Brand advertisements account for a large portion of marketing budgets but have low ROI because consumers do not understand the benefits. To improve ROI, the document proposes distributing editorial advertisements digitally to raise awareness of relevant issues before brand advertisements. Effectiveness and ROI will be improved by testing multiple editorials, measuring their impact on brand lift, and providing feedback to brand advertisements. The service will handle the entire process from design to measurement within the client's existing workflows and with minimal workload.

1. © 2018 2015 Infobahn Inc. ＆mediagene Inc. All Rights Reserved. CONFIDENTIAL.
Improving Brand Advertising ROI
Content marketing to increase consumer receptivity of benefits

2. Improving Brand Advertising ROI
The Problem with Brand Advertising ROI
Brand advertisements account for a large portion of the marketing budget, and
have a much higher potential for improving ROI than digital ads alone.
Advertisers reach a large number of consumers with brand advertisements on mass media.
However, consumers do not understand the value of the benefit provided by the brand are unlikely to
switch from competitors, thus rendering the ads ineffective. To improve marketing ROI, consumer
awareness of relevant issues is essential, before benefits are communicated through brand
advertisements.
Brand Advertisements
Digital Ads
Better performance through
consumer awareness of
relevant issues.
2© 2018 Infobahn Inc. ＆mediagene Inc. All Rights Reserved. CONFIDENTIAL.

3. Improving Brand Advertising ROI
How to Improve Brand Advertising ROI
Editorial advertisements expressing relevant issues will be distributed digitally to target consumers
expected to view brand advertisements. Multiple editorials will be tested for maximum brand lift, and
learnings will be fed back to brand advertisements to improve effectiveness and ROI.
Effective
communication
Brand
advertisements
1. Distribute multiple editorials 2. Measure Brand Lift
3. Feedback to Brand
Advertisements
No exposure Editorial A Editorial B Editorial C
Viewers of brand advertisements
＋ ＋ ＋ ＋
0%
5%
10%
15%
20%
25%
30%
問題認識率 購入意向率 購入率
3© 2018 Infobahn Inc. ＆mediagene Inc. All Rights Reserved. CONFIDENTIAL.

4. Improving Brand Advertising ROI
Our Expertise
INFOBAHN and FICC provide marketing services to various national / global clients, and are
experienced in improving marketing ROI across industries, from consumer to luxury brands.
INFOBAHN (content x media) FICC (communication design)
Issue awareness
Brand consideration
Purchase intention
4© 2018 Infobahn Inc. ＆mediagene Inc. All Rights Reserved. CONFIDENTIAL.

5. Improving Brand Advertising ROI
Working Together
Client
The entire process from communication design to measurement and feedback will be handled within
the team. No integration with existing workflows or significant client workload is required.
Current brand advertisements
INFOBAHN × FICC Current agencies
Communication design
Article preparation
Ad distribution
Testing (including brand ads)
1
2
3
4
measurement and feedback
5© 2018 Infobahn Inc. ＆mediagene Inc. All Rights Reserved. CONFIDENTIAL.

6. Improving Brand Advertising ROI
Pricing / Lead Time
Total: starting at ¥15 million / Lead time: 8 weeks or more
PriceProcess
Communication design
Designing communication from issue
awareness to purchase intention
¥1.5 million
Editorial production
Production of editorial advertisements
promoting issue awareness
Starting at ¥5.2 million
/ 3 articles
Digital distribution
Distributing editorial advertisements to
sufficient audience volume
Starting at ¥4.8 million
/ 3 articles
Brand lift survey
Measuring brand lift of target consumers
exposed to editorial and brand
advertisements
¥2.7 million
TV viewership data
Purchasing and analysis of
TV viewership data
¥0.8 million
6© 2018 Infobahn Inc. ＆mediagene Inc. All Rights Reserved. CONFIDENTIAL.

7. 7© 2018 Infobahn Inc. ＆mediagene Inc. All Rights Reserved. CONFIDENTIAL.
Improving Brand Advertising ROI
Contact Us
Our teams are capable of communication design and data driven marketing to improve the ROI of
your brand advertisements. If this service interests you, please contact us below.
Content proposals available in approximately two weeks
after receiving your brand advertisement plan.
We will make an initial content proposal based on your current brand advertising prior to your order.
Company
Overview
INFOBAHN Inc. / mediagene Inc.
Location: Arethusa Shibuya, Maruyamacho 23-2, Shibuya Ward, Tokyo, 150-0044
https://www.infobahn.co.jp/ https://www.mediagene.co.jp/
Tel : 03-5784-6783 (main number) / Fax: 03-5784-6769
Email : ask@infobahn.co.jp