New Advertising Strategies Enabled by Digital Advertising and DOOH --Expanding Reach and Maximizing Results with Data-Driven DOOH--

00 Introduction

On January 27, 2026, LIVE BOARD and Hakuhodo DY ONE co-hosted a webinar titled "New Advertising Strategies Realized Through Digital Advertising and DOOH."
As the media landscape grows increasingly complex and consumer engagement patterns evolve, how can digital advertising and DOOH (Digital Out-of-Home) be combined to maximize marketing results? In this article, we will introduce the latest trends in the DOOH market discussed during the webinar, specific use cases, and the role of DOOH in future advertising strategies.
Yuji Hata: Media Strategic Planner, Hakuhodo DY ONE Inc.
Yui Maruyama: Manager, DOOH Department, Data Solution Group , Hakuhodo DY ONE Inc.
Eri Kawase: Manager, Client Services, LIVE BOARD, INC.

01 About LIVE BOARD and the DOOH Market

(Speaker: Eri Kawase, LIVE BOARD)

Trends in "Measurement" to Visualize the Value of OOH Advertising.
In recent years, the OOH (out-of-home and transit advertising) industry has undergone significant transformation. In September 2025, Japan OOH Audience measurement Association (JOAA) was established. (https://www.joaa.jp/) This represents an industry-wide effort to standardize metrics that previously varied by medium and location, aiming to visualize the effectiveness of OOH as objective data (measurement data), much like TV ratings or digital impressions. The digital signage advertising market is also experiencing steady growth, and the foundation for data-driven transactions is taking shape.

From "Location" to "People": The LIVE BOARD Approach
LIVE BOARD is one of Japan's largest DOOH ad networks, leveraging NTT DOCOMO's location data^*1 to connect its own media with that of its partners, thereby redefining the value of OOH. Its defining feature is that it is a hybrid medium that combines the "operational flexibility of digital" with the "impact of OOH."
Whereas traditional OOH was based on the concept of "buying a specific location (ad slot)," LIVE BOARD adopts an approach closer to digital advertising, where "the audience" serves as the starting point for purchasing the optimal delivery targets from across the entire network.
*1 We obtain prior consent from our clients, and the data is handled as statistical information that does not identify individual users.

Key Features of LIVE BOARD:

• ・VAC-based impression measurement: Rather than simply counting the number of people in front of the media, we calculate impressions based on the number of people who can be assumed to have actually "seen" the ad (VAC^*2) by factoring in viewability metrics.
  *2 LIVE BOARD uses impressions that take into account the visibility rate based on visibility surveys (VAC = Visibility Adjusted Contact / total number of people who saw the ad), as recommended in the OOH Global Measurement Guidelines. Of the number of people in the viewing area of a medium (OTS = Opportunity to See), the number of people who may come into contact with an OOH ad (OTC = Opportunity to Contact / takes into account the direction of movement within the viewing area and the presence of obstacles) is The number of people who are likely to actually see the advertisement (VAC) is estimated by adding the visibility rate for each media to this number.
  
  
• ・Precise Targeting: By leveraging data such as Docomo Data, we can deliver ads based not only on gender and age but also on segments such as job type, annual income, and app usage data, as well as through heatmap-based targeting.
  
  
• ・Flexible Delivery Design: Unlike traditional OOH advertising, which is fixed in terms of duration and location, we offer flexible options such as time-slot-specific delivery and heatmap-based delivery based on target audience density.
  
  
• ・Integration with Diverse DSPs (Programmatic): We have established partnerships with a wide range of domestic and international DSPs (Demand-Side Platforms), enabling you to purchase ad inventory through the same platforms used for digital advertising.

02 Why DOOH Is Essential in Digital Marketing Today

(Speaker: Yui Maruyama, Hakuhodo DY ONE)

"Ultimate Personalization" in the Generative AI Era and the Value of Offline
Consumers' total daily media exposure time amounts to approximately 440 minutes (about 7 hours), and with the widespread adoption of smartphones, they are effectively "engaged with media anytime, anywhere." In particular, by 2025, the gap between consumers and generative AI will narrow, and the experience within smartphones will evolve toward "ultimate personalization."
Going forward, we anticipate a shift toward a process where users gain pinpoint access to information tailored exclusively to their own interests and preferences through interactions with generative AI. As these "intimate, individual digital experiences" become more prevalent, the question of "how to capture consumer recall" will become increasingly critical in marketing. Consequently, the relative value of offline initiatives--such as television and DOOH--which are effective at capturing recall, is expected to rise even further in the future.

"Complementarity" and "Synergy" with Digital Advertising

DOOH not only functions independently but also plays a role in enhancing the effectiveness of existing digital initiatives.

1. 1.Complementing Reach: According to a campaign survey, approximately 2.6% of those who were aware of the brand had become aware through "DOOH alone." It serves to complement reach by targeting audiences that cannot be fully captured by television or digital media.
   
   
   
2. 2.Synergistic Effect (Improved Search Rates): Data shows that audiences exposed to both digital advertising and DOOH (overlapping audiences) exhibit the highest KPIs, such as search activity. This indicates that DOOH serves as the final push and helps reinforce brand recall.

