True Data and SMN Vizualize the Offline Purchase Effect of Advertising for a Major Beverage Manufacturer Using Purchase Data for Ads
True Data and SMN conducted a joint verification of offline purchase effects. They demonstrated that the combined exposure of TV commercials and digital ads increases the purchase rate by approximately 3 times compared to TV alone.
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- 📰 Published: April 24, 2026 at 00:30
- 🔍 Collected: April 23, 2026 at 16:02
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True Data Inc. (Headquarters: Minato-ku, Tokyo; President and CEO: Hiroyuki Yonekura; Securities Code: 4416; hereinafter "True Data") announces that it has conducted a joint verification of advertising effectiveness with SMN Corporation (Headquarters: Shinagawa-ku, Tokyo; President and CEO: Naoki Harayama; hereinafter "SMN"), a Sony Group company that links our advertising purchase segment data*1 to its solutions.
In this verification, we confirmed that offline purchase measurement through the linkage of TV commercials and digital advertising for a major beverage manufacturer's "health-oriented beverage" is extremely effective in visualizing purchase effects.
We will continue to promote the use of purchase data for advertising as an essential "OS" for decision-making in the advertising strategies of consumer goods manufacturers through our partnership with SMN, and contribute to the development of the retail media domain.
■Background
According to survey results by the Ministry of Economy, Trade and Industry*2, approximately 90% of the places where consumers buy products are still "physical stores (supermarkets, drugstores, etc.)" rather than the internet. However, it is not technically easy to accurately measure how both TV commercials, which require massive budgets, and targetable digital advertising ultimately lead to in-store purchases, and many companies face challenges in verifying their return on investment. To solve these issues, SMN and True Data started collaboration in July 2025*3.
■Overview of Joint Verification
In this verification, for a major beverage manufacturer's "health-oriented beverage", we utilized SMN's "TVBridge Ads"*4 to deliver digital ads to video streaming services such as TVer in conjunction with the TV commercial broadcasting period, and then classified users into the following three segments. Subsequently, we compared and verified each purchase rate using True Data's advertising purchase data. (The purchase rate is calculated based on the "number of purchasers")
- Analysis Segment 1: User group not exposed to TV commercials/digital ads (Base value)
- Analysis Segment 2: User group exposed to TV commercials only
- Analysis Segment 3: User group with overlapping exposure to TV commercials/digital ads
[Verification Results]
The results of the verification are as follows:
- TV commercial only exposure segment (Analysis Segment 2): +13% purchase lift compared to the non-exposure segment
- TV commercial + digital overlapping exposure segment (Analysis Segment 3): +41% purchase lift compared to the non-exposure segment
What is particularly noteworthy is that by layering digital ads on video media such as TVer in addition to TV commercials, the increase in the purchase rate (calculated by the number of purchasers) jumped to about three times that of TV alone. This means that data has proven the winning pattern where many consumers widely "recognize" the product on TV, "personalize" it through targeted digital ads, and ultimately reach a "purchase".
Such offline purchase measurement of advertising effectiveness based on objective numerical values supports manufacturers' decision-making in various situations in the advertising domain, such as improving the ROI (Return on Investment) of advertising investment and formulating budget balances and cross-media strategies for TV commercials and digital advertising.
■Future Outlook
With the growing regulations on 3rd-party cookies following the trend of strengthening privacy protection, retail media utilizing 1st-party data such as purchase data is attracting attention. True Data will create a new standard in marketing by cross-sectionally utilizing purchase-driven 1st-party data, and promote the use of purchase data in the advertising domain as an "implementation infrastructure = OS" that raises the overall value creation of the consumer goods and retail industries.
*1) True Data's advertising purchase segment data is a group of advertising identifier data extracted from purchase data that can be used for targeting and effectiveness verification. It does not contain information that identifies individuals or stores.
