Advantages and how to proceed with tie-up advertising

In order to have a large number of users recognize and adopt their products and services, there are limits to what companies can do through web advertising and websites. Media tie-up advertising is effective for intentionally sending messages from third parties other than companies.

This time, we will introduce the benefits of tie-up advertising and how to maximize its effectiveness.

What is tie-up advertising?

Tie up means cooperation/partnership in English, and tie-up advertisements are advertisements placed by a company in cooperation/partnership with a third party other than the company. A third party other than the company refers to the media, and we partner with the media to create PR articles.

It is produced by the media’s editorial department in the same format as editorial content, and is published within the media in the same way as editorial content. Users visit media outlets and read tie-in ads as a natural action, just as they would read regular editorial content.

Because it is created and published in the same format as other editorial content, it is unique in that it allows people to read tie-up articles without sacrificing usability.

Advantages of tie-up advertising

There are three advantages to tie-up advertising.

①Communication tailored to the characteristics of the target


Each media has its own user characteristics. For toC media, this includes gender, age, occupation, family structure, hobbies and preferences; for toB media, this includes industry, company size, sales, job type, position, transaction type, etc.

Tie-up advertising allows you to approach specific targets according to the characteristics of each media. In addition, since media understands the characteristics of users and can plan and edit in a context that suits the user’s preferences, it is possible to disseminate products and services that match the characteristics of the target.

② Transmission by a third party ensures neutrality and objectivity


Tie-up advertising can maintain neutrality and objectivity by having the media primarily promote the product or service. Additionally, you can expect the number of users who will read the article depending on the media’s awareness and user trust.

Users can objectively read articles written primarily by the media, making it easier to feel satisfied with the content of the article, and as a result, it becomes easier to guide users to product and service pages.

③ Expecting user empathy and attitude change


As mentioned above, since the media understands the characteristics of users, it is possible to plan and edit in a way that users can easily empathize with. With the brand and planning/editing capabilities of the media, we can expect a change in attitude, such as arousing interest in products and services and considering introducing them.

■How to proceed with tie-up advertisements

There are five ways to proceed with tie-up advertising: setting objectives and KPIs, media selection, planning content consideration, production and publication, and effect measurement and review. The production and publication process requires at least one month of man-hours, so please proceed with plenty of time.

① Setting objectives and KPIs


First, clarify the purpose of the tie-up advertisement. There are two main purposes for tie-up advertising: This refers to raising awareness and arousing interest in products and services, or arousing interest and consideration. It is effective in the user introduction phase, from awareness to consideration.

After clarifying the purpose, it is time to set KPIs. In BtoC, it is necessary to conduct customer surveys to investigate awareness and attitude changes, but in BtoB, the number of leads acquired is one criterion. Other KPIs include the cost per lead acquisition, the number of business negotiations/conversion rate, and the number of accesses if the site is redirecting to the website.

②Media selection


Next, select the media. From multiple media candidates, we check the user attributes and articles actually published in each media to narrow down the media that match the target of the product or service.

At this time, we tend to think about publishing in major business media. However, it is important to select media in order to achieve clear objectives and KPIs, rather than a media-based tie-up.

Communication with media personnel is also a key point in selection. After listening to the purpose and requests of the tie-up advertisement, the media person will suggest what can be done using the media and the company’s own assets. At this time, media can be trusted to suggest ways to convey and present the message.

In addition, new projects may be born by brainstorming with media personnel who have a good understanding of user characteristics. Active communication is recommended.

③ Consideration of plan contents


Once the media has been decided, we will consider the specific content of the project. There are various approaches depending on the media and user characteristics of the media.

④Production/Publishing


Once we have decided on the content of the project, we will begin production. If interviews are involved, more than one month of man-hours will be required for interviewing, writing, and proofreading. Production schedules and publication dates change depending on the project, so please check with the media person when considering the project details.

The media will be responsible for the actual production and publication, but instead of leaving everything to the media, we will communicate and confirm frequently. By checking frequently, you can prevent the content from deviating from the original purpose and plan.

⑤Effect measurement/reflection


After running a tie-up ad, we measure its effectiveness and review it approximately two weeks to a month later. To measure effectiveness, check the details of what numbers will be reported to the media person in the ② media selection stage.

During the actual review, if you can work with a media person who not only reports the numbers but also provides insights, it will be easier to make improvements for the next measures.

Users are looking at the caller, not the content

Nowadays, gathering information on the Internet has become commonplace, and users’ information literacy has increased. ToC tends to place particular emphasis on word-of-mouth and user reviews, and it is said that they look at the sender rather than the written content.

This trend is becoming quite strong in toB as well. It can be said that it is necessary to think strategically about who will be disseminating information, whether it will be carried out by the company itself or by a third party such as the media.

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