AFTER SHOW REPORT

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■Contents
１．ad:tech tokyo 2017 Event Summary
２．Sponsors & Partners
３．Keynote Session
４．Official Sessions
５．Exhibition Hall
６．Attendee Analysis
７．Attendees from Abroad

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1. ad:tech tokyo 2017 Event Summary

Event Name: ad:tech tokyo 2017
Date: October 17th (Tue) – 18th (Wed), 2017
Venue: Tokyo International Forum
Number of Attendees: 14,095 (Day1: 5,758 ppl / Day 2: 8,337 ppl)
Sponsors/Exhibitors: 104
Partners: 22

Official Speakers: 216

ad: tech tokyo 2017 which celebrated its 9th year this year, conducted 6 Keynotes and 51
official sessions with 216 speakers. Both domestic and foreign advertising, marketing, media
and solution companies exhibited at the event. The total number of attendees for 2 days was
14,095 people. The prior attention to the Keynotes and official sessions were very high, whichlead to increase of the number of participants compared to last year (35% increase). People
with the desire to obtain the latest knowledge and information who wishes to expand their
network has gathered together onsite.
This year, a part of the official session (Track D, E) was held inside the exhibition hall, and also
"TechWave Summit" was jointly organized which contributed to the creation of a new
attraction of the conference. The number of participants recorded for the highest, especiallyfor the official conferences.
Following last year, the finals of the Japan regional competition of "START UP WORLD CUP”,
was held in the same venue this year as well. Due to the fact that the winner of the previous
world championship was a company from Japan, it attracted more attention of many
participants.

32. Sponsors & Partners

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3. Keynote Session
Keynote that appealed to the importance of “creative” and “human”
The keynotes this year included various topics from diverse fields such as marketing, branding,media and data utilization. Mr. Tom Cochran, who led the digital policy at the time of President
Obama's administration as president of the United States, cited “Credibility, Risk, Technology” asfuture keywords in digital utilization. Oro Analytica CEO Mr. Thoryn Stephens gave a lecture
about customer-centered digital marketing, citing a simple example that Starbucks' LTV is 1.6
million yen on average. He also pointed out that the word "improvement (kaizen)" in Japanese isindispensable for data marketing. At the sessions of Hobonichi CEO Shigesato Itoi, and Chairmanof JR Kyushu Koji Karaike, “Fun Exceeds Everything" as a theme, they told that it is necessary to
make efforts against the custom of trying to streamline everything through digitalizing. At times
like this, the passion which overcomes taking the trouble and time will impress people they said.
On the second day, Ms. Hiroko Wada of former P & G Vice President lectured about brandmanagement, human resource development, and how to make sustainable success. “Who ismost familiar with the customers? This is important " said Ms. Wada commenting about theJapanese culture where the employees tend to focus on their bosses over customers. Mr. Rich
Jaroslavsky of SmartNews, who also launched the Wall Street Journal online edition, told that it
would give great damage to the reliability of media unless the major online platform companies
seriously tackles the recent issues such as fake news and ad fraud.
Mr. Yu Sasamoto of Twitter Japan told that Twitter in Japan is functioning as a "search engine"
more than the United States, but recently the demand for "live video" is increasing. These
Keynotes became a place where the attendees can obtain the latest knowledge and informationof the most up-to-date digital marketing.

54. Official Sessions
Covering topics from the latest technology to those reflecting society
In official sessions, contents giving consideration based on a more concrete case on online videos andAI which has been the topic of the last few years was conspicuous. Meanwhile, since the previous
year of ad:tech tokyo (September 2016), topics such as “reliability in media” and “credibility ofadvertisement” was mentioned by many official speakers. Also, in a session discussing about adapted
advertisements in the digital society, it was said that there are indications where people who areblocking advertisements are also active on such advertisements which they feel are convenient tothemselves. This made the audience to rethink about the ideal way of advertisement. Many
comments pointed out that it is important to focus on how to improve the customer's experiencevalue without dividing digital or analogue, while various opinions about traditional media such as
television and newspapers were exchanged as well. In Professor Naoto Onzo of Waseda University’s
session, these topics were approached from an academic point of view.

