Essential Advertising Techniques and Expressions: The Current State

What is the integrated TV and digital planning strategy supporting Marugame Seimen's upward trajectory?

This series introduces emerging services within the increasingly sophisticated TV media landscape and showcases advertiser case studies utilizing these services. We explore how TV commercials can be effectively leveraged, considering advertisers' KPIs and challenges. This installment features Toridoll...

Sōju Eda, Shunsuke Yoshioka, Yasuaki Yamashita

Advanced TV Lab: Evolving Planning and Effectiveness Measurement Systems

250

[Participants Wanted] Do! Solutions Webinar: "How Do Insights That Move People 'Grow'?" February 19

Do! Solutions, an information portal operated by Dentsu Inc. to solve business challenges, is recruiting participants for its webinar "The 'Patterns' of Thinking Required in the AI Era: How Do Insights That Move People 'Grow'?" to be held on Thursday, February 19.

Online (Zoom)
[2026/02/16]

0

What is the effective TV commercial planning that has brought results for Coca-Cola Japan?

How should TV commercials be utilized based on advertisers' KPIs and challenges? This time, we introduce the case of Coca-Cola Japan, which achieved results by challenging the initiative of "predicting reach and purchasing additional commercial slots at the last minute with Sgree, a service that enables online trading of advertising slots."

Tetsuya Ikeda, Yusuke Takei, Yuta Takigawa

Advanced TV Lab: Evolving Planning and Effectiveness Measurement Systems

231

"Go West Chapter II" ~ Now, to NRF EUROPE! (UK Edition)　

This article covers NRF EUROPE 2025, held for the first time in Paris. Following the first part focusing on France, the latter half will cover UK stores and the world's largest social design event: London Design Festival 2025 (hereafter LDF). We hope you gain some insight into the current state of European retail and commerce.

Hitoshi Kimura

NRF2025: The Paradigm Shift in Retail and Commerce for the Post-COVID Era

70

How much does TikTok advertising contribute to in-store purchases?

From left: Keita Koyama (Dentsu Digital Inc.), Shotaro Iizaki (Dentsu Inc.), Daisuke Akiba (TikTok for Business Japan) Since launching its service in Japan in 2017, the short-form video platform TikTok has gained support from a wide range of generations, particularly among younger audiences...

Daisuke Akiba, Keita Koyama, Shotaro Iizaki

112

[Call for Participants] Dentsu Consulting Inc. × Dentsu Macromill Insight, Inc. Co-hosted Webinar: "No More Hesitation: How to Find New Business Ideas ~ Let's Explore with a 'Map' and 'Compass' ~" Held November 27

Dentsu Consulting Inc. and Dentsu Macromill Insight, Inc. are recruiting participants for their co-hosted webinar on Thursday, November 27: "No More Hesitation: How to Find New Business Ideas – Let's Explore with a 'Map' and 'Compass'". There are many factors hindering successful new business creation...

Online (その他のオンラインツール)
[2025/11/27]

0

Is it true that "too much wasteful spending on non-targets" is happening? Rethinking the value of TV commercials.

Dentsu Inc. media planner Wataru Kuboya will explain how to leverage TV commercials considering "market fluidity," supported by data.

Kō Kuboya

Advanced TV Lab: Evolving Planning and Effectiveness Measurement Systems

391

The Impact of Google Veo 3: How Will Super-Evolved Video Generation AI Transform SNS Video Strategies?

Video generation AI is rapidly evolving and making a significant impact in advertising and marketing. Using Google's video generation AI model "Google Veo 3" as an example, Dentsu Inc.'s Toshihiro Iyoda and Sohei Mochihara, along with Google's Randy Han, discussed the potential applications of video generation AI in the marketing domain.

Toshihiro Iyoda, Sohei Mochihara, Randy Han

134

Kewpie Mayonnaise 100th Anniversary. How to Envision an Exciting "Mayonnaise of the Future"

We would like to introduce the workshop held to consider the future of mayonnaise, coinciding with the 100th anniversary of Kewpie Mayonnaise.

Noriaki Takada, Yumi Nakamura, Takashi Igami, Kentaro Yoshida

Building the future begins with visualizing the will of the future.

131

Why are TV commercials effective for mid-to-long-term business growth?

How should television be utilized for mid-to-long-term business growth strategies? Dentsu Inc. media planner Hiroshi Yamazaki will explain using real-world examples.

Hiroshi Yamazaki

Advanced TV Lab: Evolving Planning and Effectiveness Measurement Systems

221

Drawing inspiration from history! Examining the future concepts that shaped the "present."

In June 2025, the Dentsu Group cross-organizational unit "Future Business Creation Research" published its first book, "Future-Oriented Concepts: Shaping a Vision Beyond the SDGs." This series explains the "future concepts" central to the book's theme while offering insights on how to leverage "the future" for business.

Akane Yamada

Book Publication Commemoration! How to Envision a Post-SDGs Future

100

Will short dramas become established as a promotional method?

Many of you have probably found yourselves watching short dramas that pop up on your social media feeds, haven't you? Today, numerous companies have already begun incorporating short dramas into their product promotions. This article explores the further potential of short dramas and the keys to leveraging them effectively for promotion.

Yuichi Emura, Taichi Murajo, Kazuma Murata

Captivate Gen Z! The Secrets to Vertical Short Dramas: Video Ads for the Social Media Era

110

Shopping Streets You Can Walk Through on Your Phone? Rakuten Ouchi de Shōtengai's New Shopping Experience That Defies E-Commerce Norms

This time, we introduce "Shopping Street at Home," a digital shopping street jointly developed by Rakuten Group and Dentsu Inc.

Kenji Oda, Taro Sugawara, Monthly CX Editorial Department

Monthly CX

101

"Possibilism" ~ The New Possibilities for Retail and Commerce in the AI Era Emerge Not from the US, but from APAC (Part 2)

We will also provide a concise overview of the retail and commerce environments in Taiwan, Singapore, and Malaysia—three countries visited since last November—while introducing insights from our store visits.

Hitoshi Kimura

NRF2025: The Paradigm Shift in Retail and Commerce for the Post-COVID Era

90

Taking on the Japanese market! What is the formula for success for global companies? The Inside Story: How Duolingo Made It Big in Japan

When Duolingo first entered the Japanese market in 2020, its awareness rate was less than 5%. However, as of 2025, awareness has exceeded 20%, and the number of daily active users has increased more than tenfold. Behind this success were dentsu’s meticulous media planning and the power of creative content that resonated with the Japanese people.

Sho Mizutani, Taichi Arakawa, Keisuke Okuno

Taking on the Japanese Market! What's the Success Formula for Foreign Companies?

400