CJ ENM launches CJ DMP to enhance TV advertising targeting

CJ ENM has introduced CJ DMP, a data management platform that integrates non-identifiable media and commerce data to refine TV advertising. By combining viewership ratings with consumer behavior patterns, the company aims to move beyond traditional age and gender segmentation to target specific consumer interests.

CJ ENM has introduced 'CJ DMP', a Data Management Platform (DMP) that performs integrated analysis of non-identifiable data across its media and commerce affiliates. In a first for the entertainment and media industry, the company plans to integrate DMP with TV advertising to drive data-based advertising innovation.

CJ DMP is a platform that integrates and analyzes non-identifiable audience data covering entire lifestyles, including media viewing records, commerce product searches and purchase histories, and advertising responses held by CJ ENM and its major affiliates. Through this, the company can three-dimensionally understand consumer interests and consumption tendencies and segment potential customers to meet the marketing objectives of advertisers.

Analyzing consumer behavior patterns beyond gender and age

The most significant change lies in the execution of TV advertising. Traditional TV advertising has primarily relied on viewership ratings and segmented potential customers based on gender and age. Moving forward, by combining consumer behavior pattern data identified through CJ DMP with viewership rating data, the company can precisely identify customers with high interest in specific brands or products.

Advertising execution strategies will also become more specific. Rather than simply adhering to weekends or prime time slots with high viewership, the company will expand customer touchpoints by considering advertising slots where the viewing proportion of the target potential customers is high. Following advertising execution, the company plans to analyze the reach and exposure performance for those customer groups based on campaign exposure data to propose subsequent campaign strategies.

Expanding scope from content planning to commerce marketing

CJ ENM plans to expand the application of CJ DMP beyond the advertising field to encompass overall content production and commerce marketing. In the content sector, the company will analyze viewer preferences for specific programs or channels to establish production directions that meet demand and refine programming strategies that reflect the target characteristics of each channel. In the commerce sector, the company will introduce a method of concentrating advertising exposure on targets with a high probability of purchasing specific products by linking viewing data with purchase data.

CJ ENM has previously focused on advancing ad-tech, including the introduction of AI-based Virtual Product Placement (VPPL) and the launch of model and context targeting solutions through content analysis. The unveiling of CJ DMP is part of a strategy to provide a differentiated advertising experience by combining data analysis capabilities within the rapidly changing media environment.

A CJ ENM official stated, "Competitiveness in the media market depends on how precisely data is utilized to provide differentiated experiences to advertisers and customers. By combining accumulated advertising business know-how with the analytical capabilities of CJ DMP, we will contribute to the business growth of advertisers and secure differentiated competitiveness."

Source: cjenm.com