Media Content

Media Planning

Media techniques

Dentsu provides a wide range of advanced media planning services. Our services extend from developing media plans—that efficiently deliver a client’s brand message to target consumers—and deciding media-buying tactics, to proposing media strategies and plans for integrated communication.

Boosting message delivery efficiency

By using various tools, including the multi-media optimizer Dialog? and the multi-brand optimizer DiaLogARTS, we create media plans that most efficiently deliver brand messages to target audiences.

Spreading messages

Efficiently distributing brand messages is not the only important aspect of media planning. Both intelligence and creativity are called for if those messages are to take root in the mind of consumers. Thus, using consumer insight surveys and consumer values, we select the timing and media (contact point) that would best enable a client’s message to be easily spread.

Melding media and content to resolve brand problems

Not bound by existing ideas, we devise and provide to clients measures that use media and content to solve brand-related issues. There is no one almighty medium that is appropriate in all cases. In certain cases, it may be important to devise measures based on a media-neutral idea. Bearing this in mind, we outline the overall media strategy, develop, implement, and manage detailed media plans in line with that strategy, and propose media-neutral plans that solve brand-related problems.

Methods and tools

d-rats

The TV rating analysis system d-rats makes it possible to comprehensively plan TV ad placement.

DiaLog?

This multi-media reach optimization tool facilitates the creation of efficient media plans that employ reach as an indicator, and to verify the benefits of those plans.

DCAMVAS

This campaign impact database allows effective campaigns to be proposed based on campaign case studies.

DiaLog ARTS

The comprehensive TV ad placement optimization system enables users to maximize reach and gross rating point (GRP) for a given budget.

Do-AREA

A system for calculating the appropriate volume of advertising required for each area, it calculates the necessary volume of advertising for locations in the country by setting a target TV commercial’s reach for the standard area.

EF-GAUGE

An effective frequency projection system, it uses past campaign data to gauge the number of times viewers must see a TV commercial to recognize it (effective frequency).

Media Buying

Media power

The best devised media plan will not be effective if the requisite media cannot be secured to implement that plan. Thus, persistent negotiations with media companies are needed to realize even extremely innovative communication ideas.
We have set up specialized departments that are responsible for, and staffed by those who work solely on, each media. Since our staff cover a broad range, from mass media to out-of-home (OOH) advertising and digital media, Dentsu is well placed to conduct media buying operations around the globe.
In each media office, the numerous specialists responsible for each medium build strong relationships with mass media, Internet, and mobile media companies. They regularly undertake difficult negotiations to ensure they can adequately match clients’ media strategies.
Media buying specialists are also experts in the media for which they are responsible. Using their broad knowledge and personal networks they develop new media products and innovative advertising space, always expending their energy on planning top-quality content that only Dentsu can provide.
In fact, the Group is best placed to buy such media as will solve the marketing communication problems of its clients. See “Investor Relations” for details of Dentsu’s media buying experiences.

Interactive Media

Evolving media and new advertising methods

In recent years, interactive media have taken off, with ever more diverse and advanced technologies and devices. As a result, new advertising methods have been created, and growth has been robust in performance-based advertising, a new field of Internet advertising that makes efficient targeting possible. Branding activities, meanwhile, are growing more diverse, due to innovative methods made possible by digital technology, which is rich in planning and expressive capabilities.
The Dentsu Group uses its abundant experience with mass media to advance various efforts that employ the complex nature of interactive media. It also develops optimal communication methods to solve clients’ problems by partnering with Group companies that are highly specialized in the field of digital technology, such as cyber communications inc., D2C Inc., DA search & link Inc. and NEXTAGE Dentsu Inc.

