Hakuhodo and Switch Media expand advertising reach into retail media

Hakuhodo and Hakuhodo Technologies have announced a collaboration with seven major retail media providers to enable integrated media planning. The partner companies include Aeon Retail, Welcia, Gate One (FamilyMart), Seven-Eleven Japan, Tsuruha Holdings, DearOne (NTT Docomo Group), and PPIH (Don Quijote). By aggregating and analyzing media data while respecting personal information, the companies have developed a simulation logic to capture broad consumer purchasing behavior across various retail channels.

This collaboration integrates retail media into Hakuhodo’s ‘Tele-Digi AaaS Simulator,’ allowing for reach efficiency and budget allocation simulations that span television, digital, connected TV, and outdoor advertising.

Simultaneously, Switch Media is expanding its AI advertising data platform, ‘Cross Media Insight,’ to include the retail media sector. In its first phase, the platform will integrate with ‘Famima TV,’ a digital signage media operated by Gate One. This update allows advertisers to compare television, digital, and retail media using unified metrics, facilitating budget optimization and cost-effectiveness verification through indicators such as CPV.