Due to the spread of the new coronavirus infection, people have refrained from going out, and digital-based services such as telework, online drinking parties, and online events have rapidly become popular. In an environment where the opportunities for consumers to interact with media are shifting from television to digital, what kind of marketing measures are advertising companies taking?
In this article, we will introduce a case study of a company that is digitizing its marketing by using YouTube advertising in stages.
Case study ① Townwork – Review of TV and digital advertising budget allocation
Recruit Jobs Co., Ltd., which operates the part-time job recruitment website Townwork, was running an advertising campaign centered on TV commercials. However, in response to the recent trend of digitalization of advertising, we have decided to review the allocation of advertising budget between TV and digital. As a result, we made a major change to our previous budget allocation and decided to invest in YouTube ads.
Recruit Jobs used Google’s Reach Planner* to simulate budget allocation for TV and YouTube. Using Reach Planner, he repeated simulations until he was satisfied, which helped him decide to invest in YouTube ads.
In addition, with the digitalization of advertising, we reviewed the creative itself and created an advertising video in collaboration with YouTube creators. When we ran TV commercials and YouTube ads simultaneously targeting young people in Tokyo, Nagoya, and Osaka, the target reach increased by 6.9% for YouTube, and by using YouTube ads, we succeeded in expanding our reach by 29.0%. In terms of number of people, this led to an increase in reach of 1.7 million people.
Source:
Google “Digitize your marketing with step-by-step YouTube advertising – Townwork, At Home, WOWOW”
The cost of running a YouTube ad is about one-third of that of a TV commercial. From now on, Recruit Jobs would like to treat TV commercials and YouTube ads equally and research the optimal methods for YouTube, from planning to creative.
(*) Planning tool for Google advertising campaigns. It is possible to demonstrate the effectiveness of a media plan based on various information such as target, budget, and region.
Case study ② At home ~ Producing digital-based creative work
Similar to Townwork’s example, real estate information site At Home initially implemented marketing measures centered on TV commercials. However, maximizing advertising effectiveness and connecting to business became an issue, so we decided to check ad creatives in accordance with Google’s ABCD framework (*).
At Home used the same creative content from its TV commercials as a digital advertisement. When we checked the ABCD framework, we received a score of 12 out of 14, which was not a bad score, but we found that there was room for more digitally optimized creatives.
At Home redesigned its advertising creative to create a clear message, good tempo, and effective creative for the digital medium. As a result, the search increase rate for “at home” among ad contacts has increased significantly by 3.2 times compared to previous ad contacts.
This is a case study in which marketing effectiveness was maximized by redesigning creative that is optimal for digital use without reusing existing creative.
(*) A collection of elements required for effective advertising creative. It is an acronym for “Attract,” “Brand,” “Connect,” and “Direct.”
Case ③ WOWOW ~ Step by step budget investment in YouTube
At WOWOW, which broadcasts a variety of entertainment including dramas, sports, and documentaries, the YouTube advertising budget in 2018 was only 0.7%. Until then, we had little experience with digital advertising, but after using Google’s Reach Planner to simulate the reach of TV commercials and YouTube ads, we allocated 8.1% of our budget to YouTube ads in 2019.
At WOWOW, we started by reusing creative from TV commercials for YouTube ads. Next, we are producing digitally optimized creatives and gradually investing in YouTube.
Source:
Google “Digitize your marketing with step-by-step YouTube advertising – Townwork, At Home, WOWOW”
As a result, searches for advertisements for the original drama “Steel Bone,” for which digital-only creative was created, increased by 1,207%, and the average number of WOWOW subscribers in the 20-39 age group was 12.2 times that of the previous year. I did. Because WOWOW only increased its YouTube budget without changing its overall budget or other media plans, it is likely that YouTube ads had a large impact on the increase in searches and subscribers.
summary
◆In response to the shift in consumers’ media contact points from traditional TV commercials to digital, an increasing number of companies are focusing on digital marketing.
◆Townwork: Reviewed TV and digital advertising budget allocation, invested in YouTube advertising, and succeeded in increasing target reach.
◆At Home: Succeeded in maximizing marketing effectiveness by redesigning digitally optimized creative without reusing existing creative.
◆WOWOW: The company invested budget in YouTube in stages, first by reusing existing creatives and then producing creatives optimized for digital use, which led to an increase in the number of searches for original dramas and the number of new subscribers.