Digital Garage, Inc.
TBS and Kyodo News join the “Content Media Consortium” run by BI.Garage and leading media
– Developing a safe and reliable advertising model as one of Japan’s largest premium content media networks –
Digital Garage, Inc. (TSE Prime 4819, Headquarters: Shibuya-ku, Tokyo, Representative Director, President and Group CEO: Kaoru Hayashi, DG), a subsidiary of BI.Garage Inc. (Headquarters: Shibuya-ku, Tokyo, Representative President: Naohiko Iwai, hereinafter: BI.Garage) joins the “Content Media Consortium” jointly operated with leading media, TBS Television Co., Ltd. (Headquarters: Minato-ku, Tokyo, President: Taku Sasaki, hereinafter: TBS Television) and Kyodo News (head office: Minato-ku, Tokyo, President: Toru Mizutani, hereinafter: Kyodo News) have decided to participate. This brings the total number of participating media to 30.
In 2019, BI.Garage established the “Content Media Consortium” together with media companies that are major domestic article content holders, and is developing a high-value-added advertising business unique to premium content media *1. through a capital and business alliance*2 with 1plusX, a leading European data platformer, analyzes and utilizes the context of articles posted by participating media companies, and delivers ads that match it. , develops and provides “contextual advertising” that captures the interests of users. In 2022, DG implemented contextual targeting ads related to the ESG area as part of its own corporate branding, and this ad has achieved significant results, with a click rate exceeding the normal average by about 30%. . Compared to other media’s targeted advertising distribution, it is attracting attention as a next-generation advertisement, as it has a large effect on each index such as video viewing completion rate and attitude change efficiency. In addition, we are currently working with 1plusX and its parent company, TripleLift, a top US ad tech company, to develop new advertising formats, and we expect to provide even more effective advertising products.
This time, “TBS NEWS DIG Powered by JNN” from TBS TV, and “47NEWS”, a site that bundles news from 52 newspaper companies nationwide and Kyodo News from Kyodo News, will be added, and high-quality article content will be the destination for advertisement distribution. increased significantly. BI.Garage’s capital and business alliance partners, 2 Dentsu Group companies, 2 Hakuhodo DY Group companies*3, and ADK Marketing Solutions Inc., together with 30 participating media companies, will further accelerate the business expansion of the Content Media Consortium. I will continue.
About the new brand name “MediaString”
Since the founding of the Contents Media Consortium, the brand name for various advertising product groups, including contextual advertising, has been named “MediaString” with the idea of becoming “a presence that connects valuable media and valuable advertising.” has been renewed to The String expresses how valuable communication is created through high-quality content (=Media) spun by participating media companies and high-quality advertising.
*2: Reference release “Digital Garage Group forms a capital and business alliance with leading European data platformer 1plusX to jointly develop next-generation advertising business in the
post-cookie era in Japan and Asia (https://www.garage.co.jp/ jp/ja/pr/release/2021/02/20210203/)” (February 3, 2021)
*3: Reference release “BI.Garage, Digital Garage’s ‘contextual advertising’ subsidiary, forms a capital and business alliance with two Hakuhodo DY Group companies
(https://www.garage.co.jp/ja/pr/release/2022 /06/20220627/)” (June 27, 2022)
Details about this release: