Until now, digital advertisements were thought to "volatilize" after they recognized them. In addition, most of digital indicators were closed in digital space such as CTR and CVR.
Meanwhile, as of this year, major advertisers are rapidly increasingly demanding that "digital advertisements leading to visits and purchases" be implemented.
It is in the background that the environment where "offline conversion" such as visit and purchase can be measured is gradually being prepared.
How will the role of digital advertising change as offline conversion becomes clearer?
How is it possible to substitute existing media such as mass media and leaflets?
I would like to deepen the discussion about current issues and possibilities while crossing the manufacturer's viewpoint and the distribution viewpoint.
text by Shinya Tokuhisa