Operations and Testing Using WISE Ads

By utilizing "WISE Ads (https://www.hakuhodody-one.co.jp/service/marketing/media-solution/wise-ads/)" provided by Hakuhodo DY ONE, you can manage DOOH platforms such as LIVE BOARD in the same way as digital advertising across all phases--before, during, and after delivery. For example, during delivery, you can check the target audience coverage rate for each display and adjust the budget allocation--such as reducing the budget for displays with low coverage and shifting it to those with high coverage. Additionally, by measuring store visits after delivery, you can implement a PDCA cycle to inform future planning.

03 Practical Examples og Digital and DOOH Integration

(Speaker: Yuji Hata, Hakuhodo DY ONE)

We will use five case studies to explain how LIVE BOARD can provide solutions to common challenges frequently raised by client companies.

Challenge 1: "The target audience is busy and has limited time to engage with ads" (e.g., busy moms raising children)

Solution: Utilize Docomo data and other sources to visualize the target audience's daily routines and deliver ads precisely where they are.

Effect: [Expansion of Incremental Time] For audiences who don't have time to watch TV or use digital media, this creates passive exposure opportunities along their daily routines.

Challenge 2: "It's difficult to pinpoint the right timing and volume using digital advertising data" (e.g., people who have recently moved)

Solution: Target users by combining "location" (e.g., near furniture retailers) with "demographics" (e.g., gender and age).

Result: [Expanding Incremental Moments] By targeting users near furniture stores they visit immediately after moving, we capture the "exact moment they are considering a purchase"--a window that property data alone cannot fully capture.

Challenge 3: "We want to boost product recall in-store, but in-store promotions are subject to many restrictions" (e.g., products on lower shelves)

Solution: Deliver ads via DOOH around the store, targeting the moment just before the customer enters (recency).

Effect: [Boosting the Recency Effect] Even when in-store initiatives are difficult to implement, reminding customers immediately before they make a purchase helps boost product recall when they're standing in front of the shelves.

Challenge 4: "We want to evaluate DOOH on the same level as digital advertising."

Solution: Utilize a Data Clean Room (DCR) to link DOOH touchpoint IDs with evaluation data for analysis.

Result: [Digitization of Evaluation] Conduct brand lift studies based on touchpoint IDs to visualize effectiveness using the same metrics as digital advertising.

Challenge 5: "I want to run integrated online and offline campaigns, but I'm worried about the workload and risks."

Solution: Centralized submission and delivery management using the LIVE BOARD Network.

Benefits: [Achieve multi-channel engagement through a one-stop solution] LIVE BOARD centrally manages the varying submission guidelines and workflows for each media outlet. This enables multi-channel engagement along consumers' daily routines with minimal effort^*3.

*3 Reviews are conducted by each media company based on their own standards.

[Summary] As described above, leveraging LIVE BOARD delivers value through "extended incremental time/moments," "the recency effect," "digitization of evaluations," and "multi-channel engagement with minimal effort," making it an effective solution for challenges that are difficult to address with digital advertising alone.

04 Panel Discussion

(Speakers: All)

Topic 1: What are your impressions of LIVE BOARD after actually using it?

Mr. Maruyama (Hakuhodo DY ONE): While OOH and DOOH each have their own merits, LIVE BOARD is very user-friendly because it can be proposed alongside digital media. By leveraging data from Docomo and other sources, we can make proposals using the same segmentation as digital media, which I feel broadens the scope of our proposals.

Mr. Hata (Hakuhodo DY ONE): Even for those of us who usually handle digital planning, LIVE BOARD is easy to get used to and can be easily incorporated into our planning. We're hearing more and more from clients saying, "We've been seeing LIVE BOARD videos around town a lot lately," so I really feel that opportunities for consumers to encounter it are increasing.

Topic 2: As the DOOH market continues to grow, what is necessary to remain a preferred media choice?

Mr. Maruyama: "Impact-type" media, which offer special creative elements like 3D imagery and immersive experiences, and "network-type" media like LIVE BOARD have different roles. For network-type media like LIVE BOARD, I believe that focusing on "nationwide coverage," "integration with digital," and "targeting capabilities comparable to digital" will be the key to being chosen.

Mr. Hata: While "advertising effectiveness" is a fundamental prerequisite, it's not enough to simply run a campaign and call it a day. It's also crucial to correctly define the role of each medium and verify whether it actually delivered results. Since LIVE BOARD offers the research methods and flexible delivery capabilities needed for this, it tends to rise higher on the planning priority list.

05 Expectations for the Future of DOOH and Each Company's Outlook

Finally, each company shared its outlook for the future.

Mr. Maruyama: As generative AI rises and people become increasingly isolated within their smartphones, DOOH--which creates shared experiences in public spaces like city streets--is poised to become an "inflationary medium" (a medium whose value is being reevaluated) whose relative value will continue to rise. We want to evolve it beyond a mere advertising space and establish it as infrastructure.

Mr. Hata: In an era where every location is a touchpoint, I believe DOOH will make the greatest contribution. While demonstrating its effectiveness, I hope to see the market as a whole expand its reach even further, and we intend to expand our sales efforts toward that goal.

Ms. Kawase: The industry is still in its early stages of development. We encourage you to keep challenging us with requests like, "Can we do this?" so that we can grow into an "indispensable medium" for both clients and consumers.

This webinar demonstrated how DOOH has evolved into an advanced marketing channel that seamlessly integrates with digital advertising to deliver "reach expansion," "synergistic effects," and "precise measurement." For companies that feel their existing digital strategies have reached a plateau or are considering the digital transformation of their offline initiatives, programmatic DOOH solutions like LIVE BOARD could be a strong option worth considering.