Macromill Launches Ads Division

Tokyo-based Macromill has announced the launch of a digital advertising business, Macromill Ads, tapping the data from its 1.3m proprietary consumer panelists to provide a one-stop service from ad planning and distribution to the measurement of effectiveness.

The company says the launch grows out of increasing client need for a partner to collaborate on their core marketing issues and help them find solutions, coupled with tightening of the regulations around the handling of personal data. The new business draws on behavioral, biological, awareness and other types of data from the panels to automatically optimize ad distribution to specific consumer segments, while sequentially measuring consumer awareness through surveys.

To offer clients what it calls total support in the plan-do-check-act (PDCA) cycle for advertising, Macromill Ads includes two solutions: Ads Targeting, which distributes targeted digital ads based on Macromill's research and purchase data; and Ads Brand Optimizer, which optimizes the operations of digital ad distribution, connecting the output with sequentially measured awareness survey results, including brand and advertisement awareness.

Macromill has around 50 offices across the Americas, EMEA and Asia Pacific, and more than 2,400 staff worldwide - it includes insights sector firms H.M. Marketing Research, MetrixLab and Precision Sample.

Web site: https://group.macromill.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.