Hard to reach! “Lack of interest in TV among the younger generation”, “Unfulfilled budgets for web media” - issues faced by advertisers

As the DX trend accelerates from around 2020, there will be a ‘shifts away from TV’ particularly among the younger generation, who have traditionally relied on TV media as their main source of information. With the introduction of web media from around 1995, the way people get information has expanded and by 2000 the time came when people were getting information via YouTube in addition to SNS (Facebook, Twitter, Instagram, TikTok, etc). People have moved from passively receiving information to actively choosing information. Against this background, the media allocation is also distributed and, according to the survey

※1, the share of the TV media allocation also decreases in 2022 compared to 2021 as follows;In 2021, TV: 20.9%, WEB (YouTube): 20.6%　In 2022, TV: 18.8%, WEB (You Tube): 19.7%　In addition, as impression-based buying on the web has become more mainstream in recent years, there are more and more cases where the target audience cannot be reached through web ads alone, resulting in unspent budgets. In this context,  digital OOH (hereafter, DOOH)※2 is emerging as the third medium followed by TV and WEB. According to the survey, the DOOH placement rate remains almost the same at 12.6% in 2021, and 12.3% in 2022. However, looking at the placement budget, it increases from 134 million yen in 2021 to 166million yen in 2022. (SI: The budget allocation for TV and WEB decreases from 261 million yen for TV, and 114 million yen for WEB (YouTube) in 2021 to 244 million yen for TV and 112 million yen for WEB (YouTube) in 2022)

※1 Source: DOCOMO Insight Marketing

※2 An acronym which stands for “Digital Out of Home”. All media formats using digital technology specifically intended to reach audiences outside of home such as transport ad, outdoor ad, and retail ad.

Log-based analysis using NTT DOCOMO’s data cleanroom solution with actual behaviour logs (app downloads / launches) 

In fact, DOOH is beginning to attract more attention as a functional advertising too, but not just as a budget-busting tool. According to our research on advertising budget allocation, OOH budgets tend not to be cut, while TV and web budgets are reduced (Source: DIM research). 

DOOH, which has been digitised from traditional OOH, is not just a ‘static image to video replacement’ or an ‘easy to change ad’, but can now support functions equivalent to those of web ads.

From August 2020, LIVE BOARD together with Dentsu and other companies, started to offer a data clean room※1 solution called “docomo data square.TM”※2 The integration of DOCOMO’s location data, and approximately 72 million※3 of d point members’ data, and media (TV and digital) contact data held by Dentsu, as well as DOOH exposure logs that can be distributed by  LIVE BOARD and D2C ad exposure logs, into DOCOMO’s infrastructure enables database analysis using the ID unit as the key. This time, the analysis is based on NTT DOCOMO location data and the actual action log (app download/ activation).           

※1 A data clean room provided by NTT DOCOMO. Data from approximately 72 million d-point club members who have given permission can be used for various analyses.

※2 “docomo data square” is a registered trademark of NTT DOCOMO, INC. A large-scale data infrastructure that enables both privacy protection for consumers and marketing activities for businesses.

※3 As of September, 2022