1. Copyright © infobahn All Rights Reserved.
Transformation of
Media Business
Using Big DATA

2. << FEMALE MALE >>
YOUNGER>><<OLDER
MEDIA SET
136,000,000 Monthly Page Views
19,000,000Monthly Readers

3. Agenda
1. What is target media?
2. Programmatic
3. Content Marketing & Native Ads
4. Using Big Data
5. To be succeed in Media Business

4. What is
target media?

5. 69,000,000 PAGEVIEWS
(60% MOBILE DEVICE ACCESS)
7,400,000 UNIQUE USER
125,000+ FANS
219,000+ FOLLOWERS
THE GADGET
GUIDE

6. PC
92% Smart
Phone
86%
TABLET
66%
CAMERA
62%
Consumer
Electronics
66%
DIY
54%
ROBOT
50% CAR &
BIKE
59%
SCIENCE
77%
ART
64%
PROFILE | AUDIENCE INTEREST
INTEREST

7. Male
Female
88%
10%
Under 20
21-25
26-30
31-35
36-40
41-45
46-50
50+
10%
14%
15%
15%
14%
15%
10%
8%
Single
Married
63%
37%
インターネット
ソフトウェア
情報通信
マスコミ・広告
小売・外食・卸
官公庁・公務
教育・医療
サービス
建設・不動産
メーカー
その他
7%
13%
4%
7%
7%
3%
8%
10%
4%
15%
22%
AUDIENCE
88%
MALE
63%
SINGLE
59%
26-45
15%
MAKER
経営
プログラマー・SE
マーケティング・広
報
研究・開発
記者・編集
デザイナー
アーティスト
総務・人事・経理
営業
学生
9%
18%
5%
14%
2%
10%
1%
8%
14%
19%
18%
ENGINEE
R
社長・経営者
役員クラス
部長クラス
課長クラス
係長クラス
社員
その他
10%
2%
4%
7%
9%
44%
24%
16%
DECISION
MAKER

8. 1-5
6-14
15-50
51-100
101-
200
201+
34%
11%
18%
10%
10%
19%
BOOKMARK
Facebook
Official Apps
Twitter
News Apps
Google+
mixi
59%
19%
17%
12%
11%
2%
1%
何かを待っているとき
移動時間
ベッドで
通勤途中
テレビを観ながら
トイレで
誰かといるとき
会議や授業中
買い物中
60%
42%
33%
27%
23%
16%
9%
5%
1%
39%
HEAVY
USER
59%
BOOKMARK
60%
WAITING
SOMETING
3ヶ月未満
半年未満
1年
3年以上
5%
8%
27%
60%
60%
MORE THAN
３ YEARS
Lifehacker
Kotaku
TABROID
AppBank
ASCII
CNET
Engadget
ITmedia
TechCrunch
WIRED
Yahoo! News
51%
18%
20%
19%
25%
24%
28%
49%
12%
19%
46%
51%
LIFEHACK
ER
※ひと月あたりのサイト訪問回
数
※購読方法
※アクセスするシチュエーショ
ン
HOME
OFFICE
TRAIN
OTHER
88%
47%
36%
5%
88%
HOME
※どこからアクセスするか ※ギズモードのファン歴
※よく見るWebサイト
PROFILE | AUDIENCE DEMOGRAPHIC
AUDIENCE

9. ECO System of Information
diffusion on internet
カジュアル世論
ファン/フォロワー
OWNED MEDIA
PORTAL MEDIA
CONTENT
RECCOMMEND
CURATION MEDIA
TARGET MEDIA
FAN FOLLOWER
80,000REACH
14,400REACH
17,465VISIT
Approx 850,000REACH
3,300,000REACH
CONTENT
FAN FOLLOWER

10. TARGET MEDIA
 Have Highly Engaged
Audience
 Hub of the eco system of
information spread

11. PROGRAMMATIC
Display Ads
Ruined the value of Target Media.

12. Good old days: The publishers had direct control
of advertisers and ad-revenue
Traditional advertising:
• Direct relationship between
publisher and advertiser
• Publisher with 100% of ad revenue
Display Ads

13. 50-80% of publisher
advertising revenue lost to
middlemen, and to…

14. OTHERS
DISPLAY ADS

15. CONTENT
MARKETING
Target Media

16. What is CONTENT MARKETING?
BRANDED
CONTENT
共感
Message
Sympathy
BRAND STORY SHARE & SPREAD

17. BRANDED
CONTENT
NATIVE
ADVERTISING
×
Emotion Provoking Distribution
Emotion
Provoking
Action Share & Spread

18. IPG Media Lab and Sharethrough
“Native advertising” is a form of paid
media where the ad experience follows the
natural form and function of the user
experience in which it is placed.

