Visualizing advertising effectiveness by integrating TV and digital

With digital transformation (DX) advancing across various industries today, the advertising sector is also undergoing changes aimed at efficiency and optimal operations. Dentsu Inc. Radio & TV Division is developing solutions and offerings utilizing the latest technologies to provide advertisers with better advertising services. Furthermore, it is evolving impactful initiatives leveraging content unique to radio and TV—something digital alone cannot achieve.

This time, we introduce the integrated management dashboard for TV and digital video, "MIERO Digi × TV" ( release details here ).

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

Creating Common Metrics for TV and Digital Video Advertising

Within digital advertising, the variety of video ad formats, such as in-stream (*1) and out-stream (*2), has increased significantly in recent years. It is not uncommon for companies to use both digital video ads and TV ads together to broadly promote awareness of products or services, aiming to drive actions like website visits, brochure requests, or product purchases. To enhance the effectiveness of such promotions, it is essential to visualize advertising impact and flexibly execute the PDCA cycle.

However, TV advertising uses metrics like GRP (Gross Rating Points) and TRP (Total Rating Points), while digital video ads rely on impressions and views. Even when advertising on both TV and digital, managing them with separate metrics and reports, and optimizing KPIs individually, can lead to challenges: the overall promotion's PDCA cycle becomes difficult to manage effectively, and proper planning becomes problematic.

To resolve these challenges, "MIERO Digi × TV" was created. This solution treats television and digital video as a single media entity, enabling cross-platform evaluation using common metrics and integrated marketing analysis.

※1 In-stream ads: Video ads played before, during, or after video content.

※2 Outstream ads: Video ads displayed in ad slots or within article content on websites.

※3 GRP: Gross Rating Point. The total rating achieved by airing a TV commercial multiple times over a set period. For example, airing a TV commercial three times during a program with a 1% rating results in 3 GRP.

※4 TRP: Target Rating Point. While GRP is calculated using household ratings, TRP is calculated based on individual ratings.

 

MIERO Digi × TV: Enabling Efficient Advertising Placement

"MIERO Digi × TV" (MIERO Digi-Tele) acquires reach data for both TV advertising and digital video advertising. Using Dentsu Inc.'s proprietary logic, it calculates highly reliable integrated reach. You can check reach numbers by area, gender, and age group on a single dashboard in near real time.

Furthermore, it calculates integrated reach (UU) and integrated impressions by converting TV placements into impressions. It provides cross-media comparisons using common metrics for TV and digital. TV ads can be measured by time slot, while digital video ads can be measured across multiple platforms including YouTube, TVer, ABEMA, Yahoo!, Facebook, Twitter, and LINE, enabling support for a wide range of placement scenarios.

This solution makes it easier to understand how effectively ads are reaching targets, greatly aiding in the PDCA cycle.

For example, it enables comparing cross-media cost efficiency between TV and digital to determine future budget allocation, or comparing reach (unique users) costs by region to identify efficient areas. Accessing diverse data through a single dashboard facilitates rapid decision-making in marketing strategy.

Additionally, for television, this dashboard allows you to check the actual achievement rate (※5) by broadcaster, serving as a monitoring function for TV ad placements.

※5 Actual Achievement Rate: The percentage indicating how much of the purchased viewership rating was actually achieved prior to broadcast.

 

Visualizing Integrated Marketing Results

"MIERO Digi × TV" plans to continue expanding its functionality. Beyond integrated reach, it will enhance common metrics like integrated frequency and estimated attitude change rates among ad exposed individuals. Furthermore, by linking with data clean rooms, it aims to establish an environment enabling immediate visualization and analysis of ad placement status and effectiveness. The goal is to integrate diverse marketing results, clearly visualizing the journey from reach to attitude change and actions like purchases.

Concurrently, we will broaden the scope of data measurement conditions and develop a service lineup with reduced costs to create an environment accessible to as many clients as possible.

Next time, we will discuss "RICH FLOW (Programmatic Advertising)," our solution for television advertising slot buying.