Docomo and Dentsu establish Live Board for ads

NTT DOCOMO INC (Docomo) and Dentsu Inc (Dentsu) established Live Board Inc, a new company engaged in the sale of digital advertising space that will leverage the management resources of both companies, manage Digital-Out-Of-Home (hereinafter DOOH1) distribution platforms and develop advertising media.

The new company will be launched in February 2019.

Live Board Inc will leverage the assets of Docomo which has marketing data for mobile phones and other services.

The two companies aim to resolve the current OOH advertising issues and promulgate and expand DOOH business adding new value including linkage with smartphones by realizing the provision of OOH viewing data and automating advertising transactions.

Some of the business activities to be developed and offered by the new company include building and operating an online platform enabling multiple advertisers to purchase space across DOOH media, conducting advertising space sales based on impressions.

The advertising space sales will be optimized in accordance with targets by utilizing the distribution statistic data Mobairu Kukan Tokei (mobile spatial statistics) based on Docomo mobile network operating data and visualizing the number of people according to gender, age and other categories for each segment.

Live Board will also develop and provide advertising products with new added value, including interactive linkage between DOOH and smartphones carried by people nearby.

It will employ 5G signals to deliver video advertisements in high definition with minimal interruptions.

Through the establishment of this new company, DOCOMO and Dentsu will launch a full-fledged DOOH market in Japan and create the foundation for a new advertising business.

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