Dentsu uses optimizers for Web advertising

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TOKYO--Dentsu has developed a system the Japanese agency says will incorporate Web-based advertising campaigns more proactively for its clients by automatically optimizing media planning for Internet advertising.

It starts with the planner inputting information concerning the advertiser's requirements for a prospective ad, including the budget, duration, timing and target audience. The system then uses this information to determine the optimal Internet site mix to effectively maximize reach, insertion frequency and clicksthrough, using Internet audience data compiled by Video Research Netcom.

The Japanese agency says using this new optimizer will allow Dentsu media planners to make objective comparisons between advertising on the Internet and advertising in other media. The system is expected to be fully operational by January 2001.

Separately, the agency will launch a new company, Dentsu Casting & Entertainment, on Oct. 1 to concentrate on the casting of talent for advertising.

Dentsu hopes the new firm can deliver commercial casting services faster and more efficiently. It will be managed by President Arinobu Amaya in Tokyo, who joined Dentsu in 1964 and has served as director of Dentsu's casting division since January 1999.

Copyright September 2000, Crain Communications Inc.

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