Dentsu Inc. Develops "STADIA Live," an Advertising Bid and Delivery Management System that Synchronizes Internet Ads and DOOH Ads in Real Time with TV Program and Commercial Content

The text of the Dentsu Inc. news release distributed on May 21 is as follows.

---

May 21, 2018

Dentsu Inc. Develops "STADIA Live," an Advertising Bid and Delivery Management System that Synchronizes Internet Ads and DOOH Ads in Real Time with TV Program and Commercial Content

Dentsu Inc. (Headquarters: Minato-ku, Tokyo; President: Toshihiro Yamamoto) has developed "STADIA Live," an advertising bidding and delivery management system that synchronizes internet ads and DOOH(※) ads in real time with the content of TV programs and commercials. A proof-of-concept experiment to verify its advertising effectiveness begins today.

Utilizing this service enables automatic initiation/termination of internet ad bidding, adjustment of bid amounts, and changes to ad creatives in real time based on keywords related to locations, people, or objects featured in TV programs; key moments like scoring plays in sports matches; or the content of TV commercials. For DOOH advertising, it enables automatic changes to creatives for pre-purchased ad slots.

Trials conducted during the development phase of "STADIA Live" demonstrated that real-time synchronization between TV commercials and internet ads increased the rate of new visitors to advertiser websites. Real-time synchronization with keywords appearing in TV programs also showed effects such as increased ad attention and improved cost efficiency.

This service was realized by integrating our "TV Live Meta Module (β)" (developed in January 2016), programmatic advertising bidding systems, and DOOH ad delivery systems. Currently integrated bidding systems and media include Google AdWords, Twitter, the advertising management platform The Trade Desk, and select DOOH platforms. Integration with Dentsu Inc. PMP (Private Marketplace) is planned soon, with supported media expanding sequentially. (See the diagram below for the STADIA Live mechanism.)

Moving forward, we will promote the use of "STADIA Live" in various campaigns by client companies to visualize and verify the mutual advertising effectiveness across TV, Internet, and DOOH, while also advancing further system enhancements.

*DOOH stands for Digital Out of Home, referring to digital signage installed outdoors or in facilities.

 

[STADIA Live Mechanism]

End

---

Dentsu Inc. News Release
http://www.dentsu.co.jp/news/release/2018/0521-009539.html