Read even though it's an ad!? Marketing challenges solved by "Toyo Keizai Online" advertorials
Hello. This is the Business Promotion Department of Toyo Keizai Inc.
Today, we will talk about advertorials on "Toyo Keizai Online."
It has been a long time since digital ads were called "hated."
Especially lately, there are many intrusive ads that cover PC or smartphone screens, or have "close" buttons that are abnormally small, causing users to accidentally tap the ad when trying to close it.
If you keep running such ads, it can have the opposite effect of what you intended, with people saying, "I will never buy this product" or "This brand has left a bad impression on me.".It is counterproductive to spend money on ads to increase product awareness or brand value only to end up being hated.
To avoid this, there is a method of naturally blending ads into the content that users are already enjoying. One such method is the "advertorial."
Unlike forced-view banner ads, advertorials are viewed voluntarily by the users themselves, and since they know it is an ad from the start, they are not as disliked by users.
However, modern users are sensitive. If they feel even a hint of "promotional intent," they will leave immediately. No matter how many impressions or clicks you earn, if the essential content is skipped, the effect is halved.
In the world of digital advertising, these concerns are constant.
As one of the options when choosing "ads that are not hated" and "ads that are read," there are advertorials on "Toyo Keizai Online.".
Many readers of "Toyo Keizai Online" read advertorials not as "ads," but as "valuable information." Why is that? We will explain how to utilize advertorials as long-term marketing assets rather than ending them as one-off efforts.
What are "Toyo Keizai Online" advertorials?
Among the advertorial menus on "Toyo Keizai Online," the most common and popular is the "editorial article style."
Its greatest feature is that it is created in almost the same format as regular articles (editorial articles). It is not a flashy banner or a design that looks like an ad, but is deployed in a layout similar to the "Toyo Keizai Online" articles that readers are accustomed to seeing every day. Furthermore, the content of the article is finished by experienced directors in a tone that "Toyo Keizai Online" readers prefer. Sometimes, in response to client requests, we often offer our opinion by saying,"That won't be well-received by readers, so how about this format instead?"Some clients may feel that things are "not going as they expected." However, we believe this isnecessary to create ads that are "not hated" and "will be read," and to solve our clients' business challenges.
As a result, there is little sense of it being an advertisement, and readers can read it naturally, with the same feeling as reading a regular article.
In fact, the screen transition rate (scroll rate) for "Toyo Keizai Online" advertorials shows excellent data. This can be attributed to the fact that "Toyo Keizai Online" readers are accustomed to reading long articles, and they continue reading to acquire information while knowing that the advertorial is an advertisement.
Not just being read—maximizing effects with diverse options
The appeal of the "editorial article style" is not just its readability.
The flexibility to respond to various marketing challenges by combining options is also a major strength. For example, there are options such as the following.
Visualize reader reactions with survey functions
By placing a survey at the end of the article,you can directly collect important marketing opinions from readers, such as what impressions they had of the article or brand, and their purchase intent for the product or service..Expand reach by guiding with external ads
Not only within "Toyo Keizai Online," butit is also possible to utilize external advertising media to gain many impressions and clicks, and guide more readers to the article..Article reprints in the print magazine "Weekly Toyo Keizai"
By reprinting articles distributed digitally in the print magazine as well, you can reach both digital and print readers.Since many management and decision-making levels prefer print media, synergistic effects through cross-media deployment can be expected..
The power of "brand building" brought by long-term series
By developing advertorials as a long-term series rather than ending them as one-off efforts, you can generate even greater effects.
There are two major benefits to long-term series.
The probability of catching the reader's eye increases dramatically
With a one-time distribution, there is a possibility that the timing does not happen to match the reader's, and it is missed. However, by distributing articles regularly,you can repeatedly contact readers, leading to the establishment of awareness and improvement of brand image.Also, you can expect the advertorial itself to gain fans.Posted on the 'Brand' tab of the global navigation
When you run a long-term series, a series page will be set up within the 'Brand' tab in the global navigation at the top of the Toyo Keizai Online site.This ensures that the sponsored content remains as permanently accessible information rather than just transient content, allowing for continuous traffic.
Editorial expertise that turns even dry themes and BtoB products into 'must-read articles'
'My product is for BtoB and is quite plain, so won't it go unread if I make it an article?'
'Aren't stiff themes like CEO interviews or branding unsuitable for sponsored content?'
Many advertisers harbor such anxieties. However, at Toyo Keizai Online, more than half of our sponsored content is actually for BtoB corporate clients. Even with BtoB products or somewhat stiff themes like branding and CEO interviews, we can craft them into articles that are thoroughly read. Of course, BtoC products also receive a positive response.
Our directors, who are intimately familiar with the characteristics of Toyo Keizai Online readers, handle the editing. Instead of simply listing what the company wants to say, they structure the content according to the context that readers 'want to know,' finishing it as a compelling, substantial piece of content with a narrative flow.
Many BtoB companies have already utilized sponsored content and achieved results.
How is it actually utilized?
Sponsored content on Toyo Keizai Online is utilized in a wide variety of ways by different companies. Below, we introduce typical usage patterns.
Case 1
Coordinate with PR (Public Relations) to disseminate corporate PR information
Communicate new corporate initiatives or social contribution activities through sponsored content. As part of public relations activities, promote widespread awareness among business professionals.
Case 2
Deliver the content of your own owned media to more readers
With only the owned media operated by the company itself, you can only reach existing customers or those already interested. By utilizing Toyo Keizai Online, you can deliver information to potential audiences you haven't had contact with before.
Case 3
Utilize as a first step toward digitizing promotions previously developed in print media
Companies that have previously focused on print advertising adopt sponsored content as an entry point when moving toward digital. You can safely start digital initiatives while leveraging the brand trust of Toyo Keizai.
Case 4
Target business professional readers as a different promotion target than before
Companies that previously targeted housewives for promotions implement sponsored content in a new context to expand their reach to the business professional demographic that views Toyo Keizai Online.
Case 5
Make the general business professional public aware of your brand name and service content
The goal is for BtoB companies to increase brand awareness not only among decision-makers but also among the general business professional public, thereby increasing future customer touchpoints.
Sponsored content on Toyo Keizai Online doesn't end with publication. A major benefit is that the created articles can be reused in various ways.
In past cases, for example, there are numerous records of secondary use, such as using it as sales material for business negotiations, introducing it in company email newsletters for BtoB marketing, repurposing it for in-store POP or videos, reprinting content in integrated reports, or using it for internal training and instilling company missions.
Once produced, sponsored content continues to generate value repeatedly as a long-term marketing asset.
Summary
In the world of digital marketing, there are countless choices. However, no matter how many measures you take, it is meaningless if you cannot deliver a valuable message to the people you really want to reach.
The features of Toyo Keizai Online's sponsored content can be summarized as follows:
Content and format that feel natural and are easy to read without feeling like an advertisement
Reach business professionals who are accustomed to reading long texts
Increase marketing effectiveness through long-term series and options
Turn sponsored articles into your company's assets through secondary use
If you are thinking about wanting to deliver your company's products or services to business professionals who truly understand their value, or if you want to develop strategic content marketing rather than just advertising, Toyo Keizai Online's sponsored articles should be one of the options that appropriately solves those challenges.
If you have even one question, such as about case studies or specific pricing, please feel free to contact us.
Please view the media kit for Toyo Keizai Online from this page