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CJ ENM has unveiled its data management platform, CJ DMP. / CJ ENM

CJ ENM has unveiled CJ DMP, a data management platform that integrates de-identified data collected from its media and commerce businesses, and plans to apply it to TV advertising. The company aims to move beyond conventional targeting based on gender and age by combining consumer behavior and viewing data to identify potential customers more precisely and analyze advertising performance.

According to CJ ENM on Oct. 28, CJ DMP is a platform that integrates and analyzes de-identified audience data collected from media, commerce, advertising and membership services operated by CJ ENM and its major affiliates.

The platform uses various types of data, including content viewing, product searches and purchases, and responses to advertisements, to identify consumers' interests and purchasing preferences and segment potential customers according to advertisers' marketing objectives.

CJ ENM will initially apply CJ DMP to TV advertising. Previously, advertisers' potential customers were categorized by gender and age, and advertisements were placed based on their viewing ratings. Going forward, the platform will analyze consumer behavior patterns alongside viewing ratings data to identify customer groups with a strong interest in particular products or brands.

The approach to selecting advertising slots will also be expanded. In addition to periods with high viewership, such as weekends and prime time, the platform will analyze advertising slots with relatively high viewing shares among specific target audiences, expanding opportunities for advertisers to reach consumers.

After advertisements are aired, the company plans to analyze reach and exposure performance for each customer segment based on campaign exposure data and propose strategies for subsequent campaigns.

CJ ENM plans to expand the use of CJ DMP into content, commerce and marketing. In the content business, the company intends to analyze audience preferences by program and channel and use the findings in content planning, production and scheduling strategies. In commerce, it plans to link viewing and purchasing data to display advertisements to customers who are more likely to purchase particular products.

CJ ENM is also expanding its AI- and data-driven advertising technologies. The company has introduced AI-based virtual product placement (VPPL), model and contextual targeting solutions that use content analysis, a marketing calendar called "Calvak CJ" that brings together major content and events, and platform solutions that integrate the management of broadcast advertising, over-the-top (OTT) services and digital out-of-home (DOOH) advertising.

"As the media market changes rapidly, competitiveness increasingly depends on how precisely companies can use data and provide differentiated experiences to advertisers and customers," a CJ ENM official said. "By combining our experience in the advertising business with CJ DMP's data analytics capabilities, we will support the business growth of advertisers."

                                                                                                           Son Kang-hoon