新聞正文
SMN Corporation (Headquarters: Shinagawa-ku, Tokyo; President and Representative Director: Naoki Harayama; hereinafter referred to as SMN) implemented digital advertising distribution through the "YxS Ad Platform," which SMN develops with The Yomiuri Shimbun Tokyo Headquarters, for a campaign by Indenya Uehara Yuushichi Co., Ltd. (hereinafter referred to as Indenya), a company handling high-end traditional craft brands.By integrating with unerry's location-based store visit measurement technology, in addition to conventional online measurement, we have demonstrated a high return on investment of "Omnichannel ROAS* of 394%," indicating sales contributions from both online and physical stores.*A metric that integrates sales channels of physical stores and online shops to measure how digital advertising contributes to sales.This model resolves the conventional challenge of "black-boxing offline effects" and visualizes the purchase contribution of digital advertising to physical stores, supporting the marketing activities of companies aiming to maximize overall omnichannel ROI by strengthening inter-departmental collaboration.■ Area of Focus: Visualization of Integrated Online/Offline Actual PurchasesThrough the "YxS Ad Platform," SMN provides a platform that combines the highly reliable data held by The Yomiuri Shimbun Tokyo Headquarters with the digital advertising distribution technology cultivated by SMN over many years. By integrating with unerry's high-precision store visit measurement, we have realized a solution that visualizes and analyzes behavioral changes and purchase effects on physical stores across the full funnel (from awareness to sales), not just online.■ Case Study: OMO Marketing Achieving Omnichannel ROAS (Combined ROI of Online and Offline) of 394%In a campaign for Indenya, which has both physical stores and an online shop, we implemented full-funnel distribution utilizing the YxS Ad Platform and demonstrated the following results:Achieved "Omnichannel ROAS" of 394%In addition to the strong performance of ROAS of "261%" for the online shop via advertising, SMN calculated an offline (physical store) ROAS of "133%" based on unerry's estimated store visit data. **Offline (physical store) ROAS is calculated by multiplying estimated store visit data by the average purchase rate and average purchase price. Overlap between online and offline purchases is not included.■ Client Comment (Senior Managing Director Uehara, Indenya Uehara Yuushichi Co., Ltd.)Visualizing the synergistic effect between physical stores and online shops has been a long-standing challenge, but this initiative has clarified the relationship between the two, leading to concrete discussions for inter-departmental collaboration and improved customer experience. The ability to design strategies by considering store visits to physical stores, in addition to evaluating EC sales, is of great value. Creating touchpoints online and allowing customers to experience the depth of the brand in physical stores – we strongly feel the significance of being able to grasp this entire experience as a continuous flow.■ Analysis of Advertising Effectiveness: Data Underpinned the Value of Digital Advertising in "Driving Store Traffic"The results of the advertising effectiveness measurement in this campaign demonstrate that digital advertising creates a powerful synergy that encourages store visits and purchases, in response to consumer needs such as "wanting to see and consider the actual product." By integrating and evaluating "sales contributions in physical stores," which are often overlooked with online-only metrics (ROAS/CPA, etc.), we were able to prove the true business contribution value of digital advertising.■ Market Challenges/Background: Fragmented Evaluation and Overlooked True "Cost-Effectiveness"Amidst the advancement of OMO (Online-Merges-with-Offline), "how digital advertising contributes to purchases in physical stores" has become a marketing challenge. Particularly for high-priced, consideration-based products, accurately measuring the contribution of advertising to actual purchases is difficult, and cases where appropriate return on investment is overlooked due to fragmented evaluation metrics between online and physical stores are frequently observed.■ Future OutlookThis evaluation model can be universally utilized by any advertiser with both an online shop and physical stores. By capturing the continuous flow from "online touchpoints to in-store experiences," it will become a powerful tool and evaluation model for marketing executives and advertising agencies aiming to maximize overall omnichannel ROI, breaking away from an online-centric evaluation.SMN and The Yomiuri Shimbun Tokyo Headquarters will promote this model as a new standard. By visualizing not only sales but also the ripple effects on physical stores that lead to strengthened organizational collaboration and improved customer experiences, we will lead the development of retail media and OMO as a partner that maximizes companies' marketing return on investment.■ About YxS Ad PlatformThe "YxS Ad Platform" is a digital advertising distribution platform operated by YOMIURI X-SOLUTIONS. By linking the data base "yomiuri ONE," which is based on newspaper readers owned by The Yomiuri Shimbun Group, with SMN's television viewing data "Connected TV Data Bridge (TVBridge)," it provides unprecedented data marketing by combining contact data from the two major mass media, newspapers and television.Service Site: https://xsolutions.jp/■ About SMN CorporationEstablished in March 2000. Based on the technological capabilities cultivated within the Sony Group, SMN develops marketing technology businesses. To achieve "solving customer marketing challenges through technological capabilities," SMN continues to evolve by integrating big data processing and artificial intelligence technologies. Currently, SMN provides solutions for various marketing challenges, including the DSP "Logicad," the marketing AI platform "VALIS-Cockpit," and the TV viewing data utilization advertising distribution service "TVBridge."https://www.so-netmedia.jp/