Upgrade to Pro — share decks privately, control downloads, hide ads and more …

今さら聞けない運用型広告クリエイティブの仕事の矜持

 今さら聞けない運用型広告クリエイティブの仕事の矜持

The Pride of Operational Advertising Creative’s Work
※英訳はDeepLで変換しただけです

加来幸樹 SIGNCOSIGN
PRO

March 08, 2023
Tweet

More Decks by 加来幸樹 SIGNCOSIGN

Other Decks in Design

Transcript

  1. ࠓ͞Βฉ͚ͳ͍
    ӡ༻ܕ޿ࠂΫϦΤΠςΟϒͷ
    ࢓ࣄͷᛗ࣋
    5IF1SJEFPG0QFSBUJPOBM"EWFSUJTJOH$SFBUJWF`T8PSL
    ˞ӳ༁͸%FFQ-Ͱม׵͚ͨͩ͠Ͱ͢

    View Slide

  2. $IBU(15ʹ࢓ࣄ͕ୣΘΕΔʁ
    $IBU(15T UBLJOHZPVSKPC

    View Slide

  3. :&4Ͱ΋͋Γ/0Ͱ΋͋Δ
    5IFBOTXFSUPUIBURVFTUJPOJTCPUIZFTBOEOP

    View Slide

  4. $IBU(15ʢ"*ʣ ˠ ౴͑Λͭ͘Δ
    "*DSFBUFTBOTXFST
    $SFBUPSʢ)VNBOʣˠ໰͍Λͭ͘Δ
    )VNBOTDSFBUFRVFTUJPOT

    View Slide

  5. ໰͍Λͭ͘Δ
    DSFBUFRVFTUJPOT
    ˣ
    ՄೳੑΛ૝૾͢Δ͜ͱ
    *NBHJOFUIFQPTTJCJMJUJFT

    View Slide

  6. ͳͥྑ͔ͬͨͷ͔ʁ
    Ͳ͏͢Ε͹΋ͬͱྑ͘ͳΔͷ͔ʁ
    8IZXBTJUHPPE
    )PXDBOJUCFCFUUFS

    View Slide

  7. $SFBUJWF
    $
    $SFBUJWF
    #
    $SFBUJWF
    "
    $SFBUJWF
    %
    $SFBUJWF
    &

    View Slide

  8. $SFBUJWF
    $
    $SFBUJWF
    #
    $SFBUJWF
    "
    $SFBUJWF
    %
    $SFBUJWF
    &
    2࣍ʹԿΛͭ͘Γ·͔͢ʁ
    8IBUXJMMZPVNBLFOFYU

    View Slide

  9. $SFBUJWF
    $
    $SFBUJWF
    #
    $SFBUJWF
    "
    $SFBUJWF
    %
    $SFBUJWF
    &
    2࣍ʹԿΛͭ͘Γ·͔͢ʁ
    8IBUXJMMZPVNBLFOFYU
    ,1*

    ,1*

    ,1*

    ,1*

    ,1*

    View Slide

  10. $SFBUJWF
    $
    $SFBUJWF
    #
    $SFBUJWF
    "
    $SFBUJWF
    %
    $SFBUJWF
    &
    2࣍ʹԿΛͭ͘Γ·͔͢ʁ
    8IBUXJMMZPVNBLFOFYU
    ,1*

