Transformation of Media Business Using Big DATA

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Transformation of Media Business Using Big DATA

<< FEMALE MALE >>

YO

UN

GE

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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

Facebook

Official Apps

Twitter

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

31

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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