Sports Marketing

Dynamic sports marketing

Over the years, Dentsu has maintained strong relationships with numerous sports associations worldwide, and has the rights to various sporting events, ranging from the global—the Olympic Games and FIFA World Cup?—to small ones, and including sports events open to the general public.
The Dentsu Group has obtained exclusive permission to sell a number of rights, including broadcast, marketing, and related merchandise rights, based on its close relationship with various organizations—the International Olympic Committee (IOC), Japanese Olympic Committee (JOC), Fédération Internationale de Football Association (FIFA), Japan Football Association (JFA), International Association of Athletics Federations (IAAF), Fédération Internationale de Natation (FINA), and Olympic Council of Asia (OCA), as well as Major League Baseball (MLB). In recent years, the Group has been deeply involved in putting on sporting events open to the general public, such as the Tokyo Marathon, and has helped make them successful.
Having built a strong trust with athletes, the Dentsu Group has been charged to undertake a series of operations related to their appearance in advertisements.
In this way, Dentsu has secured, in Japan and many other countries, rights to top sports content that it employs in the communication strategy of its clients.

Entertainment Content Marketing

Japan overflowing with entertainment

To provide high-quality entertainment content, Dentsu is active in building good relationships with content holders, participating in movie making committees, and developing original mascots. With regard to content, the Group proposes sponsorships, designs overall communication activities that make full use of its content assets, and submits proposals designed to resolve clients’ problems.
Dentsu’s entertainment content business includes movies and music, as well as mascot development and licensing.

Movies

We have been involved in numerous topical works that required investing in production. The movies include those from Studio Ghibli, such as From Up On Poppy Hill; Always: Sunset on Third Street; and the television animated series Inazuma Eleven. With an eye on making use of quality content from other countries, we are working to strengthen our partnerships with major Hollywood studios and to propose tie-up promotions.

Music

We are involved in such activities as promoting music production, tie-ups, and event creation. Mainly we do this through our subsidiary Dentsu Music and Entertainment.

Mascot development and licensing

With the goal of creating communication opportunities, we develop Dentsu original mascots, such as Mameshiba (beans with puppy-dog faces).

Methods and Tools

Mascot development, Mameshiba

Dentsu’s original mascot Mameshiba debuted in March 2008, since when it has grown quite popular. We sell several hundred types of licensed products made by companies with which we have concluded license agreements, and also use those products for our clients’ campaigns.

Developing New Businesses with Media Companies

Generating media business innovation

The Dentsu Group is committed to developing new businesses through its strong partnerships with various media companies. Armed with a new idea and using the resources of partner media companies, the Group works with those companies to develop and commercialize new business models. We partner with clients to launch new businesses and provide value-added services.

Examples

radiko

This is an IP radio business that simultaneously broadcasts digital terrestrial radio and online content.

MAGASTORE

Develops and operates businesses that sell e-magazines for smartphones, tablets and PCs, and businesses that distribute advertisements.

47CLUB

E-commerce business handling carefully selected special local products in partnership with 47 local newspapers throughout Japan.

NitteleSeven

This is a shopping portal site and mail-order business for connecting TV, the Internet and retail businesses together.

TV dogatch

The TV program distribution website delivers TV program information and TV program videos.

Audience Insight

What are consumers thinking?

Dentsu works to gain insight regarding not only each medium, but also the audience that obtains information via each of the media.
The single most important aspect of the audience insights that Dentsu provides is what it has discovered based on its theory regarding what distinguishes generations (roughly 10-year periods), starting with generation 76 (people born around 1976), then moving to generations 46, 56, 66, 76, 86 and 96. The audience-related information we provide the public reflects our surveys and research based on that theory.
Our audience insights are rooted in methodically conducted interviews of members of each audience group, and in our ongoing work to ascertain each group’s media literacy and attitudes toward the media.
Using quantitative research to verify new relationships enables us to obtain greater value-added audience insights. In our pursuit of audience insights, we also undertake joint projects with interdisciplinary researchers at several universities, including The University of Tokyo, Chiba University and Utsunomiya University.
Dentsu shares these insights by such means as TV programs, books, industry journals, academic conferences, and business seminars. Besides being used when developing communication strategies, the insights are also included when the Group proposes medium- and long-term management strategies for its numerous clients and used to develop new businesses.