[Hakuhodo DY Media Partners Inc.] About a demonstration experiment to visualize advertising effectiveness in the triple media of “TV x Web x DOOH”
*View in browser* *Hakuhodo DY Media Partners Inc.*
Press release: March 28, 2024
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About a demonstration experiment to visualize the advertising effect in the triple media of “TV x Web x DOOH”
*~Targeted DOOH is effective for top and middle funnel~*
Video Research Co., Ltd. (hereinafter referred to as “Video
Research”), LIVE BOARD Co., Ltd. (hereinafter referred to as “LIVE”) BOARD), NTT Docomo, Inc. (hereinafter referred to as “Docomo”), Dentsu Inc. (hereinafter referred to as “Dentsu”), and Hakuhodo DY Media Partners Inc. (hereinafter referred to as “Hakuhodo DY Media Partners”) are “TV × Web × Digital OOH advertising (Digital OOH advertising)”.
We are working on a demonstration experiment with the aim of building a system to visualize the advertising effects of “Out of Home (DOOH)” in triple media.
This time, we would like to provide an overview of the results of the demonstration experiments conducted from September 2023 to January 2024.
[*Roadmap towards building an “evaluation frame” for advertising effectiveness of “TV x Web x DOOH”*]
* ■This release point: *
* -Proof experiment 1.: Visualization of characteristics of DOOH contacts-* * ・Multi-faceted DOOH targeting is possible by adding profiles to location information*
* ・DOOH can be expected to have high effects on all funnels by increasing targeting accuracy *
* -Proof experiment 2.: Verification of “TV x Web x DOOH” effect measurement frame/DOOH effect-*
* ・Targeted “DOOH” has a clear effect as a media that complements “awareness” * * ・In terms of media mix effects, the middle funnel effect of “triple media including DOOH” is noticeable*
* [Proof experiment 1.: Visualization of characteristics of DOOH contacts] * In demonstration experiment 1., LIVE
By linking the location information held by BOARD*1 with TV contact logs with profiles from Video Research’s ACR/ex*2 survey, a
large-scale survey of consumers, LIVE
We defined “people” who were moving around the 20th page of BOARD media as “DOOH contact persons” and verified their characteristics. Looking at the contact status of “TV” and “web” among “people with a high amount of DOOH contact (those who have been exposed to multiple DOOH advertisements and two or more campaigns in June 2023)”, This is a middle-level combination of “TV exposure (Middle)” and “Web exposure (Middle).” Classified into High 20%, Middle 50%, and Low 30% in descending order). In addition, the second and third most common contact situations do not include those with a high amount of contact time (High), indicating that DOOH is an effective means of reaching consumers who are relatively difficult to reach on TV or the web. It seems possible that this will happen. (Chart 1)
* [Chart 1: Time spent on TV and the web among people with a high amount of DOOH contact] *
In addition, we examined the characteristics of “people who come into contact with DOOH a lot.” As a result, in terms of gender and age, “female 20-34 years old” was the most common, and by occupation, “salary administration/research jobs” were the most common, while in terms of “hobbies”, “using SNS”, “shopping”, and “mobile games” were the most common. ‘ was at the top. In this way, by linking profile information to location information, it becomes possible to target from more angles than just basic attributes. (Chart 2)
* [Chart 2: Characteristics of people with high DOOH contact] * Additionally, considering multiple factors such as awareness of media and information regarding profile information will be useful for more accurate targeting. (Chart 3)
* [Chart 3: Profile examples of occupations with high DOOH contact (salary administration/research positions)] *
Furthermore, the results of an asking survey asking people about their impressions of “DOOH” revealed that it has an effect on the middle funnel*5 among “employed people” and “women aged 35-49” who are expected to go out a lot. (Chart 4)
* [Chart 4: Impressions of “DOOH” on trains, stations, walls and rooftops of buildings] *
* [Proof experiment 2.: Verification of “TV x Web x DOOH” effect measurement frame and DOOH effect] *
