MEDIUM-TERM
MANAGEMENT PLAN
CORPORATE OBJECTIVES
2023–2025
MEDIUM-TERM MANAGEMENT PLAN

contents

BUSINESS STRATEGY BY SEGMENT

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Contents01 : Corporate objectives

CORPORATEOBJECTIVES
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Corporate objectives

Growth of Adways
Adways continues to grow, centering on online advertising business since its founding
The listing on TSE Mothers in 2007 made Haruhisa Okamura (the then Representative Director and CEO, and now Director andChairman) the youngest CEO to lead a company to listing. Listing on the TSE First Section in 2020, changing the Representative
Director and CEO to Sho Yamada in 2021 and transitioning to the Prime Market in 2022, Adways continues to grow. In addition,
Adways Group’s FY2022 performance was gross sales* of JPY 59,590 mn, operating profit of JPY 1,671 mn and profit attributable toowners of parent of JPY 2,536 mn, marking new record highs in gross sales** for three consecutive fiscal years.
*“Accounting Standard for Revenue Recognition” (ASBJ Statement No. 29) and other relevant regulations apply, effective from the beginning of FY2021.
Accordingly, what was “net sales” under the old standard is presented as “gross sales.”**For FY2021, as domestic companies had a 9-month accounting period due to change of the fiscal year-end, comparisons are made by converting the financial
results to those equivalent to a 12-month accounting period.

JPY mn56,055

Reference figure fordomestic companies(calculated as 12 months)

Youngest (CEO) to list

Gross Sales
Gross Profit

49,02039,613204

FY2004

FY2005

FY200637,30442,930
1,796
Reference figure fordomestic companies(calculated as 12 months)

17,972
847

1,320

4,918

1,408
467

41,857

22,63913,157

109

41,501

31,521

8,302
4,919

42,32935,89015,9073,499

59,590221

688

FY2008FY2009

1,057

413

860

1,671

1,626
722

687
315

299

FY2016FY2017

1,298
197

- 517

FY2007

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FY2010FY2011FY2012FY2013

FY2014FY2015FY2018FY2019FY2020

FY2021

FY2022

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Corporate objectives

Current State of Online Advertising
Surrounding Adways
Worthless ads and fraudulent ads are present
In the online advertising industry in which Adways operates, there are worthless ads and fraudulent ads, one of the factors making
users avoid ads.

False tap ads

Inappropriate ads

Prevalence of worthless ads andfraudulent ads inhibiting the growthof advertising businesses

Worthless ads andfraudulent ads arepresent

Deceptive advertising
Targeting ads

Some advertisers, media andadvertising business operators
continuing deceptive advertising

Ads disrupting online environment

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Corporate objectives

Adways’ View of“Ideal Form of Online Advertising”
In order to restore the intrinsic value of ads
What should Adways aim for?
“Ads that are worthy and fair to all stakeholders”“Environment filled with serendipity of new encounters through ads”
This is Adways’ view of “ideal form of online advertising.”

SERENDIPITY

Worthy ads

All stakeholders strive to realize
provision of worthy ads

Ads that are worthy and fairto all stakeholders

Environment filled with serendipityof new encounters through ads

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Corporate objectives

What Adways Values
Not immediate profit, but social significanceIn recent years, Adways has been making choices that would provide real value and have social impact, without being bound byimmediate profit, for the realization of “ideal form of online advertising.”

Immediate
profitCopyright © Adways Inc. All Rights Reserved.

