#Japan #Tokyo #Dentsu #LIVE BOARD #DOOH

LIVE BOARD Partners with Dentsu for Enhanced Advertising Solutions

In a groundbreaking collaboration, LIVE BOARD, a leading digital out-of-home (DOOH) advertising network operator based in Shibuya, Tokyo, has joined forces with Dentsu, a prominent advertising agency headquartered in Minato, Tokyo. Together, they aim to enhance the functionality of the MIREO Digi×TV platform, which allows for the centralized management of television and digital advertising campaigns.

A New Era of Advertising Analysis

The implementation of DOOH capabilities into MIREO Digi×TV marks a significant advancement in advertising analytics. With the growing expansion of the DOOH market, advertisers and agencies are increasingly seeking integrated planning across multiple media channels. Previously, the ability to analyze cross-media data for TV, digital, and DOOH was limited, making it challenging to develop precise predictions and analyses for advertising effectiveness.

However, with the new feature added by LIVE BOARD, advertisers can now access integrated reach analysis reports across these three platforms. This enhancement combines LIVE BOARD’s extensive DOOH advertising delivery data with Dentsu’s proprietary analytical techniques. As a result, clients are empowered to optimize not just their single-channel strategies but also their overall media efforts.

Prompt Insight for Faster Learning Cycles

One of the notable benefits of this collaboration is the ability to visualize the analysis results as quickly as five days after the completion of an advertising campaign. This rapid turnaround allows for efficient execution of the plan-do-check-act (PDCA) cycle, enabling advertisers to make prompt adjustments based on the insights gathered from their campaigns. The capability to compare target reach efficiency, select suitable media, and allocate budgets effectively marks a new chapter in the advertising landscape.

Triple Media Advertising Planning

LIVE BOARD is emphasizing the integration of television, digital media, and DOOH in their advertising planning initiatives. By incorporating DOOH into MIREO Digi×TV, they aim to streamline the advertising planning process further, making it easier for brands to create cohesive and strategic campaigns that maximally leverage each media type.

The integration of DOOH is not just a value addition but positions the solution as an industry standard in advertising planning. LIVE BOARD is committed to continuing its efforts towards making triple media planning the default approach in the advertising sector.

Understanding the Changing Landscape of OOH

The rapid changes in consumer behavior, particularly observed during the COVID-19 pandemic, have made accurate targeting and efficacy assessment more critical than ever before. Traditionally, OOH advertising faced challenges in delivering meaningful engagement metrics. However, through the use of data-driven methodologies, LIVE BOARD has successfully developed an advertising delivery and charging system aligned closely with real-world conditions.

With the adoption of the Visibility Adjusted Contact (VAC) metric, LIVE BOARD is at the forefront of revolutionizing how impressions are measured in OOH advertising. This methodology considers factors such as audience visibility rates and the dynamic movement patterns of individuals within viewing areas. By doing so, they offer a smarter and more effective approach to targeted advertising that goes beyond mere numerical estimates.

The Future of Integrated Advertising

As the advertising landscape continues to evolve, the integration of innovative technologies and analytical capabilities will serve as the backbone for future progress. LIVE BOARD’s partnership with Dentsu not only sets a new standard for cross-media advertising but also reinforces the importance of data-driven decision-making in the ever-competitive market.

In summary, as LIVE BOARD and Dentsu usher in this new era of integrated advertising capabilities, brands can look forward to achieving more strategic insights that will enhance the effectiveness of their advertising campaigns across multiple platforms. The push for ‘triple media’ strategies promises a more comprehensive approach, providing advertisers with the tools they need to thrive in today’s complex media environment.