SalesPlus Co., Ltd.
SalesPlus, Dentsu, and unerry launch “TV de Sales+,” which measures and analyzes store visits/purchases of people who come in contact with TV commercials and supports media planning.
~Enables full-funnel analysis of influence on consumers using retail company purchasing data and unerry’s people flow data of 150 million IDs nationwide~
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SalesPlus Co., Ltd. (Headquarters: Minato-ku, Tokyo, President and CEO: Shinya Seki, hereinafter referred to as SalesPlus), a marketing solutions company with strong proximal points of purchasing, and Dentsu Co., Ltd. (Headquarters: Minato-ku, Tokyo, Representative Director and President Executive Officer) Officer: Suguru Sano, hereinafter referred to as Dentsu), unerry Co., Ltd. (Headquarters: Minato-ku, Tokyo, Representative Director, President and CEO: Hidetoshi Uchiyama, hereinafter referred to as unerry), which operates the real behavioral data platform “Beacon Bank”, is the person in contact with the TV commercial. Starting today, we began offering “TV de Sales+,” which measures and analyzes store visits and purchases to support media planning.
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Background of providing TV de Sales+: Measuring the effects of TV commercials quantitatively and qualitatively in an easy-to-understand manner
In recent years, with the diversification of consumer media contact leading up to purchasing decisions, there has been an increased need for cost-effectiveness of each measure. Under such circumstances, TV commercials seem to have a large effect, but compared to web advertisements and SNS, it is difficult to quantitatively evaluate the effect and measure the effect such as what kind of consumers actually made a purchase, and it is difficult to allocate budget and measure the effect. An increasing number of consumer goods manufacturers are finding it difficult to improve their policies.
Therefore, unerry and SalesPlus will use STADIA (*1), an online and offline integrated marketing platform that uses actual TV viewing data provided by Dentsu, and unerry’s real behavioral data platform “Beacon Bank” to perform AI estimation. By combining store visit data from nationwide retail stores and purchase data provided by retail companies (*Note 2), we have developed this service that can measure and analyze the uplift in store visits and purchases by people who have come into contact with TV commercials. , has started offering. Note 1: An integrated marketing platform provided by Dentsu that allows verification of digital advertising distribution effectiveness based on viewing data from TV manufacturers with user consent and permission. As of March 2024, it has data on approximately 13.6 million devices.
Note 2: Data linkage and utilization will be carried out within the scope of user permission and laws and regulations for each service. What is the measurement and analysis of TV commercials that you can understand with TV de Sales+?
It is possible to measure in full funnel what percentage of people who came into contact with a TV commercial visited the store and made a purchase. In addition, based on purchase data (*Note 3) provided by retail companies, the demographics (age, gender) and lifestyle (single, DINKS, DEWKS, etc.) (*Note 4) of the customer group that led to the purchase are clarified. Masu.
In addition, detailed analysis is also possible, such as whether the relevant store visit/purchase was a new store visit/purchase due to contact with a TV commercial or a repeat purchase, and “how many days after the last TV commercial contact the store visit/purchase occurred.”
In addition, by measuring store visitation rates and purchase rates by TV commercial contact time and day of the week, and calculating store visitation and purchase rates by broadcasting station, we can determine which TV commercials will be broadcast on which stations, on which days of the week, and at which times. We support media planning for consumer goods manufacturers by clarifying whether broadcasting is the most efficient way to increase store visits and purchases. Note 3: Depending on the retail company, the granularity that can be analyzed with the purchasing data provided may differ.
Note 4: DINKS is an abbreviation for “Double Income No Kids” and is a word that refers to a married couple without children who are both engaged in occupations, and their values. DEWKS is an abbreviation for “Double Employed with Kids,” and it is a word that represents a married couple who continue to work while raising children, or their values.
Case study
For TV commercials (food category products, beverage category products) aired by Trial Company, we measured the store visit rate and purchase rate of people who came into contact with the TV commercials from various angles.