Ongoing social

impact7

Corporate objectives

Adways’ Initiatives for the
Realization of an “Ideal Form of
Online Advertising”
Initiatives for ensuringsoundness of advertising

Offering of solutions with realvalues‧ Obtained KTAA (certification for advertising agencies
complying with the Act against Unjustifiable Premiums
and Misleading Representations and the Act on Specified
Commercial Transactions) and YMAA (certification foradvertising agencies complying with the Act on Securing
Quality, Efficacy and Safety of Products Including
Pharmaceuticals and Medical Devices and the Medical
Care Act)‧ Delight marketing‧ Tightening up on advertisers and placement platforms‧ Advanced advertising methods realizing newcommunication with users unencounterable before‧ Certified as “Quality Certified Business Operator” by Japan
Joint Industry Committee for Digital Advertising Quality &Qualify (JICDAQ)

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Corporate objectives

Adways Ahead
Solving issues around the world with technologies & solutions
Adways intends to keep providing real value to all stakeholders involved with Adways by expanding initiatives to include identifying
and solving social issues across industries for the realization of an “ideal form of online advertising.”

Other
Industries
×
GlobalAd Clients×
East Asia

Industries × Countries

Issue
Awareness

AdtechAdvertising industry

Adways to date

DX

Adways ahead

Solutions ＆ Technologies
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CorporateFirst
objectives
quarter

Adways will keep operating businessesdelivering “real value” to the world,
without being bound by own profit.

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CorporateFirst
objectives
quarter

For the realization of“Adways ahead,”

PURPOSE & VALUE
has been formulated.

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Corporate objectives

PURPOSE

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Corporate objectives

PURPOSE OF ADWAYS
Make the world say“OMG. This is Amazing”
and empower every
person to expand theirpotential, the heart of our“No People, No Gain”
philosophy.
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Corporate objectives

ABOUT

OMG. This is Amazing
Innovation has the power to amaze. To provide eye-opening value that can transformpeople’s core beliefs.
At Adways, we’re committed to providing a stream of services and solutions that makepeople say, "OMG. this is amazing!" This commitment defines us. We believe that putting
our minds to drawing OMGs from people makes life and work more fulfilling, no matter the
position, job type, or task.
To bring people joy and surprise them with innovations that spark an "OMG, this isamazing!" response, we aim to create little OMGs every day that amplify into something
truly incredible.

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Corporate objectives

ABOUT

No People, No Gain
How do you keep a company going? Increasing profit is important, but for us at Adways,
the key is our "No People, No Gain" philosophy. Rather than ask employees to work on
unfulfilling tasks that serve only to improve the company’s bottom line, we want to engage
them in work that inspires an uncontainable desire to take on challenges. Work that helps
them grow every single day. We aim to be a company doing meaningful things that people
can be proud to share with their loved ones.
Making this happen isn’t easy, but we believe in the potential of all people. When facedwith a daunting task anyone else might abandon, we take the lead and never give up . Bylighting an inspirational fire in people that spreads like rippling waves, we hope to help
shape a society where everyone can experience the joy of growth.
"No People, No Gain" means broadening possibilities and providing growth opportunities toall. People are more important than money, and it is our passion for this truth that gives us
purpose.

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Corporate objectives

VALUE

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Corporate objectives

VALUE OF ADWAYS

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Corporate objectives

ABOUT

Believe in Yourself
Should we be satisfied just doing what is asked of us? When we look into the true natureof things and ask ourselves what needs to be done, new value is born. But we tend to fall
into routines and look away from things that seem impossible.
But think about it.
Most of those who have changed the world were called crazy and told their efforts werepointless. Even so, they kept pursuing their ideals and created unprecedented value. So
believe in yourself and never stop working to understand the heart of all things. Even if noone agrees with you now, remember that what we cannot understand today may well
become common knowledge tomorrow.

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Corporate objectives

ABOUT

Act Boldly
We tend to wash our hands of the future and assume someone else will solve ourproblems, saying "What’s the point of sharing my opinion?" or "I’m sure someone else will
do it."
But think about it.
What if you’re the only person who sees the problem? When no one around you is doing
anything, and you’re not sure if you should do something, it can be tough to take that firststep. But that’s exactly the time to overcome your anxiety and act. If you do, others whoshare your ideas will find you, and together, you’ll create more energy to address the issue.
Once you take that first step, the next is sure to follow.
Be brave and move forward. Boldly take that step. Even if you stumble, you can get up andwalk on.

