Turning a “Tectonic Shift” into Business Opportunities: The Future of Japan’s TV and Video Streaming Industry — The Potential and Limitations of Agentic Advertising in the AI-Native Era —
With the rapid evolution of AI technology, a fundamental shift known as “agentic advertising” has been emerging from the United States since last year. Agentic advertising refers to a new model in which AI agents autonomously “think, select, and execute” advertising activities on behalf of humans. In the United States, industry rules and standards such as AdCP began to take shape last fall, while major media companies in the television and video industry, including NBCUniversal and Netflix, have rapidly begun adapting to this new paradigm.
Advertising transactions that have traditionally relied on human involvement are now undergoing a fundamental transformation toward autonomous transactions mediated by AI. With generative AI already widely adopted in Japan, this major shift is likely to have a significant impact on the domestic market as well. As this wave is already advancing in digital advertising, how should Japanese television broadcasters and video streaming platforms respond? And, more fundamentally, is this a transformation they need to respond to at all? This session will explore these questions.
The session brings together leading experts from the broadcasting, streaming, and advertising sectors: Mr. Matsumoto of Nippon Television, Mr. Ohno of TVer, and Mr. Otsuki of Kobayashi Pharmaceutical, along with Mr. Sugihara, who has extensive expertise in this field. Together, they will examine the current state of agentic advertising—an emerging transformation that the media industry cannot afford to ignore in the age of AI—and engage in an in-depth discussion.
As transaction rules evolve with AI and MCP, the session will explore, together with the audience, the strategies media companies need to adopt to maintain control and secure a competitive position in this rapidly changing landscape.
Panelist
Kai Otsuki
Marketing Strategy Dept.,
Kobayashi Pharmaceutical Co., Ltd.
Yusuke Ono
Head of Advertising Product Division,
TVer INC.
Go Sugihara
CEO,
Structure & Signals, Inc.
Moderator
Kouji Fukada
Media Solutions Division・Senior Professinal,
NEC Corporation