Integrated TV and digital planning driving brand growth
Marugame Seimen Media Strategy
Integrated TV and Digital Planning: Setting the Industry Standard for Attention-Driven Brand Growth
In today’s rapidly evolving media landscape, the pursuit of consumer attention has transitioned from a tactical objective to the core driver of brand success. The industry’s shift toward an attention-centric approach—fueled by technological advancements, sophisticated data transformation, and seamless integration of connected TV (CTV) with digital channels—is redefining how brands connect, engage, and grow. This transformation is establishing a new industry standard where performance, transparency, and creative relevance are measured through the currency of attention.
Recent developments confirm that the future of brand marketing hinges on end-to-end campaign integration, performance-driven CTV strategies, and trustworthy programmatic ecosystems—all centered around the attention economy. These shifts are fundamentally reshaping consumer engagement, media optimization, and measurement practices.
The Paradigm Shift: From Reach to Deep Attention
For decades, advertising success was primarily gauged by impressions and reach, emphasizing volume over quality. Today, the industry recognizes that engagement quality—attention—is a far more meaningful indicator of genuine brand impact. Metrics now focus on how long consumers view content, their interaction frequency, and the depth of engagement, shifting away from superficial exposure toward authentic, meaningful connections.
Narayan Devanathan, President and Chief Strategy Officer at dentsu, emphasizes this evolution:
“In an era of information overload, capturing consumer attention has become more critical than ever. Our focus on attentive reach allows brands to prioritize quality engagement over sheer volume, leading to more impactful campaigns.”
This focus on attention enables brands to optimize media spend, refine targeting strategies, and personalize creative content that resonates on a deeper, more personal level—fostering authentic brand affinity and driving conversions rooted in genuine interest.
Strategic Capabilities Powering the Attention Ecosystem
1. Dentsu’s Content Engine: Seamless Creative and Media Integration
A key innovation is dentsu’s Content Engine, an AI-powered platform that integrates media planning with creative production. This system enables rapid iteration, personalization, and real-time responsiveness, ensuring campaign assets are continuously optimized to maintain relevance and engagement throughout the campaign lifecycle.
2. Real-Time Optimization and Predictive Attention Modeling
Recent advances in AI technology allow marketers to dynamically adjust campaigns based on attention metrics. Sophisticated algorithms analyze vast consumer data streams to identify high-attention moments and predict engagement levels. This supports dynamic ad placement, creative variation, and audience segmentation, resulting in more targeted campaigns with higher ROI.
3. Pathwai™: Precision Audience Segmentation via AI-Driven Data Transformation
A groundbreaking example is dentsu’s integration of BranchLab’s AI-native platform, Pathwai™. This tool transforms complex, multi-source data streams into high-fidelity, accurate audience segments, especially within healthcare advertising. By enabling personalized, relevant messaging, Pathwai™ exemplifies how AI-driven data transformation enhances relevance and consumer engagement.
4. AI-Driven Content Production & Agile Campaign Management
The Content Engine accelerates creative development through rapid iteration and personalization, allowing faster turnaround times and timely, relevant assets. When combined with end-to-end workflows, it fosters agile campaign management that can swiftly adapt based on attention metrics and consumer feedback—keeping campaigns effective and adaptable throughout their lifecycle.
The Maturation of CTV into a Performance Powerhouse
A notable recent trend is the evolution of connected TV (CTV) from a branding tool into a performance-driven channel. Maggie Summers of dentsu X highlights:
“Connected TV has matured to a point where brands can confidently leverage it for performance-driven campaigns, blending the reach of traditional TV with the precision of digital targeting.”
This marks a significant shift: CTV is no longer solely for brand awareness; it now plays a pivotal role in direct response efforts, lead generation, and measurable conversions. Its ability to combine mass reach with granular targeting makes it an essential component of integrated, attention-focused marketing strategies.
