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http://wol.nikkeibp.co.jp
Your Choice of Advertising in the New Age of Decentralized Media and Vertical Content Ad Networks
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http://wol.nikkeibp.co.jp
The Environment of Magazine Advertising
Paradigm Shift towards
Digitalization
is changing not just because of economic reasons.
Even though the main players of marketing and media business remains corporations andmedia, the initiative is held by readers and
users rather than content providers.
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In order to adapt the new age. . .
Cross Media(Media Neutral)
Instead of placing ads where many people gather, you need to place them on target users’ everyday traffic line.
Accountability (Clear ROI)
Quantitative data on the effectiveness of advertising is needed.
Page Value/Beyond the CTR(Online Media with High Added Value)
Online media with scale and quality needs to be developed in order to support branding activity rather than CPC/CPA.
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Online media with scale and quality catering Online media with scale and quality catering to the advertisers targeting womento the advertisers targeting women
Glam Media in the U.S. was created under the concept to Glam Media in the U.S. was created under the concept to ‘‘offer an optimal online services for brand offer an optimal online services for brand ad advertisersad advertisers’’. It grew as large as to become one of the top 10 media in the . It grew as large as to become one of the top 10 media in the U.S. U.S. just in 3 yearsjust in 3 years. . In Japan, In Japan, quality websites for women were selected to form networksquality websites for women were selected to form networks and the ad delivery service has and the ad delivery service has started since November 2008. It exclusively sells advertising sstarted since November 2008. It exclusively sells advertising spaces of major websites of excellent paces of major websites of excellent online media and major Japanese publishers. It is online media and major Japanese publishers. It is online media with scale and qualityonline media with scale and quality, boasting , boasting monthly impressions of 40 million.monthly impressions of 40 million.
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Partner SitesPartner SitesGlam Media affiliates with a number of quality websites for women to form an online media network. Advertisers can effectively reach women users of the partner sites in the network, who are highly interested in fashion and beauty.Glam partner sites: Approx. 66 websites, 40 million PV, 2 million UU *Please see below.
– Style Category (Fashion & Beauty) : Approx. 35 million PV– Lifestyle Category : Approx. 5 million PV
ShogakukanShogakukan
KobunshaKobunsha
KadokawaKadokawa HarukiHaruki Corp.Corp.
ShueishaShueisha
FusoshaFusosha
ShufuShufu to to SeikatsuSeikatsu ShaSha
ShufunotomoShufunotomo
Nikkei BPNikkei BP
ShogakukanShogakukan
FusoshaFusosha
Access PublishingAccess Publishing
Style CategoryStyle Category((Fashion & BeautyFashion & Beauty))
Lifestyle CategoryLifestyle Category
* As of May 2009* As of May 2009
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By placing your advertisement on the partner sites By placing your advertisement on the partner sites carefully selected by Glam, you can most certainly carefully selected by Glam, you can most certainly reach your core target and achieve high recognition.reach your core target and achieve high recognition.
Glam Banner AdGlam Banner Ad
Placement in the partner media carefully screened by Glam (incluPlacement in the partner media carefully screened by Glam (including topding top--page position in nearly all media)page position in nearly all media)Appears first when a user visits the site. Appears first when a user visits the site.
Highly visible large dimension banner suitable and effective forHighly visible large dimension banner suitable and effective for brand promotionbrand promotion
Interstitial AdvertisementInterstitial Advertisement
FullFull--screen advertisement on the sites carefully screened by Glamscreen advertisement on the sites carefully screened by Glam
Excellent effectiveness for brand promotion as it appears just bExcellent effectiveness for brand promotion as it appears just before a user visits the site.efore a user visits the site.
Advantage #1
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Advantage #2
Unique and extensive report on how your Unique and extensive report on how your advertisement reached your target and how it was advertisement reached your target and how it was recognized by themrecognized by themCompletely new type of original report is prepared by Glam for aCompletely new type of original report is prepared by Glam for advertisers.dvertisers.
In addition to the indices including impression count and click In addition to the indices including impression count and click count, unique count, unique browser count is reported as well. browser count is reported as well.
