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.