#Japan #Tokyo #Advertising #Japan OOH #Audience Measurement

Newly Established Japan OOH Audience Measurement Association Aims to Standardize Advertising Metrics

Formation of the Japan OOH Audience Measurement Association

On September 18, 2025, 13 companies have come together to establish the Japan OOH Audience Measurement Association (JOAA), located in Chiyoda, Tokyo. The founding members include:

- ADK Marketing Solutions
- NK Company
- Oricom
- KyoDai Advertising
- Dentsu
- Hakuhodo
- MC DeCo
- JR East Planning
- Tokyu Agency
- Pass Communications
- Metro Ad Agency
- Live Board
- Video Research

The association's mission is to develop and provide industry-standard metrics for measuring the effectiveness of out-of-home (OOH) advertisements, which includes outdoor signage and transportation advertising. This initiative aims to create a transparent and reliable environment for advertisers when utilizing OOH formats.

Background of the Establishment

The landscape of Japan’s OOH advertising sector has faced challenges due to the absence of standardized measurement metrics. Each company had been operating under its own criteria, leading to discrepancies among advertisers and media businesses. These inconsistencies hindered trusted decisions and optimization in advertising transactions. Meanwhile, international markets have seen growth in the OOH sector due to the introduction of common metrics, which has fueled both visibility and value in advertising efforts. In Japan, there’s an increasing demand for data infrastructures that offer transparency and comparability.

As the world emerges from the COVID-19 pandemic, OOH advertising has gained renewed attention for its advantages, including:

- Repetitive exposure during daily commutes and travels
- High visibility and impactful messaging
- Flexible targeting based on geographical areas and time slots

It becomes essential to convey these advantages accurately through a unified set of indicators and databases that all industry stakeholders can utilize.

Mission and Goals

The primary mission of the association is to offer audience data that adheres to shared standards, supporting OOH advertising in several key areas:

- Optimizing advertising planning
- Ensuring transparency in the buying and trading of advertising products
- Visualizing and tracing campaign effectiveness

The association aims to act as a neutral third party, guaranteeing fairness and sustainability in its operations, thereby enhancing the integrity and trust placed in OOH advertising.

Objectives

The goals outlined for the association include:

- Ongoing provision of OOH advertisement measurement data
- Establishing international industry-standard metrics for transparent OOH advertising transactions
- Promoting a healthy and expanding OOH advertising sector that positively contributes to society.

Activities Planned

To achieve its goals, the association will engage in various initiatives such as:

- Conducting studies related to OOH advertisement measurement
- Collecting, analyzing, and applying data that encompasses evaluations of OOH advertisements
- Constructing and managing databases necessary for said objectives
- Disseminating information and proposing policies regarding OOH advertisements
- Promoting international exchanges and collaborations related to OOH advertising
- Implementing other necessary operations to fulfill the association's goals.

Composition of Founding Members

Notably, the association established a well-structured board of directors, played by significant figures in the advertising landscape, and plans to include regular and supportive members moving forward.