Hi everyone, my name is Shinji Okuyama.
I was just doing the arm exercises,
so I am a little out of breath, but it’s great to have the opportunity to speak to you all.
Over the past few years, I think the environment has changed significantly,
as we have all experienced.
You have faced many unforeseen challenges such as global instability,
shortages of raw materials and freight and soaring costs,
and depreciation of the yen.
What is needed in a headwind.
Faced with these successive changes, the following is now required of marketing,
Continuing to invest in the long-term growth of the brand while responding
to the changes in the short-term environment.
Thoroughly reviewing investments made so far, and selecting effective campaigns to increase profitability.
In order to achieve long-term growth and
improvements in profitability, let’s start by looking at the changes in consumers.
Hakuhodo DY Media Partners’ Fixed-point Media Survey shows
that consumer media contact
by device is shifting significantly to digital media.
Next, I would like to discuss media trends in the advertising industry.
According to a Dentsu Ads Spend study of advertising expenditures by media in Japan in 2021,
Internet advertising expenditures account for the largest share,
followed by TV media of 27%.
In other words, integrated communication that doesn’t separate
between digital media and
TV commercials, the most invested media,
is critical to improving brand value and ROI.
A representative example of the integration
of television and digital is the viewing trends for “Connected TVs (CTV)".
According to the survey by Intage, 47% of watch time,
or about half of it,
is expected to be watching video streaming services on connected TV.
Many advertisers are also paying attention to the new viewing trends of consumers,
and according to an Intage advertiser survey,
87% of advertisers say
they want to use YouTube’s Connected TV ads.
Consumer media contacts are seamless between
TV and digitals as symbolized in connected TV.
In order to increase brand values
by seamless communication,
“the communication optimization across a full funnel" is the key.
For that, Google supports and expands partnerships
and develops solutions across marketing funnels.
First, I’d like to introduce updates in awareness and reach.
For the industry's further growth, Google supports ads measurement solutions development
for advertising agencies and research firms with privacy conscious ways,
and the solutions are launched from 2021 Oct to Dec.
Dentsu and Dentsu Digital launched
MIERO Digi x TV,
which integrates Dentsu TV data
with Google data for daily monitoring.
The Hakuhodo DY Group announced
Tele-Digi AaaS
in Advertising as a Service.
This media solution allows advertisers
to directly monitor exposure frequency on a daily basis.
The Hakuhodo DY Group is beginning to optimize its operations based on this.
This has enabled flexible operation and media buying for Dentsu and the Hakuhodo DY Group
tailored to TV and YouTube.
Google has also enhanced its solutions on its own.
Target Frequency on YouTube, released in August this year,
utilizes machine learning
to enable you to optimize how many times users see your ads per week.
Until now, it has been very difficult
to optimize media that cannot be controlled by reach or frequency
because it had to be adjusted by increasing or decreasing the number of ad placements
in some demographics, even when there was too much or too little frequency
Frequency management will streamline
the acquisition of ad impact.
Next, I would like to give you an update on areas of
attitudinal change such as interests and understanding.
This September, Intage, supported
by Google, launched the Cross Media Brand Lift Survey.
YouTube Ad Exposure Log data powered
by Google’s Ads Data Hub (ADH).
Log data of exposure to TV commercials by 920,000 people across Japan provided by INTAGE.
Based on this, you can conduct surveys on the survey panel and
measure and compare the attitudinal change effects of YouTube ads
and TV commercials on a cross-media basis.
Finally, we’ll cover behavior and sales.
We are continuing to develop the MMM Consortium, which aims to disseminate media advertising
placement and purchasing analysis using Media Mix Modeling (MMM).
Furthermore, using Truedata’s purchase history,
which utilizes one of the largest POS data,
we are working on “Sales lift validation".
Morinaga & Co. will present their case later so please look forward to hearing it.
Today, I’ve announced a number of partnerships and advertising product updates.
As we saw here, the phase of advertising is changing dramatically.
Without doubt, it is “integrated communications" that holds the key.
YouTube is chosen by marketers, as there are many things
you can do with YouTube to achieve integrated communications that
improve brand value, grow in the long-term and improve profitability.
We will continue to strengthen our partnership and
solutions to be chosen to achieve your marketing goals.
Next, I would like to hand over the stage to three companies
that have used YouTube to achieve business growth and improve profitability.
Sony Assurance has realized a 30% improvement in the unit price of site visitors
applying TV and YouTube’s integrated planning.
Morinaga & Co. has increased
its sales 13% by analyzing TV and YouTube’s purchase lift.
And Seven-Eleven Japan has focused on the purchase activities
via smartphones and applications
and has achieved ROAS 182%
Please welcome the speakers.
Thank you.