#Japan #Brand Lift #Minato #DearOne #ARUTANA

DearOne's Groundbreaking 'ARUTANA' Platform

Introduction
In a significant development, DearOne, a new business subsidiary of NTT Docomo specializing in marketing solutions, has launched the "ARUTANA" platform, a retail media network enabling cross-advertising on official retail apps. This innovative platform is designed to provide retailers with tools to better understand the effectiveness of their advertising efforts. With the launch of the "BLS Option"—a feature aimed at visualizing the brand lift effects—the potential for enhanced marketing strategies has expanded drastically.

Background and Purpose

The introduction of "ARUTANA" responds to the growing need for effective advertising solutions across various retail sectors. Historically, the platform has focused on reporting the effectiveness of advertisements based on purchase data. However, it fell short of visualizing the psychological shifts in consumers' behavior prior to a purchase, such as increased awareness and purchasing intentions.

The BLS Option addresses this gap by providing a qualitative and quantitative confirmation of how advertising exposure contributes to buying behavior. By offering a seamless integration of evidence from both purchase outcomes and consumer mindset changes, this feature strengthens the overall advertising impact measurable through ARUTANA.

Recent internal studies show that approximately 75% of retail app users activate their app while in-store, highlighting the importance of effective in-app advertising.

Overview of the BLS Option

The BLS Option employs a detailed approach to measuring advertisements' impact. Surveys combining screening and extensive research will be conducted with users who activated the app, comparing the responses of those who encountered ads versus those who did not.

Key Research Areas

1. Awareness and Recall: How much did brand and product awareness increase due to advertisement exposure?
2. Brand Understanding and Favorability: What changes occurred in consumers' understanding and trust of the brand?
3. Purchase Intent: How did the advertisement affect the inclination to purchase?
4. Unplanned Purchases: Were consumers planning to buy the product before they encountered the advertisement?

Case Study: Confectionery Manufacturer Results

In a recent case study conducted in February and March 2026 with a confectionery manufacturer, a campaign featuring image advertisements on various sponsored apps resulted in significant findings. The study accumulated approximately two million ad impressions and aimed to enhance brand recognition.

Results Highlighting Advertising Effectiveness

The data confirmed that advertising through ARUTANA significantly supports real purchasing actions. Users exposed to advertisements exhibited a purchase rate 1.2 times higher based on impressions and an incredible 2.5 times higher based on clicks compared to non-exposed users.

Further analysis conducted among app users revealed transformative shifts in consumer awareness. Over 70% of those who were exposed to ads expressed high levels of brand favorability and purchase intent, more than twice the rate of non-exposed individuals.

Approximately 50% of the purchasers reported they hadn’t originally planned to buy the product before encountering the advertisement, indicating ARUTANA’s powerful role in driving unplanned purchases.

Future Directions

DearOne aims to further expand the ARUTANA platform, establishing it as one of Japan's largest retail media networks. By collaborating with retailers and manufacturers, the goal is to enhance customer experience and create new lifestyle values through innovative advertising solutions.

Learn More About ARUTANA
For additional insights about ARUTANA, visit ARUTANA.

Contact Information

For inquiries from advertisers and agencies, visit: Advertiser Contact
For retail businesses interested in joining, visit: Retailer Contact

Conclusion

With the launch of the BLS Option, DearOne is making significant strides in transforming the landscape of retail advertising, making it possible to effectively measure and enhance the consumer purchasing journey. Through ARUTANA, advertisers gain the ability not only to push their products but to deeply understand consumer engagement and behavior, granting them a competitive edge in a rapidly evolving market.