#Japan #Dentsu #Minato #CARTA ZERO #AdRM Exchange

CARTA ZERO and Dentsu Collaborate on Innovative TV Advertising Solution

In a significant advancement in the advertising landscape, CARTA ZERO, headquartered in Minato, Tokyo, has partnered with Dentsu to offer a groundbreaking service for real-time bidding on terrestrial television advertising. This service, set to launch in mid-August, aims to bring flexibility and accuracy in ad purchasing akin to digital advertising practices.

The collaboration leverages the Ad Reach MAX platform developed by Nippon Television Network Corporation, which allows advertisers to manage their campaigns across traditional TV platforms with the same agility as digital ads. Through the AdRM Exchange product from Nippon Television, CARTA ZERO will handle terrestrial TV ad inventory, providing advertisers with a comprehensive toolset for managing their media buys.

Features of the New Service

The service will empower advertisers by facilitating multifaceted real-time bidding strategies that include demographic attributes like age and gender, user behavioral traits, and the selection of specific programs and time slots to enhance reach. Furthermore, CARTA ZERO will engage in TV ad planning, operations via DSP/SSP channels, and reporting, ensuring advertisers can derive maximum value from their campaigns.

Dentsu's unique solutions will integrate with AdRM Exchange, enabling advanced performance verification of TV advertising. This integration is designed to lead to more efficient planning and execution of advertising strategies, enhancing the overall effectiveness of TV as a medium. Key integrated solutions include:

1. People Driven Marketing / DMP: This proprietary data platform analyzes web visitation effects post-TV ad exposure, targeting high-potential advertising slots.
2. STADIA360 Marketing Platform: Using real TV viewership data, this platform verifies the impact of advertisements on key performance indicators (KPIs), identifying ad slots likely to trigger viewer engagement.
3. SHAREST AI Prediction System: This innovative system predicts viewership ratings, enabling the analysis of ad slots with high expected impact.

Visualizing the Integration

As part of the initiative, CARTA ZERO will connect the AdRM Exchange with various DSP/SSP partners through an in-house developed intermediary server, MediaLinker powered by Dentsu Japan. This step will transform ad formats into the standard VAST protocol, significantly reducing connection costs between broadcasters and partners. In the future, the intermediary server is expected to facilitate coordinated planning between TV and digital advertising, giving clients diverse options for their marketing strategies.

Dentsu positions itself as a premium partner for the AdRM platform's sales site, Sugree, promoting rapid and flexible operations in TV advertising to enhance marketing support for clients. Moving forward, CARTA ZERO and Dentsu pledge to collaborate closely with television stations to deliver high-value services aimed at bolstering client marketing efforts and business growth.

Conclusion

With this innovative service launch, CARTA ZERO and Dentsu are reshaping the landscape of television advertising in Japan, paving the way for more precise targeting and effective campaigns. The synergy of new technology with established advertising channels promises to redefine how advertisers interact with their audiences, ensuring their messages reach the right viewers at the right times. As this service rolls out, many in the industry will be watching closely to see the impact on marketing strategies across various sectors.