PROGRAM

ExhibitionStage #1-5 Who to show it to and where to show it—effective methods for increasing brand awareness through outdoor advertising

The digital out-of-home (DOOH) advertising market continues to grow steadily due to the expansion of digital signage installations in urban areas and the spread of programmatic advertising technology. However, while it has become possible to deliver targeted messages using location information and demographic analysis, many advertisers and agencies recognize the challenge of measuring the effectiveness of outdoor advertising, and there is a need to establish strategic operational methods based on data.
In this session, we will explain targeting methods and brand awareness measurement in DOOH based on actual delivery data and case studies.
GENIEE, which operates the DOOH platform “GENIEE DOOH,” and IRIS, which handles mobility media such as taxi advertising “TOKYO PRIME” and golf cart advertising “Golfcart Vision,” will introduce methods for quantitatively measuring changes in brand awareness before and after ad exposure, as well as insights from actual operations, each from their respective perspectives.

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  Yasuo Oyama

  Geniee, Inc.

  Director, Demand-Side Business Headquarters

  

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  Hideyuki Nakanishi

  IRIS Inc.

  Media Sales Department Manager and Media Operations Department Marketing Group Group Manager