Launch of Permanent Wi-Fi-Integrated Outdoor Advertising "Akihabara Wi-Fi Cylinder" ― Enhancing Advertising Value Through Outdoor Advertising and Wi-Fi Integration ―

Dentsu Inc. is promoting the "Wireless LAN Environment Construction Support Project" in collaboration with Wireless Gate Inc., OOH Media Solution, Inc. (hereinafter "OMS"), and CSE Inc.

This time, we have developed and launched sales of the "Akiba Wi-Fi Cylinder," which links newly installed outdoor advertising (pole-wrapped ads) in front of JR Akihabara Station with free Wi-Fi. By directly connecting access from the outdoor advertising area to the advertiser's site via smartphones and other devices, it enhances the value of outdoor advertising.

The "Akiba Wi-Fi Cylinder" is a new outdoor advertising medium featuring a unique viewing angle. It was jointly developed by Akiba Town Management Co., Ltd. (the advertising media company established to continuously enhance the appeal and revitalize the Akihabara area) and OMS.

Specifically, Wi-Fi access points are installed on pillar-wrapped advertisements, providing an SSID (access point name) designated by the advertiser. Users viewing the outdoor ad can select this SSID on their smartphone or tablet. By visiting the advertiser's site once, they gain free and unrestricted Wi-Fi access. For advertisers, this creates a direct link from offline outdoor advertising to online engagement. For users, viewing the ad unlocks free Wi-Fi. By providing mutual benefits, this adds new advertising value to outdoor advertising.

Furthermore, by setting up exclusive coupons or offers accessible only on the page reached via this Wi-Fi, it enables various sales promotions and campaigns. These include offline-online integrated initiatives directing users to physical stores, or distributing Akiba-exclusive items in online games. Additionally, analyzing access data allows measurement of how many users were successfully directed.

Moving forward, Dentsu Inc. and OMS will actively pursue the revitalization of street media using Wi-Fi, diverse promotions through the integration of mobile media (primarily smartphones) with Wi-Fi, and the development of communication services leveraging Wi-Fi.

 

■Overview ofAkiba Wi-FiCylinder

1. Media Operator: Akihabara Town Management Co., Ltd.

2. Sales: OOH Media Solution, Inc.

3. Installation Location: In front of Atre Akihabara, Electric Town Exit, JR Akihabara Station (see map below)

4. Installation: Column-wrapped advertisements (8 units; Height: 1.73m × Circumference: 2.87m)

Dentsu Inc. News Release
http://www.dentsu.co.jp/news/release/2014/0502-003723.html