#Japan #Shibuya #LIVE BOARD #OOH Marketing #Yoshida Prize

LIVE BOARD Recognized with Group Award at the 61st Yoshida Hideo Memorial Prize

株式会社 LIVE BOARD, headquartered in Shibuya, Tokyo, has proudly announced that it has been awarded the Group Prize at the 61st Yoshida Hideo Memorial Prize for its involvement in the OOH New Common Metric Project. This recognition comes from the Japan Advertising Agencies Association (JAAA), which acknowledges outstanding contributions to the advertising industry.

The Yoshida Hideo Memorial Prize was established in 1964 to honor Yoshida Hideo, a prominent figure in Japan's advertising sector who played a critical role in modernizing the industry. As a former president of Dentsu, his efforts laid the groundwork for the contemporary advertising landscape we see today.

In this latest announcement, LIVE BOARD was recognized for its significant participation in the OOH New Common Metric Project, which aims to establish industry-standard measurement data for Out-Of-Home (OOH) advertising. Alongside 51 other members who participated from January 2021 to September 2025, the project addresses the challenges faced by the OOH sector, especially in light of the pandemic that has drastically altered how advertisements are viewed.

The project emerged as a response to several complex issues, including a lack of accurate reach metrics in the Japanese OOH industry and the need for a unified approach among diverse OOH media. The team meticulously worked on defining and implementing necessary metrics, creating comprehensive measurement methodologies, and establishing a continuous operational framework. Their collaborative efforts were recognized as they successfully launched the “Japan OOH Measurement Standardization Preparatory Committee” in April 2023. Eventually, they are set to establish the Japan OOH Measurement Association (JOAA), incorporating 13 member companies, with a solid foundation by September 2025.

LIVE BOARD is committed to furthering this initiative as a member of the JOAA, working toward effective measurement standardization and the enhancement of the OOH advertisement industry. Their ongoing efforts are intended to not only measure but also optimize the impact of OOH advertising in Japan.

About LIVE BOARD

LIVE BOARD is a data-driven digital OOH network operator that has uniquely positioned itself in the market by leveraging impression-based delivery systems, acting as a pioneering solution in Japan's OOH sector. Here's how they operate:

• - They utilize big data from major carriers across Japan to enable targeted advertising based on demographic factors such as age and gender, addressing challenges traditionally faced by OOH ads.
• - They account for real-time variations in foot traffic, such as those experienced during the pandemic, ensuring advertisers can reach their intended audience effectively.

By adopting the Visibility Adjusted Contact (VAC) metric, recommended in OOH global measurement guidelines, LIVE BOARD calculates the potential audience that might view OOH advertisements based on their situational analysis of viewers in the visibility area. This approach leads to accurate projections of the number of individuals likely to notice ads, transforming the dynamics of OOH advertising in Japan.

In conclusion, the recognition of LIVE BOARD's efforts reflects the impactful changes being made in the OOH advertising landscape in Japan, setting a precedent for future developments in the industry. The CEO, Junta Tanaka, expressed continued commitment to innovating and refining measurement techniques as the company evolves with the industry.

With these accomplishments, LIVE BOARD is not just shaping the present landscape of OOH advertising but driving the future of this vital channel, underlining its position as a leader in the field.