[DAC] DAC launches "LiftOne powered by AaaS", an integrated monitoring solution that visualizes the effectiveness of digital and TV advertising

With the rapid spread of digital media in recent years, there is a growing need for integrated media planning and reporting of digital and mass media among companies promoting digital marketing. Through our in-house developed next-generation advertising platforms “MarketOne®” and “YieldOne®,” DAC has been involved in the sale and purchase of digital advertisements derived from mass media, such as TV catch-up distribution services, as well as TV viewing data (*). We have been working on the development of advertising solutions that utilize 2). In addition, from April 2021, we will establish a new organization to carry out integrated planning of digital and mass advertising, and provide services to companies under a thorough system that can perform planning, buying, and monitoring across digital and mass. increase. ■Overview of "LiftOne powered by AaaS" (TV monitoring function) "LiftOne powered by AaaS" (TV monitoring function) is a solution that allows you to manage viewing data of TV advertisements and analyze their effectiveness. As for the analysis function, we have built a unique UI that also has a BI function, and we have already prepared the analysis indicators and data visualization formats required for TV advertising operations. When integrating and analyzing advertising performance data, it is possible to speedily analyze and utilize advertising effectiveness without the costly and time-consuming construction work required for introduction.

1. Overall Summary You can check the KPI progress and transition of the entire TV commercial campaign.

2. Based on the response efficiency heat map for each broadcasting station and each day of the week and time period for each broadcasting station, it can be used not only to check the degree of contribution to KPIs, but also to optimize the next publication plan.

3. Summary by material/program By comparing horizontally with broadcast materials and programs, it is possible to analyze the factors behind KPI progress.

The digital monitoring function is scheduled to be installed in the future. DAC will continue to strive to develop and provide services that maximize the effectiveness of advertising in the areas of planning, buying, and monitoring across digital and mass media, and will work to support integrated marketing activities of companies. (*1) Regarding the next-generation model of the advertising media business "AaaS (Advertising as a Service)" A next-generation model that achieves digital transformation of the advertising media business advocated by Hakuhodo DY Media Partners in anticipation of a shift to a business (so-called “operational type”) by “enhancement” https://www. hakuhodody-media.co.jp/aaas/ (*2) Released on January 10, 2019 “DAC, Platform One, and Hakuhodo DY Media Partners Jointly Developed “Atma™ Actual TV Viewing Targeting””

https://www.dac.co.jp/press/2019/20190110_mone_atma