#Japan #Tokyo #Lotte #Switch Media #Cross-Media Insights

Switch Media's Cross-Media Insights Implementation at Lotte

Switch Media, based in Minato, Tokyo, has announced a significant integration with Lotte Co., Ltd., located in Shinjuku, Tokyo. They have launched their innovative Software as a Service (SaaS) product, Cross-Media Insights, which enables comprehensive analysis of both television and digital advertising data. This initiative marks a vital step for Lotte as they aim to bolster their data-driven media strategies.

Prior to the implementation of Cross-Media Insights, Lotte faced challenges in managing the data from their TV commercials and digital ads. Each campaign utilized different reporting formats and key performance indicators depending on the media type and advertising agency involved. This inconsistency made it difficult to achieve a holistic view of campaign effectiveness, leading to missed opportunities for data-driven decision-making. As a result, much of the valuable data collected remained underutilized, isolated within silos across different platforms.

With the official integration of Cross-Media Insights, Lotte can now manage and visualize their advertising data under a unified system. This transition toward cross-channel data management is set to enhance the transparency of advertising effectiveness and facilitate the optimization of media strategies based on accurate data insight. Toshi Takayama, CEO of Switch Media, emphasized the value this integration brings, stating it will improve the collaborations between traditional and digital advertising methodologies.

To showcase the benefits of this initiative, a joint seminar is set to take place on August 7, 2025, featuring two of Lotte’s marketing personnel, Ryuji Oyabu and Masato Nishiido. This seminar will aim to provide practical insights on how to consolidate ad spending data across different media channels and simulate budget allocations tailored to individual brand characteristics. Participants are encouraged to engage in discussions focused on actionable strategies to enhance their marketing effectiveness.

Oyabu commented on the previous obstacles Lotte faced, noting, "Given our need to analyze a plethora of existing data, we realized these resources were inadequately harnessed for actionable insights. Our partnership with Switch Media has allowed us to consolidate our advertising data and establish a common framework for evaluating performance. This newfound capability enables objective discussions, enhancing precision in media buying decisions."

Seminar Overview

The upcoming seminar will present practical approaches, including simulations for optimal budget allocations specific to each brand. This event is highly recommended for professionals involved in brand management, advertising communications, and companies looking to refine their media strategies.

Details and registration are available at Switch Media Seminar.

Recommended for:

• - Those looking to quantitatively gauge the effectiveness of TV commercials and digital ads.
• - Advertisers struggling to assess the validity of proposals from advertising agencies.
• - Professionals eager to transform advertising results from mere observations into actionable insights.

Event Details

• - Seminar Name: Transforming Ad Data into an Asset! Lotte's Initiatives to Enhance Media Buying
• - Date: August 7, 2025 (Thursday) 12:00 to 13:00 JST
• - Location: Zoom Webinar
• - Participation Fee: Free
• - Registration Link: Switch Media Seminar

Please note, attendance is limited to those affiliated with organizations; individuals from advertising agencies, broadcasters, and research firms are requested to refrain from participating.

Speaker Profiles

• - Ryuji Oyabu: Manager, Media Planning Division, Communication Design Department at Lotte.
• - Masato Nishiido: Senior Officer, Media Planning Division, Communication Design Department at Lotte.
• - Ryousuke Maeda: Executive Officer, Business Consulting Department at Switch Media.
• - Shou Shinohara: Manager, Product Planning Group, Data Solution Planning Department at Switch Media.

About Switch Media

Switch Media specializes in integrating comprehensive television viewership data with purchase analytics from Intage. Their SaaS products, including TVAL and Cross-Media Insights, facilitate the evaluation of TV commercial effectiveness while aligning media investment strategies across channels, thereby providing a holistic view of advertising impact.

Their services can be explored further at Switch Media.