Hakuhodo DY ONE Develops and Introduces Analytical Dashboard to Support Rapid Decision-Making for Programmatic TV CM "WISE Ads for TV"

Hakuhodo DY ONE Inc. (Headquarters: Minato-ku, Tokyo; President and CEO: Hiroaki Kitazume; hereinafter referred to as Hakuhodo DY ONE) has newly developed and introduced a dashboard for visualizing and analyzing the effectiveness of TV commercials within its programmatic TV CM solution "WISE Ads for TV," part of the next-generation marketing solution "WISE Ads"*1. This enhancement strengthens our operational support system, enabling seamless, centralized management from TV CM media buying, airing, measurement, and analysis, to operational support, all within "WISE Ads." By accelerating the PDCA cycle, we aim to facilitate rapid decision-making for corporations.

Image of the summary page of the "WISE Ads for TV Dashboard" *All figures are dummy data.

Background

"WISE Ads for TV" is a solution that realizes programmatic trading of TV CM slots by integrating with "AdRM-Exchange"*2, provided by Nippon Television Network Corporation. It offers new value to TV marketing, primarily through its media buying functions, such as "diverse targeting" and "program-based booking," which are unique to programmatic operations.

However, in traditional TV CM campaigns, the "media buying" of ad slots and the "effectiveness measurement and analysis" after airing are often disconnected, leading to significant lead times and costs in executing the PDCA cycle.

To address these challenges, we have newly introduced the "WISE Ads for TV Dashboard." By establishing a system to quickly collect delivery logs into "WISE Ads," we visualize key metrics such as the number of sessions, impressions per program, CPM, conversions, click counts, and site traffic on the dashboard on a daily basis. A key feature is the ability to quickly determine which ad slots to purchase next, based on past performance and effectiveness, leading to improved results. This optimizes marketing investments for advertisers and reduces operational burden.

Furthermore, this initiative aligns with the "AaaS"*3, the next-generation model for advertising media business promoted by the Hakuhodo DY Group, to support the advancement of programmatic TV CMs based on advertising effectiveness.

Features of the "WISE Ads for TV Dashboard"

This dashboard serves as the foundation for Hakuhodo DY ONE's media planners to operate, monitor, and analyze campaigns. Based on detailed reporting with metrics and granularity similar to digital advertising, we propose optimal operational plans to advertisers that lead to the next course of action.

1 Intuitive Visual Reports for Grasping Complex Performance at a Glance

Displays vast and complex airing data and performance metrics in an intuitively understandable visual format. The current airing status can also be grasped in real-time. Each item is customizable, allowing for the swift provision of optimal reports tailored to advertiser needs.

2 Timely Visualization of Effectiveness at a Digital Standard, from Awareness to Conversion

Reflects not only awareness metrics like impressions but also the contribution to set conversions in a timely manner. It visualizes "TV CM performance" at a granularity comparable to digital advertising, supporting a rapid PDCA cycle based on data.

3 Deriving Optimal Solutions for TV CMs Through Multifaceted Analysis by Program and Creative

Enables analysis from multiple perspectives, such as by program, time slot, and creative (material). By combining diverse data, it precisely identifies factors leading to results and dynamically optimizes future planning and operational improvements.

Future Developments

Hakuhodo DY ONE will continue to enhance the functionality of "WISE Ads for TV" and strengthen partnerships with other companies to further diversify its services and support corporate marketing activities.

*1 WISE Ads: A next-generation marketing solution that enables ad delivery across all consumer touchpoints, both online and offline, based on diverse data. https://www.hakuhodody-one.co.jp/service/marketing/media-solution/wise-ads/ *2 AdRM-Exchange: A programmatic trading platform for TV CM slots provided by Nippon Television Network Corporation. *3 AaaS: A next-generation model proposed by the Hakuhodo DY Group for the digital transformation of the advertising media business, looking towards a shift from a business based on "trading ad slots" (so-called "reservation-based") to a business based on "maximizing advertising effectiveness" (so-called "programmatic"). AaaS is implemented as the "MEDIA BLOOM" module, which maximizes media effectiveness within the integrated marketing platform "CREATIVITY ENGINE BLOOM," and will continue to enhance its functions utilizing consumer data and AI. <AaaS® is a registered trademark of Hakuhodo.>

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<Reference> Dashboard Images *All numbers, program names, etc., are dummy data.

1 Home Screen (Summary) 2 Creative Report 3 Report by Program (KPI Ranking Format) 4 Report by Day of Week and Time Slot (Heatmap Format) 5 CM Position Report (Effectiveness by CM position during airing and broadcast position during CM breaks)

<Company Overview>

Hakuhodo DY ONE Inc. https://www.hakuhodody-one.co.jp Leveraging the knowledge and know-how in digital advertising cultivated since the dawn of the internet advertising era, Hakuhodo DY ONE provides integrated digital marketing services. With strengths in marketing strategy planning, creativity, advanced operational capabilities, technological development, and strong relationships with media companies and platformers, we comprehensively support domestic and international client companies in digital-led marketing strategies and technology utilization.

As the "Digital Core" of the Hakuhodo DY Group, we aim to become the industry's leading digital marketing business company with high expertise and proposal capabilities by consolidating the group's knowledge and resources.

To be the only "ONE" for our client companies, we constantly challenge ourselves and move forward, partnering with them as a business partner to support their business growth and contribute to their sustainable growth and increased corporate value.

Head Office Location: Akasaka Biz Tower, 5-3-1 Akasaka, Minato-ku, Tokyo 107-6316 Representative: Hiroaki Kitazume, President and CEO Shareholder: Hakuhodo DY Group 100% Number of Employees: 3,290 (as of April 1, 2026) Establishment: April 1, 2024 Business Description: Planning, consulting, agency services, and investment related to all aspects of digital marketing.

[Inquiries Regarding This Matter] Hakuhodo DY ONE Inc. Public Relations Department E-mail: info-pr@hakuhodody-one.co.jp