Key benefits include:
- Mass reach combined with precise digital targeting
- Real-time performance measurement
- Flexibility to support branding and direct response campaigns
Examples of Integrated CTV Activations
Recent campaigns exemplify this trend. For instance, Woolworths New Zealand’s drive-thru activation integrated digital advertising, TV, and in-store experiences to enhance engagement and convenience—a practical demonstration of holistic, attention-driven strategies. Additionally, dentsu’s collaboration with Iconic Arts explores immersive entertainment formats and innovative content activations that push boundaries in attention and engagement.
Industry Movements and Strategic Initiatives
Leadership and Talent Shifts
The industry continues to experience notable talent movements, reflecting a deepening focus on AI, innovation, and organizational agility:
- Caitlin Ryan, formerly with dentsu Creative, now leads BeagleAi, emphasizing creative-AI collaborations.
- Katie Firth, ex-managing director at dentsu Creative, joins Ogilvy as National Growth Officer, reinforcing the importance of visionary leadership in driving innovation.
Sustainability and Transparency Initiatives
Dentsu Media Mexico's recent launch of a sustainable ad-serving initiative with ThanksToYou underscores a broader commitment to environmental responsibility. This initiative aims to measure and reduce campaign carbon footprints, aligning brand growth with societal and ecological values—a priority increasingly valued by consumers.
Financial Restructuring and Focus on AI
Despite recent financial setbacks, including dentsu’s ¥327.6 billion (US$2.18 billion) net loss for FY2025, the company is implementing strategic measures:
- Cost reductions and workforce restructuring
- Refocused investments on AI, attention metrics, and integrated media solutions
These steps aim to drive long-term growth by enhancing technological innovation and organizational agility. Leadership remains committed to attention-driven, performance-based solutions as the core of future strategies.
Emerging Trends: Consumer AI Adoption and Measurement Innovation
Growing Consumer Engagement with AI
The "Growing on US: Consumers and AI 2026" report highlights a noteworthy trend: widespread adoption of AI tools by consumers, both personally and professionally. From AI-assisted shopping to workplace productivity, consumers increasingly embed AI into daily routines, shaping expectations for personalized, intelligent brand interactions.
Introducing Net Credibility Score (NCS)
To quantify trust and credibility, dentsu has developed the Net Credibility Score (NCS)—a pioneering metric that measures consumer perception of brand honesty and trustworthiness. In collaboration with Bubka and Ghent University, NCS provides brands with actionable insights into trust levels, enabling more transparent and credible marketing practices.
Leadership and Strategic Focus
In addition to the existing leadership, Beth Ann Kaminkow has assumed a strategic role within dentsu, emphasizing growth and transformation across dentsu’s go-to-market brands. Her leadership is guiding initiatives that align creative innovation with data-driven insights, fostering a culture of agility and customer-centricity.
The Outlook: Entering the 'Algorithmic Era'
Will Swayne, dentsu’s Chief Innovation Officer, articulates a compelling vision:
“Media planning for 2026 must acknowledge the profound shift from broadcast-centric to an algorithmic, automated ecosystem. We are entering The Algorithmic Era, where predictive analytics, automation, and attention metrics will govern decision-making—enabling brands to optimize campaigns in real time with unmatched precision.”
This signals a future where automated, data-driven decision-making becomes the norm, empowering brands to maximize ROI, deliver highly relevant experiences, and build authentic consumer relationships.
Current Status and Implications
Despite recent financial challenges, dentsu’s strategic emphasis on attention-driven, integrated media solutions positions it at the forefront of industry innovation. The recent creative wins, partnerships, and measurement innovations demonstrate a clear trajectory toward more accountable, effective, and engaging campaigns.
The convergence of creative ingenuity, advanced data analytics, and technological automation is fundamentally reshaping the media planning landscape—making attention the new currency. Brands that actively embrace this integrated, AI-powered approach will be better equipped to navigate the complexities of modern consumer behavior, drive sustainable growth, and set new industry standards in advertising excellence.
In sum, the era of attention-centric, algorithmic marketing is here—redefining success in brand building for years to come.