Q&A: Dentsu on Automation, Programmatic and TV in Japan

Left to rightamp160Kei Iwashima Sales Manager Buyer Cloud Rubicon Project Jay Sears Kent Isshiki Strategic Planning Expert Global Business Group Hakuhodoamp8217s DAConsortiumamp160and Yoshihiko Miyaichi IT Project Manager Dentsu Digital Holdings Inc at the Rubicon Project Tokyo Marketplace SummitYour Name Yoshihiko MiyaichiYour Company Dentsu Digital Holdings IncYour Title IT Project ManagerSEARS What do you read to keep up with politics art and culture MIYAICHI FlipboardSEARS What do you read to keep up with friends MIYAICHI Facebook Instagram LinkedInSEARS What do you read to keep up with our industry MIYAICHI AdExchanger ExchangeWire AdAge MarkezineSEARS Whatamp8217s your favorite commercial of all time MIYAICHI Som Sabadell flashmob Banco SabadellSEARS With regards to advertising automation and programmatic what are Dentsuamp8217s three biggest initiatives in Japan in 2015 MIYAICHI PMP Dentsu partnered with Google to expand PMP market in JapanIPM Cyberamp160 Communication Inc Division amp160to optimize publishers revenue using several SSP and exchangeDentsu IO Partnered with US Treasure Data Inc and Classmed Inc to analysis client dataSEARS On average companywide across Japan out of each 100 spent on media all media not just digital by one of your advertisers how much today in 2015 is spent on automated or programmatic channelsMIYAICHI 008 USD From Dentsu 2014 advertising spend in Japan It explains the Japanese market Advertising spend was 615 billion USD digital spend was 82 billion USD operational ad spend was 51 billion USD this includes search ad networks and DSP spendSEARS What will this number be in 2017MIYAICHI 009USD Growth for all the advertisement spend will be 2 For digital advertisement growth will be 15SEARS Tell us the about the Japanese operations of Dentsu Digital HoldingsMIYAICHI We are currently working on automating operations But thereamp8217s a lot more to do to make it better Compared to digital media thereamp8217s too many people involved for revenue or profitSEARS Draw an analogy between the automation of television and a baseball game Are we in the pregame Still driving to the stadiumMIYAICHI Automation for TV is still kind of far away There is no infrastructure to automate TV and the content rights issues are complicatedSEARS How can advertising automation help the strategy and planning functions directly or indirectly at an advertising agencyMIYAICHI Automating advertisements will enable people to focus on strategic planning instead of the buying and selling process Automation also enables the use of data in both the planning and buying process making advertising more efficientSEARS Can linear TV be automated yes or noMIYAICHI Yes There are many issues in the automation of TV It will take time to automate but I think it will be automated in the futureSEARS What two or three events or happenings will accelerate the automation of televisionMIYAICHIWhen creating content thinking about contents rights for online usage will be common in the futureDigital document transmission between agencies and TV stations will be commonWatching content on the Internet will be common and watching on linear TV will decreaseSEARS Transparency on media costs on data on inventory has become a lightning rod issue Should transparency be a negotiated benefit for the advertiser client yes or noMIYAICHI Yes Transparency will reveal each playeramp8217s contribution level rate and enable the right profit allocationSEARS Which of the following will accelerate the automation of site direct direct orders budget Pick all that applyDynamic access to all publisher inventory vs just amp8220remnantamp8221 or amp8220auctionamp8221Ability to leverage publisher first party dataAbility to leverage advertiser first party data against all publisher inventory especially premiumAvailability of rich media expandable units and larger IAB Rising Star formatsAbility to more easily curate audiences for specific advertisers across the premium content of multiple publishersAll of the aboveMIYAICHI A B C and E Utilizing publisheramp8217s data will enable AutomationSEARS If you could go to the airport right now with friends or family and fly anywhere in the world for vacation who would you take and where would you goMIYAICHI I would go to New Zealand with my family and enjoy my vacation at a winery thatamp8217s owned by my friendSEARS If you could create an endowment to fund any existing nonprofit you designated what lucky nonprofit organization would that beMIYAICHI Itamp8217s not nonprofit but I want to sponsor Internetorg and help 5 billion people use the InternetSEARS What is your favorite restaurant in the worldMIYAICHI My favorite Restaurant is Kane Sushi Itamp8217s located in Kanda Jinbouchou and they provide traditional Japanese Tokyo Sushi The service and sushi are fantasticSEARS Thanks YoshihikosanThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaVillageMyersBizNet management or associated bloggers

Click to Make Your 2025 Contribution to Support the MediaVillage Education Foundation

Q&A: Dentsu on Automation, Programmatic and TV in Japan

Author

Publish date

Channel

Jay Sears

"About That with Carl Mayer:" Alaina Donnellon (Episode 6) - By Carl Mayer

More Videos:

Click to Make Your 2025 Contribution to Support the MediaVillage Education Foundation

Q&A: Dentsu on Automation, Programmatic and TV in Japan

Enjoying This Commentary? There's More to Love

Jay Sears

"About That with Carl Mayer:" Alaina Donnellon (Episode 6) - By Carl Mayer

The payment was successful

Cookies