May 21, 2024
News releases
Hakuhodo DY ONE establishes Reiwa Senior Research Institute to explore digital marketing for the Senior demographic
〜Unlocking the potential of the dynamic older generation for effective marketing strategies〜
Tokyo, May 21, 2024 –Hakuhodo DY ONE Inc. (headquarters: Tokyo; Chairman and Representative Director: Yuzo Tanaka; President and Representative Director: Hiroto Kosaka; hereinafter, HDY ONE) is pleased to announce the establishment of the Reiwa Senior Research Institute, a specialized body focused on developing effective digital marketing strategies for older adults.
With the COVID-19 pandemic and the increased adoption of digital devices, growing number of people over 65 in the current Reiwa Era (2019~present) are using the Internet daily, with the percentage of those using social media is rising each year. These active Reiwa seniors, who engage with numerous digital touchpoints, present a valuable target for future marketing initiatives.*
However, current marketing efforts aimed at consumers over 65 still primarily rely on traditional media channels like newspapers and television. There is a significant gap in the analysis of behavioral trends and media touchpoints by age group, resulting in limited data to support effective marketing strategies tailored to the older generations.
In response, HDY ONE has launched the Reiwa Senior Research Institute (RSRI), dedicated to researching digital marketing for the senior age group. Leveraging HDY ONE’s digital marketing expertise, RSRI will conduct surveys and research to better understand this consumer segment, focusing on media touchpoints and behavioral trends to develop robust digital marketing strategies.
Outlook
RSRI will continue to conduct comprehensive surveys and research to gain deeper insights into the senior demographic, enabling the development of effective marketing communications and solutions.
Reiwa Senior Research Institute (RSRI)
RSRI is a dedicated marketing organization specializing in the research of Reiwa seniors, a health-conscious, active demographic with extensive digital engagement. By bringing together strategic planners, creators, media planners and other experts from various fields within Hakuhodo DY ONE, RSRI aims to develop optimal media selections, social media strategies, and marketing solutions targeting older consumers. By deeply exploring the behaviors and insights of Reiwa seniors, RSRI seeks to enhance digital ad communications tailored to this demographic.
*Reference:
Source: Internet Usage, White Paper on Information and Communication (Reiwa 3 Edition), Ministry of Internal Affairs and Communications
https://www.soumu.go.jp/johotsusintokei/whitepaper/ja/r03/html/nd242120.html
Source: “SNS usage among seniors exceeds LINE mail for the first time,” Mobile Society Research Institute
https://www.moba-ken.jp/project/seniors/seniors20230828.html
Corporate Information
Hakuhodo DY ONE leverages its expertise and know-how in digital advertising, cultivated since the early days of internet advertising, to provide integrated digital marketing services. With strengths in marketing strategy formulation, creativity, advanced operational management, technological development, and close relationships with media companies and platforms, we offer comprehensive support for digital-driven marketing strategies and technology utilization to both Japanese and international clients.
As we move forward as the "Digital Core" of the Hakuhodo DY Group, we aim to become the industry's leading digital marketing company by consolidating the group's knowledge and resources and combining high-level expertise with strong proposal capabilities.
By positioning ourselves as an Integrated Strategy Partner, we will continuously challenge and advance ourselves to be our clients’ one and only "ONE" for their sustainable growth and enhancement of corporate value.
| Name | Hakuhodo DY ONE Inc. |
|---|---|
| Head Office | 4-20-3 Ebisu, Shibuya-ku, Tokyo |
| Representative | Yuzo Tanaka, Chairman of the Board, Representative Director Hiroto Kosaka, President, Representative Director |
| Shareholders | 100% owned by the Hakuhodo DY Group |
| Employees | Approx. 3,000 (April 1, 2024, forecast) |
| Start of integration | April 1, 2024 |
| Business | Planning, consulting, agency operations and investment activities related to all aspects of digital marketing |
| URL | https://stg-www.hakuhodody-one.co.jp/en/ |
*On April 1, 2024, D.A.Consortium Inc. (DAC) and IREP Co. Ltd. (Irep) merged to establish and begin operations as a new company called Hakuhodo DY ONE Inc. As the two companies move to integrate operations, for the time being, DAC and Irep will continue to conduct transactions, hire directors and employees, and handle other business matters as they have in the past. Full integration is scheduled to take place after 2025.
For inquiries regarding this News Release
Hakuhodo DY ONE Inc.
Public Relations /E-mail:info-pr@hakuhodody-one.co.jp