Shinker's Proprietary Media Selection Map

■ Background of Development

In the digital advertising market, the emergence of diverse media such as video ads, social media ads, and search ads has made media selection increasingly complex for businesses. However, selecting media based solely on trends—such as 'video ads are popular' or 'we should run social media ads'—often fails to deliver optimal communication to the intended audience, resulting in subpar advertising effectiveness.

Against this backdrop, Shinker has systematized its insights from extensive advertising operations support into a proprietary Media Selection Map. This framework is built on the principle that the most suitable advertising media vary depending on the user's stage in the purchasing journey, and is designed to support strategic advertising planning.

■ What is the 'Shinker Media Selection Map'?

The Shinker Media Selection Map organizes advertising media along two key axes:

① Visual Information Volume

This axis visualizes the amount of information delivered to users, ranging from text to video ads.

• Text
• Native
• Banner
• Dynamic Ads
• Social Media (SNS)
• Vertical Short-Form Video
• Video

② Targeting Accuracy

This axis categorizes the precision of ad delivery into four levels:

• Demographic Information
• Interests and Preferences
• Community, Industry, or Sector
• Timing

■ Media Utilization by Customer Journey Stage

The Shinker Media Selection Map aligns advertising media with users' purchasing behaviors.

Awareness Stage

At the stage where users become aware of a brand or product, media with high visual information volume are most effective, including:

• YouTube Ads
• TVer Ads
• TikTok Ads
• Meta Ads

Interest and Consideration Stage

For users who have begun to show interest, ads leveraging interest-based data are effective, such as:

• LINE Ads
• X Ads
• Google Display Ads
• Yahoo! Display Ads
• SmartNews Ads

Comparison and Evaluation Stage

During the evaluation phase, retargeting and high-precision delivery become crucial, with effective media including:

• Google Demand Generation Ads
• CRITEO
• Microsoft Audience Ads

Action Stage

For users considering purchase or inquiry, ads aligned with search intent deliver the highest effectiveness, such as:

• Google Search Ads
• Yahoo! Search Ads

■ Key Insights from the Map

The Shinker Media Selection Map illustrates a core principle: as users' purchase intent increases, the required visual information volume decreases, while the importance of targeting accuracy rises.

Each advertising medium has a distinct role, and combining them according to purpose and timing maximizes advertising performance.

■ Future Outlook

Media selection should not be driven by trends. Instead, the Shinker Media Selection Map serves as a strategic framework for answering critical questions: to whom, when, and with what volume of information should ads be delivered? By organizing media through the lens of the customer journey, advertising strategies become more logical and reproducible. Shinker leverages this approach to comprehensively support clients—from strategy design and execution to optimization—tailored to each company's unique challenges and business goals. Rather than simply running ads, Shinker helps determine which media to use, when, and how to combine them, translating strategy into measurable results.

If you are struggling with media selection or advertising strategy, please feel free to contact Shinker. We will propose the optimal advertising plan tailored to your business and target audience, supporting marketing efforts that drive real results.