How much does it cost to produce owned media? Introduce it with an example estimate｜東京のWEB制作会社・ホームページ制作会社｜株式会社GIG

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How much does it cost to produce owned media? Introduce it with an example estimate

2024-03-05 制作・開発

Owned media is a generic term for information transmission sites and blogs owned by a company. It works effectively in a wide range of areas, from communicating the appeal of services and business concepts to branding. However, many people may be concerned about “how much does it cost to produce owned media,” “what kind of production takes place,” “how long does it take to produce,” and so on.

In this article, GIG Corporation, which specializes in owned media production, will introduce the cost and production details of owned media production in detail with examples.

Points to keep in mind when creating owned media

Owned media is effective in attracting customers and branding, and more and more companies are adopting it. However, operating owned media without a strategy may lead to continued wasteful costs without turning them into assets.

In order to operate effectively, it is essential to build a strategy from the launch of owned media to its operation. First of all, when launching owned media, the following points should be kept in mind at a minimum.

・Formulate objectives of owned media
・Competitive research target design
・Annual budget development
・KGI/KPI development
・Keyword research/design
・Editorial department development
・Development of promotion measures
・Formulation of growth strategy

By building an owned media strategy based on the above points, we can create an effective owned media.

Should you create your own owned media? Should you hire a production company?

What are the actual costs involved in producing owned media?

There are two main ways to produce owned media: in-house production or outsourcing to a production company. The costs and resources required for each are different, so choose the one that best fits your company's situation.

	In-house production	Request a production company
Cost	500,000 - 2,000,000 yen	From 1 million yen ※Assuming you want to launch a full-scale owned media to attract customers
Resources Required	・Personnel with in-depth knowledge of web marketing and web production	ー
Benefits	・Relatively low cost ・High degree of freedom	・We can create high quality owned media. ・Operation support after release.

When producing owned media in-house

In-house production requires extensive knowledge of web marketing and implementation. Broadly speaking, the following production costs are required

・Server fees
・Domain registration fee
・Design cost
・System development costs
・Personnel expenses

The total production costs listed above range from 500,000 to 2,000,000 yen. Since it is quite burdensome to operate owned media in-house, we recommend assigning a full-time staff member to this task.

When hiring a production company for owned media

When hiring an on-demand media production company, in addition to the aforementioned “in-house production” costs, there will be competitive research, strategy design, and direction fees, which will cost at least 1,000,000 yen. The cost may be even higher if the design and system content are detailed.

Hiring a production company with expertise in on-demand media development has the advantage of sharing know-how, improving quality, and providing operational support after release.

Specific costs for hiring a production company are described below.

Costs required for owned media production

There are a wide range of costs involved in owned media production. If you do not understand the necessary costs, you may have to pay unexpected expenses and stop production when you start production. It is important to understand the necessary costs of owned media production in advance.

Server Fee / Domain Fee

A server is a system that stores website data and files and provides them to users upon their request. Without a server, a website cannot be provided to users even if it is created, so be sure to prepare one. A rental server will only cost a few thousand yen, but if you operate on a cloud server such as AWS, you should expect server costs in the range of 30,000-50,000 yen.

A domain is like a nameplate on the Web and is as essential to a website as a server. By acquiring your own domain, you can set up a unique URL for your website. You can enjoy the following advantages: “You can set up a URL of any character string you like,” “The URL will not change even if you change servers,” and “It will lead to an increase in the credibility of your website. The market price for a domain name ranges from 100 to 100,000 yen per year. Popular top-level domains such as “.com” and “.jp” tend to be more expensive.

We recommend that you consider your budget after taking into account the server and domain fees as operating expenses.

Initial production (start-up) costs for owned media

The cost of launching owned media depends on the type of owned media you are aiming for. If you want to differentiate yourself from other companies by creating an original design, the cost tends to be higher, but if you use an open source CMS, the cost may be lower.

For example, GIG offers three methods: customized development using the open source CMS “WordPress,” development based on the CMS “LeadGrid,” which specializes in lead acquisition, and development from scratch in the LAMP environment (PHP/Laravel).

By clarifying in advance what kind of media you want to create and then requesting owned media production, you will be able to proceed with the project at an appropriate cost.

