Media > Channels
DENTSU INC., Tokyo / TOYOTA / 2017
Overview
Credits
CampaignDescription
We collect offline TVC reach data as real access log digital data, and integrate it to online reach data. This data enable us to understand the integrated reach in real, accurate, and granular level.
Now, we can deliver digital ads in the right timing that audiences feel comfortable and acceptable.
Execution
From December 1st 2016 to January 17th 2017, we ran TVC on sponsored TV program, and delivered digital ads on DBM, Facebook, Twitter, for TVC watcher and non-watcher with using STADIA.
Outcome
Number of view through site visiter who watched TVC and digital ads is 26 times larger than the number of non-TVC watcher.
The number of site visitors who watched TVC and digital ads 12 times larger than the number of non-TVC watcher and digital video ads watcher.
Relevancy
Marketers have long been struggling with integration between offline and online media however have not found the perfect solution. STADIA finally reached the goal with delivering online ads according to audience reach of TVC.This is relevant to MEDIA LIONS because STADIA enables online and offline media integration with using real data.
Strategy
Discriminate TVC viewer and non-viewer, and deliver digital ads both audiences in best timing.
It enables TVC planning along with TVC viewers data who visit web sites.
Synopsis
Online and offline integrated marketing achieved lower expectation than marketers’ propaganda. Compare to easiness of data availability from digital media, it is hard to get real access data of offline media, so panel research have been popular method for measurement.
Offline media reach data has vagueness and statistical error because the data estimated with statistical estimation for sampled data.
As a result, digital ads which are not relevant to audience interest and flow over in too much frequency.
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