DNP to Offer New Consumer Experiences through SCREEMO Participatory Media Linking Smartphones and Digital Signage in Real Time

Dai Nippon Printing Co., Ltd. (DNP) is pleased to announce the launch ofa new service that builds on the participatory media SCREEMO that facilitatesinteractive communication by linking digital signage and smartphones in realtime, to offer consumers a new experience. SCREEMO was developed by SCREEMOof Tel Aviv, Israel, and the new service utilizes SCREEMO technology to offeran integrated and consistent service, from the production and distribution ofinteractive ad contents through the distribution of information to smartphonesaccessing digital signage, to testing the effectiveness of such ads.  

In this latest development, DNP has cooperated with Kyodo Advertising AgencyCo., Ltd., the sales agent for SCREEMO in Japan, to conduct proving tests ofthe promotional effect based on SCREEMO at the 61st Toba Minatomatsuri FireworkFestival, held on Toba City, Mie Prefecture on July 22.

[Background]

With currently offered digital signage, video and still image ads tend tobe distributed unilaterally, making it difficult to measure the ad effect. Inorder to overcome this situation, DNP has launched a service utilizing SCREEMOtechnology that provides a better user experience with interactive images whereconsumer reactions with a smartphone are displayed on the digital signage inreal time. The new service offers consumers the chance to not only participatein digital signage contents through their smartphones, but also makes it possibleto distribute information to participating smartphones, achieving two way communicationsas a result.

[Proving Tests]

- Smartphones launch virtual fireworks

On July 22, DNP provided an Out-Of-Home (OOH) digital ad truck, mounted withSCREEMO, at the 61st Toba Minatomatsuri Firework Festival on July 22. Usingtheir smartphones, participants read-off a 2D code installed at the venue, andby following the provided instructions were able to take part in events, freeof charge. By operating their smartphones, participants were able to enjoy thelaunch of virtual fireworks viewable on the digital signage.

- Effect testing

DNP will perform ad effect testing including the number of ad browsing andthe number of visitors to such events as concerts, through the access to thedigital signage and confirm the effect of the use of prize exchange vouchers.

Participants use smartphones to swipe their firework of choicein the direction of the digital ad truck.

Fireworks are launched on the screen of the digital ad truck.It is also possible for multiple people to participate and launch fireworkson the screen at the same time.

[SCREEMO Features]

- Displays smartphone operation results on digital signage in real time

Consumers can enjoy new experiences by accessing digital signage with theirsmartphones, including seeing their smartphone updates show up on the digitalsignage screen, and thus being able to participate in games, quizzes and surveys.

- Possible to make direct promotional appeals to consumers through interactivecommunications

By having consumers access digital signage, it is possible to directly distributeinformation to their smartphones. This allows for a direct promotional effectotherwise not possible through the display of ads on digital signage alone.

- No need to install dedicated application

The website can be accessed directly by inputting the URL or reading 2D code,meaning there is no need to install a dedicated application.

- Digital signage effect measurement

By analyzing the number of event participants that access the website, andthose who take advantage of the special privileges, it is possible to measurethe ad effect.

[Looking Ahead]

DNP will utilize SCREEMO to roll out services that feed into consumer activities,such as guiding them to websites, and promoting EC-based orders along with realstore visits, as well as handling requests for information materials and memberregistration.

The Company aims for total sales of 900 million yen in sales by FY 2019,including those from related operations, such as promotional planning for eventsand campaigns, the production and distribution of image contents, along withthe provision of digital signage equipment.

* Product prices, specification and service contents mentioned in this newsrelease are current as of the date of publication. They may be changed at anytime without notice.