Dentsu to launch digital OOH company with Docomo

Dentsu and mobile-network operator Docomo are investing 5 billion yen (US$46 million) to create a DOOH (digital out of home) company called Live Board, which will launch next month. 

The venture, to be 51% owned by Docomo, will build and operate an online platform enabling multiple advertisers to purchase space across numerous DOOH media, according to the companies. Meanwhile, the mobile carrier's visibility into the locations of smartphone users will enable impression-based buying, something the companies said is not currently available in Japan. Docomo's 'Mobile Spatial Statistics' data will allow advertisers to visualise of the number of people fitting demographic requirements that are in the vicinity of an ad site during a given day and time slot.

Dentsu-provided graphic comparing the current situation to what Live Board intends to offer.

Live Board will also provide enhanced advertising products via "interactive linkage between DOOH and smartphones".

The companies also mentioned making use of 5G signals to deliver video ads in high-definition, although 5G isn't scheduled for deployment by Docomo until 2020.

The new company will create "a full-fledged DOOH market in Japan and create the foundation for a new advertising business", the companies said.

Live Board will have about 12 employees.