    ,1*

    ,1*

    ,1*

    ,1*

    View Slide

  11. ύϑΥʔϚϯεൺֱͷམͱ݀͠
    1JUGBMMTPGQFSGPSNBODFDPNQBSJTPOT

    View Slide

  12. $SFBUJWF
    "
    5IJTJT,*/(

    View Slide

  13. $SFBUJWF
    "
    5IJTJT,*/(
    3&"-:ʜ

    View Slide

  14. ઈରʹ๨Εͯ͸͍͚ͳ͍લఏ
    "QSFNJTFUIBUNVTUOFWFSCFGPSHPUUFO

    View Slide

  15. ΈΜͳ͕࣋ͬͯ͠·͏Πϝʔδ
    5IJTJT-*&

    View Slide

  16. $SFBUJWF
    $
    $SFBUJWF
    #
    $SFBUJWF
    "
    $SFBUJWF
    %
    $SFBUJWF
    &

    View Slide

  17. ͔͠͠ɺࣄ࣮͸ͦ͏Ͱ͸ͳ͍
    5IJTJT3&"-

    View Slide

  18. $
    #
    " % & ʁ
    ʁ
    ʁ ʁ ʁ ʁ
    ʁ
    ʁ ʁ ʁ ʁ ʁ
    ʁ
    ʁ
    ʁ ʁ ʁ ʁ
    ʁ
    ʁ ʁ ʁ ʁ
    ʁ
    ʁ ʁ ʁ ʁ ʁ
    ʁ
    ʁ
    ʁ ʁ ʁ ʁ
    ʁ
    ʁ ʁ ʁ ʁ
    ʁ
    ʁ ʁ ʁ ʁ ʁ
    ʁ
    ʁ
    ʁ ʁ ʁ ʁ
    ʁ
    ʁ ʁ ʁ ʁ
    ʁ
    ʁ ʁ ʁ ʁ ʁ
    ʁ
    ʁ
    ʁ ʁ ʁ ʁ
    ʁ
    ʁ ʁ ʁ ʁ
    ʁ
    ʁ ʁ ʁ ʁ ʁ
    ʁ
    ʁ
    ʁ ʁ ʁ ʁ
    ʁ
    ʁ ʁ ʁ ʁ
    ʁ
    ʁ ʁ ʁ ʁ ʁ
    ʁ
    ʁ
    ʁ ʁ ʁ ʁ
    ʁ
    ʁ ʁ ʁ ʁ
    ʁ
    ʁ ʁ ʁ ʁ ʁ
    ʁ
    ʁ
    ʁ ʁ ʁ ʁ
    ʁ
    ʁ ʁ ʁ ʁ
    ʁ
    ʁ ʁ ʁ ʁ ʁ