□TV commercial broadcast period:
Food category product commercial June 16th to July 12th, 2023 Beverage category product commercial July 17th to August 13th, 2023 □Store visit/purchase measurement period:
Food category product commercial June 16th to July 16th, 2023 Beverage Category Product CM July 17th to August 20th, 2023
Analysis 1.: Measurement of uplift in store visits and purchases due to TV commercial implementation
A full-funnel illustration of the store visit rate, customer purchase rate, and new purchaser rate from exposure to TV commercial
advertisements. Differences in trends depending on the product were confirmed.
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Analysis 2.: Visit rate by day of week and time of TV commercial exposure, visit rate by broadcast station
In addition to analysis 1, we also measured the store visit rate by day of the week and time of day when the customer was exposed to the TV commercial, and by broadcast station. This clarified the
contribution of store visits by TV commercial broadcast time and broadcast station.
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Analysis 3.: Number of days from exposure to TV commercial to store visit We also measured the number of days after customers visited the store after their first exposure to the TV commercial. It was found that approximately 60% (of those who came into contact with TV commercials) visited the store within 7 days.
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SalesPlus, Dentsu, and unerry will promote corporate growth by realizing integrated media planning from TV to in-store by integrating data on viewing, store visits, and purchases, and the resulting efficient marketing. We will accelerate our movement.
*Product and service names mentioned in this news release are trademarks or registered trademarks of each company. It also includes trademark applications pending.
*The information contained in this news release is current as of the date of announcement. Thereafter, it is subject to change without notice.
-inquiry-
SalesPlus Co., Ltd.
Seki, Tanaka
Mail: info@salesplus.co.jp
Dentsu Corporate One Inc.
Branding Office Business Public Relations Department
Tanaka, Miyata, Fujita
Email: jigyokoho@dentsu.co.jp
Unerry Co., Ltd. Public Relations
Uchiyama, Yanagita
Mail: information@unerry.co.jp
*Product and service names mentioned in this news release are trademarks or registered trademarks of each company. It also includes trademark applications pending.
*The information contained in this news release is current as of the date of announcement. Thereafter, it is subject to change without notice.
■SalesPlus Co., Ltd. Company Profile
Company name: SalesPlus Co., Ltd. (https://salesplus.co.jp/) Representative Director and President: Shinya Seki
Head office location: 1-30-5 Hamamatsucho, Minato-ku, Tokyo
Established: April 2018
Business content: Consulting services related to marketing, operation, analysis, and dissemination of retail media, and all related work. Established by Trial Holdings Group and Dentsu Group. The company’s name reflects the idea of making Japanese marketing more efficient and increasing sales for manufacturer clients through digital marketing closer to purchasing.
■Dentsu Co., Ltd. Company Profile
Company name: Dentsu Inc. (https://www.dentsu.co.jp/)
Representative Director, President and Executive Officer: Suguru Sano Head office location: 1-8-1 Higashi-Shinbashi, Minato-ku, Tokyo Established: July 1, 1901
Business content: In addition to providing various solutions for the overall marketing of client companies, we also provide efficient advertising development (AX) that responds to the transformation of the digital age, optimal customer experience design (CX), and transformation of the marketing infrastructure itself (DX). ), we are promoting customer business transformation (BX), and by combining a variety of capabilities that have evolved beyond the marketing domain, we provide integrated solutions that contribute to the sustainable growth of customer companies and society.
■Unerry Co., Ltd. Company Profile
Company name: unerry Co., Ltd. (https://www.unerry.co.jp/)
Representative Director, President and CEO: Hidetoshi Uchiyama Established: August 2015
Head office location: 23F Kamiyacho Trust Tower, 4-1-1 Toranomon, Minato-ku, Tokyo (inside WeWork)
Business details: A data company established in 2015 that operates the real behavioral data platform “Beacon Bank
(https://www.beaconbank.jp/)”. Utilizing GPS and beacon technology, we use AI to analyze big data on indoor and outdoor human movement, which is obtained from smartphone apps over 80 billion times a month and approximately 390 million IDs (of which approximately 150 million IDs in Japan). With the mission of “Creating a comfortable future with data,” we are developing businesses such as OMO marketing support and the realization of smart cities.
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