【LIVE BOARD 6th Anniversary Webinar】

We asked SSP Co., Ltd., which uses LIVE BOARD to advertise, about what they emphasize in their advertising and what they expect from LIVE BOARD. The following is a report of the interview.

▼Speaker

SSP Co., Ltd.
Brand & Innovation
Media & Digital Manager
Ryo Kameyama

LIVE BOARD, Inc.

Director of Client Services

Yoshinori Satoh

▼CONTENTS

■SSP Co., Ltd.'s Approach to Advertising and Promotion

　SSP Co., Ltd. emphasizes three points in its advertising. 

1.  Efficiency as a reach medium
   　The focus is on whether TV, digital, or OOH can deliver broader reach more more efficiently. 

2. Advertising contact that leads to attitude change
   　We consider daily what type of advertising contact will bring about attitude change. 

3.  Capturing the moment when consumers need the product
   　Since customers do not always suffer from colds or hay fever, it is important to capture the moments when customers use pharmaceuticals and other products. 

　We believe that it is important how to deliver this product because it is a special and difficult commercial product, mainly pharmaceuticals. 

■LIVE BOARD Submission Results

　SSP Co., Ltd.s has placed several OOH ads through LIVE BOARD in the past. The aim of these advertisements has differed depending on the product. 

・Feb-Apr 2024 Allegion (pollen index linked, index sponsored)

・November 2024 EVE THREE SHOT PREMIUM

・Dec. 2024 EVE Quick Headache Pill

・Nov-Dec 2024 Estac EX (weather-linked, weather-linked creative)

‐Case Studies①　EVE THREE SHOT PREMIUM

　The ads were demographically targeted to women in their 20s to 50s, and the video was shown in OOH locations around drugstores. The ads were placed to target women who are likely to visit drugstores from now on. 

‐Case Studies②　EVE Quick Headache Pill

　For this submission, we utilized LIVE BOARD, which has a high content of business women, and the JR East Train Channel during the morning hours. For the creative, we came up with “Mystery Headache Illustrated” to evoke familiar scenes of headaches. By placing the creative during morning train commuting hours, when the target business women are active, we sought to create an affinity with the target audience. 

‐Case Studies③　Allegion

 　Since Allergion is a pollen medicine, the ads were distributed in accordance with the amount of pollen in the air, and were also distributed with pollen information as a sponsored ad in order to reach people interested in pollen allergy. The delivery time was also aligned with the opening hours of drugstores to reach people suffering from pollen allergies. The key point was the linkage with the pollen index. Based on the concepts of “how to drive attitude change” and “how to capture the moment,” which are important to SSP Co., Ltd., this was an attempt to increase the share mindset of Arrange-On during the period when pollen mindset is on the rise.

　In addition, in terms of advertisement placement for ArrangeOn, we were able to confirm “synergistic effects with other media,” “effects to increase the middle funnel (interest and purchase intention),” and “behavioral change online. In particular, adding LIVE BOARD ads to TV commercials, traffic ads, and Web ads increased interest by +23.0 ppt and purchase intention by +16.6 ppt. In terms of frequency of contact with advertisements, a change in behavior was observed after 5 to 6 ad exposures. The importance of combining various media to provide opportunities for multiple-channel contact with advertisements was made clear through the placement of ads, and we will continue to implement measures based on this knowledge. 

‐Case Studies④　Estac EX

　In this case, the creative was aired in conjunction with weather information. The measure focused on capturing moments of how weather information and the Throat Care Index move people's hearts and minds. We designed the ads to verify, in a kind of test, when customers become aware of the existence of Estac and other cold remedies, and when they decide to purchase them.

　In the research, the segments were divided into five groups, and location logs and questionnaires were used to research what prompted the behavioral change. By comparing each segment with the ad “non-contact group,” we were able to find out what kind of information was favorably accepted after coming into contact with the ad.

■Summary of LIVE BOARD distribution

 　I feel that LIVE BOARD has multiple faces.

　The first is its face as a reach media through planning that utilizes distribution linkages and docomo data. This enables advertisements to be placed in areas with a high target content ratio, making it possible to implement measures more efficiently.

　The second is as a mid- and bottom-funnel media that captures the moments that move people's emotions.

　By changing the delivery design, it can be flexibly utilized in the full funnel. 

■Expectations for LIVE BOARD

　As a reach media, we would like to see more precise targeting and broader range of distribution partners. As a result, advertisers may be able to find new key moment and enhance the effectiveness of their communication. We look forward to continuing our collaboration with LIVE BOARD. 

▼Click here to view archived videos