New research reveals key locations for engaging with "Generation Z". Top 30 LIVE BOARD Outdoor screens ranking in Japan


Amemiya Building, Tokyo ,Japan

LIVE BOARD,INC. has announced a new solution to rank the top 30 LIVE BOARD screens in Japan utilizing NTT DOCOMO's "docomo Sense™(Audience Intelligence Engine)※1"and "docomo data square®※2 " and other tools to conduct the analysis. Research shows the current Generation Z (referring to the generation in their teens to early 20s as of 2023) is moving away from television as their preferred media channel. Out of home (OOH) advertising is said to have greater success amongst this generation of audiences due to its disposition as a channel with ads that cannot be skipped or missed. Therefore, this time we ranked the top performing OOH screens for engaging "Generation Z" from approximately 110 outdoor visions nationwide that are part of the LIVE BOARD Network.

※1 Formerly known as the Audience Intelligence Engine. Audience Intelligence Engine is the technology that constitutes the NTT Group's corevo® AI. Corevo® is a registered trademark of NIPPON TELEGRAPH AND TELEPHONE CORPORATION.
※2 docomo data square is a registered trademark of NTT DOCOMO, INC.

◆Outdoor screens ranking - Top 30 screens for engaging "Generation Z"

The top 30 outdoor screens where "Generation Z" gather are: No.1 Amamiya Building, Meidaimae, Tokyo; No.2 Miami Building, Shibuya, Tokyo; No.3 Plaza Pasqua Building, Kashiwa, Chiba. 

Other top performing screens were Matsuya Building, Shimokitazawa in Tokyo and this survey also measured high audience density around the Keio and Inokashira lines. In addition to the city centers, the top locations were within central areas of each city, including Pasqua Building, Kashiwa Plaza, Chiba, CS Vision, Tenjin, Fukuoka, and Ekimae, Sendai, Miyagi.


<Survey overview>
Target Area: Nationwide
Target respondents: Teenagers (ages 19 and under included) 
Conditions: Teenagers (ages 19 and under included) who are using DOCOMO services
Target visions: LIVE BOARD outdoor visions at approximately 110 locations nationwide
(Survey conducted by docomo data square®)
Data coverage period: July 2023
※Provided by NTT DOCOMO

Referenced Press Releases:
・Sep 20th 2023 Where screens attract "Business people"? Top 30 LIVE BOARD Outdoor screens ranking in Japan 
・Jul 6th 2023 Announcing the TOP 30 LIVE BOARD outdoor screens in Japan for attracting "Home Appliance Lovers"
・April 13th 2023 No mask! Let's get in touch with nature to breathe fresh air to the fullest. Which vision attracts "outdoor lovers"?
・March 14th, 2023 Let's prepare for changing health conditions due to the spring season! Where are the screens where people with a high "drugstore visit rate" congregate?
・February 21st, 2023 Cherry blossom viewing party season is upon us! Where are the "Happy Drinkers"?
・October 27th, 2022 "Where Are the Frequent Visitors of Department Stores? LIVE BOARD Announces TOP 30 LIVE BOARD Outdoor Screens" 
・September 13th, 2022 "Where Are the Fashion and Cosmetics Enthusiasts? LIVE BOARD Announces TOP 30 LIVE BOARD Outdoor Screens" 
・August 25th, 2022 "Where Are the Gamers? LIVE BOARD Announces TOP 30 LIVE BOARD Outdoor Screens" 
・July 21st, 2022 "Where Are the Football Fans? LIVE BOARD Announces TOP 30 LIVE BOARD Outdoor Screens" 
・January 28th, 2022 "Where Are the Travel Enthusiasts? LIVE BOARD Announces TOP 30 LIVE BOARD Outdoor Screens" 
・May 26th, 2022 "LIVE BOARD Launches "Screen Ranking List" Using Data From "Audience Intelligence Engine" That Analyzes Visitors to LIVE BOARD Outdoor Screen"

◆LIVE BOARD screens across the country

LIVE BOARD currently has more than 26,400 screens, and is continuing to expand its network every day, not only by installing their own new screens, but also by aggregating screens from partners across the country.



A digital OOH ad network operator achieving data driven targeting and effectiveness verification

LIVE BOARD is the first company in Japan to achieve impression-based advertisement delivery in OOH. We deploy advertisement delivery and billing systems in accordance with actual conditions that are based on the estimated number of viewers "at that time, in that place, and for that specific ad," even during the COVID-19 pandemic, when the patterns of movement of people are prone to change. In addition, by combining big data from Japan's largest carriers with our proprietary network that comprises a wide range of digital OOH throughout Japan, including outdoor, indoor, train, and station OOH ads, we have enabled the delivery of personalized ads such as targeting by gender and age, which was not feasible with conventional OOH.



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