of accesses to the access screen and the number of accesses to the access screen and the number of accesses to the access screen and the number of accesses to the access screen and the number of accesses to the access screen and the number of accesses to the access screen are determined. Internet advertising evaluation method, wherein the Internet research server for advertisement evaluation tallies by advertisement medium and customer action so that the advertisement evaluation for each advertisement medium and each customer action can be performed by the net research server. 2. An Internet advertisement for evaluating the advertising effect of each advertising medium by separately summing up inquiries from the customer to the advertiser server for advertisements issued in a plurality of advertising media for each advertising medium. An evaluation system, comprising: an advertiser server provided with an access screen for each advertisement medium and a final screen for each customer action that has viewed an advertisement; and counting access to the access screen and the final screen of the advertiser server. Means for enabling, and a net research server which aggregates the number of accesses to the access screen and the final screen for each advertisement medium and each customer action, and can perform advertisement evaluation for each advertisement medium and each customer action. An Internet advertisement evaluation system, comprising: 3. The Internet advertisement evaluation system according to claim 2, wherein said means for counting accesses issues a dummy HTML file for counting. 4. The Internet advertisement evaluation system according to claim 2, wherein said means capable of counting access embeds a tag for counting in a page of said screen. 5. An Internet advertisement for evaluating an advertisement effect for each advertisement medium by totalizing inquiries from a customer to an advertiser server about advertisements issued in a plurality of advertisement mediums for each advertisement medium. A net research server for evaluation, provided in the advertiser server, an access screen for each advertisement medium, and a means for counting accesses to a final screen for each customer action that saw an advertisement. A database for totalizing the number of accesses to the access screen and the final screen for each advertising medium and each customer action, and an advertiser browsing screen for displaying the totaling result; advertisement for each advertising medium and each customer action A net research server for evaluating Internet advertisements, which is capable of being evaluated. 6. The net research server according to claim 3, further comprising a data collection interface for associating the account with the promotion contents of the advertisement. 7. An internet advertisement evaluation method according to claim 1, an internet advertisement evaluation system according to any one of claims 2 to 4, or an internet research server according to claim 5 or 6 is realized. A computer-readable recording medium storing a program to be executed.