CJ ENM Accelerates Advertising Market Strategy with Data and AI

CJ ENM is rapidly advancing its strategy in the advertising market by leveraging data and artificial intelligence (AI). The company supports everything from audience discovery to ad execution and performance analysis, while also diversifying its revenue streams through AI.

According to industry sources, CJ ENM recently launched the 'CJ Data Management Platform (DMP)' for TV advertising, which provides optimized audience discovery and performance measurement for advertisers.

Unlike the past, where audiences were segmented by gender and age and performance was measured based on viewership ratings, CJ ENM now utilizes data from its commerce and advertising services to offer customized audience segmentation, performance analysis, and follow-up campaign strategies.

Similarly, the Calback CJ platform allows advertisers to view CJ ENM's diverse content intellectual property (IP) at a glance and propose collaborations. In the three months since its launch, it has recorded approximately 14,000 views.

Through Calback CJ, advertisers can explore collaboration possibilities with content IP and set target audiences for their campaigns using CJ DMP. This aims to streamline the process from content exploration to ad execution, thereby expanding collaboration opportunities.

Building on this foundation, CJ ENM plans to accelerate its integrated advertising strategy. As media becomes fragmented and customer needs diversify, there is a growing demand from advertisers for solutions that encompass the entire process from campaign planning to operation and analysis.

To address this, CJ ENM will utilize its 'integrated platform solution' introduced in August. This solution will efficiently combine key advertising resources across broadcasting, online video services (OTT), and digital platforms, targeting its content IP across multiple platforms.

CJ ENM is also actively utilizing AI to expand its presence in the advertising market. A notable example is virtual product placement (VPPL), which allows for the insertion of additional ads after content production. Unlike traditional product placement (PPL), which requires decisions on advertising products and exposure methods during filming, VPPL enables modifications or insertions of ads during post-production.

In the recently concluded drama 'Lotto 1st Place Goes to Work,' AI was used to replace the packaging of previously released products with designs of currently sold products. In 'The Legend of the Cook Soldier,' AI transformed a container without a brand into a specific branded product during post-production.

Tving is developing AI technology that automatically recommends ads suitable for the content context. The AI distinguishes 28 scenes in a one-hour episode and suggests ads that fit the context. For example, food ads appear after meal scenes, while travel ads follow scenes of returning from a trip.

While this technology is still under development, preliminary research indicates that view-through rates (VTR) and click-through rates (CTR) are on average 60% higher than standard ads. The goal is to reduce viewer fatigue by displaying ads that are closely related to the content flow, thereby enhancing the marketing effectiveness for advertisers.

An industry insider noted, "In the content industry, IP competitiveness and advertising revenue are crucial, leading to the introduction of customized services and products. We will have to see if various advertising strategies yield results in the future."