TOKYO: Dentsu has announced a new deal to serve ads to web platforms belonging to global communications platform provider Skype in Japan.

The holding company, which already works with Apple, Facebook and Open X in Japan, will make Skype its exclusive display advertising partner for all of its regional campaigns in its home market.

Skype reaches an average of 170 million connected users globally. At peak times there are some 30 million concurrent users.

"This is a first step in providing a Skype solution for advertisers in Japan, and Dentsu and Skype will continue to explore various advertisement options to better enable enterprises to market their brands," Dentsu said in a statement.

According to recent Nielsen data, Skype users spend an average of two hours per month on the Skype Home platform.

This offers advertisers "an excellent opportunity for targeted, dynamic advertising", as the platform "provides a large masthead space for ... rich and interactive ads," Dentsu added.

Following the announcement, Dentsu is to begin selling Skype's digital inventory, which will appear in the Home tab of Skype for Windows, immediately.

Data sourced from Dentsu and Techcrunch; additional content by Warc staff