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

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

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

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

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

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໰͍Λͭ͘Δ DSFBUFRVFTUJPOT ˣ ՄೳੑΛ૝૾͢Δ͜ͱ *NBHJOFUIFQPTTJCJMJUJFT

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ͳͥྑ͔ͬͨͷ͔ʁ Ͳ͏͢Ε͹΋ͬͱྑ͘ͳΔͷ͔ʁ 8IZXBTJUHPPE )PXDBOJUCFCFUUFS

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$SFBUJWF $ $SFBUJWF # $SFBUJWF " $SFBUJWF % $SFBUJWF &

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

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

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

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ύϑΥʔϚϯεൺֱͷམͱ݀͠ 1JUGBMMTPGQFSGPSNBODFDPNQBSJTPOT

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$SFBUJWF " 5IJTJT,*/(

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$SFBUJWF " 5IJTJT,*/( 3&"-:ʜ

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ઈରʹ๨Εͯ͸͍͚ͳ͍લఏ "QSFNJTFUIBUNVTUOFWFSCFGPSHPUUFO

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ΈΜͳ͕࣋ͬͯ͠·͏Πϝʔδ 5IJTJT-*&

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$SFBUJWF $ $SFBUJWF # $SFBUJWF " $SFBUJWF % $SFBUJWF &

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͔͠͠ɺࣄ࣮͸ͦ͏Ͱ͸ͳ͍ 5IJTJT3&"-

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$ # " % & ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ

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ແݶͷՄೳੑ *OGJOJUF1PTTJCJMJUJFT

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͋ΒͨΊͯɺօ͞Μͷ࢓ࣄʹ͍ͭͯ PODFBHBJO BCPVUZPVSXPSL

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খ͞ͳ੒ޭମݧʹ͕ͬͯ͢ ύϑΥʔϚϯεΛԼ͛ͳ͍͜ͱͰ͸ͳ͍ *UJTOPUZPVSKPCUPEXFMMPO TNBMMTVDDFTTFTBOELFFQQFSGPSNBODFEPXO

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খ͞ͳ੒ޭମݧΛώϯτʹ ύϑΥʔϚϯεΛ্͛ଓ͚Δ͜ͱ :PVSKPCJTUPLFFQJNQSPWJOHQFSGPSNBODF IJOUFECZTNBMMTVDDFTTFT

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ͦͷͨΊʹɺ਺ࣈʹਖ਼͘͠޲͖߹͏ 5PEPUIJT GBDFUIFQFSGPSNBODFDPSSFDUMZ

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$ # " % & ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ 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

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$ # " % & ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ ʁ 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

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$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

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