How can radio and television be leveraged to commit to corporate business growth?

In today's world, where DX (Digital Transformation) is advancing across various industries, the advertising industry is also undergoing transformation aimed at efficiency and optimal operations. At Dentsu Inc.'s Radio and Television Division, we are developing solutions and offerings that leverage the latest technologies to provide advertisers with better advertising services. Furthermore, we are evolving explosive campaigns using content unique to radio and television—something that cannot be achieved through digital alone.

This time, we present these as "weapons with implementation power," with members on the front lines of development and sales introducing the latest ways to leverage radio and television.

*This article is based on content from a webinar conducted by Dentsu Inc. Radio & TV Division from November 10 to 12, 2021.

 

Understanding New Advertising Effects Through Purchase Behavior

When examining consumers through the lens of purchasing behavior, we find buyers of products and services who are difficult to interpret using the dual funnel model. These include "buyers without clear product awareness" and "buyers with only product awareness and low brand interest."

In Part 1 of the webinar, Dentsu Inc.'s Mr. Hira Fuse and Mr. Satoshi Ishitani defined purchasers of products and services difficult to interpret within the dual funnel as the "Outside Funnel." They then discussed the new advertising effect "Signal-Noise Effect" observed through purchasing behavior, incorporating data from the latest research. Mr. Ishitani stated that to manage overall brand sales, it is necessary to comprehensively evaluate the effectiveness of marketing communications, including the Outside Funnel.

Latest Radio and TV Solutions Evolving Through Data Innovation

In Part 2 of the webinar, Dentsu Inc.'s Tae-Hui Park, Yusuke Ashiki, and Yu Yamazaki took the stage to introduce four latest solutions and research emerging from radio and TV data innovation.

Mr. Ashiki discussed " RICH FLOW," an AI-powered programmatic TV advertising system. He highlighted three DX pillars supporting "RICH FLOW" – "Evaluation DX, Buying DX, and Operations DX" – and introduced the toolset enabling these. (See later in the article for a detailed explanation of "RICH FLOW")

Mr. Yamazaki discussed " MIERO Digi × TV. " He explained that this tool enables integrated analysis by evaluating TV and digital across common metrics, rather than optimizing them separately using different indicators or KPIs. This facilitates efficient and highly consistent PDCA cycles.

Mr. Park introduced "radicy," an evolving radio advertising planning tool powered by audience data, discussing the promotion and future outlook for AX (advertising enhancement/efficiency) in radio advertising using radiko data.

Park also explained the latest survey results on connected TV, noting that connected TV achieved advertising recognition equivalent to PC and smart device ad delivery. Furthermore, he confirmed high advertising effectiveness in attitude changes such as "brand awareness," "intent," and "interest/attention."

Four Approaches to Utilizing TV Advertising

In Part 3 of the webinar, Masanori Kushida and Keita Tsukahara from the Radio,TV Business Produce Division took the stage. Mr. Kushida introduced "Four Approaches" as practical methods to maximize the marketing effectiveness of TV advertising.

The Four Approaches are:

▶︎ Reach Approach: "Maximize TV CM reach to simultaneously touch a large audience"

▶︎ Frequency Approach: "Leverage habitual TV viewing to increase engagement by repeatedly exposing targets to the CM"

▶︎ Moment Approach: "Utilize the unique ability of time-slot CMs to air at specific times, ensuring viewing during moments when engagement is heightened"

▶︎ " Context Approach: Promote favorability and understanding by airing commercials during programs highly relevant to the product or brand."

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Mr. Tsukahara introduced examples of program content utilization that employ these four approaches while aligning with market conditions and advertising objectives. He explained that the diversity of program content utilization is expanding significantly these days, encompassing collaborations between program content and commercial creative, new uses for infomercials, and mutual linkage with websites.
 
Additionally, Mr. Kushida highlighted Dentsu Inc.'s unique added value:
・Flexible management of TV advertising slots
・Integration with web technology aligned with consumer moments
・Planning capabilities that extract value from program content
He stated that Dentsu Inc. provides effective solutions for corporate marketing challenges.

Please also see this article introducing the four approaches:
・ "Four Approaches" to Effectively Utilize Time-Based Advertising[May 27, 2021]

Challenges Utilizing Programmatic TV Advertising

There has always been significant demand for weather-based marketing, such as "airing commercials on sunny days" or "using special rain-day commercial assets on rainy days."

In Part 4 of the webinar, Mr. Tomohiro Ishibashi, Director and Managing Executive Officer of Weathernews Inc., along with Mr. Yuichiro Fujita, Mr. Ryo Koyanagi, and Ms. Natsuki Mizuguchi from Dentsu Inc., took the stage. They discussed Weathernews Inc.'s initiative, which achieved a 127% increase in app download rates, sharing their real-world experiences.

This initiative utilized the AI-powered programmatic TV advertising system "RICH FLOW" to dynamically reallocate advertising slots across multiple advertisers.

They incorporated three variables—weather, appeal axis, and area—into the commercial framework, producing 82 distinct commercial assets. By leveraging weather forecast data and RICH FLOW to serve the appropriate commercial assets, they partially improved the app's download efficiency.

Mr. Ishibashi stated, "Weathernews Inc. forecasts the weather, and Dentsu Inc. handles the slot rearrangement adjustments. The gears of both companies mesh together to produce results."

 

The archive for this webinar is available until November 30, 2021. If you wish to view it, please contact the inquiry address below.

※Viewing may be declined for individuals employed by advertising agencies or consulting firms. Please refrain from applying using a free email address.

In future articles, we will cover the latest radio and television solutions that we were unable to fully introduce in this piece. Please stay tuned.

Contact Information
Dentsu Inc. Radio & Television Division Email: radiotv2021@dentsu.co.jp