Advertising effectiveness is measured as well.Advertising effectiveness is measured as well.
Online panel survey after the ad placementOnline panel survey after the ad placement
Survey items accompanying the banner ad are:Survey items accompanying the banner ad are:
••Ad recognition/ Recognition rate: I saw it for sure, I think I sAd recognition/ Recognition rate: I saw it for sure, I think I saw it, I donaw it, I don’’t t remember seeing it.remember seeing it.
••Interesting/ I became interested in the sponsor, product or servInteresting/ I became interested in the sponsor, product or service: Yes or Noice: Yes or No
••Content clarity/ Ad message was clear: Yes or NoContent clarity/ Ad message was clear: Yes or No
••Impact/ The ad had an impact: Yes or NoImpact/ The ad had an impact: Yes or No
••Likability/ I like the ad: Yes or NoLikability/ I like the ad: Yes or No
••Purchase intention/ IPurchase intention/ I’’d like to purchase the product or service: Yes or No d like to purchase the product or service: Yes or No
••Other impressions/Other impressions/ AnAny thoughts on the ad: Free commenty thoughts on the ad: Free comment
Learn the results of your ad campaign in depth to Learn the results of your ad campaign in depth to accumulate knowaccumulate know--how and use it in your future strategy.how and use it in your future strategy.
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Actual Results after Ad CampaignsRecognition: 43-76%
Those who responded ‘I saw the ad for sure’ +
‘I think I saw it’.
Interesting: 58-91%
Those who responded that they became interested
in the sponsor, product or service
Content clarity: 37-93%
Those who responded that the ad message was clear
Likability: 42-90%
Those who responded that they liked the ad
Impact: 28-89%
Those who responded that the ad had an impact
Purchase intention: 30-92%
Those who answered that they would like to purchase
the product or service in the ad
Click Through Rate
Premium Interstitial: 2.50-7.00%
Premium Network Banner: 0.15-1.20%
Summary Report Sample
Post-Ad Campaign Survey
Conducted by: Macromill, Inc. Survey method: Online survey (Show the actual banner ad on the web. AID type.) Announcement: Via email to Macromill survey panel (approx. 800,000 people)Sample: Women between ages of 18 and 49 who visited the sites in Glam Media during the past weekAverage valid responses: 106Respondent age composition: 10s 10%; 20s 40%; 30s 40%, 40s and over 10%Survey period: the following week the ad finished running
Learn the results of your ad campaign in depth to Learn the results of your ad campaign in depth to accumulate knowaccumulate know--how and use it in your future strategy.how and use it in your future strategy.Advantage #2
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http://wol.nikkeibp.co.jp
Glam Interstitial and Glam regular banner achieve generally high recognition rate. It became clear that the effectiveness of brand promotion, which could not be measured by CTR in the past, is clearly achieved with those banners.Recognition rate in the joint survey among Yahoo!, goo, MSN and All About is 34.1%. Glam Media achieves extremely high CTR, compared with 0.1% which is the standard in those portal sites for women.
Joint SurveyAverage Recognition Rate (34.1%), CTR standard of websites for women (0.1%)
Glam regular bannerAverage Recognition Rate (48.1%), Average CTR (0.33%)
Glam InterstitialAverage Recognition Rate (65.3%), Average CTR (4.1%)
* Joint survey by portal sites: VRI, All About, goo, MSN and Yahoo on 21 ad materials (June 2009)* Banner recognition rate in Glam: Survey by Glam (30 cases, n=100 each)
Learn the results of your ad campaign in depth to Learn the results of your ad campaign in depth to accumulate knowaccumulate know--how and use it in your future strategy.how and use it in your future strategy.Advantage #2
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Super banner: W. 728 x H. 90 pixelsSkyscraper: W. 160 x H. 600 pixelsRectangle: W 300 x H. 250 pixels
JPY1,200,0001 week800,000 imp.
W. 300 x H. 300 (250) pixelsnikkei WOMAN OnlineTheme (Life) (1st Rectangle)
+Glam Lifestyle Network Banner
(Super banner/ Skyscraper/ Rectangle)
Super banner: W. 728 x H. 90 pixelsSkyscraper: W. 160 x H. 600 pixelsRectangle: W 300 x H. 250 pixels
JPY1,200,0001 week800,000 imp.
