What Otonal does

Otonal (株式会社オトナル) is a Tokyo-based digital audio advertising agency and ad-tech operator founded in 2013, focused exclusively on audio as a marketing channel. The company positions itself as Japan's first and most extensive specialized digital audio advertising firm, delivering end-to-end services across planning, creative production, programmatic delivery, and analytics. Its portfolio spans Spotify, radiko, YouTube Audio, podcasts, in-game audio, and global audio networks, supported by a growing roster of platform partnerships including Hakuhodo DY Media Partners, NumberEight Technologies (UK), Odeeo (Israel), Audiomob (UK), Katz Digital (US), Cover Corporation (Hololive Production), and Dwango (Vocaloid).

Otonal's product stack comprises three layers: (1) a demand-side agency offering planning, creative production, and buying services; (2) an ad-tech layer including Audio Ad Manager (SSP/ad server for publishers), NumberEight (AI-powered on-device situation-aware targeting SDK licensed exclusively for Japan), Otonal Ad Report (cross-platform analytics dashboard), GainAds (in-game audio network reaching 330M+ game players), Loudy (in-browser loudness normalization tool), and Shanaradi (internal radio CMS); and (3) a content and audience layer including Podcast Ranking, Podcast PediA, and PODPLACE portals that aggregate listener demand and connect creators with advertisers.

The company monetizes through three streams: digital audio advertising sales (planning, creative, and media buying on a quote basis), audio creative production services (voice actor CM, VTuber audio, Vocaloid music CM, branded podcasts, sound logos), and publisher ad-tech subscriptions. Customer segments are predominantly large Japanese enterprises and advertising agencies, with named clients across finance, retail, consumer goods, healthcare, technology, government, education, and entertainment. The company maintains offices in Tokyo (HQ relocated September 2024 to Wind Irifune Building) and Osaka (Kansai Branch opened July 2024), and in April 2026 acquired FM BIRD to integrate voice talent management into the group.

Name

Otonal

Legal name

株式会社オトナル

Website

https://otonal.co.jp

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

Otonal (株式会社オトナル) is a Tokyo-based digital audio advertising agency operating Japan's most extensive specialized audio ad portfolio across Spotify, radiko, podcasts, YouTube Audio, and in-game channels. It serves enterprise advertisers through the NumberEight AI SDK, Audio Ad Manager SSP, and full-stack audio creative production.

Ownership category

akta.pro rank

Product category

Digital Audio Advertising

NAICS

Advertising Agencies (54181), Advertising Agencies (541810), Other Services Related to Advertising (541890)

SIC

Services-Advertising Agencies (7311), Services-Advertising (7310)

akta.pro primary industry

Ad Tech for OTT (SSAI/CSAI, Ad Decisioning, Measurement) (MPAHAJAG)

akta.pro secondary industry

Connected TV (CTV) & OTT Performance Advertising (BPAFACAG)

Keywords

• Digital audio advertising
• Programmatic audio ads
• Podcast advertising
• Audio ad technology
• Branded podcast production

Headquarters

HQ city

Tokyo

HQ country

Japan

HQ region

Asia

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain, Infrastructure

Revenue model

1. Digital Audio Advertising Sales: Digital audio advertising on platforms including Spotify, radiko, YouTube Audio, podcast ad networks, and in-game audio (GainAds). Includes both direct sold and programmatic (DSP) advertising. Services cover planning, creative production, delivery, and optimization.
2. Audio Creative Production: Production of radio CM, digital audio ads, branded podcasts, CM songs and sound logos, VTuber audio ads, and Vocaloid music CM. Includes voice talent casting, narration recording, music composition, and post-production.
3. Publisher AdTech Solutions: SSP and ad server solutions (Audio Ad Manager) for audio app publishers and radio stations. NumberEight SDK licensing for situation-aware audience targeting. Internal radio CMS (Shanaradi) subscription.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Otonal is a digital audio advertising agency that plans, produces, and delivers audio ad campaigns across Spotify, radiko, YouTube Audio, podcasts, and in-game environments in Japan. The company complements its agency services with proprietary ad tech (Audio Ad Manager SSP, NumberEight AI SDK, Otonal Ad Report analytics, GainAds in-game network, Loudy normalization tool) and full-stack audio creative production spanning voice actor CMs, VTuber ads, branded podcasts, sound logos, and Vocaloid music CMs.

