Ask the Advertiser! 2022 advertising industry hot keywords, ranking by first and second half | LIVE BOARD press release | Kyodo News PR wire

LIVE BOARD Co., Ltd. (Headquarters: Shibuya-ku, Tokyo, President: Jun Sakurai, hereinafter LIVE BOARD) is asking those who have experience in placing advertisements at their company within the last three years We conducted a survey on “keywords of interest”.

◆ 2022 1st half and 2nd half, advertising industry attention keyword ranking based on social conditions

* Keywords will be free answers

– First half of 2022

As a social situation, in the first half of 2022, in January, the new coronavirus will be swirling, and the spread prevention measures will be expanded to 34 prefectures. In March, all prefectures were completely lifted, and the impact was very large. Furthermore, the situation was dizzying, with the issuance of a “tight power supply and demand warning”, the invasion of Ukraine, and the shooting of former Prime Minister Abe in July. reference:newsletter

In the midst of this turmoil, in the advertising industry’s attention keyword ranking conducted in February 2022, the first place was “SDGs (environmental protection, carbon neutral, etc.)”, the second place was “Corona”, and the third place was “DX”. rice field.

The impact of the coronavirus in the first half of this year is still significant, with corona ranked 2nd and remote work ranked 6th, but the keyword of interest that surpassed them was the SDGs, which ranked 1st. In addition, the ranking received the impression that there were many people trying to read the trends and responses of the world due to the shift to DX, and those searching for tools and optimal methods for advertising.

– Second half of 2022

As for the second half of 2022, in August, half a year has passed since the invasion of Ukraine, and in September, the state funeral of Queen Elizabeth II was held abroad, and the state funeral of former Prime Minister Abe was held in Japan. reference:newsletter

In the advertising industry keyword ranking conducted in August 2022, 1st place was “DX”, 2nd place was “SDGs (environmental protection, etc.)”, and 3rd place was “Corona”.

Compared to the first half of the year, the awareness of DX conversion accelerated and ranked first. From an advertising perspective, specific keywords such as “metaverse,” “video,” and “impact” were raised, suggesting that the digitalization of everything has become inevitable. The keywords up to the top three were the same, but there was something like the movement of “consciousness” and “value” in the world.

LIVE BOARD takes pride in being a pioneer in the domestic OOH industry, and will do our best to provide useful information for advertisers, such as surveys and verifications, in order to revitalize the industry.

Questionnaire method: Web quantitative survey

Target area: Tokyo (1 metropolitan area and 3 prefectures), Osaka (2 prefectures and 2 prefectures), Aichi (Aichi, Mie, Shiga)

Eligibility conditions:

・Male and female individuals aged 20 to 69

・People working in the target area (Tokyo, Osaka, Aichi)

[Advertiser]

・People who have experience in advertising at their company within the last 3 years

・Those who are currently involved in advertising work

・Collect the composition of the annual sales scale of the workplace according to the previous survey as much as possible

[Advertising agency worker]

・Advertising agency worker

Number of samples collected: Preliminary survey: 48,486 samples collected, Main survey: 906 samples collected

Survey implementation date: February and August 2022

Research: DoCoMo Insight Marketing, Inc.

◆LIVE BOARD Co., Ltd.What is

Achieving data-driven targeting and effectiveness verification

Digital OOH ad network operator

Realized distribution based on impressions (the number of people viewing ads) for the first time in Japan in the OOH area. Even under conditions such as the COVID-19 pandemic, where changes in the flow of people are likely to occur, we will develop an ad distribution and billing system that is as close to reality as possible based on the number of people who are assumed to see the ad at that time, in that place. . In addition, by combining the big data of Japan’s largest carriers with our unique network that bundles a variety of digital OOH from all over Japan, such as outdoors/indoors, inside trains, and inside stations, we will be able to target users by gender and age group. It has made it possible to deliver with a “human” base point, which was difficult in the previous version.