#Japan #Tokyo #FamilyMartVision #Gate One #Data One

The Impact of Digital Signage in Enhancing Brand Lift

In a recent collaboration, Gate One and Data One partnered to explore how the integration of FamilyMart's digital signage network, FamilyMartVision, with television commercials can lead to improved brand lift. This initiative, conducted across various FamilyMart locations, particularly emphasizes the increasing importance of digital media in brand marketing.

About FamilyMartVision

FamilyMartVision has emerged as one of Japan's largest retail signage networks, reaching approximately 64 million shoppers weekly across about 10,400 FamilyMart stores nationwide. This innovative digital signage solution captures the attention of a diverse demographic by displaying engaging content ranging from entertainment to regional news.

Collaborative Study and Findings

To evaluate the efficacy of integrating FamilyMartVision with TV commercials, a comprehensive brand lift survey was conducted using a blend of purchasing data from FamilyMart and viewing data from NTT Docomo. The analysis compared results from consumers exposed to both media against those who encountered only one of them.

Implementation Strategy

During the testing period from April 3 to May 31, 2025, FamilyMart aired a commercial from Itochu Corporation simultaneously with corresponding ads on FamilyMartVision. This dual approach allowed for a robust assessment of brand recognition and consumer intent.

Results and Analysis

The survey results indicated a significant increase in brand lift metrics among consumers who were exposed to both the commercial and the digital signage. Particularly noteworthy was the heightened interest in employment opportunities, revealing that the engagement with both media outlets led to a greater desire to work with the brand.

Moreover, individuals who interacted solely with FamilyMartVision exhibited results comparable to those only exposed to the TV commercial, showcasing the unique impact of digital signage on consumer perception.

Incremental Reach Insights

When dissecting the reach data, it was revealed that exposure to the TV commercial alone accounted for 42.5%, while the dual exposure accounted for 18.7%. Notably, FamilyMartVision demonstrated an incremental reach of 12.9%. This indicates that, even when paired with a powerful medium like television, FamilyMartVision effectively extends brand outreach, particularly among younger demographics who might be less engaged with conventional TV media.

Conclusion

The joint study underscores the synergistic relationship between traditional television advertising and innovative digital signage. By merging both approaches, brands can enhance their overall marketing strategies, yielding higher brand recognition and consumer loyalty. Gate One and Data One are dedicated to further exploring this potential, expanding their research to include the efficacy of digital advertisements and ongoing measurement of customer shopping behavior.

Future Prospects

As digital marketing landscapes evolve, Gate One and Data One aim to remain at the forefront of this change. They plan to continuously enhance their marketing initiatives by leveraging data-driven insights, ensuring that advertisers receive optimal returns on their investments, and fostering new sources of revenue for retailers in an increasingly digital marketplace.

About Gate One and Data One

Gate One, led by CEO Ichiro Kurata, specializes in digital signage content distribution, while Data One, headed by President Fuyuki Kunitsuki, focuses on utilizing consumer data for effective digital marketing solutions. Together, they represent a forward-thinking partnership in the advertising space, committed to empowering brands through technology and research.