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Corporate objectives

ABOUT

Embrace Diversity
Even people who work together every day clash occasionally. One person might push theirideas onto someone else or focus on a colleague’s weaknesses, rejecting them in theprocess.
But think about it.
If everyone had the same ideas and abilities, there would be no point in working together.
Just as there are many routes to a goal, different people have different ideas. Each of us
has unique strengths and weaknesses.
Instead of giving up on understanding each other, let’s embrace our differences and try tolook at things from new perspectives. Because when we overcome the uncertainty ofaccepting differences and allow values to intersect, we can offer great value to the world.

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CorporateFirst
objectives
quarter

At Adways, we are committed tomaking as many people as possible say,
“OMG. This is Amazing” and helping
all people experience the joy of growth.
Through the work we do, we aim tocreate true value as we fulfill our purpose.

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Contents02 : Medium-term management plan

2023–
2025

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MEDIUM-TERM
MANAGEMENT
PLAN
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Medium-term management plan

Aiming for JPY 3 billion in
operating profit by FY2025

FY2025Adways Group will promote further proactive initiatives to fulfil the purpose.
With that determination, a new medium-term management plan has been formulated,
positioning FY2023 through FY2025 as “three years of taking on challenges.”

Operating Profit
JPY

3

billionAchievement

New market expansion/new solutions /diversification
Market penetration

FY2022
Operating Profit
JPY

1.67

billionFY2022
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FY2023

FY2024FY202523

Medium-term management plan

FY2023–FY2025
Medium-Term Management Plan
01. Advertising business02. Other business ( Non-advertising )03. Unleashing human potential

Realizing growth of all stakeholders
involved in advertising

Fulfilling the purpose in the nonadvertising business

Fostering an environment enabling focus
on tasks that only humans can do andchallenges to continue to be taken

Advertisers

Media

t

Advertisingbusiness
operators

Users‧A g en c y bu s i n es s （ Dom es ti c ）Realizing marketing DX as drivers of clients’ businessgrowth‧A g en c y bu s i n es s （O ve rs e as ）⼟⽥昆衛製作所‧ Providing new experiences and value‧ “Co-existence of humans & machines”‧ Promoting new solutions andbusiness diversification‧ Smooth corporate function building

Cross border marketing support‧A d Pl atf orm bu s i n es s
（UNICORN）

Three-dimensional expansion on channels, value
and accounts‧A d Pl atf orm bu s i n es s
（JANet / AppDriver）-Updating affiliate advertising with new concepts-Strengthen service development to improvecustomer experience and maximize media revenue

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Contents03 : Business strategy

BUSINESSSTRATEGYBY SEGMENT
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Business strategy

AGENCY BUSINESS

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AGENCY BUSINESSBusiness strategy

Agency Business
Creating real advertising value by integrating strong, people-driven operational capabilities and creativity with sophisticatedmarketing technologies that leverage AI, to provide comprehensive and efficient support for clients’ business growth

ADWAYS
Agency business（Advertising agency business）

Ad platform business（Advertising distribution platform）

Marketing consulting
Marketing strategy planning / market
research / consumer research /marketing tactic development /action planning / media buying /performance ads operation / creative
production / reporting / analysis

Ad Platform Partners

ClientAdvertisers

Media

Consumers*Over 200 partner media companies

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AGENCY BUSINESS‒DOMESTIC

Business strategy

Agency Business Strategy (Domestic)
Business Strategy
Realizing marketing DX as drivers of clients’ business growth

For major
companies

In line with clientneeds

Shaping the futureof the advertisingmarket‧ Strengtheni ng
sales‧Fu ll- fu nnel /Fu ll- channel‧Produ ct andsolu tions
development‧Comprehensi ve
mark eti ng
su pport

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AGENCY BUSINESS‒DOMESTIC

Business strategy

Agency Business Strategy (Domestic)
Strengthening the ability to propose to clientsby deepening collaboration with the Hakuhodo DY Group

