ASATSU-DK INC.
Office of Corporate Communications
1-13-1 Tsukiji, Chuo-ku, Tokyo, 104-8172 JAPAN
Phone +81-3-3547-2003 Fax +81-3-3547-2345 www.adk.jp

May 31, 2012ASATSU-DK INC.
“mobile DADA” Video Advertising for Smartphones-Launch creates a new online advertising delivery service-

ASATSU-DK Inc. (ADK head office: Chuo Ward, Tokyo; Yoji Shimizu, President & Group CEO)is pleased to announce the launch of “mobile DADA”, a video advertising delivery service forsmartphones, starting officially from May 31, 2012. It is as part of ADK’s strategy to solidify its
position in the digital field.
“mobile DADA” emerged from ADK’s 2010 Internal Contest for Business Ideas. To establish thisservice, ADK conducted market research to support the system development. This system will offer
a new marketing activity in the rapidly-growing smartphone market. ADK will aggressively pursue
new users and sales opportunities for clients.
“mobile DADA” is an advertising delivery service using a free application. Smartphone users earnpoints from viewing CM’s and can exchange points for cash or products. Clients will be able toprovide rich CM contents and conduct marketing activities more efficiently. Clients will only bebilled for CM’s that have definitely been viewed. In addition to increasing awareness, “mobileDADA” can also be used to promote product understanding and sales. Furthermore, it can be used toanalyze marketing data that can be the benchmark in the development of more concise clientstrategies.

*An Android version will be released initially, while an iPhone version is scheduled for release inJuly.

<“mobile DADA” Service Outline>
Users can view CM’s based on using the following procedures.
(1) Free application downloads(2) Member registration including gender, age, area with the application.
(3) Viewing CM’s with the application (Since CM’s are automatically downloaded beforehand,users can view CM’s immediately.)(4) CM evaluation(5) Transition to the product/service introduction page and visiting interesting product/service

websites with a single button(6) Points are awarded, just by viewing a CM
(7) Accumulated points can be exchanged for cash or products which will be introduced on
shopping sites<Flow of viewing CM’s using “mobile DADA”>

CM playback

CM check (=CM evaluation)

Product/service introduction

WebsiteIn order to respond to the various needs of clients and users, ADK will leverage the benefits ofsmartphones to expand its services, such as higher quality video, GPS, EC coordination with SNS
and with distribution channels.

The sales goal in FY2012 is 2 billion yen. The target are users who are younger adults sensitive toinformation and highly capable of sharing this with their friends. The goal is to acquire 10 million
members within 5 years. “mobile DADA” aspires to strengthen ADK’s ability to reach this important
target and encourage them to take action, and help the system become a marketing engine in thisnew Smartphone era.
*The service name “DADA” means “turning over the usual practices found in ‘AD’ (advertising)”.
“mobile DADA” Overview
 Planned by: ASATSU-DK Inc.
 Developed by: ASATSU-DK Inc.
 Corresponding OS: Android OS 2.1 and newer versions* iOS version scheduled to be launched in July
*Corresponding to all terminals but some exceptions
 Price: Free Place: Google play
https://play.google.com/store/apps/details?id=jp.adk.mobiledadaOfficial site: http://www.dada.jp

“mobile DADA” Logo markContact:
mobile DADA Administration Officeemail: contact_adk@dada.jp
orKaori Nakajima
Office of Corporate Communications
Phone: +81-3-3547-2003