Dentsu, NTT DoCoMo and ActiveSky to test image streaming service for
mobile advertising
[February 15th 2002] Dentsu , NTT DoCoMo and ActiveSky, have announced
that they will conduct a trial of streaming services for mobile advertising in
cooperation with the Interactive Mobile Consortium. The trial will be conducted in
greater Tokyo for approximately three weeks, from February 16th to March 9th.
The three companies formed the Interactive Mobile Consortium on August 1, 2001 to
promote streaming services for mobile advertising.
During the trial, advertisements incorporating interactive content, primarily in
video format, will be transmitted to participating monitors. Each monitor will use
a Sharp Zaurus PDA (personal digital assistant) equipped with a PHS (Personal
Handyphone System) P-in m@ster. Various studies will be conducted during the trial
to survey the monitors about the services and learn more about the potential of
using mobile devices for advertising.
Details of the trial are as follows.
1.
Outline
(1)
Trial period: February 16 to March 9, 2002
(2)
Location: Greater Tokyo Metropolitan Area
(3)
Mobile devices: Sharp Zaurus MI-E21 and P-in m@ster
(4)
Monitors: 210 people between the ages of 18 and 35
(5)
Name of advertising streaming service: TAKE@
2.
Description of studies
(1)
Methods of using wireless devices for mobile advertising and new ways of viewing
content. Monitors will receive a 15-second streamed advertisement prior to viewing
requested content.
(2)
Possibilities for advertising via mobile devices. Advertisements sent to each
monitor will be specially selected according to their pre-registered profile.
(3)
New possibilities for marketing will be explored by polling monitors via their
mobile devices in regard to products featured in the advertisements they receive.
(4)
A new system will be developed by linking the mobile service with "Loppi"
terminals installed in Lawson convenience stores, and which Lawson uses to promote
merchandise and provide various services and sales information. The system will
include a frequent buyers' program in which points earned when making purchases
can be exchanged for prizes.
3.
System configuration
About Denstu
Dentsu Inc.
Head Office: 1-11-10, Tsukiji, Chuo-ku, Tokyo, Japan
President: Yutaka Narita
Capital: 58,967.1 million yen
Incorporation: July 1901
Principal Line of Business: Advertising and related business
About NTT DoCoMo
NTT DoCoMo, Inc.
Head Office: 2-11-1 Nagata-cho, Chiyoda-ku,Tokyo
President&CEO: Keiji Tachikawa
Capital: 949.679 billion yen
Incorporation: August, 1991
Principal Line of Business: Mobile communications business (cellular, PHS, and
pager etc.)
About ActiveSky
ActiveSky, Inc.
Head Office: 71 East Third Avenue, San Mateo, CA 94401, USA
Chairman and CEO: Thomas Rice
Capital: $21.8 million
Incorporation: October 1999
Principal Line of Business: Offering services and development of software for
distribution of image media such as movies, images and scalable text to mobile
terminals.
