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Home » Dentsu Digital Inc. Dentsu Digital proposes “Brand Immersive Time”, an index to measure the marketing effectiveness of 3D spatial media

Dentsu Digital Inc. Dentsu Digital proposes “Brand Immersive Time”, an index to measure the marketing effectiveness of 3D spatial media

[Dentsu Digital Inc.] Dentsu Digital proposes “Brand Immersive Time”, an index to measure the marketing effectiveness of 3D spatial media
*View in browser* *Dentsu Digital Inc.*
Press release: June 10, 2024
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Dentsu Digital proposes “Brand Immersive Time”, an index to measure the marketing effectiveness of 3D spatial media
Dentsu Digital Inc. (Headquarters: Minato-ku, Tokyo; Representative Director, President and Executive Officer: Hisashi Takimoto; hereinafter referred to as Dentsu Digital) is a subsidiary of Dentsu Group Inc. (Headquarters: Minato-ku, Tokyo; Representative Executive Officer: Hisashi Takimoto).
President and Global CEO: Hiroshi Igarashi (hereinafter referred to as Dentsu Group), Dentsu Inc. (Headquarters: Minato-ku, Tokyo,
Representative Director and President Executive Officer: Suguru Sano) Together with Dentsu (hereinafter referred to as “Dentsu”), we are analyzing the psychological impact and marketing effects of 3D spatial media such as Metaverse and immersive media on consumers, and the first project is “Brand Immersive Time”. We are proposing an index called “ and will promote verification for its use in marketing by client companies.

The Metaverse market size is predicted to expand to 123,973.8 billion yen worldwide in 2030, and to 1,042 billion yen in 2026 in Japan. It is attracting a lot of attention for its use in a variety of applications such as education and education. On the other hand, the user experience and behavior of these 3D spatial media is more complex than that of existing media, making it difficult to utilize behavioral data, and the lack of established methods for measuring marketing effectiveness is a major challenge for the industry. It was a challenge.

Dentsu Inc. held the “Tokyo Game Show VR” last year.
2023” Metaverse space, we have built an environment that can integrate and analyze “actual behavior data” and “questionnaire survey data” for each participating user *2, and most companies that advertise in the Metaverse space We conducted a more detailed investigation and analysis of user behavior at the Metaverse booth, taking into account the situation in which we have set up an exhibition booth.
As a result, out of 10 items such as “using chat,” “wearing avatars,” and “using stamps,” “length of time spent at the booth” was the factor that contributed the most to improving “favorability” and “purchase intent” of products and brands. I found out something. Dentsu Group defines “brand immersive time” as the time spent (in seconds) multiplied by a coefficient*3 for each device that affects the degree of immersion (1.0 for VR, 0.7 for PC, 0.4 for smartphone, etc.) We will continue to conduct verification and measurements using various 3D spatial media as future effectiveness measurement indicators.

* -Correlation between “brand immersive time” and “brand favorability”-*

Until now, there was no basis for deciding what measures companies should take in the metaverse space, but from now on, by using “brand immersive time” as one criterion, “residence time” This will enable more effective experience design, such as the development of content and production that will last longer.

Going forward, the Dentsu Group will continue to refine this index, verify and measure various marketing effects of 3D spatial media, and contribute to the business growth of client companies.

Efforts to measure the effectiveness of 3D spatial media are based on the next-generation marketing model for business growth, “Marketing”, proposed by dentsu Japan.
Among the four processes of “For Growth” are “Mechanism Resolving”, “ROI This is a service that falls under “Management (management and continuous improvement)”. Please check the release below regarding “Marketing For Growth”
https://www.dentsu.co.jp/news/business/2024/0130-010682.html

*1: Ministry of Internal Affairs and Communications “Reiwa 5th Edition Information and Communications White Paper” (source)
https://www.soumu.go.jp/johotsusintokei/whitepaper/ja/r05/html/nd247520.html *2: Built on the metaverse platform “xambr” provided by group company ambr Inc. *3: Set based on the screen size of each device that occupies the effective viewing angle (assuming 30 degrees horizontally and 20 degrees vertically) and the distance from the screen. Since VR covers everything, set it to 100% (coefficient 1.0), PC 70% (coefficient 0.7), and smartphone 40% (coefficient 0.4).
Example: A 20-second booth experience in VR and a 50-second booth experience on a smartphone are equivalent “brand immersive time.” As other elements such as actual content, interactivity, and sound are added, we will continue to work on refining this coefficient.

-About Dentsu Digital- https://www.dentsudigital.co.jp/
Dentsu Digital is Japan’s largest comprehensive digital firm. With the purpose of “moving people’s hearts, creating value, and changing the way the world works,” we achieve all types of transformation by integratedly utilizing creativity and technology that are close to consumers. As a business growth partner for client companies, we aim to “transform and grow” the economy and society by creating new value together.
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