Dentsu Inc. and NEC, along with the Tokyo Metropolitan Bureau of Transportation, have partnered to launch a digital signage advertising initiative on station platforms.

Dentsu Inc. and NEC, along with the Tokyo Metropolitan Bureau of Transportation, will launch an advertising business using digital signage on station platforms starting May 26.

This initiative involves installing 24 vertical 65-inch digital signage panels (collectively known as "Roppongi Home Vision") on 12 pillars across both platforms at Roppongi Station on the Toei Oedo Line. NEC's "Information and Content Distribution Cloud Service" will be used to deliver the advertisements. Dentsu Inc. will handle advertising sales, operational management of ad delivery, and content production.

The appeal of Roppongi Home Vision as a media platform lies in its installation on station platforms where passengers wait for trains, enabling longer advertising exposure times. Additionally, it can serve as a testing ground for exploring and experimenting with new communication methods, such as systems enabling gesture-based operation, interactive advertising expressions utilizing voice sensors, and linking personal smartphones with the digital signage.

Based on the results of the Roppongi Station trial, Dentsu Inc. and NEC, along with the Tokyo Metropolitan Bureau of Transportation, will consider future business development.

Advertising content scheduled to air from May 26 ※Composite image ©DENTSU INC.

 

Dentsu Inc. News Release

http://www.dentsu.co.jp/news/release/2014/0521-003735.html