Dentsu Inc. Launches Practical Targeting Project for Outdoor Digital Advertising

On April 20, Dentsu Inc. announced the launch of an outdoor advertising proof-of-concept project (abbreviated as the OOH Project) in collaboration with three companies—Cloudian, Smart Insight, and Quanta Cloud Technology Japan—and with support from Intel. The project will conduct proof-of-concept testing for advanced outdoor advertising utilizing deep learning*.

This OOH Project aims to realize targeted advertising in outdoor advertising. For outdoor digital signage, where targeted advertising has traditionally been challenging, the project combines deep learning powered by artificial intelligence (AI), vast video and attribute data collected via the Internet of Things (IoT), cutting-edge software technology for rapid big data storage and analysis, and high-performance, cost-effective hardware. This enables the real-time display of outdoor ads tailored to the attributes of constantly moving targets.

As the first step, a proof-of-concept experiment will be conducted in Tokyo. This experiment will use video footage from outdoor cameras to identify real-time traffic conditions and display appropriate advertisements on roadside digital signage.

Furthermore, beyond delivering ads to digital signage, the system can automatically measure and quantify traffic volume by time of day and vehicle type, as well as driving speeds. Unlike traditional manual measurement data, this enables constant, accurate traffic volume monitoring. Consequently, it promises not only detailed media value measurement but also broader applications such as more versatile traffic volume surveys.

■Image of Real-Time Roadside Advertising Using Deep Learning

Going forward, the five companies plan to conduct proof-of-concept experiments not only on targeting ads for vehicles but also on behavior-attribute linked ads in shopping malls and tourist spots, and on new forms of real-time advertising based on behavioral analysis of people (consumers), not just vehicles.

The roles of each company in the OOH project are as follows:

Dentsu Inc.: Planning, sales, and media development for outdoor advertising utilizing deep learning.

・Cloudian: Development of the proof-of-concept system utilizing deep learning and provision of big data storage.

・Smart Insight: Provision of Mµgen, a next-generation data integration & discovery product, and analytical support for optimizing outdoor advertising.

・Quanta Cloud Technology Japan: Provision of hardware, including high-performance servers for deep learning required for the proof-of-concept.

・Intel: Provision of next-generation high-speed vector processing technology for accelerated deep learning computation on CPUs (Central Processing Units).

*Deep learning refers to a machine learning method where systems learn data features to recognize and classify events, with recognition and applications in audio and captured images expected.

＜Participating Companies in theOOHProject＞

　For company profiles, please refer to each company's website.

・Dentsu Inc. ( http://www.dentsu.co.jp/vision/summary/ ):

・Cloudian: http://cloudian.jp/company/

・Smart Insight: http://smartinsight.jp/company

・Quanta Cloud Technology Japan: http://www.qct.io/Company-AboutQCT

・Intel: http://www.intel.co.jp/content/www/jp/ja/company-overview/profile.html

Dentsu Inc. News Releasehttp://www.dentsu.co.jp/news/release/2016/0420-008746.html