On February 12, Dentsu Inc. announced the full-scale launch of its "Programmatic Video Ad" service. This service programmatically delivers video ads to premium placements within Dentsu Inc.'s proprietary large-scale private marketplace (Dentsu PMP*1). It aims to strengthen corporate branding and invigorate the digital advertising market in Japan, and will be rolled out as the "Premium Video Series."
Recently, advertiser demand for video-based promotions has surged dramatically. However, in Japan, there is a shortage of premium ad inventory that fully meets this demand and effectively supports corporate branding. Particularly for smartphones, which have high affinity with video, the advertising environment has not kept pace with the speed of users' shift to mobile.
Therefore, the company has decided to launch the "Premium Video Series" by leveraging the technology of Teads※2, which excels in diverse video ad formats, in addition to Google's DoubleClick Bid Manager and DoubleClick Ad Exchange already implemented on Dentsu Inc. PMP.
The "Premium Video Series" currently offers five ad formats: Top Rich (top-of-page rich media), Billboard Video (large top-of-page display), In-Read (in-article display), Auto-Play (auto-playing video ads), and In-Stream (video ads within video content). Like existing Dentsu Inc. PMP menus, it enables ad delivery control, including targeting. Unlike RTB (Real Time Bidding)※3 in the open market, which carries high risks of brand damage and low viewability, the Premium Video Series enables sophisticated video advertising strategies that support corporate branding. This is achieved by carefully selecting high-quality ad placements from among the approximately 230※4 publishers participating in Dentsu Inc. PMP.
Going forward, the company will contribute to maximizing the digital communication effectiveness of businesses through high-quality placements and rich video advertising expressions. It will also continue to enhance the Dentsu Inc. PMP service lineup and strengthen the "Premium Video Series."
※1 PMP: An automated trading mechanism enabling priority purchasing of limited, high-value premium advertising slots owned by media companies.
※2 Teads: Founded in 2011, the company develops out-stream video advertising and a global monetization platform for publishers. Teads' out-stream video advertising solutions include a wide range of formats inserted into media content such as articles, slideshows, and news feeds.
※3 RTB: A purchasing method enabling real-time bidding for ad slots on a per-impression basis.
※4 The number of participating media companies is as of February 2016.
Dentsu Inc. News Releasehttp://www.dentsu.co.jp/news/release/2016/0212-008666.html
