DSP advertising is becoming established as a general advertising distribution method.
However, there is still room for expansion in marketing activities in the BtoB field.
DSPs are distributed from various perspectives based on the combination of data and registered data information, but what is a DSP as a distributor of
? I would also like to tell you how to use it.
First of all, what is DSP?
To begin with, DSP is an abbreviation for
Demand Side Platform
.
Simply put, it is a display advertising (banner ad) distribution method that allows advertisements to be delivered to each user viewing the display ad from the inventory “frames” of various media in the world.
What we mean by “person” is a combination of various data such as age, gender, hobbies, and attribute data.
In other words, by multiplying the data that each DSP company has based on the hypothesis that the advertiser’s target would be, we set the distribution layer as close to the advertiser’s target as possible.
From an advertiser’s perspective, they can tell the DSP provider the target and user group they want to distribute, and once they have submitted their advertising materials, the advertiser will do the rest on their own, making advertising extremely convenient and efficient. It’s a product.
What is the DSP method that can be distributed to the targeted target audience?
Now, regarding the methods of distributing information to human resources, I’m sorry to have dragged this out so far and given you hope, but the reality is that
there aren’t many
.
To be precise, there are very few companies that can provide services to the narrow segment of human resources.
A recent case that attracted attention was the collaboration of a certain major media’s attribute data and a certain DSP platform company’s distribution.
However, the attribute data of a certain major media is DSP, which is large-scale attribute data registered by many businessmen, so it is often difficult to know how effective it will be until you try it, including compatibility. It is also true.
Other than that, we also distribute data as a DSP using data from HR and management-specific media that we also provide.
Additionally, even if you are a major DSP provider that does not specialize in human resources, it is highly likely that you will be able to obtain certain effects depending on the design of your measures.
Ultimately, the current situation is to determine which DSP (data) meets the needs of advertisers, implement it, and verify it, making continuous improvements even if it is a small amount. is.
How to solve problems with DSP
Now, regarding how DSP can be used to solve problems, I would like to explain it using an example of
we currently handle.
First of all, the main point is that when actually distributing information to human resources personnel, the difference in whether or not it can be solved depends on how each company’s marketing staff think about the issue.
This is because, due to the characteristics of DSP, the main purpose is to increase awareness among potential customers.
However, as a marketing person, cost-effectiveness is always required from within the company, and I think there are many cases in which “I was able to spread awareness to a potential audience!” does not really apply in this day and age.
Even in cases where our company is actually contacted through DSP, we often ask if we can set up conversion (inquiries and seminar applications) as the outcome point.
Of course, there are some projects that are directly linked to results, but DSP providers do not have much know-how to create conversions, and the current situation is that there is a high risk due to the lack of know-how.
In cases that are directly linked to results, it can be said that products with strong content and high topicality tend to have higher potential.
When implementing DSP, it is important to first identify where the problem lies, whether or not you will feel results.
After recognizing the issue and clarifying whether it is awareness or acquisition, consider the DSP that has the target, demographics and attributes you want to distribute, and think carefully about the products and content that will appeal to you so that the measures you finally decide on will yield results. The best thing to do is to do so and then distribute it.
There are still few DSPs for human resources, but there are options, including major DSP companies.
It is important to choose a DSP that suits your company from among them.
summary
◆DSP is an advertising distribution method that distributes advertisements to “people” rather than “frames”
◆Actually, there aren’t that many DSPs targeting detailed target groups, especially human resources.
However, advertisers who are good at using it and have a clear purpose are achieving results with major DSP companies even without human resources or management data.
◆In order to realize the results from the challenges, it is important to adjust the expected value of the DSP from the current marketing measures, decide on the content etc. that will appeal to the expected value, and continue to take continuous improvement measures even if it is a small amount. is