2024.08.30. The Fair Economy — CJ MezzoMedia Inc., the integrated digital marketing company under CJ ENM (CEO Baek Seung-rok), announced on the 29th that it has launched a 'Cross Retargeting' advertising bundle in collaboration with LG Uplus (LGU+).
The product is evaluated as an exclusive item available only through CJ MezzoMedia Inc. and the first case of developing and launching an advertising product in cooperation with an external partner.
According to CJ MezzoMedia Inc., the newly launched Cross Retargeting advertising product links advertisements between the company's TargetPick (ME:TargetPick) and LGU+'s IPTV, mobile, and smart messaging service 'LMS'. It maximizes advertising effectiveness through cross-device advertising that extends from TV to mobile and personalized retargeting based on viewing history data.
Cross Retargeting implements advanced data-based targeting by actively utilizing the DMPs (Data Management Platforms) held by both companies. First, it combines customer data from real-time content and VOD ads viewed via IPTV channels with first-party data to retarget key customers through mobile and smart messaging services. Subsequently, it uses TargetPick to leverage various DMPs, including ad response data, payments, location, and lifestyle, to identify potential customers similar to key customers, thereby expanding the target scale and exposing these customers to customized ads to increase purchase conversion rates.
Additionally, a key advantage of this product is that it allows for cost-efficient advertising execution by enabling advertisers to select desired products from TargetPick, IPTV, mobile, and smart messaging services to configure packages according to their KPIs. It also supports continuous performance improvement by providing effect analysis for metrics such as inflow and conversion.
In addition to the launch of this Cross Retargeting product, CJ MezzoMedia Inc. plans to maintain a continuous partnership with LGU+ for the development of new advertising products.
Kim Tae-hun, Head of the Advertising Commerce Division at LGU+, stated, "The cross-device customized advertising product launched in collaboration with CJ MezzoMedia Inc. will greatly contribute not only to the branding effect of campaigns but also to performance improvement."
Baek Seung-rok, CEO of CJ MezzoMedia Inc., said, "We expect the Cross Retargeting product to become a new data-based marketing tool that contributes to increasing advertisers' sales." He added, "To align with the rapidly changing digital advertising market, we will strive to develop various advertising products with external partners and serve as an integrated digital marketing partner that supports advertisers in achieving their marketing goals and business success."
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