SMN and True Data Realize Store Purchase Measurement with 'TV CM x Digital Ads' Integration; Strengthening 'Offline Purchase Tracking' in Retail
SMN and True Data have verified that the synergy between TV CMs and digital ads significantly boosts store purchase rates through a joint project with a major beverage maker, utilizing 60 million purchase data points.
📋 Article Processing Timeline
- 📰 Published: April 24, 2026 at 00:54
- 🔍 Collected: April 23, 2026 at 16:31
- 🤖 AI Analyzed: April 23, 2026 at 19:52 (3h 20m after Collected)
SMN Co., Ltd. (Headquarters: Shinagawa-ku, Tokyo; President and Executive Officer: Naoki Harayama; hereinafter 'SMN') and True Data Inc. (Headquarters: Minato-ku, Tokyo; President and CEO: Hiroyuki Yonekura; hereinafter 'True Data') have announced a joint verification of advertising effectiveness for a 'health-conscious beverage' promotion by a major beverage manufacturer. This initiative, part of their retail solution utilizing advertising purchase segment data (launched in July 2025), confirmed that 'offline purchase measurement' linking TV CMs and digital advertising is extremely effective in visualizing purchase results.
Moving forward, SMN will leverage the insights gained from this verification to build and visualize 'sales mechanisms' for companies through fact-based analysis combining purchase and viewing data. As a partner maximizing marketing ROI, SMN aims to lead the development of the retail media field.
### Market Challenge: 'Offline Purchase Effectiveness' as a Black Box
While digital marketing has become highly sophisticated, manufacturers of Fast-Moving Consumer Goods (FMCG) face the challenge of being able to track online consumer behavior but not knowing whether consumers actually bought their products in physical stores like supermarkets and drugstores. According to a Ministry of Economy, Trade and Industry survey released in August 2024, approximately 90% of consumer purchases still occur at 'physical stores.' Therefore, understanding whether people who saw an ad actually bought the product in-store is crucial for correctly judging ad effectiveness. In particular, accurately measuring how both large-budget TV CMs and targeted digital ads link to final store purchases has been technically difficult, posing a challenge for verifying ROI.
### Offline Purchase Analysis Promoted by SMN
Recently, attention toward 'retail media' utilizing vast purchase data (ID-POS, etc.) held by retailers has increased rapidly. Consequently, key marketing performance indicators (KPIs) are expanding from traditional 'reach' and 'awareness' to specific behavioral changes like 'in-store purchases.' Proving the contribution of ads to store sales and applying it to the next measures is an urgent task for brand marketers.
SMN provides 'Logicad,' a domestic DSP equipped with original AI, and 'TVBridge Ads,' which utilizes viewing data from Japan's four major TV manufacturers. Through these services, SMN supports everything from digital ad optimization to full-funnel effect visualization, currently focusing on measurement in offline environments like physical stores. As part of this, SMN collaborates with True Data, which handles purchase data (POS, ID-POS) for approximately 60 million people in drugstores and supermarkets, to provide a solution that analyzes and visualizes the impact of overlapping exposure between TV CMs and digital ads on purchasing.
### SMN x True Data Joint Verification: Visualizing Purchase Effects Across Digital and TV
Using 'TVBridge Ads' to implement targeting based on TV viewing data, the partners analyzed the impact of overlapping TV and digital exposure in a campaign for a major beverage manufacturer. The results clearly demonstrated the offline purchase lift effect of not only digital ads but also TV CMs.
**Verification Content & Results Summary**
For a 'health-conscious beverage' from a major manufacturer, digital ads were delivered to video streaming services like TVer during the TV CM broadcast period. Users were classified into three segments, and their purchase rates were compared using True Data's purchase data:
1. Users not exposed to either TV CM or digital ads (Base value)
2. Users exposed only to TV CM
3. Users exposed to both TV CM and digital ads
The verification results showed that the combination of TV's 'breadth' and digital's 'depth' was a decisive factor in driving purchases.
Moving forward, SMN will leverage the insights gained from this verification to build and visualize 'sales mechanisms' for companies through fact-based analysis combining purchase and viewing data. As a partner maximizing marketing ROI, SMN aims to lead the development of the retail media field.
### Market Challenge: 'Offline Purchase Effectiveness' as a Black Box
While digital marketing has become highly sophisticated, manufacturers of Fast-Moving Consumer Goods (FMCG) face the challenge of being able to track online consumer behavior but not knowing whether consumers actually bought their products in physical stores like supermarkets and drugstores. According to a Ministry of Economy, Trade and Industry survey released in August 2024, approximately 90% of consumer purchases still occur at 'physical stores.' Therefore, understanding whether people who saw an ad actually bought the product in-store is crucial for correctly judging ad effectiveness. In particular, accurately measuring how both large-budget TV CMs and targeted digital ads link to final store purchases has been technically difficult, posing a challenge for verifying ROI.
### Offline Purchase Analysis Promoted by SMN
Recently, attention toward 'retail media' utilizing vast purchase data (ID-POS, etc.) held by retailers has increased rapidly. Consequently, key marketing performance indicators (KPIs) are expanding from traditional 'reach' and 'awareness' to specific behavioral changes like 'in-store purchases.' Proving the contribution of ads to store sales and applying it to the next measures is an urgent task for brand marketers.
SMN provides 'Logicad,' a domestic DSP equipped with original AI, and 'TVBridge Ads,' which utilizes viewing data from Japan's four major TV manufacturers. Through these services, SMN supports everything from digital ad optimization to full-funnel effect visualization, currently focusing on measurement in offline environments like physical stores. As part of this, SMN collaborates with True Data, which handles purchase data (POS, ID-POS) for approximately 60 million people in drugstores and supermarkets, to provide a solution that analyzes and visualizes the impact of overlapping exposure between TV CMs and digital ads on purchasing.
### SMN x True Data Joint Verification: Visualizing Purchase Effects Across Digital and TV
Using 'TVBridge Ads' to implement targeting based on TV viewing data, the partners analyzed the impact of overlapping TV and digital exposure in a campaign for a major beverage manufacturer. The results clearly demonstrated the offline purchase lift effect of not only digital ads but also TV CMs.
**Verification Content & Results Summary**
For a 'health-conscious beverage' from a major manufacturer, digital ads were delivered to video streaming services like TVer during the TV CM broadcast period. Users were classified into three segments, and their purchase rates were compared using True Data's purchase data:
1. Users not exposed to either TV CM or digital ads (Base value)
2. Users exposed only to TV CM
3. Users exposed to both TV CM and digital ads
The verification results showed that the combination of TV's 'breadth' and digital's 'depth' was a decisive factor in driving purchases.