David Blecken
Jan 23, 2019

Dentsu and Amobee team up to tap Japan's 'silent majority'

The companies will work together to provide deeper insight into consumer behaviour online.


Amobee and Dentsu have entered into a partnership for the first time in a move the companies hope will yield more valuable consumer data and insights in Japan.

Singapore-based Amobee, which is owned by the telco Singtel, will work with Dentsu to develop analytics and advertising solutions to Dentsu clients nationwide, according to a statement. Dentsu does not publicly disclose its domestic clients, but they are known to span Japan’s largest companies, including Toyota, SoftBank and Sony.

The partnership will make use of Amobee’s ‘Brand Intelligence’ tool, which aims to provide a comprehensive picture of consumer actions and feelings in the context of external events, according to the company. Marketers typically use the tool to help them optimise programmatic media campaigns. Amobee is active in North America, Europe and the Middle East as well as Asia-Pacific.

The tool claims to analyse the browsing activities of the “silent majority”—people who do not necessarily give voice to their opinions on social channels. Amobee says this enables greater “depth and precision” than regular social listening and surveys can.

In a statement, Hiroyuki Maruyama, a senior communication planning director at Dentsu, said the tool would help clients make “smarter marketing decisions”. Masatsune Shironishi, Amobee’s country manager for Japan, added that the partnership would “enrich brand experiences” for people.

While the rate of investment in digital and programmatic media in Japan is behind that in other major markets, it continues to grow. Digital business accounts for around 20% of Dentsu’s gross profit in the market.

Campaign Japan

Related Articles

Just Published

2 days ago

Campaign Crash Course: How to maximise DOOH returns

Digital out-of-home media buying is becoming more common and accessible across Asia. So how does it fit with an omnichannel strategy and how can you measure its returns?

2 days ago

Raya film festival: Watch ads from Julie’s, ...

This year’s top prize goes to snack brand Julie’s, whose ad turned Raya stereotypes on its head and will be remembered for years to come.

2 days ago

TikTok to marketers: Go native and multigenerational

The platform enlisted KFC at NewFronts in the US to persuade advertisers to spend on TikTok.

2 days ago

Uninformed consent, addiction among persistent ...

CAMPAIGN360: Around 170,000 children go online for the first time every day, but the industry has yet to find a way to build their trust and target them safely.