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目次
はじめに
Web広告（インターネット広告）は1996年に「Yahoo!JAPAN」がサービスを開始して以来、現在まで約20年の歴史を経て成長してきました。
広告の種類も増え、ユーザの環境も様替わりしてきましたが、あまり変化のないものも存在します。
その一つが広告を出す人たちの関係と考えています。
- 広告主（クライアント）
- 媒体主（メディア）
- 広告代理店（エージェンシー）
この3者の関わりによって、インターネット広告のみならず、広告業界は形成されています。
広告主（クライアント）とは
広告主とは一体どういう存在なのでしょうか。
簡単に説明をすると、広告を出したい人。事業者となります。
- 製品・サービスを世に広めたい。
- ブランドイメージを形成したい。
- 売上を向上させたい。
など、様々な理由で広告を出稿したいと考えている人たちです。
媒体（メディア）とは
続いて、メディアとはどういった存在なのでしょうか。
おおよそ広告を出したい広告主たちが、広告を掲載する場所のことを指します。
世の中はメディアであふれています。
インターネットメディアもあれば、リアルメディアも多種多様にわたります。
代表的なものを下記にご紹介します。
マスメディア
一度で多くのユーザにリーチ出来る強力なメディア。
近年、インターネットの発達によりリーチ力が低迷している。
が、2015年現在もまだ強力な影響力を保持するトップメディア。
コストが高い分、参入障壁も高く、利用出来る広告主は限られる。
- テレビ
- ラジオ
- 新聞
- 雑誌
リアルメディア
主にブランディングや認知の増大に用いられるメディア。
マスメディアと同じく、最低出稿金額が高いものが多く、実施できる広告主はまだまだ少ない。
- 屋外広告
- 看板広告
- デジタルサイネージ
- 交通広告
- 駅ナカ広告
- 吊り広告
- その他SP広告
- ダイレクトメール（DM）
- ポスティング
- フリーペーパー
- POP広告
- その他多数
インターネットメディア
1クリック何円。といった明朗な支払指標や、どの広告で成果が出た。という追跡が出来るということで人気を博しているメディア。
参入障壁が低い分、過密状況になっており、その競合の多さによってコストが高止まりしている傾向がある。
- バナー広告
- 各読み物メディア
- ブログ
- ニュースサイト
- 検索連動型広告
- Yahoo!JAPAN
- Bing
- メール広告
- まぐまぐ
- ソーシャルメディア広告
広告代理店（エージェンシー）とは
では、広告代理店とは何をする存在なのでしょうか。
簡単に言うならば、広告主と媒体をつなぐハブの役割です。
広告主のすべての方が広告について詳しいわけではありません。
そこで、広告主の要望を聞いて、適合する媒体を紹介したり、運用が必要な媒体に関しては運用までサポートしたりするのが広告代理店です。
また、大量に仕入れることでボリュームディスカウントが効くため直販より安くなる場合や、そもそも代理店経由でしか販売をしない媒体も数多くあるため、広告主が媒体に出稿したいという場合は代理店を探すケースが一般的となっています。
最近のインターネットメディアは運用を必要とするものも多く、運用型広告を販売している代理店は運用と営業の2部署を抱えているのが大半となっています。
日本において良く名前を聞く代理店は下記になります。
- 電通
- 博報堂
- アサツー ディ・ケイ（ADK)
- 大広
- 東急エージェンシー
- 読売広告社
- オリコム
- オプト
- サイバーエージェント
- アイレップ
今後の流れ
長きに渡り、上記のような3者構造が敷かれてきました。
が、近年その様相も少しずつ変化し始めています。
その原因の一つとして、ユーザが多様なメディアに接触することで広告に対しての知見が付き、簡単に成果が上がりづらくなったことがあるでしょう。
成果が上がりづらく、改善を求められるようになった広告主は、今まで以上に広告代理店と密に連携を取り改善に取り組む必要性が出てきました。
さらに、インターネット広告においては社内で運用者を抱えて日々改善する「インハウス」という流れも大きくなってきています。
媒体も中小規模の広告主を獲得するため、直販を増やしている媒体は多く、今後は代理店の価値を価格のディスカウント以外でどう出していくか。が課題となっていくのではないでしょうか。