Dentsu Inc. Launches Service to Deliver Content in Real Time to Digital Signage in Major Cities Worldwide

On January 6, Dentsu Inc. announced a collaboration with Posterscope, one of its nine global network brands specializing in OOH (out-of-home and transit advertising). This partnership leverages Posterscope's digital signage network, delivering real-time content across major cities in EMEA (Europe, Middle East, Africa), Americas, and APAC (Asia-Pacific) regions. This service was made possible by utilizing the "Liveposter"* distribution tool owned by UK-based Liveposter, a Posterscope partner.

"Liveposter" not only enables real-time content delivery to signage worldwide within its network, but also features a powerful CMS (Content Management System) capable of integrating with third-party data and simultaneously generating tens of thousands of creative variations. While the network previously connected over 1,000 digital signage screens in major global cities, Japan is now being added to this network.

Using "Liveposter" enables easy content delivery and display to life-size signage in international airport and major station concourses and platforms, as well as large-scale signage along highways and in mixed-use commercial facilities. Furthermore, its CMS functionality eliminates the significant time and effort previously required for resizing and creating multiple creative expressions needed for placement across different media, reducing both cost and hassle.

Examples of how to leverage "Liveposter" with these features include:

・Showcase new movie releases with flexible creative expressions. Combining data like weather, showtimes, location information, and social media posts with actors or characters from the featured film allows street-corner signage to effectively convey the movie's world and inspire people to visit theaters.

・Real-time display of ticket sales information. Synchronized with the company's website, it automatically shows schedules and availability for concerts, plays, and other events. This enables promotional activities near the venue right up until showtime.

・Integration of "Liveposter" with Facebook apps. When users post photos within the app, photos from people worldwide appear in real time on the signage. This creates excitement for participants, as their own photo might appear on the screen.

Moving forward, the company group will provide this "Liveposter" to client companies and organizations both domestically and internationally, while also working to realize "Digital OOH (DOOH)" that can engage with the people right in front of it.

To mark the service launch, the company conducted Japan's first-ever real-time broadcast to London, UK. This experimental broadcast, featuring New Year's messages, combined 10 background colors, 10 ukiyo-e prints, 30 portrait photos, 100 Dentsu Inc. brand logos, and 4 weather data sets. This created a total of 1.2 million possible content patterns.

<Details of the Distribution Experiment>

・Content: New Year's message advertisement

・Date/Time: Monday, January 4, 2016 (UK time)

・Destination: London, UK

・Content: Automatically generated and delivered up to 1.2 million unique content combinations using the data below

　① Weather: 4 types (Sunny, Cloudy, Rainy, Snowy)

　② Background Color: 10 colors (selected from 100 colors representing workforce diversity, as seen on business cards)

　③ Background image: 10 different ukiyo-e prints

　④ Person Photos: 30 individuals

　⑤ Dentsu Inc. Brand Logo: Brand logo with business card color as background

Condition ① automatically links with local weather data. Conditions ②–⑤ are randomly combined.

■Example design of automatically generated New Year message ads from the distribution experiment

■Actual ad displayed on London signageonJanuary 4