Product overview

Otonal is a Tokyo-based digital audio advertising company operating a full-stack portfolio of advertising services, ad tech products, and audio content solutions. The core advertising services layer covers digital audio ad sales (demand-side agency) across Spotify, radiko, YouTube Audio, podcast apps, and game environments, plus media rep services for publishers. The ad tech layer includes Audio Ad Manager (publisher ad server/SSP), NumberEight (AI-powered audience SDK), Otonal Ad Report (advertiser analytics), GainAds (in-game audio), and Loudy (audio normalization tool). The audio production layer offers branded podcast creation, voice actor/VTuber CM production, sound logo design, and original music composition. Supporting platforms include podcast ranking portals (Podcast Ranking, Podcastpedia), a podcast marketplace (PODPLACE), internal radio CMS (Shanaradi), and podcast hosting integration (Omny Studio). The company also publishes annual market reports (Podcast Report in Japan series, Audio Marketing Insights) and a podcast (OtoMarke). Recent additions include Sound Buzz (social creative with voice/VTuber talent) and expanded DSP integrations for programmatic buying.

Differentiator

Problem solved

Functional benefit

Brands

• NumberEight: AI-powered user behavior analysis SDK that analyzes real-time user context using device sensors for advertising targeting
• GainAds (ゲインアズ)
• RETAlL CAST (リテールキャスト)
• Audio Ad Manager
• Otonal Ad Report
• BrandTune (ブランドチューン)
• Sound Sign (サウンドサイン)
• Loudy (ラウディ)
• シャナラジ (Shanaradi)
• PODPLACE (ポッドプレイス)
• ポッドキャストペディア (Podcastpedia)
• ポッドキャストランキング (Podcast Ranking)
• Sound Buzz (サウンドバズ)
• PODCASTER PROMOTION
• Podcast Ads MAX
• Voicy Branding Program
• Radiolyze
• Otonal Spotify Ad Lite
• Omny Studio
• VOVI
• Loudy

