LIVE BOARD and MCI Develop Digital OOH Advertising Partnership

Partnership Overview

LIVE BOARD, a prominent digital out-of-home (DOOH) advertising operator based in Shibuya, Tokyo, has formed a new alliance with MCI (Mitsubishi Commercial International) to revolutionize the digital OOH advertising landscape in Japan. This partnership leverages cutting-edge technology from VIOOH, a leading global supply-side platform that specializes in premium digital advertising.

What is VIOOH?

VIOOH, established in 2018 and headquartered in London, connects buyers and sellers using a premium marketplace model. It integrates programmatic technology to streamline interactions between the advertising and marketing sectors. The platform is currently operational in 32 markets worldwide and partners with over 50 demand-side platforms (DSPs), facilitating an expansive network for targeted advertising.

Utilizing Location Data for Advertising

Through this collaboration, the use of location data from NTT DOCOMO, among other analytic technologies, will allow advertisers to access impressions based on real visibility—termed as Visibility Adjusted Contacts (VAC). VAC accounts for the number of potential viewers who might see a given advertisement by considering factors like site visibility, obstacles, and audience movement behavior.

This innovative approach is designed to enhance the efficacy of outdoor advertisements significantly. LIVE BOARD is currently expanding its marketplace to facilitate transactions in Japan, with plans to incorporate VAC into the advertising strategies of MCI's Cityscape product shortly.

The Cityscape Network

Cityscape is a national network of outdoor advertising, featuring over 3,000 advertising bus stops in the top 43 cities across Japan, including major urban hubs. The network boasts approximately 6,800 screens, of which over 140 are digital, providing a robust platform for advertisers to reach diverse audiences effectively. This extensive reach, combined with the advanced analytics from their partnership with VIOOH, positions MCI and LIVE BOARD as pioneers in the DOOH space.

Benefits for Advertisers

The primary benefit of this new partnership lies in the ability to deliver highly targeted advertisements based on real-time data. By applying targeting capabilities traditionally associated with digital advertising, the collaboration aims to ensure that ads are not just seen, but engage potential customers more effectively. This data-driven approach means that advertisers can now pay based on real visibility metrics rather than traditional estimates, leading to a more transparent and efficient pricing model.

For advertisers seeking to connect with audiences in unpredictable environments—especially in changing situations like a pandemic—this partnership provides a tailored solution. Placing ads in strategic locations that adapt to audience behavior allows for more dynamic marketing strategies.

Future Prospects

As the digital advertising market continues to evolve, LIVE BOARD and MCI are committed to enhancing their offerings around VAC and other data-driven strategies. With their vision set on expanding their network, they plan to roll out further capabilities within the next few months, allowing seamless integration into the existing advertising ecosystem.

The impact of this partnership stretches across various sectors, providing essential tools for brands looking to optimize their outdoor advertising efforts. More details about this program and related offerings can be found on the respective websites—LIVE BOARD and MCI.

Conclusion

The collaboration between LIVE BOARD and MCI signifies a transformative step in the world of digital OOH advertising. By leveraging advanced technologies and a robust marketplace, they are poised to redefine audience engagement and advertising effectiveness in Japan’s outdoor spaces. For further information, interested parties can explore additional resources through LIVE BOARD's official website.