Dentsu & NTT DOCOMO Programmatic Arm Sees Membership as Building Block Supporting Global Growth



NEW YORK, August 3, 2020 – DPAA, the leading global trade marketing association connecting out-of-home media with the advertising community while moving the industry to digital, announced today that LIVE BOARD, Inc, a joint venture between NTT DOCOMO, INC. and Dentsu Inc., has joined the association.


Headquartered in Tokyo, LIVE BOARD is the first digital out-of-home (DOOH) network in Japan – the world’s third largest out-of-home market — to offer impression-based, programmatic sales. They are building an ad network of DOOH screens in premium locations with heavy foot traffic. LIVE BOARD’s relationship with media owners, combined with the sales capabilities of Dentsu, Japan’s largest ad agency network, will enable the company to expand globally and move toward its goal of becoming the world’s largest DOOH ad network operator within five years.


Barry Frey, DPAA President & CEO, said, “LIVE BOARD is going to quickly emerge as one of the world’s leading DOOH ad networks, and we welcome the opportunity to help them achieve their goals. They are a great addition to our international membership roster.”


DPAA has members in EMEA, North America, Asia, South America, Africa and Australia.


Ichiro Jinnai, President & CEO, LIVE BOARD, said, “We recognized that our goals of rapid worldwide expansion would be helped by availing ourselves of the resources and networking opportunities of DPAA, and so we see our membership as being another building block supporting our growth.”


With our “Figure the Real World” slogan, LIVE BOARD’s mission is to redefine the value of the “real world” and to rapidly revitalize Japan’s underdeveloped DOOH market. We will build a DOOH ad network together with our stakeholders and become Japan’s first impression-based DOOH ad platform. To find out more about LIVE BOARD visit


About DPAA

DPAA is the leading global trade marketing association connecting out-of-home media with the advertising community, Membership in the DPAA community brings many business acceleration benefits, including a wide array of products such as “DPAA Short Connects,” “DPAA Homeroom,” “DPAA Town Hall,” “DPAA Davos” and “DPAA Task Force.” DPAA also offers members an extensive database of research, best practices and case studies; tools for planning, training and forecasting; social media amplification of news; insights on software and hardware solutions; further integration into the advertising ecosystem as part of the video everywhere conversation and marketing campaign; and more.


DPAA membership also includes admission to quarterly town hall meetings and access to curated VIP tours and meetings at CES and Cannes Lions. DPAA’s annual Canada Video Everywhere Summit will be held July 15 as a live Zoom event (Registration is now open).

DPAA’s 2020 Video Everywhere Summit, the industry’s largest one-day media event, will be held Tuesday, October 13.

Barry Frey on Twitter: @barryfrey

Twitter: @DPAAglobal







Mark Braff

Braff Communications LLC