An integrated creative planning and production service optimized for media platforms
Made for Media
Hakuhodo DY ONE’s proprietary creative planning methodology implements production processes that connect all creatives, from awareness to action, to maximize results.
Made for Media is Hakuhodo DY ONE’s proprietary creative planning methodology designed to maximize results. The service achieves this by mastering multiple digital media platforms and producing creatives optimized for each platform.
Why Made for Media now?
The media platforms and content formats that sei-katsu-sha come in contact with, especially social media, are diversifying at an ever-increasing pace. In step with this, the purchasing model is shifting from the traditional purchase funnel, in which potential users move from awareness to purchases in a straight line, to a butterfly circuit model. In this model, sei-katsu-sha wander through media platforms, each on their own timeline, until eventually making a purchase. This is why it is important for video ad campaigns to grasp the differences between media platforms and produce creatives optimized for each platform.
The Made for Media approach
For a campaign to spread across multiple media platforms, it is vital to establish a common key concept so that the campaign leaves a consistent impression at different touchpoints. Moreover, you can deliver a unified message no matter the media platform the sei-katsu-sha encounter, by making creatives that get the most out of each platform’s features.
Triggering action is an extension of evoking positive feelings
We produce creatives where the priority is to evoke positive feelings, such as I like this or this interests me, to capture users’ attention in a second and get them to watch ads as content they are interested in. Once we have evoke these positive feelings, we can promote understanding of the brand’s or service’s value and features. Beyond this, we can maximize calls to action — to either make a purchase or use a service.
Made for Media’s key feature: Setting KPIs that work across media platforms
Made for Media provides optimal planning across media platforms by assessing campaigns using metrics that measure evoking positive feelings — i.e., brand goodwill and recall — as well as metrics that measure triggering action — i.e., clicks and conversions. In one app awareness and promotion project we executed, the app achieved its highest MAU on record, demonstrating our ability to contribute to campaigns that not only evoke favorable opinions but also trigger actions.
