Switch Media and ITOCHU have entered into a capital and business alliance to jointly advance the visualization of advertising effectiveness across television, digital and retail media. Business collaborations with Data One and Gate One have also begun, with the expansion into retail media using Famima TV explicitly identified as a focus.
Switch Media has formally announced a capital and business alliance with ITOCHU. It has also begun collaborating with Data One and Gate One, and plans to establish a framework for the integrated, cross-media visualization and analysis of advertising effectiveness by combining television viewing data, Famima TV exposure data and purchase data.
The alliance comes as the use of retail media, in addition to television and digital media, accelerates, highlighting the challenge posed by fragmented conventional effectiveness metrics. Switch Media offers Cross Media Insight, which manages television commercial placement data and digital advertising data using unified metrics; TVAL, which links television viewing data with purchase data; and In-House Drive, which supports the in-house operation of digital advertising. The alliance is intended to extend these capabilities into the retail sector.
The three pillars of the collaboration are the integration of television commercial viewing data and Famima TV exposure data to visualize the reach and duplicated exposure of both media using unified metrics; analysis integrating mass media and retail media based on purchase data; and the expansion of Cross Media Insight into the retail media sector.
Switch Media will strengthen its framework for providing advanced visualization and analysis of advertising effectiveness across television, digital and retail media by leveraging FamilyMart's extensive store network and purchase data. ITOCHU aims to contribute to cross-media effectiveness measurement and the optimization of budget allocation by utilizing the retail media platform built around Famima TV and purchase data.