Dentsu Inc. and Microsoft Japan launch Japan's first "AI-powered OOH advertising" service

The text of the Dentsu Inc. news release distributed on December 13 is as follows.

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December 13, 2017

Dentsu Inc. and Microsoft Japan Launch Japan's First "AI-Powered OOH Advertising"

― Real-time Audience Measurement and Eye-Tracking Enable Interactive Features ―

Dentsu Inc. (Headquarters: Minato-ku, Tokyo; President: Toshihiro Yamamoto) and Microsoft Japan Co., Ltd. (Headquarters: Minato-ku, Tokyo; President: Takuya Hirano) are launching an AI-powered OOH advertising solution. This solution achieves Japan's first implementation of "real-time audience analysis and effectiveness measurement" and "interactive functionality via eye-tracking detection" in OOH advertising.

This AI-powered OOH advertising solution was realized by combining Dentsu Inc.'s expertise cultivated in the advertising business with Microsoft's cloud-based AI "Cognitive Services," which has a proven track record in image recognition technology.

Specifically, it enables the visualization of previously unattainable audience data (real-time foot traffic, gender, age, emotions of actual OOH ad viewers, etc.) and the delivery of content tailored to where the audience is looking at the OOH ad, all made possible through AI.

To launch this service, we are conducting a proof-of-concept experiment with the cooperation of Shiseido Japan Co., Ltd., a pioneer in advanced OOH advertising. From Monday, December 11 to Sunday, December 24, advertisements for the makeup brand "MAQuillAGE" will be displayed on the digital signage "Roppongi Home Vision" on the platforms of Lines 1 and 2 at Toei Subway Roppongi Station.

<MAQuillAGE Advertisement Image>

This service is provided with the cooperation of NEC Corporation (signage system), Creation Line Inc. (foot traffic analysis reports), and Future Standard Inc. (eye tracking).

Moving forward, Dentsu Inc. and Microsoft Japan will jointly expand sales of this service, aiming for adoption by five domestic companies in OOH advertising by the end of June 2018. Furthermore, both companies will continue to collaborate on service improvements, developing and providing innovative OOH advertising solutions that anticipate customer needs.

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