(3) Key Tasks and Management Strategies
b. Reinforcing and Enhancing the Interactive Business
The Dentsu Group is pursing the interactive business-which consists of the Internet media and solutions businesses-from a variety of angles. In February 2007, Dentsu's subsidiary Digital Palette formed a capital and business liaison with the interactive advertising company Avenue A | Razorfish, which subsequently changed its name to Dentsu | Avenue A | Razorfish. The Group took various initiatives to raise the value of existing media. We created portal sites for existing media such as DOGATCH, a video content search portal presented by Presentcast, which was formed in cooperation with private-sector broadcasters, etc. We also conducted a beta trial of an easy Internet-based transaction of television ad spots, and we also developed marketing processes involving consumer-generated media, such as blogs and social networking services, and virtual communities. In line with the structural changes we expect to see in the advertising market, we aim to encourage the participation of consumers rather than simply delivering messages to them. As we strive to grow, we are creating communication procedures designed to expand the businesses of both clients and media.
|