Collaborative business with Hakuhodo DY
GroupComprehensive
marketing support based on
full-funnel/full-channel approach

Strengthening proposals to major companies by

Horizontally and vertically integrating

enhancing capabilities

awareness and user acquisition funnels throughdata utilization, realizing return on investment
and business expansion for clients’ business

CAGR

20%

Optimization by reduction

Optimization by Expansion

Suspects

Awareness

Suspects

Prospects

Interest/Desire

Prospects

Leads

Leads
Increase in user
acquisition

FY2019FY2020

FY2021

FY2022

FY2023Copyright © Adways Inc. All Rights Reserved.

FY2024FY202529

AGENCY BUSINESS‒DOMESTIC

Business strategy

Agency Business Strategy (Domestic)
Promoting development of products and solutions shaping the future of
the advertising market
Next-generation solutions for amplifying digital marketing “AMP (Amplify Marketing Program)”.
Campaign data, holistic data and other data of ultra-high granularity are consolidated, realizing a new dimension of ad operation
through “sophisticated mechanization”.

Ad de li ve ry da t a

S o ci a l da t a

C re a t i ve da t a

Pla ce me n t da t a

O pe ra t i o n lo g

Fi rst - pa rt y da t a

M e di a a lgo ri t h m

Th i rd- pa rt y da t a

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AGENCY BUSINESS‒DOMESTIC

Business strategy

Agency Business Strategy (Domestic)
Realizing data-driven marketing through the AMP series
Operation optimization
Through AMP MediaAnalyzer

Development of creative
solutions

AI detects ad optimization points through media
algorithm analysis & behavioral and causal
visioning, realizing control of ad delivery in linewith marketing strategies

Digitizing creatives’ composition and elementscores and using effect predictions andimprovement element proposals based on
proprietary AI models, realizing logical and highly
effective creative production
Data analysis

Analytics series
Data accumulation andvisualization

Media algorithm
analysis

Effectprediction

Hypothesis
proposalAppropriate operation
solution

AI detects ad
optimization points

Enabling high-level ad operation
by anyone regardless of genre of
the campaign
Enabling empirical and more
highly effective creative
production

Compatible with major mega platforms※Plan to expand compatible media one after another

GoogleM e ta

T ikT o k

T witte r- Facebook- Instagram

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AGENCY BUSINESS‒OVERSEAS

Business strategy

Agency Business Strategy (Overseas)
Business Strategy
Cross border marketing support

Funnels

Accounts

Measures‧Awareness‧Games（App）‧Comparison/Consideration‧Strengthening ad
operation/creatives‧Non-games（App）‧Interest/Desire‧Conversion‧Advocacy‧Brands‧Visualization of true ad
effectiveness‧Strengthening proprietary
solutions‧Full funnel‧Strengthening Brands × EC

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AGENCY BUSINESS‒OVERSEAS

Business strategy

Agency Business Strategy (Overseas)
Expanding brand advertising domains through overseas marketing andstrengthening proprietary solutions

Opening up non-games
domains (China)

Providing value
through proprietary solutions“IDEA Push” and “UNICORN”(Taiwan)S o l u tio n su ppo r tin g ad de l iv e r ywith in o ffic ial L I NE ac c o u n ts

FY2022

FY2025S tr e n g th e n in g br an d
adv e r tisin g do m ain s th r o u g h
UNI C O RN

Aiming for non-games domains to accountThrough proprietary solutions, expanding into

for 10% of gross sales through overseas

business domains not undertaken bymarketing support for Chinese companies

Taiwan’s major agencies

accelerating global expansion of automobiles,
cosmetics, etc.

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Business strategy

AD PLATFORM BUSINESS

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Business strategy

AD PLATFORM BUSINESSAd Platform BusinessIn pursuit of advertising value, leveraging new marketing terms andtechnologies (maximization of advertising effectiveness, etc.) to support
stakeholders’ continued growthPartner platforms
A fully automated marketing platform thatenables machine learning and future
predictions*26 partner companies (as of September 2022)

Media partners
An affiliate service with an extensive networkthat specializes in the we domain

Websites, app media, social media, etc.

