DOCOMO and CyberAgent to Establish New Advertising Company: Prism Partner Inc.
- Will Provide DOCOMO's Membership Base of Over 89 Million with Services Ranging from Sales Promotions to CRM, Plus Marketing for Apps and More -
TOKYO, Jun 30, 2022 - (JCN Newswire) - NTT DOCOMO, INC. and CyberAgent, Inc. have announced that they have agreed to establish a new company, Prism Partner Inc., to utilize DOCOMO and CyberAgent's business resources for advertising.
1. Background
In 2021, online ad spending in Japan totaled nearly 2.71 trillion yen, up 21.4% from the previous year and the first time that online ad spending exceeded that in the four traditional media of television, radio, newspapers, and magazines.*1 Furthermore, Japan's market for digital sales promotions is forecast to grow to 250 billion yen by 2024. *2 In response, DOCOMO, with a membership base of over 89 million people, and CyberAgent, with a proven digital advertising track record in Japan, have decided to support advertisers by providing them with advertising products incorporating the two companies' knowledge and assets.
2. New company's business
Provide solutions covering everything from digital promotions to CRM
Prism Partner will sell DOCOMO's targeted ad products based on DOCOMO's service usage information and other member data as well as other online and offline data.*3 Prism Partner will support development and sell DOCOMO's digital promotions and advertising products that continuously use d POINTs to encourage purchases and perform purchase-effect analyses. Through the integration of CRM tools, such as DOCOMO's Super Sales Program*4 marketing platform and ad-delivery data, Prism Partner will go beyond simply serving customer ads by providing operational support for action that increases loyalty and trust for products and brands.
Provide new targeted-ad avenues for developers of games and other apps
For app developers who utilize DOCOMO membership information and app-usage data*5, Prism Partner will support development and sales of DOCOMO's advertising products. DOCOMO data will be integrated with Dynalyst, CyberAgent's dynamic retargeting ads designed specifically for smartphone apps,*6 enabling customers to benefit from advanced ad technology and customization.
3. Each company's roles
DOCOMO
Deliver targeted ads effectively by using purchase behavior data based on d POINTs and d-BaraiTM usage histories from some 89 million d POINTs members and other media touchpoints (used anonymously and within the scope of the Privacy Policy) to estimate customers' online and offline interests.
Contribute to manufacturers' and retailers' sales promotions by revitalizing the d POINTs and d-Barai ecosystem and encourage customer purchases.
Help advertisers expand their marketing activities by analyzing ad targets and customer preferences with AI,*7 using location information obtained with customer consent,*8 DOCOMO data on how services are being used by customers, and d POINTs and d-Barai purchase information.
CyberAgent
Leverage Japan's top-level digital-advertising sales, operational and advertising development capabilities to provide advertisers with comprehensive assistance, from ad-serving system development to ad-operating system construction and sales. Apply knowledge from developing Japan's top-class DSP and from the AI Lab, an AI R&D organization involved in digital marketing, to develop ad-serving systems for maximized and measurable ad impact.
Leverage partnerships with retailers by supporting digital transformation to formulate sales-promotion plans and measure sales-promotion impact, both online and offline.
4. Outlook
DOCOMO and CyberAgent, working through their new company Prism Partner, will develop advertising products and drive sales to advertisers while also utilizing DOCOMO's proprietary data, points, media, and other marketing assets, as well as CyberAgent's AI and digital marketing knowledge, ultimately to identify and maximize the impact of advertisements integrated both online and offline.
