Handy Marketing, Hakuhodo DY Media Partners, and Yahoo! JAPAN to release Handy Media Planner, a next-generation media planning tool: Taking advantage of Yahoo! panel data that integrates actual TV viewing data and online behavioral data

Handy Marketing Inc. (“Handy Marketing”), Hakuhodo DY Media Partners Inc. (“Hakuhodo DY Media Partners”), and Yahoo Japan Corporation (“Yahoo! JAPAN”) have agreed to release Handy Media Planner, a next-generation media planning tool designed for television and the internet, with an aim to support integrated marketing strategies across multiple media platforms.
The increasing diversity of both devices and content, and the change in the relationship between users and the media in recent years, demand that companies employ more sophisticated and cross-cutting marketing solutions, including integration of both offline and online media planning and optimum use of advertising budgets.
To help companies meet these challenges, Yahoo! JAPAN has put together Yahoo! Media Audience Panel, a survey panel that integrates actual TV viewing data with online behavioral data. Three companies have decided to use the Yahoo! Media Audience Panel to create and release Handy Media Planner, a tool designed to help advertisers execute more powerful marketing strategies.