Tokyo, Japan — Toei Shinbashi Station, a key hub on the Toei Asakusa Line, has entered the forefront of advertising innovation with the deployment of 16 units of 70-inch Digital Signage by LIVE BOARD Co., Ltd., a leading Digital Out-of-Home (DOOH) ad network operator headquartered in Shibuya-ku, Tokyo. This move, in collaboration with NKB Co., Ltd., the operator of the Toei Asakusa Line network, seamlessly connects the station’s digital media with the LIVE BOARD Marketplace, representing a monumental shift in traditional ad distribution methods.
Commencing December 1, 2023, LIVE BOARD will harness the advanced location information data and analysis technology from NTT DoCoMo to estimate passenger and viewer numbers in railway cars at each station. This groundbreaking approach allows advertisers to transcend conventional practices, enabling the sale of impressions (VAC – Visibility Adjusted Contact) based on the actual number of people estimated to have viewed an advertisement.
With an expansive network of over 26,400 screens nationwide, LIVE BOARD has emerged as a trailblazer in the DOOH sector. The company’s distinctive methodology employs impressions (VAC) in accordance with the OOH Global Measurement Guidelines, incorporating visibility rates based on comprehensive surveys. By defining the total number of people who may come into contact with an OOH advertisement (OTC = Opportunity to Contact) within the viewing area, LIVE BOARD incorporates the visibility rate based on the medium, thereby estimating the genuine number of people who will see the ad (VAC).
LIVE BOARD’s DOOH ad network operates on data-driven targeting and effectiveness verification, achieving a milestone as Japan’s first distribution based on impressions (VAC) in the OOH field. The company’s adaptive ad distribution and billing system, designed to mirror real-world conditions, holds particular significance in scenarios where changes in people’s movements, as witnessed during the COVID-19 pandemic, are likely.
By amalgamating big data from one of Japan’s largest carriers with its proprietary network spanning various digital OOH mediums nationwide — including outdoors, indoors, on trains, and inside stations — LIVE BOARD has pioneered advancements in conventional OOH strategies. This integration facilitates precise targeting based on factors such as gender and age group, making it possible to perform ad distribution based on the actual presence of “humans” — a feat previously challenging with other services.
The LIVE BOARD Marketplace integration at Toei Shinbashi Station not only exemplifies the evolution of DOOH advertising but also establishes a new benchmark for precision, effectiveness, and adaptability in the dynamic landscape of out-of-home advertising.
About LIVE BOARD Co., Ltd.
LIVE BOARD Co., Ltd. is a pioneering DOOH (Digital Out-of-Home) ad network operator headquartered in Shibuya-ku, Tokyo. The company operates a nationwide network of over 26,400 distribution sites, including outdoors, indoors, on trains, and inside stations. LIVE BOARD specializes in data-driven targeting and effectiveness verification and achieved Japan’s first distribution based on impressions (VAC) in the OOH field. The company’s adaptive ad distribution and billing system are designed to mirror real-world conditions, ensuring optimal performance and relevance.
To know more about LIVE BOARD visit https://liveboard.co.jp/en/