Dentsu Inc. Launches Integrated Planning System "Audio Total Allocation" to Further Activate Audio Advertising

In 2025, Dentsu Inc. launched its "Audio Total Allocation" integrated planning system for audio ads, developed in collaboration with DENTSU SOKEN INC., for client companies.

This system is an aggregation platform that enables optimal budget allocation and maximizes target reach when planning campaigns deploying audio ads across multiple platforms such as radio, radiko, Spotify, and podcasts.

Previously, listening surveys for audio media were conducted separately for each platform (radio, radiko, Spotify, podcasts, etc.). This led to differences and inconsistencies in survey conditions—such as sample size, timing, and geographic area—making it difficult to handle data holistically. Therefore, to develop this system, a survey was conducted by Video Research Ltd. to obtain listening data under identical conditions across all audio media. Based on this survey data, a proprietary calculation logic was developed and implemented to achieve optimal budget allocation and maximize target reach.

◼️System Screen Image

By specifying the target audience, the media where audio ads will be placed, and the main metric (gained reach), the system calculates the optimal budget allocation and the resulting reach achieved.

◼️Simulation Example

Specified Conditions
・Area: Greater Tokyo Area
・Maximum Budget: ¥10 million
・Audio Ads to Run: Terrestrial Radio, radiko Ads, Spotify
・Target ①: Male drivers in their 40s
・Target 2: Students

Calculation Results
・Target 1: Male drivers in their 40s ⇒ Reach: 27.8%
・Target 2: Students ⇒ Reach: 19.1%

Male drivers in their 40s, who habitually listen to car radio, have a larger budget allocation for radio. In contrast, students, who actively listen to music content, have a larger budget allocation for Spotify compared to male drivers in their 40s.

◼️Future Feature Expansion

Plans to add an "Attitude Change Effect in Allocation Results" aggregation feature by year-end. This will involve conducting surveys for specific audio ad campaigns to obtain and implement attitude change effect data (such as campaign awareness rates) based on ad spend. This will enable analysis of optimal spend levels for achieving attitude change acquisition, in addition to maximizing target reach, leading to more precise campaign planning.

【Contact】
Dentsu Inc. Media Services / Radio,TV Division, Audio Advertising Strategy Promotion Department, Ogawa
Radio,TV Business Produce Division, Radio and Television Management Department, Tabe
audio-total-allocation@dentsu.co.jp