Advertisers
Agencies

Consumers
An affiliate service with an extensive networkthat specializes in the app domain

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An offerwall that combines engagement rate
improvement and advertising revenue

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AD PLATFORM BUSINESS‒Business strategy

UNICORN

Ad Platform Business Strategy (UNICORN)
Business Strategy
Three-dimensional expansion based on channels, value and accounts

Funnels

Channels

New value provision

Accounts

Awareness‧Smartphone display ads‧Domestic Web clients

Comparison/Consideration‧App Store‧High-performance delivery
utilizing machine learning

Interest/Desire
Conversion
Advocacy‧OTT / CTV / InGamee tc.

‧Mega Platform
G oog le S e arch 、 YouT ube
e tc. plan n e d‧PC display ads

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‧Strengthening creatives
Interactive AD‧Realizing real adeffectiveness‧Oversea Web clients‧Domestic app clients‧Oversea app clients‧High-performance delivery
not dependent on user
identification‧Realizing communications
having user advantages

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AD PLATFORM BUSINESS‒Business strategy

UNICORN

Ad Platform Business Strategy (UNICORN)
Realizing optimization of communication across all channels

Other(such as performance-based)・Expansion of DOOH / digital signage

Search ads

・Compatibility with mega platforms- Compatibility with Google searchplannedVideo ads

・Compatibility with mega platforms- Compatibility with YouTube planned

Other(such as performance-based)
Video ads
（Open Web）

Search ads
Video ads
(Open Web)
Display ads

・Smartphone display ads
・Apple Search Ads
・OTT / CTV-DAZN / Niconico Video, etc.

2021

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Display ads

・Further expansion of OTT/CTV ad
spaces・PC display ads

2025 Forecast37

AD PLATFORM BUSINESS‒Business strategy

UNICORN

Ad Platform Business Strategy (UNICORN)
Next-generation communication optimization not relying on user
identification

Measurement/Evaluation

Targeting/Delivery

Realizing optimization using methods ofRealizing not only contextual targeting in ameasurement without identifying users

form not identifying individuals but alsosituational targeting grasping users’ situation,

Research and development of engines

etc.

enabling high-level optimization without
using conversion data

Enabling direct user advantages from contact
with ads and ad control by users

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AD PLATFORM BUSINESS‒Business strategy

UNICORN

Ad Platform Business Strategy (UNICORN)
To the world again based on proofs of concept in Japan

Performance ads (apps)
× Europe & U.S.

Branding ads (web)× Southeast Asia

And then,to the whole world

Target is mainly North America.
Competitors overseas, too, arelikewise tailoring to megaplatforms.
The market size isapproximately 10 times that ofJapan.

Planning to expand from East
Asia to Southeast Asia

Aiming to expand to the wholeworld after conducting tests for
global expansion in both North
America and Southeast Asia

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AD PLATFORM BUSINESS‒Business strategy

UNICORN

Ad Platform Business (UNICORN)
Gross Profit Growth Plan
STEP

01

‧App advertisers: Expansion of share based on full-funnel/full-channel
approach‧Brand advertisers: Expansion of share of display ads‧Overseas expansion testing

STEP

02

‧Establishment of evaluation and measurement of real adeffectiveness‧App advertisers: Expansion of global business‧Brand advertisers: Securing budget for mega platforms

STEP

03
2022

‧Realization of marketing platforms that bring awareness‧Brand advertisers: Expansion of global business2025

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AD PLATFORM BUSINESS‒Business strategy

JANet

Ad Platform Business Strategy (JANet)Business Strategy
Updating affiliate advertising with new concepts
Affiliate domains to date

