Note: This website was automatically translated, so some terms or nuances may not be completely accurate.
Dentsu Inc. integrates "radio" into its "STADIA" platform, designed to enhance advertising effectiveness by focusing on the "human" element.
The text of the Dentsu Inc. news release distributed on November 20 is as follows.
November 20, 2018
Dentsu Inc. (Headquarters: Minato-ku, Tokyo; President: Toshihiro Yamamoto) has developed and launched a tool that integrates "radio advertising" into its integrated marketing platform "STADIA(※1)" for television, internet, and OOH advertising. This expansion strengthens its "People Driven Marketing" framework, which centers on the individual.
Traditional radio advertising effectiveness verification relied on analog methods using limited sample surveys, primarily confirming ad awareness and brand impression improvements.
The development of "Radio Dots" (beta version), a tool for integrating radio advertising, now enables Japan's first integrated analysis using actual behavioral data for radio advertising, in addition to television, internet, and OOH advertising. Radio possesses the unique media characteristic of being consumed "while doing other activities"—such as during commutes or while doing household chores. Aligned with this trait, we have achieved analysis and effectiveness verification regarding relationships with various KPIs, such as physical store visits and owned media visits, as well as synergistic effects with TV, internet, and OOH advertising. This enables services such as visualizing the value of audio advertising and delivering internet ads targeted specifically to listeners with high advertising effectiveness.
This tool analyzes and estimates which programs and advertisements listeners encountered, based on listening log data from "radiko.jp," a free service allowing users to listen to radio broadcasts via PC or smartphone.
Moving forward, we will continue to strengthen "People Driven Marketing" centered on our "People Driven DMP(※2)"—which leverages STADIA's analytical data—to advance the sophistication of integrated marketing PDCA cycles.
■ Mechanism Enabled by "Radio Dots" in STADIA
■ "Radio Dots" Logo
※1: STADIA
STADIA, developed in beta in March 2016 and officially released in April 2017, is a tool that enables the verification and improvement of effects such as behavior elicitation (e.g., site traffic or membership registration) associated with exposure to TV or internet ads, and also enables the delivery of internet ads to estimated TV commercial viewers based on actual viewing logs from internet-connected TVs, as well as OOH advertising planning and ad effectiveness verification.
As of October 2018, it holds data linked to approximately 7 million mobile device IDs and approximately 20 million Cookie_ids, as well as survey monitors linked to approximately 50,000 individuals using the same ID, all tied to actual viewing log data from a total of approximately 2.5 million TV sets and recorders.
※2: People Driven DMP
People Driven DMP is a data foundation for People Driven Marketing. It enables the utilization of audience data from PCs and smartphones, combined with STADIA's TV viewing log data, web ad exposure data, OOH ad exposure data, radio listening logs, panel data, purchase data, location data, and more, all centered around the individual (People). To further enhance capabilities, STADIA promotes business alliances through its People Driven Partnership Program. This involves collaborating with various partners across "Media/Content," "Digital Platforms," "E-commerce/Purchasing," "Panel/Measurement," and "Location Information" sectors to integrate data and technology.
End
Dentsu Inc. News Release
http://www.dentsu.co.jp/news/release/2018/1120-009655.html
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