The spread of the new coronavirus, which has caused a pandemic around the world, has changed traditional lifestyles and caused various changes in people’s behavior and consciousness.
In line with the behavior of consumers, who have significantly increased opportunities to interact with digital media, such as by moving events online, actively using e-commerce sites, and utilizing online services, advertising creatives from major industry companies such as Townwork and WOWOW are also changing from TV to TV. The situation is that the focus is shifting to digital.
We will focus on YouTube advertising, which is predicted to become increasingly popular in the future, and will analyze the efforts of companies that have proactively responded to it, as well as their success stories.
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Digitize your marketing with step-by-step YouTube advertising — Townwork, At Home, WOWOW
Townwork increases reach with YouTube ads
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Digitize marketing with step-by-step YouTube advertising — Townwork, At Home, WOWOW
Townwork, a job information site produced by Recruit Jobs, a subsidiary of Recruit, is a company that has been promoting recognition through TV advertising to set itself apart from its competitors.
While job information has become digital, Townwork was still facing the issue of inadequate digital advertising. As a result of precise simulations, we decided to significantly change the allocation of budget from TV to digital in order to enhance YouTube advertising.
With conventional TV ads that feature celebrities, it was difficult to film many different patterns due to cost and schedule adjustments, but with YouTube ads, the creative changes depending on the reactions of the people watching.
By narrowing down the target audience for Townwork and placing optimal advertisements on digital, the reach increased dramatically by approximately 30% compared to television. As a result, we succeeded in improving our numbers while keeping advertising costs down.
WOWOW has about 12 times more new members
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Digitize marketing with step-by-step YouTube advertising — Townwork, At Home, WOWOW
WOWOW invested a budget into digital advertising, leading to significant business growth.
WOWOW is a paid satellite broadcasting station that provides a variety of programs such as movies, dramas, music, and sports. Competition in the broadcasting industry is currently intensifying due to the rise of VOD (video on demand), and there is an urgent need for measures to increase the number of subscribers (viewers).
In an effort to reach younger people, including men in their 50s, which is the traditional target group, WOWOW has been working on YouTube advertising.
From 2018, when the budget was zero, the budget was revised to approximately 8% in 2019, and measures were taken to gradually increase it. They started by repurposing the creative used in TV ads, gradually adjusting their budget allocation and transitioning to creating creative exclusively for digital ads.
In the production of digital advertisements, the creative team identifies the trends and characteristics in which users are leaving the group, including “awareness,” “comparative consideration,” and “participation,” which target the demographic that WOWOW wants to appeal to, as shown in the diagram above. Detailed classification. We decided to create and distribute a digital advertisement with a message that could cover these points.
As a result, the number of subscribers (viewers), which was an urgent issue, increased approximately 12 times, achieving great results.
summary
The use of digital media has begun to change the common sense of marketing. It seems that companies are shifting from TV advertising to digital advertising and are starting to create new creatives to reconsider their respective budgets. In order to promote digital creativity that produces tangible results while keeping costs down, it is important to determine who your company’s target audience is and how to differentiate yourself from other companies. The key point is to reconsider the importance of digital advertising by referring to the success stories of major companies, and aim for planning that will lead to business growth.
Reference source:
Digitize your marketing with step-by-step YouTube advertising — Townwork, At Home, WOWOW