Dentsu Inc. Launches "Premium Smartphone Series" Premium Advertising Slots for Smartphones ― Accelerating Branding Initiatives with Premium Slots + Rich Formats ―
Dentsu Inc. (Headquarters: Minato-ku, Tokyo; President: Nao Ishii) is launching the "Premium Smartphone Series" as a new category within Dentsu PMP*1 (Private Market Place) to further accelerate branding initiatives utilizing smartphones.
Recently, with the rapid increase in smartphone users, marketing demand for implementing branding initiatives on smartphones has grown significantly. However, cases where this demand remains unmet are frequently observed, due to reasons such as low ad visibility and the scarcity of rich ad formats, including video.
Therefore, our company is launching the "Premium Smartphone Series" by leveraging technology provided by Google, Teads Japan Inc . (Minato-ku, Tokyo), and Supership Inc. (Minato-ku, Tokyo), which possesses solutions specialized for smartphones.
This series comprises two main types: the "Smartphone Premium Video Series" (specializing in smartphones and video, including Smartphone Billboard Video [large top-of-page ad], In-Read [in-article ad], and Auto-Play [auto-playing video ad]), and the "Smartphone Premium Display" (deployed via smartphones and rich banners). Similar to existing Dentsu Inc. PMP menus, ad delivery control, including targeting, can be managed through a DSP (Demand-Side Platform).
Unlike RTB ( Real Time Bidding), which carries high risks of brand damage and low viewability, Dentsu Inc. PMP's expansion now ensures ads appear exclusively on premium publisher inventory. This enables branding-focused promotions on smartphones.
Moving forward, we will continue to develop the environment for digital advertising that supports branding and pursue new innovations to further enhance performance.
※1 Dentsu Inc. PMP: A proprietary large-scale private marketplace enabling advertisers to prioritize purchasing limited, high-value premium ad slots owned by publishers through automated transactions. By allowing advertisers, agencies, and publishers to pre-negotiate placement sites and prices, it facilitates site visibility and ensures transaction transparency. This initiative addresses various challenges faced by advertisers and publishers, contributing to enhanced brand value within Japan's internet advertising market.
It offers a wide range of premium ad slots, with approximately 250 participating publishers (as of August 2016).
It has already launched services for display ads and video ads (Premium Video series).
※2 Teads Japan Inc.: Founded in 2011, the company develops global monetization platforms for publishers, including out-stream video advertising. Its out-stream video advertising solutions feature a wide range of formats inserted into media content such as articles, slideshows, and news feeds.
※3 Supership Inc.: Founded in 2007, the company operates internet services, advertising, and platform businesses.
※4 DSP: An abbreviation for Demand-Side Platform, referring to an ad delivery platform designed for advertisers.
※5 RTB: Stands for Real-Time Bidding, enabling the
※5 RTB: Real Time Bidding, a purchasing method enabling real-time bidding for ad slots on a per-impression basis.
.
