Practice and Application Series: 'Scientifically Analyzing Commercials: Understanding True Effectiveness Through "Viewing Quality" and How to Combine It with Digital' Now Available
The first installment of the "Sendenkaigi: Practice and Application" series, "Scientifically Analyzing Commercials: Understanding True Commercial Effectiveness Through 'Viewing Quality' and How to Combine It with Digital," published by Sendenkaigi, was released on April 15.
The author is Ryuji Yokoyama, who has been engaged in business practice and the theorization and systematization of digital marketing since the dawn of internet advertising. He is the person who introduced the concept of Triple Media (Paid Media, Owned Media, Earned Media) to Japan.
The author defines the "viewing quality" of TV commercials as "who is watching," "how intently they are watching," and "how they are reacting." Leveraging the latest technology that now sensitively quantifies these previously ambiguous metrics, the book delves into the reality of TV viewing and scientifically analyzes commercials.
The book explains "new approaches advertising departments should adopt," compiling essential data for digital marketing alongside insights on video content and the future of TV commercials.
Furthermore, books from this "Practice and Application" series, which delve into the essential knowledge and know-how required for business, will continue to be published periodically.
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