WebCINEMA TRUNK (2003) - ブロードバンド時代の新たな広告手法としてのコンテンツ戦略

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Nori Takahiro

『BIZHINT』という勉強会のようなイベントにて、日産自動車提供 WebCINEMA TRUNK(2003) の企画がどのように考えられてつ作られたかを紹介した資料。第二回東京インタラクティブアドアワードグランプリ受賞

Business

BUSINESS HINT 20030730
→
Not a Short film,
New Interactive Entertainment
TRUNK

BUSINESS HINT 20030730
Lean Back / Lean Forward
→

BUSINESS HINT 20030730
WebCINEMA”TRUNK”
SHAREMODE
Web etc
TRUNK ticket tell a friend

BUSINESS HINT 20030730
TVCM PV Short Film
MOVIE
Product
Placement
SHORT
FILM

BUSINESS HINT 20030730
: TYO interactive design
TRUNK:
Web
: monsterfilms

BUSINESS HINT 20030730
Windows
Media Player9
WebCINEMA”TRUNK”
SOUND REPUBLIC
Web
WebCINEMABoxx
TRUNK
TRUNK
HP
http://trunk.nissan.co.jp/
http://trunk-webcinema.jp/
T
TRUNK Ticket
(Viral Tool)

BUSINESS HINT 20030730
Exposure < Experience
“

BUSINESS HINT 20030730
→ Media Experience Design
Exposure Experience

BUSINESS HINT 20030730
Exposure Experience
Media Experience Design
→
Context/Contents Planning Distribution Planning

BUSINESS HINT 20030730
“Experience”
Context Target Value
Interactive
Interactive

BUSINESS HINT 20030730
Media Experience Designing

BUSINESS HINT 20030730
nori@i-hakuhodo.com

営業組織は三類型（The Islands, The Assembly Line Model, The PODs）の3つに分類ができる。うち、The PODsは、1）顧客セグメント毎に編成されたチーム編成になっている（<->製品別チーム）、2）それぞれのPODごとに対象セグメントにあった対応人材がそろっている、という（マーケティングと）営業の体制であり、対顧客にたいして一貫した対応を行うための体制となっている。この組織形態は、Google他の米国系企業で実施されている体制であるが、日本ではあまり知られていない。The Assembly Line modelは、日本では The Model という名で知られているが、The PODsは一見似通っているが、より顧客の体験を細かく分けた上で、関係性マーケティング的な体制も持っている。そのため、「サービス」や「CS」といった観点にとどまらず、AMやADRといった役割によって、アカウントあたりの売上を増やすことも目論むようになっている。

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ネットにおける広告取引について、デマンド側からの資料はたくさんあるものの、サプライ側の状況を説明した資料があまりなにので、1枚に図示してみました。ver1です。ここにあるような４つの取引形態が今オンラインでは可能になっているのであり、媒体社はそれぞれについてどのぐらいのimp割合でどのぐらいの売上になるのかを把握しながら収益性を高めるようにせねばなりません。広告主側も、この多様な「買い方」の中でどれが自社の広告運用に合うかを見極めないといけません。ちなみにネイティブ広告で今これが全て揃ってるのはSharethroughのプラットフォームのみ、です。

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ネイティブ広告を正しく理解するための1シートシリーズ第一弾。まずは、基本的に「ネイティブ広告」は「広告枠」の話であり、その先「スポンサードコンテンツ」と「ブランドコンテンツ」の２種類があることを理解しましょう。「ネイティブ広告」＝「ステマ」という話は、多くは「ネイティブ広告」＝「スポンサードコンテンツ」という認識から出てきたものです。実際には、広告表記のない「スポンサードコンテンツ」と、広告表記のない「スポンサードコンテンツ」と「ブランドコンテンツ」への「リンク」を販売していたケースも「ステマ」です。しかしこの図の構造を理解し、正しくネイティブ広告を実施すれば、「ステマ」なんて起きないことが理解できると思います。

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WebCINEMA TRUNK (2003) - ブロードバンド時代の新たな広告手法としてのコンテンツ戦略

1. BUSINESS HINT 20030730 Norihiko TAKAHIRO Producer i-media division / Media & Contents Group / HAKUHODO Inc. BUSINESS HINT 2003-07-30

2. BUSINESS HINT 20030730 Panasonic >>> THE FILE

3. BUSINESS HINT 20030730

4. BUSINESS HINT 20030730 WebCINEMA”TRUNK”

5. BUSINESS HINT 20030730 → Not a Short film, New Interactive Entertainment TRUNK

6. BUSINESS HINT 20030730 Lean Back / Lean Forward →

7. BUSINESS HINT 20030730 WebCINEMA”TRUNK” SHAREMODE Web etc TRUNK ticket tell a friend

8. BUSINESS HINT 20030730 TVCM PV Short Film MOVIE Product Placement SHORT FILM

9. BUSINESS HINT 20030730 MarCom

10. BUSINESS HINT 20030730 : TYO interactive design TRUNK: Web : monsterfilms

11. BUSINESS HINT 20030730 Windows Media Player9 WebCINEMA”TRUNK” SOUND REPUBLIC Web WebCINEMABoxx TRUNK TRUNK HP http://trunk.nissan.co.jp/ http://trunk-webcinema.jp/ T TRUNK Ticket (Viral Tool)

12. BUSINESS HINT 20030730 = Optimization →

13. BUSINESS HINT 20030730

14. BUSINESS HINT 20030730

15. BUSINESS HINT 20030730 Exposure < Experience “

16. BUSINESS HINT 20030730 → Media Experience Design Exposure Experience

17. BUSINESS HINT 20030730 Exposure Experience Media Experience Design → Context/Contents Planning Distribution Planning

18. BUSINESS HINT 20030730 “Experience” Context Target Value Interactive Interactive

19. BUSINESS HINT 20030730 by TRUNK

20. BUSINESS HINT 20030730 Media Experience Designing

21. BUSINESS HINT 20030730

22. BUSINESS HINT 20030730 nori@i-hakuhodo.com