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OPT, Inc. (Head Office: Chiyoda Ward, Tokyo; President & CEO: Daisuke Kanazawa; hereinafter “OPT”) announces that more than 1,000 accounts are now using “TRIVER,” OPT’s effectiveness measurement and analysis solution for content marketing and native advertising.
“TRIVER” surpassed 100 accounts in the first year following the release of the service in December 2014, and this number increased ten-fold in just the next two and a half years. We are grateful to all our customers for their amazing support.
Furthermore, the number of issued “Article PV Tags” that measure content such as tie-up articles and owned media has grown to more than the number of used accounts, measuring more than 2,500 content items.
■Growth Trend of Accounts Using TRIVER
The measurement and analysis of “TRIVER” focuses not only on “quantity,” but also visualizes questions of “quality,” such as “How much was the user able to check out?”, “Did the user show interest or empathy?”, “What behavior occurred as a result?”, and “What kind of users saw the content?”. In this way, “TRIVER” aims to be a solution that accurately evaluates the value of content.
This enables advertisers and agencies to visualize the effectiveness of content marketing and native ad measures, which were previously difficult to evaluate, and then perform planning and execution based on this data. Particularly in the operation of the recommendation widget type of native ads, for which opportunities for use are growing, “TRIVER” supports more optimized content distribution by enabling the analysis of the reading completion ratio on a “creative × content” basis, and the analysis of website visits after viewing content (including visits on later days).
“TRIVER” also supports the expansion of content production, distribution and profit opportunities for media companies by increasing the value of the produced editorial content, and visualizing the value of effective distribution, tie-ups and article advertisements for content.
In the future, we will continue to make efforts to help further develop the industry and the marketing activities of our precious customers.
■Outline of “TRIVER”
“TRIVER” was launched by Grooover, inc. in November 2014 as a one-stop solution for measuring the effectiveness of advertisers’ native advertising and content marketing, and for various analyses and reporting that support the content planning, production and distribution of media companies. OPT took over the service after a merger between the companies in April 2018.
In the future, “TRIVER” will continue to visualize information such as persona analysis of users who contact advertisements and content, and the correlation between contents. “TRIVER” will also define new evaluation indicators for each industry or service based on compound analysis, and support the planning and production of high-quality content based on this data and the optimal distribution method for the content.
URL: https://www.triver.jp/