The first of its kind in Japan, the ‘Spot & Search’ facility aims to encourage potential consumers online via a specific search term shown in a Yahoo! window as part of a TV commercial. Upon entering the prescribed keywords on the Yahoo! Japan portal, users will gain access to related video and background content displayed at the top of the search results page.
According to a statement from Dentsu, the service is designed to increase brand visibility and reinforce the emotional experience between participating clients and their target consumers.
A large IT company is understood to be the first of the agency’s clients to use the new service as part of its marketing activities in Japan.
Dentsu and Yahoo offer clients cross-media ad service in Japan
TOKYO - Dentsu has entered into partnership with Yahoo Japan to develop an experimental cross-media advertising service that links TV commercials with banner advertisements and online search results.
