transformation of media business using big data
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Transformation of Media Business Using Big DATA
<< FEMALE MALE >>
YO
UN
GE
R >
>
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OLD
ER
MEDIA SET
136,000,000 Monthly Page Views
19,000,000 Monthly Readers
Agenda 1. What is target media? 2. Programmatic 3. Content Marketing & Native Ads 4. Using Big Data 5. To be succeed in Media Business
What is target media?
69,000,000 PAGEVIEWS
(60% MOBILE DEVICE ACCESS)
7,400,000 UNIQUE USER
125,000+ FANS
219,000+ FOLLOWERS
THE GADGET GUIDE
PC 92% Smart
Phone 86%
TABLET 66%
CAMERA
62%
Consumer Electronics
66%
DIY 54%
ROBOT 50% CAR &
BIKE
59%
SCIENCE
77% ART
64%
PROFILE | AUDIENCE INTEREST
INTEREST
Male
Female
88%
10%
Under 20
21-25
26-30
31-35
36-40
41-45
46-50
50+
10%
14%
15%
15%
14%
15%
10%
8%
Single
Married
63%
37%
インターネット
ソフトウェア
情報通信
マスコミ・広告
小売・外食・卸
官公庁・公務
教育・医療
サービス
建設・不動産
メーカー
その他
7%
13%
4%
7%
7%
3%
8%
10%
4%
15%
22%
AUDIENCE
88%
MALE
63%
SINGLE
59%
26-45
15%
MAKER
経営
プログラマー・SE
マーケティング・広報
研究・開発
記者・編集
デザイナー
アーティスト
総務・人事・経理
営業
学生
9%
18%
5%
14%
2%
10%
1%
8%
14%
19%
18%
ENGINEER
社長・経営者
役員クラス
部長クラス
課長クラス
係長クラス
社員
その他
10%
2%
4%
7%
9%
44%
24%
16%
DECISION MAKER
1-5
6-14
15-50
51-100
101-
200
201+
34%
11%
18%
10%
10%
19%
BOOKMARK
Official Apps
News Apps
Google+
mixi
59%
19%
17%
12%
11%
2%
1%
何かを待っているとき
移動時間
ベッドで
通勤途中
テレビを観ながら
トイレで
誰かといるとき
会議や授業中
買い物中
60%
42%
33%
27%
23%
16%
9%
5%
1%
39%
HEAVY USER
59%
BOOKMARK
60%
WAITING SOMETING
3ヶ月未満
半年未満
1年
3年以上
5%
8%
27%
60%
60%
MORE THAN ３ YEARS
Lifehacker
Kotaku
TABROID
AppBank
ASCII
CNET
Engadget
ITmedia
TechCrunch
WIRED
Yahoo! News
51%
18%
20%
19%
25%
24%
28%
49%
12%
19%
46%
51%
LIFEHACKER
※ひと月あたりのサイト訪問回数
※購読方法
※アクセスするシチュエーション
HOME
OFFICE
TRAIN
OTHER
88%
47%
36%
5%
88%
HOME
※どこからアクセスするか ※ギズモードのファン歴
※よく見るWebサイト
PROFILE | AUDIENCE DEMOGRAPHIC
AUDIENCE
ECO System of Information diffusion on internet
カジュアル世論
ファン/フォロワー
OWNED MEDIA
PORTAL MEDIA
CONTENT
RECCOMMEND
CURATION MEDIA
TARGET MEDIA
FAN FOLLOWER
80,000REACH
14,400REACH
17,465VISIT
Approx 850,000REACH
3,300,000REACH
CONTENT FAN FOLLOWER
TARGET MEDIA
Have Highly Engaged Audience
Hub of the eco system of
information spread
PROGRAMMATIC
Display Ads
Ruined the value of Target Media.
Good old days: The publishers had direct control of advertisers and ad-revenue
Traditional advertising:
• Direct relationship between publisher and advertiser
• Publisher with 100% of ad revenue
Display Ads
50-80% of publisher advertising revenue lost to middlemen, and to…
OTHERS
DISPLAY ADS
CONTENT MARKETING
Target Media
What is CONTENT MARKETING?