Products and services

• Audio Ad Manager Ad server and SSP (Supply-Side Platform) solution for audio apps and services, enabling publishers to monetize audio content with CDP integration for 1st-party data and real-time situation targeting.
• GainAds In-game audio advertising network delivering non-intrusive radio-style ads during gameplay. Reaches 330M+ domestic and international game players and supports programmatic DSP buying via The Trade Desk and DV360.
• Spotify Audio Ads Audio advertising delivery on Spotify's music streaming platform, including planning, creative production, and optimization.
• radiko Audio Ads Programmatic digital audio advertising on radiko's nationwide radio station network, with third-party data targeting capabilities.
• YouTube Audio Ads Audio ad delivery on YouTube and YouTube Music across PC, mobile, and tablet, combined with audio creative production.
• Otonal Podcast Ad Network CPM-based podcast advertising network spanning radio stations and major publishers, with monthly impressions exceeding 160M.
• Branded Podcast Production End-to-end enterprise podcast production and delivery service covering CMS, branded podcast planning, production, and marketing support.
• VTuber Audio CM Plan (Hololive Production) Digital audio ad production and delivery plan using Hololive Production VTubers for voice acting and music-based CM creation.
• Sound Sign Sound logo production solution covering strategy design, music-theory-based composition, and data-validated testing for sonic branding.
• Omny Studio Podcast hosting and content management system (CMS) for enterprise audio distribution, offered in partnership with Triton Digital.
• VOVI (Video Podcast) Video podcast production solution combining voice content with visual elements for deeper corporate culture and brand storytelling.
• Shanaradi (社内ラジオ) Internal radio CMS enabling companies to securely distribute company-exclusive audio content to employees with access controls preventing external sharing.
• Dynamic Audio Ads (DCO) Dynamic Creative Optimization for audio advertising; dynamically changes ad messages based on time, weather, temperature, or location.
• Audio Ad Brand Lift Survey Brand lift measurement service measuring audio ad effectiveness across awareness, interest, understanding, and purchase intent.
• Podcast Tracking Measurement tool for podcast advertising that tracks listener site visits and campaign conversions from specific podcast placements.
• Radiolyze Data-driven radio advertising solution using broadcaster-held audience data for quantitative reporting and cross-digital ad integration.
• IMASIVE Immersive in-game audio ad network for online games, enabling non-intrusive ad delivery within gameplay.
• Retail Cast Retail media audio advertising service for drugstores and convenience stores, leveraging retail data for targeting.
• Podcast Ads MAX Cross-platform podcast advertising package covering Spotify, Apple Podcasts, Amazon Music, radiko, and YouTube, maximizing podcast ad reach across Japan's major apps with monthly inventory exceeding 160M impressions.
• Sound Buzz Social creative production service using voice actors, VTubers, and original music to create social media video content that drives brand engagement and fandom heat.
• PODPLACE Podcast advertising marketplace connecting podcast creators with advertisers across 20+ show genres.
• Audio Ad Studio Voice actor and narrator-based radio CM and digital audio ad production service for advertisers.
• BrandTune CM song and original music production service using marketing data to create brand-identity audio assets for awareness and recall.
• Global Audio Ad Network Audio advertising delivery to international podcast and music streaming services, reaching 300,000+ shows across global markets.
• Loudy Free web-based loudness balancing tool for audio CM that automatically adjusts audio to broadcaster and platform delivery specs (ITU-R BS.1770). Processes files in-browser with no server upload.
• NumberEight AI-powered user behavior analysis SDK that processes device sensor data to classify 75+ audience types and 200+ situation types for real-time context-based audio ad targeting.
• Otonal Ad Report Delivery analytics dashboard for advertisers to monitor and analyze digital audio ad performance across Spotify, radiko, and other platforms in real time.
• Vocaloid Producer Voice CM Package Vocaloid producer (Vocaloid P) voice CM production package, in partnership with Dwango. Creates 30-second music CM tracks using Vocaloid software, targeting 10-20s demographics via the Bocacollet app and multi-platform distribution.
• PODCASTER PROMOTION Host-read audio ad plan where top podcasters promote brands within their shows. Includes science/tech recruitment-focused variants.

Quantifiable outcome

• NumberEight: 5x improvement in audience targeting accuracy (addressability), 30% increase in publisher ad revenue CPM
• +3 more outcomes

Named customers16 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration11 records

AI capability13 records

Feature9 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• FM BIRD Co., Ltd.coreStrategic or Co-development Partner · 1 April 2026Otonal acquired FM BIRD shares and integrated it as a group company. FM BIRD specializes in managing radio DJs and narrators, providing voice talent management and broadcast production capabilities. President Makiko Nagakura continues leading FM BIRD while Otonal representatives join the board.
• 株式会社朝日新聞社 (Asahi Shimbun)coreStrategic or Co-development Partner · 24 February 2026Joint annual 'Podcast Report in Japan' research partnership. Six consecutive years of joint podcast usage surveys (2020-2025, 10,000 respondents each). Asahi Shimbun also provides podcast content and advertising inventory via Otonal.
• 株式会社ドワンゴ (Dwango)minorStrategic or Co-development Partner · 21 January 2026Partnership for Vocaloid-based music CM production. Dwango handles Vocaloid producer (ボカロP) casting; Otonal produces CM audio and manages advertising delivery. Includes guaranteed distribution on ボカコレ music app (5M+ downloads, 73% users aged 10-20s).
• カバー株式会社 (Cover Corporation) - ホロライブプロダクションcoreStrategic or Co-development Partner · 5 August 2024Partnership with Cover Corporation for Hololive Production VTuber voice-based digital audio advertising. Cover handles VTuber talent casting; Otonal produces audio CM and manages delivery. Hololive talents have 90M+ combined YouTube subscribers, 67.2% aged 18-34.
• Odeeo (Israel)coreTechnology or Integration · 19 December 2023Partnership with Israeli game in-audio advertising SDK provider Odeeo. Enables in-game audio ad delivery in Japan through 1,000+ casual mobile games without interrupting gameplay.
• SUSHI TOP MARKETING株式会社minorStrategic or Co-development Partner · 3 August 2022Partnership for NFT distribution linked to audio advertising and content. Combines Otonal's audio ad delivery with SUSHI TOP's blockchain-based token graph marketing, enabling audio content engagement-verified NFT distribution.
• studio15株式会社minorGTM or Marketing Partner · 27 July 2022Partnership for TikTok×Podcast influencer advertising. studio15 provides TikTok creators (140+ talents, 30M+ total followers) for cross-platform influencer campaigns. Otonal integrates TikTok creators with podcast host-read ads.
• 株式会社大阪メトロ アドエラ (Osaka Metro Ad Era)minorStrategic or Co-development Partner · 14 July 2022Partnership for programmatic pDOOH×audio advertising in Osaka. Combines Osaka Metro's digital OOH inventory (1.89M daily reach) with Otonal's digital audio advertising on Spotify/radiko for cross-channel出门 campaign activation.
• NumberEight Technologies Ltd. (UK)coreTechnology or Integration · 29 March 2022Exclusive Japan sales partnership for NumberEight AI-powered user behavior analysis SDK. NumberEight uses device sensor data to classify 75+ audience types and 200+ situation types in real-time, enabling privacy-preserving context-aware audio ad targeting.
• アドインテ株式会社 (Adinte)minorStrategic or Co-development PartnerBusiness partnership for developing retail media advertising menus using audio advertising. Combines Otonal's audio ad technology with Adinte's retail media data for targeted in-store audio advertising.