Owned Media Post-Release Operation Costs

The cost of owned media operation varies greatly depending on whether it is “in-house production” or “outsourcing to a content production company. In the case of in-house production, while resource allocation and costs can be adjusted in-house, the burden of building an editorial department, hiring and training editors and writers, etc. will also increase. It requires personnel with extensive knowledge of media management and marketing. If you use an open-source CMS such as WordPress, you will also need personnel in charge of managing plug-ins, version upgrades, and functional adjustments. After confirming your company's resources, consider whether to produce the website in-house or outsource the work.

Cost Rates for Owned Media Production

The following is an overview of what can be done for different budgets in owned media production. Since the cost of owned media varies greatly depending on the size of the commission, it is necessary to create owned media that fits your company's budget.

Objective	Production cost	Operational costs	Client	Production period
・To create a channel to attract customers from the Web ・To start attracting customers from the Web ・To start branding with a focus on design	1,500,000 to 3,000,000	10,000 - 100,000	・Small and medium-sized production companies ・Large production company	1-3 months
・To attract customers mainly through the Web ・To conduct full-fledged branding	From 3 million yen	100,000 - 300,000	Major production company	From 3 months

Production cost: 1.5 to 3 million yen

When hiring a general production company, the initial production cost is estimated to be 1.5 to 3 million yen, and the production period is often estimated to be 1 to 3 months.

CMS development is mostly done by customizing an open source CMS such as WordPress or utilizing the web production company's own CMS. If you are particular about quality and design, the initial cost may be a little more.

Production cost: 3 million yen or more

If you want to use owned media to attract customers and branding in earnest, you will need to design a solid marketing strategy, including SEO-conscious keyword design, persona design, and customer journey map development. In this case, you should expect it to take at least 3 months.

By hiring a production company with experience in owned media and content marketing, you may be able to receive support for your marketing strategy, including content planning, content production, and operations including analysis.

GIG can provide total support, including not only owned media production, but also persona design including marketing strategy, customer journey map development, content planning and production, analysis reports, and regular monthly meetings.

Successful Cases of Owned media Production

When you want to commission an owned media production, it is a safe bet that you will work with a production company that has a proven track record. Here are some examples of on-demand media productions that GIG has handled in the past.

Case 1：Japan Science and Technology Agency

We were in charge of the renewal of “Science Portal,” the owned media of the Japan Science and Technology Agency, with the aim of improving the efficiency of media operation and clearing away past technical debt.

Based on the persona design and customer journey map, we designed and grouped various contents such as events, videos, and report articles, and structured the site so that users can reach the contents without hesitation. 

Case 2：WAmazing

WAmazing was considering creating a multilingual website for tourists visiting Japan. Although the client was able to provide the development system, they were faced with the issue of a short time frame to release the site. Therefore, they chose GIG, which has a lot of experience in owned media production, to support their owned media development.

We developed a multi-site WordPress owned media site with multilingual support. We built a system that can manage pages by language across the board, based on the concept of “ease of site operation”. As a result, the site became more convenient and “easier to use”.

Case 3：NestEgg, Inc.

In order to increase the number of app downloads, Nestegg had been using mainly Web advertising to attract customers. However, since they were only reaching out to the obvious, they felt that attracting potential customers was an issue. Therefore, GIG supported the creation of owned media with the aim of expanding awareness among potential customers.

We provided total support from planning and design of owned media to operation and content creation, including setting up “Find what you want” and “Make what you want come true” button functions with user-friendliness in mind, and creating a design that effectively used yellow, the app's image color. We provided total support from planning and design to operation and content creation.

GIG's Owned Media Production Cost

GIG's on-demand media production can be started from as low as 1,000,000 yen by utilizing templates and other tools. We can also provide optimal support for clients' needs, including user needs analysis, competitive research, keyword analysis and design, content planning and production, and other services as needed.

We can also provide support for web marketing strategies that produce positive results, such as designing persona attitude change processes from a marketing perspective and optimizing sites using various tools and analysis methods.

Contact GIG for owned media production consultation

Owned media is not a temporary promotion like listing ads, but can grow into a place where you can meet potential customers on an ongoing basis. By continuing to manage your media, you can also significantly lower your CPA.

At GIG, we offer the best on-demand media production proposals for each of our clients. With our proprietary CMS “LeadGrid,” which specializes in lead acquisition, low-cost owned media production is also possible. Please feel free to contact GIG for more information about owned media production.

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