#Japan #Tokyo #Advertising #Odakyu TV #FamilyMart Vision

The Odakyu Line is set to redefine advertising in commuter settings with its recent collaboration with Data One's FamilyMart Vision. Starting from June 2, 2025, a novel advertising package will be introduced that integrates Odakyu TV's in-train signage with FamilyMart's digital displays located within selected FamilyMart stores along the Odakyu Line. This initiative aims to capture consumer interaction throughout their journey, from commuting to purchasing, ultimately enhancing brand exposure and effectiveness.

This groundbreaking partnership marks the first time Odakyu TV collaborates with retail media, a strategy designed to increase touchpoints with consumers during their daily routines. By utilizing the principle known as the "recency effect," which suggests that the most recent advertisements influence purchasing decisions, this package seeks to bolster advertising efficacy. Commuters will encounter advertisements during their travels on Odakyu trains and will have the opportunity to reactivate their purchasing intentions at nearby FamilyMart locations, thus creating a more effective consumer engagement loop.

Odakyu TV will now include time-specific advertising slots, a shift from its previous offerings that featured non-specific broadcast times. Advertisers can now choose to air their promotions during morning, afternoon, or night, tailoring their messages precisely to the target audience's needs and behaviors.

Product Overview

• - Media Name: Odakyu TV (OTV) x FamilyMart Vision Outdoor Advertisements on the Odakyu Line
• - Plan Options:

1. Full Broadcasting Plan – All-day advertising across morning, afternoon, and night slots.
- Broadcast Duration: 2 weeks (Odakyu TV starts on Monday; FamilyMart Vision starts on Tuesday)
- Broadcast Times: 5:00 AM - 1:00 AM
- Advertising Duration: 15 seconds per ad
- Pricing: 3,000,000 yen (before tax)
2. Time-Specific Broadcasting Plan – Select preferred time slots from morning, afternoon, and night.
- Broadcasts will be shown at:
- Morning: 5:00 AM - 10:59 AM (same for both Odakyu TV and FamilyMart Vision)
- Afternoon: 11:00 AM - 4:59 PM (same for both systems)
- Night: 5:00 PM - 1:00 AM for Odakyu TV; 5:00 PM - 4:59 AM for FamilyMart Vision
- Pricing:
- Morning Slot: 1,260,000 yen (before tax)
- Afternoon Slot: 1,410,000 yen (before tax)
- Night Slot: 1,260,000 yen (before tax)

Odakyu TV (OTV) Overview

Odakyu TV is a highly popular in-train signage medium with numerous commercial and educational institutions attracting a broad audience. The specifications for the medium include:

• - Media Specifications: 17-inch LCD monitors, available across 4,784 display units (8 units per 598 trains)
• - Operation Hours: 5:00 AM – 1:00 AM
• - Deployment Rate: 66.7% (598 out of 896 trains)
• - Ad Distribution Method: Roll sales with each roll rotating every 14 minutes
• - Audio: None

FamilyMart Vision Overview

FamilyMart Vision is one of Japan's largest retail signage networks, operated by Gate One. It reaches up to 5.5 million potential contacts over two weeks, installed in approximately 10,200 stores nationwide. The program focuses on 156 FamilyMart stores situated within proximity to the Odakyu Line, specifically within 1km around stations between Shinjuku and Izumi-Tamagawa, and 1.5km from stations west of Noborito.

• - Media Specifications: 43 to 49-inch screens across three display units (some exceptions may apply)
• - Slot Configuration: Available at various times throughout the day for 15 seconds each
• - Roll Duration: 10 minutes per roll
• - Audio: Present

For inquiries regarding the advertising plan, please contact the Marketing Division of Odakyu Agency at oag.retail@odakyu-ag.co.jp. This innovative advertising approach not only sets a new precedent for advertising on public transport but also represents a significant evolution in shopper engagement across Japan's busy urban landscapes.