The text of the Dentsu Inc. news release distributed on January 21 is as follows.
January 21, 2019
Dentsu Inc. (Headquarters: Minato-ku, Tokyo; President: Toshihiro Yamamoto) and Cyber Communications Inc. (Headquarters: Chuo-ku, Tokyo; President: Akio Niizawa, abbreviated as "CCI") have commenced a proof-of-concept experiment for automated advertising buying and delivery across a total of 274 digital signage screens (Note 2) in outdoor locations and major stations within Tokyo. This new initiative in OOH (Out-of-Home/Transportation) advertising utilizes Google's Google Marketing Platform (Note 1).
Traditionally, OOH advertising required negotiating ad space purchases with each individual media company owning the respective media, and ad creative delivery was also handled separately for each media company. This proof-of-concept experiment will realize a system for OOH advertising that enables automated and centralized management of ad space purchasing and delivery by linking Google Display & Video 360 (※3) and Google Ad Manager (※4).
For advertisers, the benefit lies in the ability to purchase both digital and OOH advertising within the Google Marketing Platform they currently use, streamlining workflows and enabling centralized budget management.
Moving forward, we will continue to pursue the digitization and efficiency of the OOH advertising business, aiming to strengthen the integration between OOH and digital advertising.
※1 Google Marketing Platform:
An advertising/analytics platform that enables integrated planning, buying, measurement, and optimization of digital media and customer experiences.
※2 The advertising surfaces featured this time are managed by the following media companies.
・Pass Communications Inc. (Shibuya 109 Forum Vision, Harajuku Omotesando Vision)
・PARCO Co., Ltd. (Ikebukuro PARCO Vision)
・Mitsui Fudosan Co., Ltd. (Shinjuku M-SQUARE Vision)
・Studio Alta Co., Ltd. (Shinjuku Alta Vision)
・Search Co., Ltd. (Shinbashi LIVE DAM STADIUM VISION)
・Metro Ad Agency Co., Ltd. (263 digital signage panels at major Tokyo Metro stations)
・Keio Agency Co., Ltd. (5 digital signage panels at Kichijoji Station, Keio Inokashira Line)
Distribution to media companies is supported by Nippon Dynamic Systems Co., Ltd.
※3 Google Display & Video 360:
A one-stop platform for advertisers and agencies, enabling everything from campaign planning and creative design/management to audience data organization/utilization, ad space search/purchase, and campaign measurement/optimization.
※4 Google Ad Manager:
An integrated ad serving platform for publishers that efficiently manages ad delivery across any destination, including websites, mobile web pages, mobile apps, games, or any combination thereof.
End
Dentsu Inc. News Release
http://www.dentsu.co.jp/news/release/2019/0121-009735.html
