WHAT IS THE 3RD TV COMMERCIAL, ‘SAS’?

As of July 21, 2020, SAS participating TV stations are as follows.

<Tokyo area>
Nippon Television Network (NTV), TV Tokyo (TX), Fuji Television Network (CX), Tokyo Broadcasting System Television(TBS)

<Osaka area>
Yomiuri Telecasting(YTV), Mainichi Broadcasting (MBS), Asahi Television Broadcasting(ABC)

<Nagoya area>
Chukyo TV Broadcasting (CTV), CBC Television(CBC)

<North Kyushu area>
Fukuoka Broadcasting System (FBS)

We predict many advertisers to use “SAS.”

1. High cost-efficiency in terms of the number of people (TV Re-Evaluation)
2. Sufficient exposure is possible even at low cost and in a short period (Instantaneous Power)
3. Optimized for each station can be implemented across multiple stations (Evolution)
4. Purchase designation purchase with audience data (Next Generation)
5. Used for absent middle funnel appeal (New Role)
6. Advancement of TV x digital integration strategy (Seamlessness)
7. Impact of privacy protection issues (Urgent Issues)

Reason 1. High cost-efficiency in terms of number of people (TV Re-Evaluation)

First of all, for reference, the reason why the “Super Bowl” TV commercial is as famous as 5 million dollars in 30 seconds (approx. 600 million yen)  in the United States is as follows.

Reason 2. Sufficient exposure is possible even at a low cost and in a short period (Instantaneous Power)

Another feature of TV commercials is their “instantaneous power.” It is a powerful force that cannot be imitated by digital advertising. When using TV commercials in campaigns, it was often thought that a “budget over 100 million yen is required.”. (If the GRPs are very low, it may not be a good pattern. However, advertisers have to second thoughts about the “good way.”) Using SAS, while utilizing the instantaneous power of the TV commercial, Effective exposure can now be achieved at a low cost and in a short period.

Reason 3. Optimized for each station can be implemented across multiple stations (Evolution)

When conducting a campaign with a spot commercial, conventionally, you should first select (1) select the TV station to use and then select the time zone (pattern), or (2) select the station using the assumed time zone according to the target. Wasn’t it a planning method? In any case, I think it was the work of finally optimizing the plan (line drawing) for each TV station. However, SAS allows you to “optimize” your strategies across TV stations. For example, the CM position or time zone reached for a specific target? You can freely buy across TV stations, “what you want,” “when you want,” while comparing cost efficiency with “Which frame is best to reach your target?” The SAS is a groundbreaking method for buying TV commercials.

*Example heatmap: best frames cross TV station to reach your target

Reason 4. Frame-specified purchase with audience data (Next Generation)

Furthermore, SAS is entirely different from the buying of traditional TV commercials in that “TV commercials can be purchased with audience data.” At length, it has become in Japan to purchase TV commercial slots using audience data, which has already been done overseas. We believe this is a significant advance toward the next-generation type that will lead to actual guarantees and addressable advertising.

For example, when using SAS as an M2 target, not only is the “higher target content rate,” but how stable is the content rate? And the more you predict “beer consumers” and “house purchasers” who mainly target the same M2 evaluation in each arbitrary segment, the efficiency heat map will further differ.

*Example heatmap: stable frames with high M2 target content

Reason 5. Used for absent middle funnel appeal (New Role)

Expectations increase to “new role of TV commercial” by using SAS. SAS that can reliably drop the planned amount of CM at the specified date and time can be a powerful weapon for the “middle funnel appeal (study stage)” that connects the upper and lower funnel. Of course, creatives must prepare other creatives suitable for middle funnel appeal. Still, it is possible to approach without worrying about fraud and brand damage that can do with TV commercials, which is different from digital advertising.

Reason 6. Progress in TV x digital integration strategy (Seamless Integration)

Up to now, not only in TV commercials but in the advertising industry, we have been doing indirect targeting called “demographic targeting.” Naturally, the brands’ side also creates a “target profile” also sets “lifestyles” and “awareness clusters.” However, They need to convert to indirect targeting in media selection and buying, the time of achievement evaluation. In such an environment, TV commercials and digital advertisements were not only evaluated for integration, but also, the allocation criteria at the planning time became ambiguous, and integration was too slow to progress. Therefore, it can say that the advent of SAS is an excellent opportunity to promote “TV commercials × digital advertising integration strategy.”