TV ads to be scheduled to match viewers’ interests, too... CJ ENM first in the industry to apply the approach

[Financial News] CJ ENM is rolling out a TV advertising service that combines ratings with consumer behavior data to identify prospective customers advertisers want to reach.
CJ ENM said on the 28th that it had launched its data management platform (DMP), “CJ DMP,” and would apply it to TV advertising for the first time in the entertainment and media industry.
CJ DMP is a platform that integrates and analyzes de-identified audience data collected through the media, commerce, advertising and membership services of CJ ENM and its major affiliates. Using data on content viewing, product searches and purchases, and ad responses, it identifies consumers’ interests and spending tendencies and segments prospective customers according to advertisers’ objectives.
TV ads have traditionally been placed mainly on the basis of ratings by gender and age. CJ ENM said that combining ratings with consumer behavior patterns through CJ DMP would make it possible to identify more precisely prospective customers with a strong interest in an advertised product or brand. By selecting ad slots with a high share of those prospective customers among their viewers, advertisers could expand their reach beyond weekends and prime time, the company said.
After a campaign runs, the company plans to analyze its reach and exposure performance among the relevant customer segment based on campaign exposure data and recommend strategies for follow-up campaigns. CJ ENM will use CJ DMP across various advertising channels, including TV and digital, to help advertisers develop their media strategies.
CJ ENM plans to use CJ DMP for content planning and scheduling, as well as in commerce and marketing. The company aims to analyze viewer preferences by program and channel to set the direction for content planning and production, and to refine its scheduling strategies based on the characteristics of each channel’s viewers.
In commerce and marketing, the company is pursuing a strategy to link viewing data with purchase data and serve ads to customers who are likely to buy specific products.
CJ ENM has also invested in AI- and data-driven advertising technologies. It has introduced AI-powered “virtual product placement (VPPL)” and a “model and context targeting solution” that uses content analysis, and launched a platform that integrates advertising inventory across broadcast, OTT and DOOH and provides campaign management and performance analysis. It also operates “KaelbakCJ,” an annual marketing calendar bringing together schedules for dramas, variety shows, films, pop-up stores and performances.
A CJ ENM representative said, “By combining our accumulated experience and know-how in the advertising business with CJ DMP’s data analysis capabilities, we will contribute to advertisers’ business growth and build a differentiated competitive edge in advertising.”
[email protected] Yoon Hong-jip Reporter