Hakuhodo Launches External Provision of Advertising Media Information Platform "ADBUY"

Hakuhodo Inc. (Headquarters: Minato-ku, Tokyo; Representative Director and President: Kenji Nagakura; hereinafter "Hakuhodo"), Hakuhodo DY ONE Inc. (Headquarters: Minato-ku, Tokyo; Representative Director and President: Hiroaki Kitazume; hereinafter "Hakuhodo DY ONE"), and SO Technologies Inc. (Headquarters: Bunkyo-ku, Tokyo; Representative Director: Satoshi Kojima; hereinafter "SOT"), a consolidated subsidiary of SoldOut Inc., will begin providing the advertising media information platform "ADBUY" (Advis) to companies outside the Hakuhodo DY Group, with the aim of supporting the business growth of small and medium-sized advertising agencies.

Recently, there has been a growing need for integrated planning proposals, including digital and mass advertising, for advertisers, even among small and medium-sized advertising agencies. However, they face challenges such as severe human resource shortages and a lack of specialized knowledge regarding mass advertising, which limits the resources available for new proposals, consequently missing opportunities for sales expansion.

To address these challenges, Hakuhodo, Hakuhodo DY ONE, and SOT will begin providing "ADBUY," which has been utilized within the Hakuhodo DY Group, to advertising agencies outside the group. Hakuhodo will be responsible for the operation of "ADBUY," and sales to advertising agencies will be conducted through the "S-ONE Project*," an initiative jointly promoted by Hakuhodo DY ONE and SOT to support the business growth of small and medium-sized advertising agencies.

"ADBUY" is a web platform that consolidates information on advertising media placements, case studies, and knowledge for all types of advertising media, making it easy for anyone to gather advertising media information and conduct proposal work speedily. Until now, it has been utilized as the advertising media business infrastructure within the Hakuhodo DY Group, achieving results such as improved media operations efficiency within the group.

By providing this platform externally, we will solve the challenges faced by the sales departments of small and medium-sized advertising agencies and strongly support their business growth.

**Three Features of "ADBUY"**

"ADBUY" is a web platform that covers information on all types of advertising media, including TV, digital, radio, newspapers, magazines, and outdoor advertising. Its features are as follows:

* **Comprehensive Latest Information Directly from Media Companies** It is linked with "AVMS (ADBUY Vehicle Management System)," a system that allows media companies to register and update their own advertising media information. This enables advertising agencies to plan based on the latest information without needing to contact media companies. * **Anyone Can Immediately Make Integrated Mass Advertising Proposals** Even staff with limited expertise can automatically generate planning sheets and proposal materials with a single click by simply entering conditions and searching on the system. Speedy integrated proposals contribute to sales expansion. * **Efficient Media Transactions through DX** Processes such as information gathering and order requests, which previously relied on phone, fax, and email, can now be completed digitally. This reduces confirmation and input work for both media companies and advertising agencies, achieving overwhelming operational efficiency.

Moving forward, Hakuhodo, Hakuhodo DY ONE, and SOT are also considering the development and provision of AI agents that have learned from unique data and knowledge, such as "ADBUY." Through these efforts, they aim to promote operational efficiency and support the overall development of the industry and the sustainable business growth of advertising agencies.

* **What is the "S-ONE Project"?** A project jointly promoted by Hakuhodo DY ONE Inc. and SO Technologies Inc. (SOT) to support the business growth of small and medium-sized advertising agencies. It combines the planning expertise of Hakuhodo DY ONE, which is strong in digital marketing, with the technology of SOT, which has a cumulative track record of supporting the operational efficiency of over 1,000 advertising accounts. Services are optimized and provided across three pillars: "Speedy" (planning efficiency through AI), "Smart" (centralized project management through a platform), and "Strategic" (strategic integrated communication across mass and digital media).

Reference: Hakuhodo DY ONE, SO Technologies jointly launch "S-ONE Project" to support business growth of small and medium-sized advertising agencies