In demonstration experiment 2, we used two actual advertising campaigns to verify the effectiveness of triple media advertising, including DOOH, by conducting an asking survey based on a screening survey of people who visited the area near the DOOH advertising area during the campaign period. We conducted verification using two patterns of asking surveys determined by media contact logs*6. (Chart 5)
* [Chart 5: Demonstration experiment 2. Implementation overview] * First, when looking at advertising recognition for “food and beverages” by media, 68% of people were aware of this campaign as a whole, and 17% of people were aware of DOOH. Approximately 3% are aware of the advertising campaign only through DOOH, confirming its effectiveness in supplementing the top funnel. (Chart 6)
* [Chart 6: Advertising recognition status by media] *
Regarding the middle funnel effect, when comparing “2 media aware people (TV commercials/web ads)” and “3 media aware people (TV commercials/web ads/DOOH)”, it is found that “3 media aware people” including DOOH has become extremely high, indicating the effect of “triple media including DOOH”. (Chart 7)
* [Chart 7: Middle funnel effect by cognitive media] *
Furthermore, in the asking survey results for “Toiletries/Body Care” that determined contacts based on location information, “purchase intention” was higher for those who included “DOOH contacts”, indicating that the effect of “DOOH” was higher. We have obtained results that support this. (Chart 8)
* [Chart 8: Purchase intention effect including DOOH contact based on location information determination] *
* 【summary】 *
Through this demonstration experiment, we were able to confirm that DOOH is a medium that enables targeting using rich profiles such as consumer values, hobbies, and preferences, and improves planning accuracy. Next, while DOOH has a “top funnel effect” that complements the reach of TV and the web, DOOH can be used in addition to TV and the web to increase interest in products and advertisements, understand content, and purchase/use. The “effect on the middle funnel” of promoting “middle funnel” has also become clear. In the future, “docomo data” held by Docomo
square(R) *7”, application usage logs, Docomo Economic Zone data, and consumer profile information held by Video Research. We would like to build a system that convincingly shows the value of the verification frame and DOOH.
The results of future demonstration experiments will be announced through press releases from each company starting in 2024.
*1: ADID and location information that do not include personal information. *2: “ACR/ex” refers to consumers as both “users/purchasers of products and services” and “media contactors”.
Japan’s largest single-source marketing data that is statistically representative through random sampling.
*3: Link location information and ADID of TV contact log as a matching key. *4: TV contact log (June 2023) Total contact time is defined based on the amount of contact time per day.
Internet contact time (Diary survey for one week in June 2023) Defined based on the weekly average amount of contact time per day.
*5: The middle point in the “funnel” that diagrams the consumer’s product purchasing process.
The percentage of customers who become prospects for purchasing a product in the consumer purchasing process of “Awareness → Interest → Comparison/Consideration → Purchase.”
*6: Media contact log (TV contact log, web advertisement contact log, location information)
*7: “docomo data
“square” means digital advertising distribution and distribution based on location information data and d Point member data held by DoCoMo with the consent of the customer, and viewing data derived from TV manufacturers provided by Dentsu with the consent of the user. Media exposure data such as TV and digital, including “STADIA”, an integrated marketing platform that allows you to verify effectiveness, LIVE
Docomo, Dentsu, and Dentsu Inc. will be able to analyze DOOH distribution logs that can be distributed by BOARD and D2C
advertisement distribution logs on Docomo’s own platform, making it possible to analyze them as a database using ID units as keys. Digital, LIVE
An AI analysis engine provided by five companies: BOARD and D2C Co., Ltd. Please note that “docomo data
The data used by “square” does not include any personally identifiable data.
