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☆PRESS RELEASE☆ Dec.08,2010
Launch of Network-based Advertising Distribution Experiment Realizing Its Effectiveness Confirmation.
- Evaluating the Possibility of Interactive Advertising Technology - |
National Institute of Information and Communications Technology (NICT, President Dr. Hideo Miyahara), Nassua Solutions Corporation (NSC) and Shibaura Institute of Technology (SIT) in cooperation with Iwamizawa City of Hokkaido, conduct the experiment of an interactive advertising system that makes advertisements more effective by figuring out the effectiveness of each advertisement distributed in the past through the network. This system has a feature that stores can directly check their advertising effectiveness by electronically detecting whether users actually visit them and do shopping after viewing advertisement. This experiment evaluates regional revitalization and economic effect through the network-based advertising distribution technology as well as wireless network functions.
This experiment is conducted as part of “Research and development of a real-time advertising system based on user contexts for regional business” in the Strategic Information and Communications R&D Promotion Programme (SCOPE) (Regional ICT promotion type) from the Ministry of Internal Affairs and Communications.
[Background]
Revitalization of regional economy is considered as one national main issue, and vitalization of local shopping streets is also a big issue as well. With the recent spread of the networks and mobile phones, advertising distribution and/or online shopping services through ICT have achieved its effect. On the other hand, it is still difficult for the local stores to attract more customers with the effective utilization of ICT due to aging of store owners and delays in improvement and use of network infrastructure.
Also, it is not possible to know precisely who have seen the ad or how many people have purchased in the traditional way of paper advertising inserted into newspapers. In these days, e-mail advertisement is frequently being used, however, that usually requires pre-registration of personal information, which would cause users the bothersome and concern about the leaking of the information, and those are remaining outstanding issues.
[Outline of Experiment]
In this experiment, a wireless network called NerveNet being developed by NICT is set up in Iwamizawa city, and stores at the Iwamizawa Yojo-dori shopping street utilize the advertising distribution system that has been co-developed by NICT, NSC and SIT in order to deliver the advertising information. The experiment involves participants living in the Iwamizawa-city suburbs and online registration can be made by the participants. The experiment details are as follows:
Site: In front of Iwamizawa Station, Iwamizawa city, Hokkaido and Iwamizawa Yojo-dori Shopping Street, Hokkaido
Period: December 13, 2010 through March-end, 2011
Registration for participation: http://townguide.sntrial01.jp/
Store terminals with functions of advertising creation, input and distribution as well as acknowledgement of customers entering store are placed in each store. The store terminal is connected via NerveNet to the Iwamizawa-city’s intranet or the Internet. Moreover, an electronic tag for personal identification or a specific ID number is distributed to each consumer participated in the experiment. Then, with the store terminals, stores distribute the advertisement and authenticate customers visiting and/or purchasing.
This experiment will verify that by the authentication of the electric tag or the ID number at stores customers receive appropriate services based on the distributed advertisement without bothersome pre-registration and any concerns on personal information leakage. It will also be verified that the authentication action enables the store sending advertising to know customer data such as age and gender as well as advertising effectiveness using the advertising distribution system. The experiment will additionally examine whether the whole system works effectively.
[Expected Achievements & Future Developments]
It is expected through this experiment that the network-based new advertising distribution technology could help further strengthen the relationship between the local residents and stores and produce economic effect contributing to regional revitalization.
Also, based on the results and outlooks gained from this experiment we will continue our effort for further R&D to establish the technology that can provide continual services toward the practical use of the system.
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