Dentsu Inc. and Axelmark Launch "BRAND SCREEN," a Smart Device Advertising Service to Enhance Brand Experiences

Dentsu Inc., in collaboration with Axcelmark Inc. (Axcelmark), launched "BRAND SCREEN"※1 on October 23rd. This advertising service delivers new brand experiences on smart devices—the third screen following television and computers.

Currently, smartphone penetration stands at 62%, reaching 80-90% among those in their 20s and 30s, while tablet penetration exceeds 20% and continues to grow annually※2. As media consumption and app usage via smart devices increase, new advertising service formats tailored to these platforms are emerging.

However, particularly for smartphones, the development and provision of advertising services with high expressive power within the limited screen space is still in its early stages. Furthermore, strengthening smartphone content revenue through advertising placements is a major challenge for media companies, driving high demand for advertising products that possess high expressive power, are less likely to cause user aversion, and can generate high response rates.

In light of these circumstances, Dentsu Inc. and AXELMARK have developed "BRAND SCREEN," a service that enables the delivery of diverse and innovative advertising creatives that enhance brand experiences. This is achieved by linking with key smartphone features such as the gyro sensor (which detects angular velocity), touchscreen, and accelerometer, all through a single tag. Leveraging smartphone capabilities, this service enables the delivery of ads containing the brand story a company wishes to convey, with content dynamically reconfigured to suit the publishing media and target audience.

Users can enjoy brand content naturally through ads that seamlessly connect from media screens.

A preview of the ad content will be available starting October 23rd at the following link:

http://dentsu-ho.com/articles/3198

By combining Dentsu Inc.'s creative capabilities and cutting-edge digital marketing expertise with AXELMARK's proprietary delivery technology optimized for smart device advertising, this service enables unparalleled brand experiences.

By comprehensively analyzing brand content engagement time and actual action metrics alongside the characteristics of ad creatives and placement methods, we measure experiences that couldn't be captured by traditional metrics like clicks or conversion rates alone.

The company has already secured agreements for "BRAND SCREEN" placements with dozens of major domestic media outlets and will continue to actively expand its network of publishing partners.

■ "BRAND SCREEN" Logo

＜About AXEL MARK＞

・Company Name: AXELMARK Inc. (Tokyo Stock Exchange Mothers: 3624)

  　　　　　http://www.axelmark.co.jp/

・Location: Harmony Tower 15F, 1-32-2 Honcho, Nakano-ku, Tokyo

・Established: March 1994

・Representative: Junji Osage (President and CEO)

・Business Activities: Mobile game business, content business, advertising business

*1 The complete set of technologies supporting "BRAND SCREEN" has been patented by AXEL MARK (Patent Application No.:

Patent Application No. 2015-159830).

※2 Ministry of Internal Affairs and Communications "2014 Survey on Media Usage Time and Information Behavior"

Dentsu Inc. News Releasehttp://www.dentsu.co.jp/news/release/2015/1023-008420.html