Digital/Technology

Will “Attention” Change How Ads Are Evaluated?—Three Companies, Including KDDI, Explore the Potential of a New Common Metric

Even with the same number of impressions, there can be significant differences in advertising effectiveness—and the factor driving that difference is the “attention” that consumers actually pay to an ad. In this article, based on a roundtable discussion among four companies—KDDI, Pinterest (Pinterest Japan), Dentsu Inc., and DJIB—we explore the potential of leveraging attention and the future of advertising evaluation.

Maiko Yanagida, Mitsuru Gosha, Masashi Hatayama, Steven Ryō

The Challenge of Attention Planning [1/1]

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From “Watching” to “Stepping In”—The Unique Immersive Experience Pioneered by Free-Roam XR

While the use of VR and the metaverse has become more commonplace in the wake of the COVID-19 pandemic, much of it remains limited to “watching videos.” As the value of real-world experiences is being reevaluated, “Free-Roam XR”—where users can freely walk through a space where the real and virtual worlds overlap and share that experience with others—has been gaining attention in recent years.

Yoshiya Okozama, Hirokazu Ito, Kohei Katagiri

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Can AI Expand Creativity? — Report on the Joint Research Presentation (The University of Tokyo AI Center and Dentsu Group)

The “3rd University of Tokyo AI Center–Dentsu Inc. Creative Intelligence Joint Research Presentation” was held at the University of Tokyo. The event featured presentations on six research findings and a panel discussion. This article reports on the content of these presentations and the discussions that took place at the venue.

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Turning sports fans’ passion into business results. Pioneering new sports marketing with DAZN

As the sports viewing experience becomes increasingly diverse, it is growing more difficult to understand how fan behavior and enthusiasm translate into marketing results for clients. To address these challenges, DAZN, Dentsu Inc., and Dentsu Digital Inc. have built the “DAZN Open Marketing Engine,” a marketing platform that visualizes sports fan behavior from a people-centric perspective. In this article, we discussed the background, use cases, and future prospects of this initiative.

Daiki Nose, Takahiro Kimura, Karin Katsuzawa, Chihiro Haribara, Kosuke Hayashi

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Taking on the challenge of “visualizing a cat’s feelings”

In this post, we introduce Neko Lab’s first R&D initiative: the “Visualizing Cats’ Emotions Project.” Written jointly by Nakamura, the communication planner who served as project leader, and Miyashita, the leader of Neko Lab Tokyo, this article looks back on the process of trial and error.

Megumi Nakamura, Ryōsuke Miyashita

Nekobako Newsletter [5/5]

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"Emotion LABO" Launches! Scientifically Researching "Experiences That Move People" and Aiming to Build an "Emotional Economy"

Established in February 2026, “Emotion LABO” is a “business creation organization” dedicated to scientifically researching experiences that move people’s hearts, quantitatively measuring the effects and value of real-world experiences—which are often said to be difficult to visualize—and developing and deploying the results as business ventures. We spoke with Kenichi Nakatsuji, who oversees Emotion LABO, about the research and the future it will help realize.

Kenichi Nakatsuji

Events Can Contribute to BX! —Dentsu Live Inc.: Pioneering the Future with Expertise and Creativity [4/4]

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Can AI go beyond optimization? — The key lies in the “network of people”

We held “dentsu AI Meet-up,” an internal event that brought together AI experts from across the Dentsu Group in Tokyo. Approximately 50 AI professionals from various fields—including media, creative, and BX (Business Transformation)—from 15 countries and regions, including Japan, participated. They exchanged views on their respective initiatives, challenges, and business opportunities.

Yuji Nagao

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Dentsu Group Announces “AI For Growth 3.0”—AI-Driven Marketing Transformation Enters the “Implementation” Phase

On May 25, 2026, Dentsu Japan (the domestic Dentsu Group) announced “AI For Growth 3.0.” This marks the transition to a phase in which the Group will fully “implement” a suite of specialized AI products—incorporating the practical knowledge it has cultivated—into corporate marketing activities.At the press conference held at Dentsu Inc. Hall in Shiodome, Tokyo, the company unveiled the new marketing framework “PSDCA” and the “AI for Growth Suite”—a series of specialized AI products designed to bring it to life. The full scope of the company’s AI strategy, evolving from the conceptual stage to concrete implementation, was revealed.

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Happiness over efficiency! What kind of transformation did AI and creativity bring to the caregiving industry?

From left: Naofumi Kuroiwa, Chairman of the National Association of Small-Scale Multifunctional Home Care Providers; Takahiro Yamakoshi, Secretary General; and Motoki Kobashi of Dentsu Inc. As we enter a super-aging society, the shortage of personnel in the care sector is becoming increasingly severe. Frontline staff are too busy to find the time to document care records. Since care expertise cannot be articulated, operations...

Naofumi Kuroiwa, Takahiro Yamakoshi, Motoki Kobashi

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Trend Words for June 2026

New trends are emerging in consumer purchasing behavior and desires, such as “Agentic Commerce,” where AI acts as a shopping agent, and “Guilty Consumption,” where people deliberately indulge in high-calorie, high-sugar foods. We are living in an era where, while the pursuit of convenience and efficiency accelerates, attention is also turning to consumption aimed at satisfying emotions and moods. Changes are spreading that cannot be fully captured by traditional simple dichotomies such as “saving vs. spending” or “rationality vs. emotion.”Here are five trend terms you’ll want to know right now.

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DAZN’s first FIFA World Cup broadcast. Aiming for a new viewing experience through technology

DAZN Japan Investment, which operates the sports-focused subscription video-on-demand service "DAZN," held a media briefing in Tokyo on Monday, April 20. The company announced its strategy for its first-ever broadcast of the 2026 FIFA World Cup (hereinafter referred to as the FIFA World Cup). This will mark DAZN’s first broadcast of the FIFA World Cup, and all Japan national team matches will be streamed for free.Note that Japan’s matches will also be broadcast on terrestrial TV (NHK, Nippon TV network, and Fuji TV network).

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The Future of Persona Marketing — New Possibilities Brought by dentsu persona hub

At Advertising Week Asia 2025 (held over three days from Tuesday, December 2 to Thursday, December 4, 2025, in Tokyo), Ogury and Dentsu Inc. co-presented. As one of their solutions, they held discussions on the theme of “Persona Marketing” and explored how personas are transforming marketing through three sessions.

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Trend Words for May 2026

While the evolution of AI and technology has led to increasingly sophisticated services and outputs that operate without human intervention, there is also growing interest in collaborative living arrangements like “co-living” and family dynamics such as “pet humanization.” Precisely because we live in an era driven by efficiency and rationality, we are seeking warmth and human connection—a clear counter-trend is emerging. Why not take a closer look at the underlying shifts in consumers’ values through these trending terms?

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How Do We Discover “Invisible Insights”? ~How to Uncover “Insights” Buried in Information~

I’ll share key points for using AI to uncover “hidden insights” and tips for identifying insights that truly resonate and transforming them into strategic narratives.

Emi Nobukuni, Daigoro Nishimura

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Are you mixing things up with the “unfamiliar”?

The "Active Learning: How About This? Research Institute" is celebrating its 10th anniversary. In this series, each member will share their discoveries and the changes they have observed through their involvement in education in a relay column format.

Seki-shima Akie

Active Learning: How About This? Research Institute ~ 10th Anniversary Relay Column [4/9]

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