< Seminar Report> For EC Site Managers "Native Ads You Must Understand in 2015"

Our consultant, Yuta Kobayashi, will be on stage for the first part. It is difficult to grasp the actual situation of what you often hear, and we introduced the definition of native ads, the background of attention, the main services, and the points to lead to success.

The definition of native ad refers to "a content-rich advertisement that provides the pure content of each advertising medium and the same UI (user interface = design) and similar UX (user experience = user experience)". As a result, he said that high CTR (click-through rate), article viewership, branding effect, and CVR (conversion rate) can be expected.

There are six types of distribution types, such as the "feed type" that is often used for smartphone distribution and the "recommendation widget type" that is posted at the bottom of articles on information sites. There are many ways to deliver it, but the important thing here is to understand native ads from the perspective that "no matter how much the ad has the same UI design as the content, it is the same as a normal ad as long as it does not provide the same user experience."

From the overview of native ads in the first half, we went one step further in the second half, and Mr. Nishi of News Technology Co., Ltd. took the stage to introduce Japan's largest DSP-type native ad distribution service "BLADE PR" and explain actual usage examples. It was.

BLADE PR, a native ad distribution service, is a service launched and released by MicroAD, one of the largest ad platform operators in Japan, and Vector, a strategic PR company partially listed on TSE, as a joint venture.
The background to this is that in the past online advertisement, WebPR has focused on approaching prospective customers and the explicit layer, and there have been problems in approaching the latent layer. There is a native ad as a method that can be solved, but the current situation is that it has become an alternative to banner ads, and since it is often transitioned to an LP such as a product page as it is, it betrays the expectations of interested users and serves only as an entrance.
In order to solve such a situation, Mr. Nishi says that he provides native ad services with the philosophy of "providing content from the entrance to the destination of the advertisement."

"BLADE PR" is a DSP-type native ad, and is a service that has a feed frame and a recommendation frame as a distribution method (frame).
Each of them can display an advertisement according to the format of the article, and it is a mechanism to judge the match of the attribute of the medium and the content (LP) of the link destination and place the advertisement.

Also, as a basic point related to distribution, but I definitely want you to suppress it,

1. • Content-likeness.
2. • "Don't fish" in the title

I mentioned two points.

Another feature of BLADE PR is content creation agency from a PR perspective.
By creating content by a third party from a PR perspective instead of creating it in-house, it will be possible to approach users in a different way than before. Specifically, it means having the leading media of the alliance take up the products and services and make an article. At that time, utilizing the DNA of Vector, a PR professional, the point of improving the quality of the content is that News Technology follows from media planning to article publication, and it is evaluated by advertisers. He says.

What attracted the most attention in this lecture was the introduction of specific examples of how to use it to achieve results.
In the first place, native ads are a method suitable for approaching latent layers.
Mr. Nishi proposes, "It is efficient to design latent audiences to deepen their understanding by inducing them with native ads, delivering content, nurturing them to the explicit layers, and reaping them through retargeting."

In fact, there is data that native ads can acquire good potential.

1. • High new rate (92-95%)
2. • Long stay (5-6 minutes)
3. • Low bounce rate (60-70%)

He also said that if the following situations are encountered in the new user acquisition measures of each member store, it is better to implement native ads.

1. • Text that is already in progress for retargeting measures will be entered.
2. • Current measures have peaked
3. •記事広告への興味はあるが、活用方法が分からない

He also enthusiastically listened to the explanation that it is suitable as a method for increasing the new high-quality retargeting list and performing effective pruning.

As an actual example, the example used for promotion of beauty products related to hair and scalp was given.
Two points are set, the viewing time of the content and whether it is appealing to the target group, and the content page using the video using the talent is created as a tie-up article and appealed.
As a result, it was found that the average stay time was 5 minutes and the inflow to the shopping site was 34%, and the content contributed to the inflow. He also said that the target group, which was supposed to be in the age group, accounted for more than 50% of the total, and was able to meet the demands of advertisers as a promotion. Being able to perform detailed analysis is also one of the strengths of "BLADE PR".

Mr. Nishi concluded the second half of the seminar by saying that it is very important to use native ads as a set with content in order to acquire potential users (new users).