BANGKOK -- Advertising agency Dentsu has established cutting-edge media research centers in Indonesia and Vietnam to help clients make better use of big data in their advertising.
The Dentsu Media Laboratory will offer software for analyzing posts on social networking sites and other advanced technologies to uncover developing trends in the Southeast Asian markets. Findings at the labs will be used in advertising, as well as in creating new content and services for clients.
Businesses in Indonesia and Vietnam now have a wide array of advertising options, thanks to widespread use of smartphones. The leading Japanese ad agency aims to also pursue development of new businesses with local startups.
The company's first such lab in the region is already up and running in Thailand.