Evolved signage "Effectable" advertising media

Signage advertisements are attracting attention as the new colon virus infections are calm.Like online advertisements that have spread during their self -restraint, there is a growing demand to clarify advertising effects in real world.Rather than simply digitizing the signboard, it is trying to monetize it as a new advertising media that utilizes data.

The Famima !! Aoyama Building store in Minato -ku, Tokyo has three large monitors at the top of the cash register.In addition to advertisements such as the best -selling products and the cashless payment "Famipay", they broadcast entertainment information, weather forecasts, and news such as TV dramas.

According to FamilyMart's parent company, Ito Tadashi Corporation 8th Company Hiroshi Nakamoto General Manager, "If only advertisement is played, it will give the visitors to visitors."Ito and FamilyMart are not just digitization of signboards, but "media of stores."

The two companies established a new company gate one in September 2021.In cooperation with NTT DOCOMO and CyberAgent and Data One, which is responsible for digital advertising distribution established, we will develop a full -scale advertising media business using digital signage (electronic signage).The company plans to expand a signage store to 3,000 stores by the spring of 2010.

The background of convenience stores aiming for the media is the “Growth Law” facing the industry.The models that have grown in new stores are stalled, and how do you increase your profits as you get a lot of issues, such as the aging of the owner and the limits of 24 -hour business?It was Wal -Mart in the United States.

Retails are suitable for the media

Wal -Mart is one of the ways to compete with Amazon.com in the United States, "1 week.Approximately 4700 stores that visit 500 million people will be advertising platforms, and have set up signage.I thought that about 16,600 stores in FamilyMart would be able to make use of them in the same way.

About a year ago, Ito and FamilyMart started a demonstration experiment at 100 stores.Analyzing a questionnaire for 15,000 people and the data of the artificial intelligence (AI) camera installed in signage, the visibility rate of a tablet placed in the eat -in space and the medium -sized monitor installed on the shelf is about 5-10%.Although it was only, the average of about 50%of the cashier where visitors would stop by was high.

Famima's strength is an easy -to -understand advertising effect using sales data.People who see the advertisement have the highest motivation to purchase than those who have not seen it..He climbed six times and achieved higher results than other media.In addition, the sales of advertising items have increased over 20 % than non -installation stores at signage installations."The retail business with strong customer contact and sales data is compatible with the advertising media business," said Ito Tada's Nakamoto.

Conventional advertisements had the task of "I do not know the number of people you are looking at" and "I cannot aim for the distribution destination such as gender and age in detail", but it was accepted as a matter of course.However, when the corona evil increases the presence of online shopping, the number of displays by online advertisements will be calculated and the "targeting advertisement" will be compared.According to the officials, "The advertiser is not satisfied just by being a strict street with a lot of people and a station where 100,000 people get on and off a day."

Outdoor advertising that can be measured

According to a survey by Cyber Communications (Tokyo / Chuo), the 20 -year digital signage advertising market decreased by 30 % year -on -year.Although it has decreased significantly due to the corona evil, it has recovered to the level of 19 in 2019 and then grows.

LIVE BOARD (live board, Shibuya, Tokyo) is the one who uses NTT DOCOMO's "Mobile Space Statistics" to solve issues.DOCOMO was 51%and Dentsu Group has invested in 49%and established in 19 years.Singing the only digital outdoor advertising media that can measure the effect in Japan.

Mobile spatial statistics are population statistics that estimate by adding a docomo penetration rate to the number of mobile phones aggregated for each base station.The scope of outdoor advertisements can be seen based on international standards, and the residence population is calculated using mobile space statistics.If you apply the visibility ratio in a questionnaire, etc., you can see the advertisement.

The distribution target is over 120 outdoor signage, and more than 5,000 on the station premises, trains, docomo shops, etc.Mobile spatial statistics can see gender, age, and residential areas.If you want to show 100,000 women in your 20s, you can select an advertisement by choosing a time zone or screen with many target layers.It can be distributed near a store where you can buy a product, and you can use advertising content in conjunction with the weather and temperature.

For example, Daiichi Sankyo Healthcare advertises analgesics, along with related information related to headaches such as weather forecasts."It is easy to use in a limited budget because the investment results of advertising can be visualized," said the company.

Advertising media in the apartment

Neural pockets that provide AI image analysis services as a place where people's style does not decrease even in Corona's evil.At the entrance of a luxury apartment that wants to avoid paper bulletin boards, advertisements are distributed while providing guidance for residents.There are many daily necessities and organic foods.

The company's strength is "edge processing".In the case of a cloud type, AI analyzes video data from the on -site terminal to the server, but the edge type processes data on site.The text data after processing is said to be effective for privacy protection because the transmission cost is low and the video data itself is not transmitted and received.

AI measures advertising visibility, age, and gender.In the past, signage was sold to commercial facilities, etc., but the price was high for AI and the sales pace was not sufficient.Therefore, it was set up for free in an apartment and turned into an "advertising media type" that gets a price from advertisers.

In the past three cases, although the location of signage is different, it is common to see the advertising effects visible and try to enrich the types of content so that they do not become mere electronic signboards.In the future, there will be techniques that combine real and online, such as distributing detailed advertisements and coupons to visual smartphones.

Now that crowds are returning, the competition of aftercorona, which is realistically spreading from the Internet, is becoming more intense.

(Nikkei Business Ryuichi Washio)

[Nikkei Business Review of the November 8, 2021 issue]