Can OOH Become the Next Major Reach Medium in Advertising? A Look at Japan's 2024 Advertising Expenditure

Can OOH Become the Next Major Reach Medium?

In a rapidly evolving advertising landscape, LIVE BOARD has released a thought-provoking white paper titled "Can OOH Become the Next Major Reach Medium? - A Look at Japan's 2024 Advertising Expenditure from an OOH Perspective." This document explores the potential of Out-of-Home (OOH) advertising as a leading media choice, especially in light of the increasing digital dominance and changing consumer behaviors.

In February 2025, Dentsu will disclose its anticipated report on Japan’s advertising expenditures for 2024, and LIVE BOARD has stepped up to analyze this data through the lens of OOH advertising. Significantly, the white paper emphasizes how OOH is not just a mere advertising option, but an evolving space that leverages technological advancements for enhanced visibility and engagement.

The Structure of the White Paper

The white paper is structured into four main sections:

1. Overall Advertising Expenditure Overview: This section provides a comprehensive analysis of the advertising expenditure landscape in Japan, setting the context for the discussion that follows.
2. Insights on OOH: Here, the document delves into OOH advertising specifically, discussing its unique characteristics and the current trends influencing this medium.
3. Key Topics for 2024: This segment addresses the rapid growth of television and digital media, underscoring the competitive challenges OOH faces in the market.
4. Future Expectations and Outlook: The concluding portion explores opportunities for OOH's resurgence and outlines strategies for positioning it effectively in the evolving marketplace.

The paper highlights the unique structural shifts within OOH that may not always be apparent through a traditional advertising lens. It pinpoints both the roles OOH advertising can fulfill within the broader market and the challenges it must navigate to ultimately become a go-to medium.

Target Audience

This white paper is ideally suited for:

- Marketing Professionals: Those keen to deepen their understanding of Japanese advertising expenditures and its implications.
- Media Strategists: Individuals exploring alternatives to television and digital media, searching for effective advertising channels.
- OOH Enthusiasts: Anyone interested in discovering the potential and innovative applications of OOH advertising.
- Advertisers: Those contemplating their advertising strategies for the future and looking for insights into media planning.

Download the Free Resource

For those interested in accessing this invaluable resource, you can download the white paper for free here. LIVE BOARD continues to be at the forefront of research and information dissemination aimed at advancing the DOOH market, ensuring that stakeholders stay informed about trends and analysis that drive this dynamic field.

About LIVE BOARD

LIVE BOARD is a pioneering digital OOH ad network operator based in Shibuya, Tokyo. It has successfully implemented impression-based distribution systems for OOH advertising, a first for the industry in Japan. Their ad delivery methods consider real-time changes in foot traffic and provide an evidence-based approach to advertising effectiveness. Furthermore, by harnessing big data from major carriers across diverse digital OOH platforms—ranging from outdoor and indoor spaces to public transport and station environments—LIVE BOARD has developed a unique network that enables precise targeting strategies based on demographics. This approach to advertising stands in stark contrast to traditional OOH methods, enabling tailored outreach that is informed by real-world movements and behaviors.

Through its commitment to enhancing the DOOH landscape, LIVE BOARD is set to lead the charge in innovative advertising strategies that resonate with modern audiences.