#Japan #Tokyo #Suntory #LIVE BOARD #Digital Out of Home

Enhancing the Value of Analog OOH Advertising through DOOH Insights

A collaborative initiative involving LIVE BOARD, NTT Docomo, Dentsu Ad Gear, and Dentsu aims to redefine advertising effectiveness in Japan. The project focuses on measuring the advertising value of analog Out of Home (OOH) media, particularly for Suntory's campaigns. Running from October 1, 2024, to July 31, 2025, this groundbreaking experiment leverages Digital Out of Home (DOOH) metrics, such as impressions, reach, and frequency, in a bid to establish a transparent measurement framework for OOH advertising.

1. Background

The advertising landscape in Japan is undergoing a digital transformation, but analog OOH mediums such as hanging posters and traditional billboard advertisements continue to hold significant market share. Despite their enduring visibility, a notable gap exists in established effectiveness metrics for OOH advertising within Japan's industry. This experiment addresses that issue, aiming to introduce standardized metrics to quantify the value of analog advertising. By incorporating DOOH metrics into OOH advertising, the initiative simplifies and solidifies the measurement of ad effectiveness in this sector.

2. Overview of the Experiment

The experiment spans various regions across Japan, encompassing over 900 advertising mediums, including 180 railway lines. It assesses Suntory's ongoing analog outdoor campaigns using established DOOH metrics. An actual measurement protocol takes place to quantify advertising contact times and the overall impact on viewers through two key methods:

(1) Actual Measurement

Using NTT Docomo's extensive dataset, which consists of over 100 million members, the initiative will deploy mobile spatial statistics and AI to ascertain impressions, reach, and frequency.

(2) Impact Measurement

Focusing on major urban hubs such as Tokyo, Sendai, and Fukuoka, the project meticulously evaluates how various factors—like ad size and location—affect viewer impressions. Two surveys will be executed: one gauging perceptions of OOH advertising and another scoring the advertisements based on defined metrics.

3. Results and Future Outlook

The effort reveals significant insights into OOH advertising effectiveness as it juxtaposes actual exposure rates and viewer impact. Thus, this innovative approach not only enhances the ability to visualize advertising effectiveness but also lays the groundwork for future experiments in transparent ad metrics.

The collaborative nature of the endeavor positions LIVE BOARD, NTT Docomo, Dentsu Ad Gear, and Dentsu as leaders in driving OOH transparency in Japan, ultimately paving the way for enhanced media planning strategies grounded in measurable effectiveness.

4. Role of Participating Companies

Company Roles

• - LIVE BOARD: Supplies expertise in DOOH advertising sales and analytical methodologies.
• - NTT Docomo: Provides critical data related to impressions and audience insights based on its vast membership.
• - Dentsu Ad Gear: Offers knowledge in planning and measuring the effectiveness of Suntory’s campaigns.
• - Dentsu: Contributes extensive expertise in advertising planning and effectiveness metrics.

Conclusion

The partnership signifies a landmark initiative in Japan's advertising realm, promising to establish actionable insights around OOH metrics while improving predictive accuracy in advertising impact. This aligns with the larger goal of achieving effective PDCA (Plan-Do-Check-Act) methodologies within media planning frameworks.