Dentsu Inc. Develops "STADIA OOH Plus" (Beta Version), an Integrated Advertising Planning and Effectiveness Verification Tool Combining "TV × Internet" with "OOH"
The text of the Dentsu Inc. news release distributed on April 25 is as follows.
April 25, 2018
Dentsu Inc. Develops "STADIA OOH Plus" (Beta Version), an Advertising Integration Planning and Effectiveness Verification Tool that Adds "OOH" to "TV × Internet"
Develops Integrated Advertising Planning and Effectiveness Verification Tool "STADIA OOH Plus" (Beta Version)
Dentsu Inc. (Headquarters: Minato-ku, Tokyo; President: Toshihiro Yamamoto) has developed "STADIA OOH Plus" (beta version), a tool that integrates OOH (Out-of-Home/Outdoor and Transportation) advertising. This expands the functionality of "STADIA(※)", which enables integrated planning of TV and internet advertising, as part of strengthening its people-centric integrated marketing framework, "People Driven Marketing".
Until now, it has been difficult to plan and verify the effectiveness of OOH advertising based on concrete data, such as the reach supplementation effect of station OOH advertising on TV advertising or the cross-media exposure effect between TV and OOH advertising.
STADIA OOH Plus enables Japan's first analysis of actual action data from customers exposed to OOH advertising. Leveraging our proprietary online/offline integrated marketing platform "STADIA," it facilitates planning and verification of advertising effectiveness across connected TV, internet, and OOH channels. This enables full-funnel KPI analysis across multiple media, covering "reach," "awareness," "attitude change leading to website visits," "physical store visits," and "purchases."
To strengthen people-centric marketing, this tool incorporates machine learning models enabling large-scale ID-level data analysis, developed with the cooperation of Data Artist Inc., a company with strengths in AI development.
Furthermore, by utilizing location data within Japan held by GroundTruth, Inc. (US), with which we formed a capital and business alliance in March 2018, and our proprietary OOH-related data that complements it, we can analyze people's movements with high precision.
Moving forward, we will continue to advance "People Driven Marketing" by partnering with companies possessing diverse data and cutting-edge technologies, and by developing proprietary solutions, all aimed at enhancing the PDCA cycle of integrated marketing.
■ "STADIA OOH Plus" Logo
■ "STADIA OOH Plus" Service Examples
※ STADIA
STADIA, developed in beta in March 2016 and officially released in 2017, is a tool that verifies the effectiveness of attitude changes—such as driving actions like website visits or membership registrations following exposure to TV or digital ads, fostering awareness, and sparking interest. It also verifies the effectiveness of attitude changes, such as awareness building and interest generation, and guides improvement measures. Simultaneously, it is a next-generation integrated marketing platform that enables digital ad delivery, OOH advertising planning, and advertising effectiveness verification for TV commercial viewers estimated based on actual viewing logs from internet-connected TVs.
As of April 2018, it holds data linked to approximately 7 million mobile device IDs and 20 million Cookie_ids, along with a scale of approximately 50,000 survey monitors linked by individual-level unique IDs, all against actual viewing log data from about 1.6 million TV sets and recorders combined.
End
Dentsu Inc. News Release
http://www.dentsu.co.jp/news/release/2018/0425-009527.html
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