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NTT and NTT Com Field Test Digital Signage System
2008-11-28
November 27, 2008 TOKYO, JAPAN - Nippon Telegraph and Telephone
Corporation (NTT) and NTT Communications Corporation (NTT Com) announced today
that they have begun to jointly field test a system for controlling the
distribution of advertising content to the digital signage systems of different
manufacturers and then evaluates the effectiveness of the ads by electronically
estimating the number of viewers. The test began in four locations in Greater
Tokyo today and is scheduled to end in March 2009.
The two key technologies developed by NTT?s Cyber Communications Laboratory
Group are incorporated into the system. One, distribution management
integration, uses metadata and a common interface to uniformly manage signage
systems of different manufacturers and distribute content to the digital signs
(see attachment). The other, advertising effectiveness measurement, utilizes
video image processing to estimate the number of people who view ads displayed
on digital signs.
Digital signage is gaining popularity as a dynamic and flexible means of
electronic advertising, but differences in the distribution and data formats of
manufacturers have made it difficult to distribute ads on a wide scope.
Moreover, objective data has not been available to determine the effectiveness
of such ads.
The field tests will help determine the overall viability and practicality of a
working system involving multiple locations and public networks. Digital signs
placed in Shinagawa, Yokohama and Haneda Airport train stations and the
Marunouchi Building with the cooperation of Keihin Electric Express Company and
Mitsubishi Estate Company. System connection has been achieved through existing
networks, including the public wireless LAN network operated by NTT Broadband
Platform, Inc.
In parallel testing, digital signage systems of various companies are being
examined for conformance with specifications that have been defined by NTT based
on guideline set by the Digital Signage Consortium, an industry body comprising
110 companies and organizations. This test is being carried out at the NTT
Yokosuka Research and Development Center by NTT and NTT Com with the cooperation
of Panasonic Corporation, Mitsubishi Electric Corporation, Cisco Systems, Inc.,
NTT Resonant Inc. and NTT IT Corporation.
Testing at the Center is also examining technical aspects of NTT?s content
distribution control server and the viability of distributing ads managed with
common-frame metadata to determine when and where specific content is to be
distributed.
NTT?s Cyber Communications Laboratory Group will apply the results of the tests
in continuing research and development targeting the commercialization of
digital signage systems, convenience of which NTT Com expects to enhance through
the use of its own network infrastructure and technology. NTT also plans to
conduct demonstrations that promote digital-signage services as part of
encouraging railway companies, major commercial facilities, advertisers and
distribution system developers to develop comprehensive systems for this
emerging advertising medium.
About NTT Communications Corporation
NTT Com delivers high-quality voice, data and IP services to customers around
the world. The company is renowned for its diverse information and communication
services, expertise in managed networks, hosting and IP networking services, and
industry leadership in IPv6 transit technology. The company?s extensive global
infrastructure includes Arcstar™ private networks and a Tier 1 IP backbone
(connected with major ISPs worldwide), both reaching more than 150 countries, as
well as secure data centers in Asia, North America and Europe. NTT Com is the
wholly owned subsidiary of Nippon Telegraph and Telephone Corporation, one of
the world?s largest telecoms with listings on the Tokyo, London and New York
stock exchanges. Please visit www.ntt.com.
For more information
(Ms.) Yasuko Oka or (Mr.) James Corbett
NTT Communications
Public Relations Office
Tel. +81 3 6700 4010
Click here for more information
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