    View Slide

  19. ແݶͷՄೳੑ
    *OGJOJUF1PTTJCJMJUJFT

    View Slide

  20. ͋ΒͨΊͯɺօ͞Μͷ࢓ࣄʹ͍ͭͯ
    PODFBHBJO BCPVUZPVSXPSL

    View Slide

  21. খ͞ͳ੒ޭମݧʹ͕ͬͯ͢
    ύϑΥʔϚϯεΛԼ͛ͳ͍͜ͱͰ͸ͳ͍
    *UJTOPUZPVSKPCUPEXFMMPO
    TNBMMTVDDFTTFTBOELFFQQFSGPSNBODFEPXO

    View Slide

  22. খ͞ͳ੒ޭମݧΛώϯτʹ
    ύϑΥʔϚϯεΛ্͛ଓ͚Δ͜ͱ
    :PVSKPCJTUPLFFQJNQSPWJOHQFSGPSNBODF
    IJOUFECZTNBMMTVDDFTTFT

    View Slide

  23. ͦͷͨΊʹɺ਺ࣈʹਖ਼͘͠޲͖߹͏
    5PEPUIJT GBDFUIFQFSGPSNBODFDPSSFDUMZ

    View Slide

  24. $
    #
    " % & ʁ
    ʁ
    ʁ ʁ ʁ ʁ
    ʁ
    ʁ ʁ ʁ ʁ ʁ
    ʁ
    ʁ
    ʁ ʁ ʁ ʁ
    ʁ
    ʁ ʁ ʁ ʁ
    ʁ
    ʁ ʁ ʁ ʁ ʁ
    ʁ
    ʁ
    ʁ ʁ ʁ ʁ
    ʁ
    ʁ ʁ ʁ ʁ
    ʁ
    ʁ ʁ ʁ ʁ ʁ
    ʁ
    ʁ
    ʁ ʁ ʁ ʁ
    ʁ
    ʁ ʁ ʁ ʁ
    ʁ
    ʁ ʁ ʁ ʁ ʁ
    ʁ
    ʁ
    ʁ ʁ ʁ ʁ
    ʁ
    ʁ ʁ ʁ ʁ
    ʁ
    ʁ ʁ ʁ ʁ ʁ
    ʁ
    ʁ
    ʁ ʁ ʁ ʁ
    ʁ
    ʁ ʁ ʁ ʁ
    ʁ
    ʁ ʁ ʁ ʁ ʁ
    ʁ
    ʁ
    ʁ ʁ ʁ ʁ
    ʁ
    ʁ ʁ ʁ ʁ
    ʁ
    ʁ ʁ ʁ ʁ ʁ
    ʁ
    ʁ
    ʁ ʁ ʁ ʁ
    ʁ
    ʁ ʁ ʁ ʁ
    ʁ
    ʁ ʁ ʁ ʁ ʁ
    ώϯτ͕ͳ͚Ε͹Կ΋ͭ͘Εͳ͍
    :PVDBOUNBLFBOZUIJOHXJUIPVUBDMVF

    View Slide

  25. $
    #
    " % & ʁ
    ʁ
    ʁ ʁ ʁ ʁ
    ʁ
    ʁ ʁ ʁ ʁ ʁ
    ʁ
    ʁ
    ʁ ʁ ʁ ʁ
    ʁ
    ʁ ʁ ʁ ʁ
    ʁ
    ʁ ʁ ʁ ʁ ʁ
    ʁ
    ʁ
    ʁ ʁ ʁ ʁ
    ʁ
    ʁ ʁ ʁ ʁ
    ʁ
    ʁ ʁ ʁ ʁ ʁ
    ʁ
    ʁ
    ʁ ʁ ʁ ʁ
    ʁ
    ʁ ʁ ʁ ʁ
    ʁ
    ʁ ʁ ʁ ʁ ʁ
    ʁ
    ʁ
    ʁ ʁ ʁ ʁ
    ʁ
    ʁ ʁ ʁ ʁ
    ʁ
    ʁ ʁ ʁ ʁ ʁ
    ʁ
    ʁ
    ʁ ʁ ʁ ʁ
    ʁ
    ʁ ʁ ʁ ʁ
    ʁ
    ʁ ʁ ʁ ʁ ʁ
    ʁ
    ʁ
    ʁ ʁ ʁ ʁ
    ʁ
    ʁ ʁ ʁ ʁ
    ʁ
    ʁ ʁ ʁ ʁ ʁ
    ʁ
    ʁ
    ʁ ʁ ʁ ʁ
    ʁ
    ʁ ʁ ʁ ʁ
    ʁ
    ʁ ʁ ʁ ʁ ʁ
    খ͞ͳख͕͔ΓͰՄೳੑʹ௅Ή
    5JOZDMVFTDIBMMFOHFQPTTJCJMJUJFT

    View Slide

  26. $SFBUJWF
    $
    $SFBUJWF
    #
    $SFBUJWF
    "
    $SFBUJWF
    %
    $SFBUJWF
    &
    "͸ͳͥྑ͔ͬͨͷ͔ʁ
    8IZXBT"HPPE
    "#ͱ%&ͷҧ͍͸Ͳ͜ʁ
    8IBUJTUIFEJGGFSFODFCFUXFFO"#BOE%&
    &͸ͳͥѱ͔ͬͨͷ͔ʁ
    8IZXBT&CBE
    ࣍ʹ׆͔ͤΔ͜ͱ͸ʁ
    8IBUDBOXFEPOFYU
    ৽͘͠௅ઓ͢΂͖͜ͱ͸ʁ
    8IBUOFXDIBMMFOHFTTIPVMEXFUSZ
    ࣍͸͠ͳ͍΄͏͕͍͍͜ͱ͸ʁ
    8IBUOPUUPEPOFYUUJNF

    View Slide

  27. lΘ͔ΒͶ͑͜ͱʹϧʔϧΛ୳͢ɻ
    ͦͷΫοι஍ಓͳ౒ྗΛ
    ՊֶͬͯݺΜͰΔ͚ͩͩɻz
    ʢ %S450/&ΑΓ ʣ

    View Slide