W. 300 x H. 300 (250) pixelsnikkei WOMAN OnlineTheme (Health & Beauty) (1st Rectangle)
+Glam Style Network Banner
(Super banner/ Skyscraper/ Rectangle)
Super banner: W. 728 x H. 90 pixelsSkyscraper: W. 160 x H. 600 pixelsRectangle: W 300 x H. 250 pixels
W. 300 x H. 300 (250) pixels
JPY1,200,0001 week800,000 imp.
W. 300 x H. 300 (250) pixelsnikkei WOMAN Online
Theme (career) (1st Rectangle)or
nikkei WOMAN OnlineTheme (skill upgrade) (1st Rectangle)
+Glam Premium Network Banner
(Super banner/ Skyscraper/ Rectangle)
Super banner: W. 728 x H. 90 pixelsSkyscraper: W. 160 x H. 600 pixelsRectangle: W 300 x H. 250 pixels
W. 300 x H. 300 (250) pixels
JPY2,000,0002 weeks1,000,000 imp.
W. 640 x H. 480 pixels
nikkei WOMAN Online (Welcome Banner)+
nikkei WOMAN Online (Top Rectangle)+
Glam Premium Network Banner (Super banner/ Skyscraper/ Rectangle)
Rate (gross)Placement Period
Est. Impressions
Banner DimensionsMenu
nikkei WOMAN Online + Glam Network Ad Menu (Rate and Dimension)
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* Above menu will be available at 1,500,000 yen when using 4C2P magazine advertorial as material for online advertorial.
* Only package above includes production of traffic generators. For an additional traffic generator, a separate charge will be incurred.
Equivalent of JPY1,200,000
Super banner: W. 728 x H. 90 pixelsSkyscraper: W. 160 x H. 600 pixelsRectangle: W 300 x H. 250 pixels
800,000 imp.Glam Premium Network Banner
(Super banner/ Skyscraper/ Rectangle)
+
Up to 38 full-size characters x 1 line, destination URL on the second line
4 times during the placement2-line notice in WOL mail
Up to 38 full-size characters x 1 line1 monthInformation (text)
gif: 70x70 (W x H) pixels, Text: Up to 15 full size characters x 2 lines1 monthPick up (visual box)
Up to 38 full-size characters x 1 line2 weeks during the placement Topics (text)
TrafficGenerators
Standard online advertorial package rate:
JPY2,000,000
Equivalent to 2 A4-size pages (Approx. 3,000 Japanese characters)1 monthnikkei WOMAN Online Advertorial (production & placement fees)
ReferenceBanner DimensionsPlacement Period/FrequencyMenu
Rate::JPY2,500,000/month
nikkei WOMAN Online Advertorial + Glam Network Advertorial Menu
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Beautiful and healthy w
omen actively
Beautiful and healthy w
omen actively
working in the Japanese business w
orldw
orking in the Japanese business world
Highly sensitive consum
ers H
ighly sensitive consumers
or influencersor influencersHalfHalf--OFFOFF
ModeMode
OFFOFF--BusinessBusinessModeMode
ONON--BusinessBusinessModeMode
HalfHalf--ONONModeMode
Working woman who is looking for job-related information in order to make better judgment at work
Consumer who is looking for creative lifestyle information that enriches her private life
Individual at work place who is looking for information necessary to upgrade her skills
Individual at work place who is looking for trend information that inspires her both private and business life
“4 different modes”“4 different modes”
Covering the whole range of working women
Joint Ad Product: Feature 1
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Contact Frequency
Reach (Unique Browsers)
Reach extended by Adnetwork
Creation of contact opportunities with women users who are normally out of reach of Nikkei BP media . It also functions as a traffic generation site for online advertorials.
Glam Media Network partners’ ad productsNikkei BP ad products
Packaged ad product equipped with excellent content production in premium spaces of Nikkei Woman Online and the quality, extensive reach created by Glam Media Network
Reach by a single site
Joint Ad Product: Feature 2