MEDIA
Media
HS Ad provides an optimal media solution with
the industry's best know-how and execution ability.
Buying power
1st
Buying Power
PERFORMANCE
No.1
Performance
Best Data & System
We reflect ever-changing trends and accumulate data and develop a system necessary to aim at various targets
TV + PC + Mobile
3 SCREEN integration effect modeling
- 1.
In 2014, the first agency to develop a model calculating the effects of integration of TV and digital (PC+Mobile) through a joint study between HS Ad and Niels
- Proposed mix among TV, digital, and digital channels
- Calculated integrated exposure and reach rate
- 2. Continue to upgrade the system by reflecting the concept of viewability, which began to emerge as a talking point in the industry in 2017
Survey of media influence by AISAS phase
- 1. Applied the media mix system (M. Scanner) through an omnibus survey by Hankook Resear
- 2. Conducted a consumer influence survey by media (screen vs. non-screen) and creative format (video vs. imag
Media System Line-up
Proprietary media system optimal to the Korean environment
We support systematic management from target analysis to planning and execution.
ATL + Performance Campaign Integrated Management
SBI Savings Bank’s Junggeumri (mid-range interest rate)
HS Ad’s role
When SBI Savings Bank’s major loan product “Junggeumri (mid-range interest rate)” was launched, served as Mother Agency optimizing digital performance campaign activities that are directly linked to the advertiser’s performance along with the execution of TVC to raise consumers’ product awareness
Optimization effort
Optimized video-driven TVC campaign media mix (CATV + IPTV + YouTube and SMR, etc.) Proposed schedule minimizing rest period in order to achieve brand exposure consistency in consideration of demand for loans in the market Provided main assets for the landing page and DA & SA creatives to generate synergy between ATL campaign and performance area Managed integrated reports of performance campaign DA and SA operators and optimal budget allocation
Result
Brand search index increased by 4.1% over the past average
Brand search conversion efficiency, which is directly affected by ATL, improved by 16.3%; DA+SA performance campaign improved by 23.5%
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ATL + performance campaign integrated management by HS Ad
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Monthly search and conversion volume trend
Broadcasting X Digital Collaboration
LG Electronics X MBC<My Little Television v2>
Intention
Through active collaboration with MBC
Differentiation
Expose a wide range of branded content through all possible platforms by not only broadcasting PPL but also creating original digital content using broadcasting sets and casts
1) PPL during digital on-air : twitch
2) PPL during TV broadcasting : MBC
3) PPL digital clip upload: Naver, Kakao, GomTV
4) Program-based original digital content production/distribution: YouTube , twitch, Facebook
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Digital live PPL
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TV PPL
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PPL clip upload
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Original digital content
PPL + Digital Targeting Ad
LG Electronics X SBS <TV Animal Farm>
Intention
LG Electronics aims to casually introduce the usability of its new product, an air purifier for pets, to pet lovers through PPL and, at the same time, actively deliver additional brand messages to the viewers of the relevant PPL
Differentiation
Broadcasting PPL → PPL clip upload → exposure of targeting ads when PPL clip is viewed → exposure of retargeting ads to the viewers of PPL clip Through above process, consistently expose ad messages actively to viewers who were casually exposed to the product usability through PPL
Result
As a result of high satisfaction by the advertiser since its launch in the second half of 2019, extended in 2020 as an annual program
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Broadcasting PPL
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Digital version production
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Targeted advertising
PPL X PCM Maximum Impact
LG U Plus 5G Gallery X Running Man
Intention
LG U Plus had PPL in “Running Man,” a popular program at SBS, in order to promote Gongdeok Station 5G Gallery, which is temporarily open, and show how to use AR app to users in a friendly manner.
Differentiation
Although the program was difficult to include PPL, Korea’s first AR mission PPL was applied through active discussion with the production crew.
Images activating AR clue videos that were filmed at U Plus AR studio in advance are placed in Gongdeok Station 5G Gallery
While the cast members search clues for the mission, the viewers can appreciate various artworks at the 5G Gallery.
Upon the completion of the relevant mission, regular ads at 5G Galley were exposed as PCM for viewers to experience the maximum engagement as if the program and ads were showing in the same space.
Result
Showed that 14.4% of those targeted viewed, watched, and remembered the relevant mission.
Viewers of the relevant PPL showed high recall rate for U Plus and AR in images associated with 5G service.
(*Results from Ad Effect Survey by Hankook Research)
PPL: AR Mission PPL in <Running Man> at SBS
PCM : LG U Plus 5G Gallery CM
Success Story of Virtual Advertisement
Examples of virtual ads of LG H&H, Bank Salad, and KB Capital
Differentiation
Bank Salad, an asset management app, produced virtual ads using famous lines from each episode of “Sky Castle,” a
popular drama, and then aired the ads featuring lines to the corresponding episodes during the re-run on the Lunar New
Year’s Day holidays and maximized brand-content engagement. As of the Lunar New Year’s Day holidays, ranked at the top
in no. of downloads in Google Play’s finance category, outperforming KakaoPay, Toss, etc.
Isa Knox by LG Household & Health obtained very high exposure effects compared to cost by purchasing virtual ads for the
epilogue of SBS “My Little Old Boy,” an entertainment program with the highest viewing rate, in advance on a yearly
basis. Runs the virtual ads exclusively for over two years due to high satisfaction by the advertiser.
In order to secure maximum impact in a short period of time, KB Capital Chachacha ran virtual ads simultaneously when
Hyun-jin Ryu’s major league games, the most popular sports content at that time, were aired on terrestrial TV, cable,
and digital (Naver) channels.
As a result, KB Capital’s virtual ads were exposed no matter which platform viewers chose to watch Ryu’s game.
Bank Salad: JTBC<Sky Castle> virtual ad
LG H&H: SBS <My Little Old Boy> virtual ad
KB Capital Chachacha: <Hyun-jin Ryu’s major league games> Terrestrial TV/cable/digital virtual ad
