Dentsu Inc. offers "KPI-driven TVCM Planner" that guides targets to actual actions based on estimated individual viewing

The text of the Dentsu Inc. news release distributed on December 22 is as follows.

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December 22, 2017

Dentsu Inc. Launches "KPI-Driven TVCM Planner" to Guide Targets to Actual Action Based on Estimated Individual Viewing

― First Solution to Improve ROI of Online/Offline Initiatives ―

Dentsu Inc. (Headquarters: Minato-ku, Tokyo; President: Toshihiro Yamamoto) has developed the "KPI-Driven TVCM Planner," a tool that enhances TV commercial effectiveness by utilizing a highly accurate "individual viewing estimation model." Service begins today. This service was made possible by the launch of data partnerships with external parties via the People Driven DMP(※2), building on the digital ad delivery and effectiveness verification platform "STADIA"(※1), which is based on TV commercial viewing data. This service marks the first step in Dentsu's expansion of its lineup of solutions designed to support the improvement of both offline and online marketing ROI.

This solution enables the following initiatives:

1. Optimal budget allocation between TV commercials and digital ads to maximize purchasing behavior
Moving beyond traditional campaign budget allocation methods based solely on reach and awareness benchmarks from proprietary research, this solution enables optimal budget allocation that maximizes store visits to online/offline locations and directly drives purchases. This is achieved by measuring the synergistic effects of digital ads and TV commercials for each individual brand. Our proprietary analysis clearly demonstrates the customer acquisition effect to stores driven by the synergy between TV commercials and digital ads.

2. Maximizing KPIs Through Strategic TV Commercial Slot Selection and Execution
Moving beyond traditional TV commercial planning focused on reaching targets based on gender and age, we now delve deeper into the target audience using detailed behavioral analysis. This enables the identification and selection of TV commercial slots that maximize KPIs tied to actual actions, such as visits to online/offline stores, the spread of brand information on social media, and the purchase of specific products. Furthermore, post-campaign analysis of each slot's contribution to KPIs informs future planning. Real-time analysis during campaigns also enables optimal creative allocation within standard scheduling. These effects have been validated through actual implementation cases.

【KPI-Driven TVCM Planner】

This solution was made possible by building a model that estimates individual viewing from large-scale TV viewing log data. Targeting approximately 1.5 million TVs from which STADIA viewing log data is available, we collaborated with Data Artist Inc. (※3) from October 2014 for about three years to enhance the accuracy of the "Individual Viewing Estimation Model," which estimates individual viewing from household-level data, and confirmed its effectiveness through operation.

Based on this verification, we maximize client KPIs by improving TV commercial planning. This is achieved through deep analysis of behavioral data—such as website visits, store visits, social media sharing, and specific product purchases—while maintaining the traditional targeting of gender and age groups.

Moving forward, we will expand and strengthen our data partnerships with global media platform providers, technology solution companies, AI firms, and research organizations. This will enable us to add new PDCA functionality that integrates online and offline data at the individual level—something previously unattainable within traditional marketing and communications domains.

[Features of STADIA Data]

As of December 2017, STADIA possesses a scale linking approximately 5 million mobile device IDs and approximately 10 million Cookie_ids to actual viewing log data from about 1.5 million TV sets and recorders, alongside approximately 50,000 survey monitors linked via individual-level unique IDs.

STADIA Solution Lineup

1."TV Commercial Viewer Cross-Delivery"
2."Light TV Viewer Incremental Delivery"
3."TV Keyword Preference-Based Delivery"
4."KPI-Based TV Commercial Planner" (Newly Developed)

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※1 STADIA

Developed by our company in March 2016. This next-generation integrated marketing platform delivers digital ads to TV commercial viewers estimated from actual viewing logs of internet-connected TVs. It enables real marketing involving behavior changes—such as driving site traffic, member registrations, awareness building, and interest generation—while verifying the effectiveness of both offline and online advertising.
　

※2 People Driven DMP

The data foundation for "People Driven Marketing," an integrated framework consolidating our group's "people"-centric marketing methodologies. Data partnerships within STADIA are enabled through data integration with the People Driven DMP.

※3 Data Artist Inc. (https://www.data-artist.com/)
Established in 2013. Provides AI-powered marketing solutions and consulting services to over 650 companies in Japan, primarily large enterprises. Guided by the management philosophy "Systematize logic, focus on inspiration," it delivers AI solutions tailored to each client's business challenges. This supports improved marketing efficiency and productivity, enhanced employee well-being, and the creation of environments conducive to new "inspiration."

 

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Dentsu Inc. News Release
http://www.dentsu.co.jp/news/release/2017/1222-009420.html