Scale indicators7 records

Recent moves8 records

Expansion highlights6 records

Emerging players

• SoundCloud: Audio streaming platform with integrated creator monetization and advertising. Overlaps with Otonal's audio ad sales and creator economy ambitions (PODCASTER PROMOTION, branded podcast production), though SoundCloud focuses on music/creator content rather than podcasts.
• Audioboom: Podcast hosting and advertising platform with host-read programmatic capabilities. Comparable to Otonal's Podcast Ad Network and PODCASTER PROMOTION service for podcast monetization in markets including the UK and US.

Direct peers

• Triton Digital: Global audio ad tech and measurement platform providing SSP, podcast hosting, and audio programmatic infrastructure. Otonal partners with Triton Digital and offers Omny Studio (Triton's podcast CMS) in Japan, directly competing on publisher-side audio ad monetization.
• Acast: Global podcast hosting, monetization, and advertising platform. Competes with Otonal's PODPLACE marketplace and Podcast Ad Network for podcast ad inventory and host-read advertising in Japan and globally.
• AdsWizz (SiriusXM): Audio-focused SSP/ad server and programmatic audio platform owned by SiriusXM. Competes head-to-head with Otonal's Audio Ad Manager and global audio ad network offerings, particularly for podcast and streaming audio monetization.
• Megaphone (Spotify): Podcast advertising and hosting platform acquired by Spotify. Directly comparable to Otonal's PODPLACE, Podcast Ad Network, and Podcast Tracking offerings; a key global competitor for podcast host-read and programmatic audio ad buying.

Broad incumbents

• Spotify Ad Studio: Spotify's self-serve audio advertising platform. While Otonal is a Spotify Advertising Partner in Japan, Spotify's growing self-serve tools and first-party audience data could disintermediate Otonal's Spotify audio ad sales role over time.
• CyberAgent: Major Japanese digital advertising and internet media company (ABEMA, Ameba, smartphone ad network). Competes with Otonal in digital video and audio advertising, particularly for streaming and podcast ad inventory.
• Hakuhodo DY Holdings: One of Japan's largest advertising agency groups and Otonal's capital/business partner via Hakuhodo DY Media Partners. Competes broadly with Otonal for enterprise ad budgets while also channeling clients to Otonal for digital audio specialist work.
• Dentsu: Japan's largest advertising agency group with global operations. Competes with Otonal across full-service advertising including audio, with vastly larger headcount and enterprise relationships; a major incumbent Otonal must position against in Japan audio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@AdvertisingWeekAsia
• Xx.com/Otonal_Ads

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Otonal