Can you predict the next big thing in content!? What is the "Dentsu Inc. Content MAP"?

Lately, you've probably noticed the growing enthusiasm for anime, manga, music, games, and other content. You might sense it in the news, at stores, online, or in conversations. This series will explore data marketing within these content domains.

This first installment covers the following:

• How much interest and buzz does the world actually have for content?
• The 'Dentsu Inc. Content MAP' that enables matching companies/brands with content, positioning analysis, and predicting the next big breakout
• Dentsu Inc. Content Fan Profiling, which helps understand fans more deeply

"Content" is central to the interests and conversations of younger generations, including Gen Z.

Our survey data shows that among younger demographics especially, "content" such as anime/manga, music, movies, and games rank high in interests and conversations.

Research Organization: Dentsu Inc., Research Period: 2023, Research Subjects: Men and women aged 15 and older nationwide, N=150,000, Research Method: Internet survey

In corporate and brand marketing, the enthusiasm for content is also high, with many instances of exploring how to utilize content. In fact, the number of advertisements and promotions using anime and characters, as well as the content market itself, has expanded significantly in recent years.

However, when utilizing content for marketing, it's not simply a matter of using any content. The following considerations arise:

• How should one select from the vast array of available content?
• Can we obtain data-backed validation beyond gut feelings and rumors?
• Amidst rapidly shifting trends, what will be the next big content?
• Is it a good fit for our company's products or brand's target audience?

Breakthroughs require "confirmed execution"

The Dentsu Inc. Content MAP helps solve these challenges. It is built on a multifaceted database of thousands of pieces of content collected by our company over several years.

The horizontal axis of the MAP represents awareness rate, while the vertical axis shows engagement rate (calculated as the number of people who like or purchase it divided by the number of people aware of it). For example,

• The "Nationally Popular" zone, where content is widely recognized and well-liked (e.g., "Doraemon," "Detective Conan," and more recently, "Demon Slayer")
• The "Established Favorites" zone, where recognition is high but super-enthusiastic favorability and purchase rates are moderate (primarily long-running, historic works)
• The "Next Break" candidate zone, where awareness is low but a significant proportion of those who know it show strong favorability and purchase intent

We interpret positions in this manner.

A recent notable example breaking out from the "Next Break" candidate zone is "SPY×FAMILY". Even before its anime adaptation was announced, it held an overwhelming position within this zone. After broadcast, it immediately transitioned to the "Popular" zone, and on a youth-focused MAP, it quickly leaped into the "Nationally Popular" zone.

You may have noticed that being positioned in the "Next Break" zone and then securing significant additional exposure or activation constitutes a "confirmed breakout" signal. Reaching this state significantly increases the likelihood of a breakout.

The "Dentsu Inc. Content MAP" allows for various filters—such as gender, age, awareness, and values—to assess compatibility between content and products/services. Furthermore, the MAP's "axes" can be customized not only based on awareness and favorability but also using various purchase-related metrics and image factors, contributing to planning tailored to specific marketing objectives.

Furthermore, content holders often face the challenge of how to grow their own IP (intellectual property). In such cases, they can utilize various data by first objectively grasping their current position, determining their target direction, considering benchmarks, and then building strategies incorporating the fan analysis described below.

Understanding Fans with 'Dentsu Inc. Content Fan Profiling'

Simply identifying the position of each content piece using the 'Dentsu Inc. Content MAP' does not equate to understanding fans. Moreover, even among fans, their level of enthusiasm and behavior are not uniform.

• What are the characteristics of the fan base?
• What are the characteristics of their hobbies, preferences, and values?
• What purchasing behaviors do they exhibit, and how compatible are they with our products?

We provide a database environment capable of analyzing these challenges as 'Dentsu Inc. Content Profiling.' For example, it can convert the percentage of favorable or purchase-intent groups into population equivalents and visualize fan attributes like gender and age. It also explores the image fans hold of the content, the everyday interests of the fan base, and the compatibility between the content's fans and your products.

Content cannot exist without fans. Understanding fans is crucial for both content holders and companies/brands. By understanding fans, planning can be developed that yields positive results for all three parties, and data can be leveraged for this purpose.

The applications for "Dentsu Inc. Content MAP" and "Dentsu Inc. Content Profiling" are also expanding. We analyze a wide range of content, including anime, manga, characters, and artists. If you are interested, please contact us at the address below.

Contact us here:
Content Business Design Center
Email: cbdc-info@dentsu.co.jp