Hakuhodo DY Media Partners Inc. has developed the Play On Ad advertising tool, which uses virtual image synthesis technology to display commercials without interrupting live broadcasts. Hakuhodo DY Media Partners is headquartered in Minato-ku, Tokyo and is headed by Takashi Sato.

Play On Ad is an advertising tool that uses virtual image synthesis technology so that networks can continue sports coverage and other live broadcasts without commercial interruption so that viewers can continue enjoying the current programming.

By maintaining a good fit between advertising content and programming while also maintaining advertisers’ freedom of expression, Play On Ad makes it possible to spread high-interest advertising without having to interrupt the main broadcast by cutting away to commercials and back again.

This innovative technology allows viewers to keep an eye on the progress of sports competitions and other live broadcasts while commercials are being aired. With virtual image synthesizing technology, audiences can now enjoy all broadcasting material―including original commercial content.

For advertisers, Play On Ad prevents channel switching during commercials and allows them to provide viewers with original commercial content that has impact and a high level of promotional effectiveness.

The Hakuhodo DY Media Partners corporate philosophy is acting as the force behind media design. The company will continue to actively develop highly effective promotional tools that respond to the changing relationship between sei-katsu-sha and the media.

Play On Ad airing information
Program: Yamazaki’s New Year’s Sports Special New Year Ekiden 2010
Airs: Friday, January 1, 2010 (public holiday) 8:30 a.m.－2:30 p.m.
Broadcaster: 28-affiliate TBS network
Sponsored by: SoftBank Mobile

Play On Ad images

For more information, contact:
Hakuhodo DY Media Partners
Public Relations Department
c/o Kato/Funahashi TEL: +81-3-6441-9347