(1) Source: Dentsu Inc. research report (in Japanese): "2021 Ad Spending in Japan" www.dentsu.co.jp/news/release/2022/0224-010496.html (2) Source: CyberAgent, Inc. research report (in Japanese): "Execution of Market Size Research on Digital Advertising to Draw Customers to Stores (O2O Ads)" www.cyberagent.co.jp/news/detail/id=23249 (3)(5)(7)(8) Conducted within the scope of the DOCOMO Privacy Policy and d Menu "Site Terms of Use" DOCOMO Privacy Policy (in Japanese): www.nttdocomo.co.jp/utility/privacy/ Site Terms of Use (in Japanese): https://smt.docomo.ne.jp/portal/src/terms_ad3.html With the Personal Data Dashboard, customers can always select to a certain extent to accept or reject DOCOMO's use of location information and usage information, such as the user's IP address. For more about the Personal Data Dashboard: https://datadashboard.front.smt.docomo.ne.jp/ For more about DOCOMO Ads (digital ads) provided by DOCOMO: https://smt.docomo.ne.jp/portal/ad/about/docomoad.html (in Japanese) Super Sales Program, which sends messages and information on deals from accepting (4) merchants to customers through the d POINTs and d-Barai apps when d POINTs or d-Barai are used at stores, is a marketing platform for effective sales promotions: https://ssw.web.docomo.ne.jp/marketing/super_sales_program/ (in Japanese) (6) Dynamic retargeting ads automatically generate banner ads that display information tailored to each customer's tendencies and interests.
Source: NTT DOCOMO Sectors: Advertising
Copyright ©2024 JCN Newswire. All rights reserved. A division of Japan Corporate News Network.
|
Latest Release
Mitsubishi Motors Posts Record Sales in the Philippines in FY2023 Apr 24, 2024 13:56 JST
| NEC Develops High-speed Generative AI Large Language Models (LLM) with World-class Performance Apr 24, 2024 13:25 JST
| Fujitsu SX Survey reveals key success factors for sustainability Apr 23, 2024 10:25 JST
| Fujitsu and METRON collaborate to drive ESG success: slashing energy costs, boosting productivity with new manufacturing industry solutions Apr 22, 2024 16:09 JST
| NEC Strengthens Commitment to Space Industry with Investment in Seraphim Space Venture Fund II Apr 22, 2024 15:09 JST
| Soft Space Launches the First and Only JCB Payment Gateway in Malaysia Apr 22, 2024 15:00 JST
| TOYOTA GAZOO Racing takes a one-two in Croatian thriller Apr 22, 2024 10:47 JST
| First-ever Mazda CX-80 Crossover SUV Unveiled in Europe Apr 19, 2024 13:50 JST
| Fujitsu develops technology to convert corporate digital identity credentials, enabling participation of non-European companies in European data spaces Apr 19, 2024 10:17 JST
| Mitsubishi Heavy Industries and NGK to Jointly Develop Hydrogen Purification System from Ammonia Cracking Gas Apr 18, 2024 17:01 JST
| Toyota Launches All-New Land Cruiser "250" Series in Japan Apr 18, 2024 13:39 JST
| Fujitsu and Oracle collaborate to deliver sovereign cloud and AI capabilities in Japan Apr 18, 2024 11:14 JST
| Eisai: Research on Treatments for Alzheimer's Disease Based on Its Pathological Mechanisms Recieves Award for Science and Technology (Research Category) Apr 18, 2024 10:53 JST
| All-New Triton Confirmed as First Double-Cab Pickup Truck to Achieve 2024 Five-Star ANCAP Safety Rating Apr 18, 2024 09:22 JST
| Eisai's Antiepileptic Drug Fycompa Injection Formulation Launched In Japan Apr 17, 2024 16:17 JST
| Honda Unveils Next-generation EV Series for China Apr 17, 2024 12:15 JST
| Lexus presents Time at the 2024 Milan Design Week Apr 16, 2024 18:49 JST
| Mitsubishi Corporation Announces Participation in a DAC Project in Louisiana, USA Apr 16, 2024 14:36 JST
| New circuit challenge for TOYOTA GAZOO Racing Apr 15, 2024 17:21 JST
| TOYOTA GAZOO Racing back on asphalt for Croatian challenge Apr 12, 2024 19:36 JST
|
More Latest Release >>
|