Three Dentsu Group companies launch "Premium Audio Advertising," an audio ad delivery service targeting media platforms providing premium audio content.

The text of the Dentsu Inc. news release distributed on May 8 is as follows.

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May 8, 2019

Dentsu Inc. (Headquarters: Minato-ku, Tokyo; President: Toshihiro Yamamoto), Dentsu Digital Inc. (Headquarters: Minato-ku, Tokyo; President: Yoshihisa Suzuki), and CARTA HOLDINGS, INC (Headquarters: Shibuya-ku, Tokyo; Chairman: Shinnosuke Usami; President: Akio Niizawa; hereinafter CARTA HD).

The initial advertising destinations for this service will be "radiko" (※1), Japan's largest service broadcasting radio program content, and "Spotify," the world's largest music streaming service. While our group has led the industry with initiatives like "Premium View In-Stream Video Advertising," which achieves unprecedented levels of safety and security in the visual realm, this service expands that domain into the auditory sphere.

This service has two key features. First, it delivers audio ads exclusively to media outlets possessing audio content with properly handled rights, ensuring ads run in a "brand-safe" environment that protects advertisers' brands. Second, it delivers ads to users logged into each service, significantly reducing the risk of "ad fraud" where impressions and clicks are fraudulently generated by machines (≈ bots).

For this service's delivery, we utilize an advertising platform (※2) expanded and developed by VOYAGE GROUP, a CARTA HD group company, specifically to support audio advertising. Additionally, for operations, we leverage our unique "People Driven DMP (※3)", which maximizes ROI through people-centric marketing.

Moving forward, our group will continue striving to build a system where creators of premium content receive fair compensation and further high-quality content is produced, through providing advertising services like this one that contribute to advertisers' branding.

＜About radiko and Spotify＞

■About radiko
radiko is Japan's largest radio streaming service, featuring NHK Radio (Channel 1 and FM). It boasts over 1.3 million daily unique users and 580,000 premium members (paid subscribers) as of March 2019. We aim to be a comprehensive audio platform that expands the world of imagination evoked by sound, centered around radio, fostering new culture, economy, and communication.
URL: http://radiko.jp/

■About Spotify
Spotify is the world's largest music streaming service connecting music fans and artists. It has grown into a music community with over 207 million users (including over 96 million paid "Spotify Premium" subscribers) across 79 countries and regions.
URL: https://www.spotify.com

※1: Ad delivery on Radiko is currently limited to commercial radio stations participating in the ad delivery pilot program.

 

※2: We offer "PORTO," an ad platform designed for branding-focused advertisers to place ads with confidence, and "fluct," an ad platform for publishers. fluct proposes optimal combinations from various devices, formats, and delivery methods to select high-revenue ads while protecting media brands, and also enables premium ad transactions like PMP.

 

※3: People Driven DMP is a full-funnel integrated marketing platform that enables the utilization of audience data from PCs and smartphones, combined with TV viewing log data, panel data, purchase data, location data, and more, all centered around the individual (People). Furthermore, through the People Driven Partnership Program, we are promoting business alliances with various partners—including "Media/Content," "Digital Platforms," "E-commerce/Purchasing," "Panel/Measurement," and "Location Information"—by integrating data and technology.

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Dentsu Inc. News Release
http://www.dentsu.co.jp/news/release/2019/0508-009808.html