19. 最新デジタル
美容・コスメ
Visit to brand site, with
sympathy and knowledge
of brand.
With Story
written by
Editors
Know
about the
brand.
to engaged
fan of Media
What Brand
would like
to tell.
Emotion
Provoking
ACTION!
Visit to brand site, without
enough knowledge of
brand.
With
attractive
banners.
To
coincidence
visitors
Of the site.
What Brand
would like
to tell. With
little
interest.
！ ！
ACTION!
Display Ads
Native Ads

20. 36%
❝36% of Conversion were from
Sponsored post of GIZMODO.
− MARKETING METRICS Lab.
Native Ads of GIZMODO can make audience to buy

21. ADNETWORK SPONSORED POST BRAND SITE
Targeting using audience data
×10

22. Publisher has to
hold their own
audience data

23. Big data=Big chance
for Target Media
Publisher has to hold their
own audience data

24. Audience data
Collect
Divide
Analyze
What media can do with DMP?

25. DIVIDEANALYZE
DMP
Classify the AUDIENCE according to the interest.
AUDEIENCE DATA
BEAUTY
FOOD
INETRIOR
GAME
GADGET
MONEY
AUDIO

26. DMP
Distribute ads only when the audience
data matches.
BEAUTY
FOOD
INTERIOR
GAME
GADGET
MONEY
AUDIO
AD
DISTRIBUTION
BRAND
PUBLISHER
DATA Match
DISTRIBUTE

27. DMP
Distribute the contents only when the
audience data matches.
BEAUTY
FOOD
INTERIOR
GAME
GADGET
MONEY
AUDIO
CMS
AUDIENCE
RECOMMEND
DATA Match
DISTRIBUTE

28. The power of user insight
… and how it defines the future of online business
Who?
When
?
What?
Where
?

29. 29
SIGHT
TARGETING
GEO
TARGETING
DAY AND TIME
TARGETING
KEYWORD
TARGETING
CATEGORY
TARGETING
DEVICE
TARGETING
RETARGETING
METRIX

30. Effective and Comprehensive Data Capture
Cxense Script Tag
• Automatic capture of a wide range of user
and traffic data
• Automatic download and semantic
analysis of each individual page
REALTIME
Content insight
Audience insight
Predictable insight

31. 31
Real-time analytics and editorial insight
UNDERSTAND HOW PEOPLE INTERACT
WITH YOUR CONTENT
CAPTURE DATA IN REAL-TIME ACROSS ALL DEVICES
SLICE AND DICE DATA
FOR DEEP INSIGHTSANALYZE TRENDS AND POPULARITY
MONITOR AND TAKE ACTION ON TRAFFIC PATTERNS
CAPTURE CUSTOM EVENTS
FROM YOUR BUSINESS SYSTEMS
STAY IN CONTROL WITH CUSTOMIZABLE
REAL-TIME WALLBOARDS

32. New solution for monetizing media
We produce Premium
Content Delivery Advertising,
using audience data from
selected targeting media.

33. Network Premium Targeting Media
DATA
MEDIA
NEWS
MEDIA
BUSINESS
MEDIA
LIFESTYLE
MEDIA
GADGET
MEDIA

34. Ad Network focus on Content
34
Native ad placed on
Recommendation space.

35. Placement ad with Content match or
Audience match
CONTENT
MATCH 100
AUDIENCE
MATCH 100
CONTENT50：
AUDIENCE50
BRAND

36. Feature
1. Content ad network controlled by
publishers.
2. NATIVE ADS placed in line and between
reliable content.
3. Optimize the display using audience data
and content match data.

37. Empower publishers to
maximize advertising
revenues through big data
and audience insight

38. Publishers need
to regain control
of the advertiser
value chain

39. Audience data
will change
the game.

40. Thank you.

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