ITOCHU Corporation (headquartered in Minato-ku, Tokyo; Keita Ishii, President & COO; hereinafter “ITOCHU”) announced today that it had signed a memorandum of understanding (MOU) to cooperate in the field of TV x retail media x digital with Nippon Television Network Corporation (headquartered in Minato-ku, Tokyo; Hiroyuki Fukuda, Representative Director President and Chief Operating Officer; hereinafter “Nippon TV”) and Data One Corp. (headquartered in Chiyoda-ku, Tokyo; Fuyuki Kokuryu, President and Chief Executive Officer; hereinafter “Data One”).
The three companies will use TV commercial viewership data, in-store purchasing data, and digital ad distribution and exposure data to develop an integrated advertising solution that analyzes the effects of advertising on purchasing across these channels. With this solution, advertisers will be able to visualize how TV commercials, retail media, and digital ads drive purchases, enabling them to design even more effective marketing strategies.

In recent years, advertisers have not only been seeking to increase brand awareness but also placing greater emphasis on the extent to which advertising measures contribute to actual purchases. Meanwhile, TV commercials, retail media, and digital ads are often managed and assessed separately, making it difficult to determine their effects across multiple media.
By combining ITOCHU Group's retail media business, which connects physical stores and digital channels, with Ad Reach MAX ("AdRM")* — an advertising platform provided by Nippon TV that enables more flexible operation and analysis of TV commercials — the three companies aim to create new advertising value that integrates TV commercials, retail media, and digital ads.

This collaboration utilizes TV commercial viewership data and retail store purchase data to offer co-buy TV Store-Boost, an integrated advertising solution that analyzes post-ad-exposure purchasing behavior across channels via Data One. In addition, in collaboration with Famima TV, an in-store retail media platform operated by Gate One Corp., this will enable integrated advertising campaigns that combine TV commercials, retail media, and digital ads. This will, for example, enable the comparison and analysis of subsequent purchase rates and contribution to purchases for each exposure pattern, including customers who were exposed to only TV commercials, those who were exposed to both TV commercials and retail media, and those who were also exposed to digital ads.

Data One’s advertising distribution platform will be linked to Nippon TV’s AdRM in the future to enable more flexible, agile TV advertising operations and deliver advertising that is more likely to drive in-store purchases. The three companies will improve the analysis of advertising effectiveness and design new advertising indicators while building an integrated marketing foundation that can optimize everything from awareness to purchases.

Under its management policy, "The Brand-new Deal — Profit opportunities are shifting downstream-," ITOCHU is working to build a business model from a market-oriented perspective. Through this collaboration, ITOCHU will create new advertising value centered on purchasing, help improve advertisers' business performance, and deliver a better purchasing experience for consumers.