NTT DOCOMO, Inc. (hereinafter DOCOMO) and Dentsu Inc. (hereinafter Dentsu) have leveraged their respective management resources to establish a new company, LIVE Inc. (Digital Out-of-Home: hereinafter DOOH(※1)), including the operation of a delivery platform, development of advertising media, and advertising space sales. The new company is scheduled to be established in February 2019.
1. Purpose of Establishing the New Company
By leveraging their respective expertise and assets—Docomo's marketing data from mobile phones and various services, and Dentsu Inc.'s extensive advertising transaction and operational experience—the new company aims to address current challenges in OOH advertising. This will be achieved through initiatives such as standardizing OOH viewing data and automating advertising transactions. Furthermore, it seeks to promote and expand the DOOH business by adding new value, including integration with smartphones.
2. Features of the New Company's Business
(1) Build and operate an online platform enabling multiple advertisers to purchase across multiple DOOH media, selling advertising slots based on impressions—a first in Japan's DOOH market.
(2) Utilizing data such as "Mobile Spatial Statistics®"—demographic data based on NTT DOCOMO's mobile network operation data—we will visualize the number of people in segments like gender and age group present near ad locations by day of the week and time slot. This enables the sale of optimal advertising slots tailored to specific targets.
(3) We will develop and provide new, value-added advertising products, such as linking DOOH with passersby's smartphones.
(4) We aim to realize high-quality, low-latency transmission of advertising videos using 5G networks.
Through establishing this new company, NTT DOCOMO and Dentsu Inc. will fully launch the DOOH market in Japan and create a foundation for new advertising business.
For details on the new company, please refer to the PDF on the Dentsu Inc. website.
※1 OOH refers to advertising media encountered outside the home, such as transit advertising and outdoor advertising.
DOOH refers to advertising media utilizing digital signage installed in transportation advertising, outdoor advertising, and retail shops.
※2 As of January 16, 2019, according to Dentsu Inc. research.
※3 An impression refers to the number of times a digital advertisement is displayed.
*"Mobile Space Statistics" is a registered trademark of NTT DOCOMO, INC.
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