BRANDED CONTENT
共感
Message
Sympathy
BRAND STORY SHARE & SPREAD
BRANDED CONTENT
NATIVE ADVERTISING
×
Emotion Provoking Distribution
Emotion Provoking
Action
Share & Spread
IPG Media Lab and Sharethrough
“Native advertising” is a form of paid media where the ad experience follows the natural form and function of the user experience in which it is placed.
最新デジタル
美容・コスメ
Visit to brand site, with
sympathy and knowledge
of brand.
With Story written by
Editors
Know about the
brand.
to engaged fan of Media
What Brand would like
to tell.
Emotion Provoking
ACTION!
Visit to brand site, without
enough knowledge of
brand.
With attractive banners.
To coincidence
visitors Of the site.
What Brand would like
to tell. With little
interest.
！ ！
ACTION!
Display Ads
Native Ads
36%
❝ 36% of Conversion were from Sponsored post of GIZMODO.
− MARKETING METRICS Lab.
Native Ads of GIZMODO can make audience to buy
ADNETWORK SPONSORED POST BRAND SITE
Targeting using audience data
×10
Publisher has to hold their own audience data
Big data=Big chance for Target Media
Publisher has to hold their own audience data
Audience data
Collect Divide Analyze
What media can do with DMP?
DIVIDE ANALYZE
DMP
Classify the AUDIENCE according to the interest.
AUDEIENCE DATA
BEAUTY FOOD INETRIOR GAME GADGET MONEY AUDIO
DMP
Distribute ads only when the audience data matches.
BEAUTY FOOD INTERIOR GAME GADGET MONEY AUDIO
AD DISTRIBUTION
BRAND
PUBLISHER
DATA Match
DISTRIBUTE
DMP
Distribute the contents only when the audience data matches.
BEAUTY FOOD INTERIOR GAME GADGET MONEY AUDIO
CMS
AUDIENCE
RECOMMEND
DATA Match
DISTRIBUTE
The power of user insight … and how it defines the future of online business
Who?
When?
What?
Where?
29
SIGHT TARGETING
GEO TARGETING
DAY AND TIME TARGETING
KEYWORD TARGETING
CATEGORY TARGETING
DEVICE TARGETING
RETARGETING
METRIX
Effective and Comprehensive Data Capture
Cxense Script Tag
• Automatic capture of a wide range of user and traffic data
• Automatic download and semantic analysis of each individual page
REALTIME Content insight Audience insight Predictable insight
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Real-time analytics and editorial insight
UNDERSTAND HOW PEOPLE INTERACT WITH YOUR CONTENT
CAPTURE DATA IN REAL-TIME ACROSS ALL DEVICES
SLICE AND DICE DATA FOR DEEP INSIGHTS ANALYZE TRENDS AND POPULARITY
MONITOR AND TAKE ACTION ON TRAFFIC PATTERNS
CAPTURE CUSTOM EVENTS FROM YOUR BUSINESS SYSTEMS
STAY IN CONTROL WITH CUSTOMIZABLE REAL-TIME WALLBOARDS
New solution for monetizing media
We produce Premium Content Delivery Advertising,
using audience data from selected targeting media.
Network Premium Targeting Media
DATA
MEDIA
NEWS
MEDIA
BUSINESS
MEDIA
LIFESTYLE
MEDIA
GADGET
MEDIA
Ad Network focus on Content
34
Native ad placed on Recommendation space.
Placement ad with Content match or Audience match
CONTENT MATCH 100
AUDIENCE MATCH 100
CONTENT50： AUDIENCE50
BRAND
Feature
1. Content ad network controlled by publishers.
2. NATIVE ADS placed in line and between reliable content.
3. Optimize the display using audience data and content match data.
Empower publishers to maximize advertising revenues through big data and audience insight
Publishers need to regain control of the advertiser
value chain
Audience data will change the game.
Thank you.
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