[Survey overview]
Demonstration experiment 1. Overview of asking survey
Demonstration experiment 2.-1 Overview of asking survey
Demonstration experiment 2.-2 Asking survey based on contact log judgment * ◆* Role of each company in this initiative
*8: “docomo
Sense” (formerly known as Customer Understanding Engine) is a LIVE service extracted from data held by Docomo, such as location information and interests of users with the customer’s permission. An AI analysis engine that enables vision visitor analysis included in the BOARD network. The technology that makes up NTT Group’s AI “corevo(R)”. In addition, “docomo
The data used in “Sense” does not include any personally identifiable data. * “docomo data square” and “docomo Sense” are trademarks or registered trademarks of NTT Docomo, Inc.
* “corevo” is a registered trademark of Nippon Telegraph and Telephone Corporation.
* ◆Company overview*
* [Video Research Co., Ltd.] *
Representative Director: Watari Mochizuki, President and Executive Officer Location: 6-17 Sanbancho, Chiyoda-ku, Tokyo
Business start date: September 20, 1962
Number of employees: 318 (as of July 1, 2023)
Business details: A data and systems company that supports the video business, including television. Established in 1962 as a research organization that provides television viewership data, we have since provided cutting-edge data such as various media data and marketing data, including TV viewership surveys in Japan, and have helped companies solve their marketing issues. We provide total support. URL: https://www.videor.co.jp/
* [LIVE BOARD Co., Ltd.] *
Representative: Jun Sakurai, President and Representative Director Address: 7th floor, Daiwa Aoyama Building, 3-1-30 Jingumae, Shibuya-ku, Tokyo Business start date: February 1, 2019
Number of employees (consolidated): 45 (as of April 2023)
Business content
・Digital OOH ad network operator that realizes data-driven targeting and effectiveness verification
Realized distribution based on impressions (VAC) for the first time in Japan in the OOH area. Even in situations where changes in the flow of people are likely to occur, such as the coronavirus pandemic, we will develop an ad distribution and billing system that is as close to reality as possible based on the number of people who are assumed to see the ad at that time and place. . In addition, by combining big data from one of Japan’s largest carriers with a proprietary network that bundles a variety of digital OOH across Japan, including outdoors, indoors, on trains, and inside stations, we will be able to improve conventional OOH, such as targeting by gender and age group. We have made it possible to perform distribution based on “humans”, which was difficult to do with other services.
URL: https://liveboard.co.jp/
* [NTT Docomo, Inc.] *
Representative: Motoyuki Ii, Representative Director and President Address: Sanno Park Tower, 2-11-1 Nagatacho, Chiyoda-ku, Tokyo Business start date: July 1, 1992
Number of employees (consolidated): 47,151 (as of March 31, 2023) Within the business:
·Communication business
・Smart life business
・Other businesses
URL: https://www.docomo.ne.jp/
* [Dentsu Inc.]*
Representative: Suguru Sano, Representative Director, President and Executive Officer
Location: 1-8-1 Higashi-Shinbashi, Minato-ku, Tokyo
Business start date: July 1, 1901
Number of employees: 5,502 (as of the end of December 2023)
Business details: In addition to providing various solutions for customers’ overall marketing, we also support efficient advertising development in response to the transformation of the digital age, optimal customer experience design, transformation of marketing infrastructure itself, and even transformation of customer businesses. Promotion. In addition, by combining diverse capabilities that have evolved beyond the marketing domain, we provide integrated solutions that contribute to the sustainable growth of customers and society. URL: https://www.dentsu.co.jp/
* [Hakuhodo DY Media Partners Inc.]*
Representative: Hiroki Yajima, Representative Director and President Location: Akasaka Biz Tower, 5-3-1 Akasaka, Minato-ku, Tokyo Business start date: December 1, 2003
Number of employees: 895 (as of April 1, 2023, including contract employees) Business content: In the media and content business field, we utilize planning, production, buying, traffic, and knowledge as our main functions to propose services that maximize communication
effectiveness.
URL: https://www.hakuhodody-media.co.jp/
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