*2) Ministry of Economy, Trade and Industry "Results of the FY2024 Market Survey on Electronic Commerce"
https://www.meti.go.jp/press/2025/08/20250826005/20250826005.html
*3) Press release regarding collaboration with SMN (July 31, 2025)
https://www.truedata.co.jp/release20250731/
*4) SMN's "TVBridge" is a data utilization service that realizes ad delivery based on TV viewing data acquired by four major domestic TV manufacturers and digital media contact data held by SMN. It utilizes TV viewing data for approximately 12 million connected TVs (as of October 2024) to achieve effective advertising measures using various targeting methods. TV viewing data requires consent from users for advertising purposes.
In this verification, we confirmed that offline purchase measurement through the linkage of TV commercials and digital advertising for a major beverage manufacturer's "health-oriented beverage" is extremely effective in visualizing purchase effects.
We will continue to promote the use of purchase data for advertising as an essential "OS" for decision-making in the advertising strategies of consumer goods manufacturers through our partnership with SMN, and contribute to the development of the retail media domain.
■Background
According to survey results by the Ministry of Economy, Trade and Industry*2, approximately 90% of the places where consumers buy products are still "physical stores (supermarkets, drugstores, etc.)" rather than the internet. However, it is not technically easy to accurately measure how both TV commercials, which require massive budgets, and targetable digital advertising ultimately lead to in-store purchases, and many companies face challenges in verifying their return on investment. To solve these issues, SMN and True Data started collaboration in July 2025*3.
■Overview of Joint Verification
In this verification, for a major beverage manufacturer's "health-oriented beverage", we utilized SMN's "TVBridge Ads"*4 to deliver digital ads to video streaming services such as TVer in conjunction with the TV commercial broadcasting period, and then classified users into the following three segments. Subsequently, we compared and verified each purchase rate using True Data's advertising purchase data. (The purchase rate is calculated based on the "number of purchasers")
- Analysis Segment 1: User group not exposed to TV commercials/digital ads (Base value)
- Analysis Segment 2: User group exposed to TV commercials only
- Analysis Segment 3: User group with overlapping exposure to TV commercials/digital ads
[Verification Results]
The results of the verification are as follows:
- TV commercial only exposure segment (Analysis Segment 2): +13% purchase lift compared to the non-exposure segment
- TV commercial + digital overlapping exposure segment (Analysis Segment 3): +41% purchase lift compared to the non-exposure segment
What is particularly noteworthy is that by layering digital ads on video media such as TVer in addition to TV commercials, the increase in the purchase rate (calculated by the number of purchasers) jumped to about three times that of TV alone. This means that data has proven the winning pattern where many consumers widely "recognize" the product on TV, "personalize" it through targeted digital ads, and ultimately reach a "purchase".
Such offline purchase measurement of advertising effectiveness based on objective numerical values supports manufacturers' decision-making in various situations in the advertising domain, such as improving the ROI (Return on Investment) of advertising investment and formulating budget balances and cross-media strategies for TV commercials and digital advertising.
■Future Outlook
With the growing regulations on 3rd-party cookies following the trend of strengthening privacy protection, retail media utilizing 1st-party data such as purchase data is attracting attention. True Data will create a new standard in marketing by cross-sectionally utilizing purchase-driven 1st-party data, and promote the use of purchase data in the advertising domain as an "implementation infrastructure = OS" that raises the overall value creation of the consumer goods and retail industries.
*1) True Data's advertising purchase segment data is a group of advertising identifier data extracted from purchase data that can be used for targeting and effectiveness verification. It does not contain information that identifies individuals or stores.
*2) Ministry of Economy, Trade and Industry "Results of the FY2024 Market Survey on Electronic Commerce"
https://www.meti.go.jp/press/2025/08/20250826005/20250826005.html
*3) Press release regarding collaboration with SMN (July 31, 2025)
https://www.truedata.co.jp/release20250731/
*4) SMN's "TVBridge" is a data utilization service that realizes ad delivery based on TV viewing data acquired by four major domestic TV manufacturers and digital media contact data held by SMN. It utilizes TV viewing data for approximately 12 million connected TVs (as of October 2024) to achieve effective advertising measures using various targeting methods. TV viewing data requires consent from users for advertising purposes.