Dentsu Inc. Develops "Cross-Media Planner," a TV × Digital Advertising Placement Optimization Tool Integrating TV Commercials with Online Video and Display Ads

Dentsu Inc. has developed "d-holistics® Cross Media Planner" (hereafter "Cross Media Planner"), a tool that holistically optimizes the placement of TV commercials and online video/display ads, meeting growing demand from client companies. It utilizes Dentsu Inc.'s proprietary database environment "d-holistics®*" (D-Holistics), enabling integrated analysis of media exposure and purchasing behavior from a single source (the same survey participants).

In recent years, as consumer touchpoints have diversified, successfully executing campaigns requires efficient and effective media planning that combines digital advertising options with TV commercials.

The newly developed Cross Media Planner is particularly compatible with TV commercials and supports programmatic advertising, including rapidly growing online video and display ads. By simulating metrics such as "reach," "campaign awareness," "brand awareness," and "purchase intent," it enables optimal ad placement. Combined with the previously offered optimization of standalone TV commercials (cost, network ratio, schedule, etc.), it can adapt to the diverse cross-media placement needs of client companies.

*d-holistics® is a proprietary single-source database that links individual purchase behavior data with TV exposure, web/mobile exposure, and data related to attitudes and values. It enables integrated analysis of the relationship from reach to purchase for each initiative. Intage Inc. collaborates with d-holistics to conduct cross-media "media exposure surveys" targeting its consumer panels (SCI/i-SSP).

For details, visit http://www.dentsu.co.jp/news/release/2014/0926-003826.html

■Cross MediaPlanner Logo

■Cross MediaPlanner User Interface / Simulation Image

User Interface ※Image

Reach Simulation ※Image

Dentsu Inc. News Releasehttp://www.dentsu.co.jp/news/release/2015/0819-004129.html