65. Exhibition Hall
Booth seminars and presentations, and stages became more active
By visiting each booth, you can see the latest solutions and which of them are drawing themarketer’s attention. The space became a perfect place for the attendees to find tips andpartner companies to solve the problem they each face. This year, there were many boothspresenting AI marketing application, online video media / video production, and influencer
marketing.
In recent years, conducting seminars at presentation stages and their own booths are on an
upward trend among the exhibitors of ad:tech tokyo. SmartNews which is this year’s diamondsponsor has been constantly implementing a high-profile seminar having major advertiser suchas Shiseido as speakers for 2 days gathering many audience throughout the event. KPI Solutions
also conducted a number of seminars using one of the presentation Stages located inside of theexhibition hall. We could feel the strong desire of the exhibitors to deliver more and moredetailed information to the visitors in both the presentation stage and the booths.

76. Attendee Analysis
Total Attendees

14,095 (Day 1 : 5,758 / Day 2: 8,337)

Attendee Gender Ratio

Female
34%
Male
66%

Attendee Industry Breakdown
Investors
1%

Others12.5%

Solution
Providers
10%
Media
15%

Brand
Advertisers
27.5%

Agency34%

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6. Attendee Analysis

Attendee Classified by Post

CEO/Director
14%Manager
16%
Employee
53%
Chief
17%

The Purpose of Attending
75.5%

12.9%
5.3%

Gather thelatestinformation

2.5%

Improve
SupportForown
client’s Networking
marketing marketing
solution

2.6%

0.3%

0.8%

Know
latestproducts
andserviceFindcompany
toinvestOthers9

7. Attendees from Abroad
Geographical Distribution

From 29 Countries, 52 Cities around the Globe■Asia
Dubai, United Arab Emirates
Mehrauli-Gurgaon Road Gurgaon, India
Jakarta, Indonesia
Sri Jayawardenapura Kotte, Sri Lanka
Bangkok, Sathorn, Thailand
Hyderabad, Pakistan
Makati, MAKATI CITY, Philippines
Ho Chi Minh, Binh Thanh, Vietnam
Putaling Jaya, Bandar Utama, Malaysia
Kota Kinabalu, Malaysia
Beirut, Lebanon
Seongnam, South Korea
Seoul, Korea
Busan, South Korea
Kwangju, South Korea
Hong Kong, China
Taipei, Taiwan
Hsinchu, Taiwan
Shenzhen, China
Beijing, China■ Africa
Lagos, Nigeria
Ouagadougou Burkina Faso

■ Oceania
Bondi Junction Bondi Junction, Australia■ Europe

London, United Kingdom
Tel Aviv, Israel
Bunei Brak, Israel
Zaporozhye, Ukraine
Perth, Australia
Zurich, Switzerland
Stockholm, Sweden
Ciudad Logo League, Spain
Madrid, Spain
Arhus, Denmark
Aachen, Germany
Munich, Germany
Berlin, Germany
Paris, France
Puteau La De Fense Cedex, France
Teshmezuno, Poland
Moscow, Russia■ North America
Fremont, USA
Palo Alto, United States
Pasadena, USA
Los Angeles, USA
Emeryville, United States
Menlo Park, United States
San Francisco, United States
Chicago, United States
New York, United StatesLong Island City, United States
Richardson, USA
Mexico City, Mexico

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ad:tech Tokyo Show Office
Comexposium Japan K.K.
Address: 601 Keyakizaka Terrace, 6-15-1 Roppongi Minato-ku,
TokyoE-mail adtech@comexposium-jp.com
Tel 03-5414-5430
Fax 03-5414-5431
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