Data solutions domains

Awareness

Awareness
Interest/Desire

Awareness

Interest/
DesireComparison/
Consideration

Comparison/Consideration

Conversion

Interest/Desire
Comparison/Consideration

Loyalty/Referral

Advocacy/Evangelism

Conversion
Loyalty/Referral
Advocacy/Evangelism

Conversion

Data-driven solutions development

Analysis of quality users

Provision of true information to all
stakeholders

Support of user buying experiencebased on true information

Creation of delightful user experiences = Delight marketing
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AD PLATFORM BUSINESS‒Business strategy

AppDriver

Ad Platform Business Strategy (AppDriver)Business Strategy
Enhancing customer experience × Strengthening development of services thatrealize maximization of media revenue

Traffic
Development/Measures

UX optimization of
offerwall

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No. of actions

Unit priceDevelopment/Measures

Maximization ofmedia revenue
through user activation

42

Business strategy

PROPORTION OF OVERSEAS
ADVERTISING BUSINESS

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Business strategy

Proportion of Overseas Advertising Business
Strengthening advertising business globally,
including also overseas expansion of UNICORN

Proportion of overseas
advertising business(gross)Measures‧Focus on East Asian market(China, Taiwan, Hong Kong and South
Korea)FY2022

FY2025‧UNICORN × Overseas expansion

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Business strategy

OTHER BUSINESSES(NON-ADVERTISING)

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Business
Firststrategy
quarterBusinesses that support
the growth of all stakeholders andthe vision of non-advertising businesses,
aiming to fulfill the purpose of Adways.
Adways Group operates various businesses beyond online advertising to support the growth of
all stakeholders and the realization of a better environment and society.

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Business strategy

Other Businesses (Non-Advertising)
Providing new experiences and value
Promote new solutions and business diversification in the non-advertising businesses
Vtuber Business

New Contents Business

⼟⽥昆衛製作所

Providing new experiences in entertainment

Copyright © Adways Inc. All Rights Reserved.

Operating stores utilizing thelatest technologies. It currently
has three stores in Tokyo

Made in Japan ×
Providing new value throughnew experiences

47

Business strategy

UNLEASHINGHUMAN POTENTIAL

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Business
Firststrategy
quarter

What is unleashing human potential?
Building an environment in whichpeople can fully demonstrate their true potential.

Adways Group is pursuing initiatives under thetheme of “co-existence of humans & machines” bycompletely separating what only humans can do
and what machines are good at and mutuallymaximizing areas of specialty.
Initiatives are being accelerated for fostering a truly
pleasant environment to enable our employees tocontinue taking on challenges.
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Business strategy

Unleashing Human Potential“Co-existence of humans & machines” isthe fundamental thinking in creating
value
What machines are good at × What only humans can do
Discerning what should be done by humans and what should be done bymachines and entrusting machines with those tasks that machines are goodat would allow humans to spend more time than before to deeply consider
and produce “products and systems that would amaze people.”
Initiatives are underway for a pleasant work environment based on“co-existence of humans & machines” enabling seamless work on various
corporate functions and greater focus on business so that humans can focus
on tasks they are truly meant to be undertaking.

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50

Business strategy

Diversity & Inclusion
To create an environment in which diversity isrespected and all employees can thrive being
themselves
Women in the workforce

Women in management positions

Woven directors and officers(including executive officers)

Employee satisfaction

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Paternity leave take-up

Foreign workers

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Aiming for JPY 3 billion
in operating profit
FY2025by FY2025

Business strategy

Operating Profit
JPY

3

billionAchievement

New market expansion/new solutions /diversification
Market penetration

FY2022
Operating Profit
JPY

1.67

billionFY2022
Copyright © Adways Inc. All Rights Reserved.

FY2023

FY2024FY202552

Business strategy

PURPOSE OF ADWAYS
Make the world say“OMG. This is Amazing”
and empower every
person to expand theirpotential, the heart of our“No People, No Gain”
philosophy.
Copyright © Adways Inc. All Rights Reserved.

53