To members of the press
Press release
February 17, 2023
LIVE BOARD,INC.

Trends and Predictions in OOH - 2023
First Year of Full-scale “Programmatic OOH” in Japan
LIVE BOARD, INC. (Headquarters: Minato-ku, Tokyo; President and CEO: Jun Sakurai; hereinafter, “LIVEBOARD”) has joined the U.S Digital Place Based Advertising Association (DPAA), a global digital OOH industry
association, and the World OOH Organization (WOO), a global OOH association in order to stimulate the Japanese
OOH market, and to establish comprehensive and reliable measurement standards for advertisers and mediaowners in all OOH environments, including outdoor and transit. In Japan, LIVE BOARD is also a working memberof the Digital Signage Consortium (DSC), helping to develop measurement standards. With this in mind, LIVEBOARD has published “Trends and Predictions in OOH -2023” with 1.Data, 2.Creative, and 3.Media perspectives,
based on the latest global trends mainly in the U.S, the U.K, and Australia, as well as domestic research andpublic resources.

-Recovery of traffic flows
The “WFH” trends, driven by the impact of COVID-19, have subsided and companies are beginning to embrace
the flexibility of working styles, either working from home or working in the office. Although there are shades ofgrey depending on companies’ working style policy, as illustrated by the case of Elon Musk, CEO of Tesla andTwitter, who instructed his employees to “come to work principle”, more companies are beginning to encourage
their employees to come to work, and the flow of people in the city centre is expected to recover to a level close
to those before COVID-19.
In addition, the number of overseas (inbound) tourists is expected to increase due to the depreciation of theyen and the lifting of entry requirements, while demand for domestic travel is also expected to be strong amongJapanese, especially who have been reluctant to travel overseas due to the depreciation of the yen, leading to arecovery in traffic flows to major cities and tourist destinations in Japan.

-Trends of OOH
COVID-19 has had a significant impact on the OOH industry, but in recent days, we have seen an increase ofOOH exposure opportunities as more people go out due to a reduction in the number of infected patients andmedia reports that the government policy is being lifted.
In addition to the “OOH industry trend keyword in 2022” research published at the end of last year, LIVEBOARD has predicted what will happen in 2023 from the "Data”, “Creative”, and "Media” perspectives.

＜Trends and Predictions in OOH - 2023＞
The first full year of “Programmatic OOH” in the Japanese market.
Definition of “Programmatic OOH”
An acronym that stands for Programmatic（Digital）Out Of Home.
The networking of digital OOH screens enables the efficient and effective ads exposure by integrating “data (targetingby attributions, location environments, etc.)”, “one-stop inventory management system” and “measurement metrics”.

①Data-The first full year of “Programmatic OOH”.
In 2022, major DSPs including Google Display &Video360 (hereinafter, “DV360”), expanded theirprogrammatic capabilities into digital OOH. In 2023, as
more case studies accumulated and its effectiveness isrecognized, more agencies will become aware of thechannel and operational issues will be resolved, leading toincreased recognition of “Programmatic OOH” as a major
channel.

- Cross-media planning, including OOH, becomes mainstream.
Advertisers are realizing the limited reach of TV & online ads and are beginning to focus on a variety of media
including OOH. On the agency side, the demand for comparable data across multiple media sectors will increase,especially when planning cross-media campaigns.

- Method for measuring OOH audiences will be standardized.
As “Programmatic OOH” deals grow, so do impression-based deals and the demand for cross-media planning.
As a result, advertisers and agencies are beginning to recognize the need for consistent metrics to measure crossmedia impressions, and there is momentum for measurement standardization driven by industry associations.

②Creative-LIVE Streaming
As the environment for video streaming of e-sports andartists’ content through OOH has improved, the number ofindividuals and companies conducting LIVE streaming
through OOH will increase. In addition to LIVE streaming, asynergistic effect is expected as OOH becomes aninteractive medium when combined with SNS services.

- Accelerate more creatives integrated with SNS services.
In 2022, we saw a lot of creative integrated with Twitter and OOH, and in 2023, we expect to see more creatives
integrated with a much wider range of SNS services such as TikTok and YouTube.

-Moments triggered creatives.
It is possible for programmatic OOH to show different creatives triggered by external data such as weather,temperature and time, increasing the number of multiple creatives for each moment in a single campaign.

③Media-Increasing number of media capturing audiences on
the go.
With the growth of programmatic OOH, advertisers havemore flexibility to access audiences on the go, leading to thedevelopment of different types of media.

-Increasing demand for environmentally friendly media(energy saving, CO2 reduction, greening, etc.)
In Europe for example, a number of initiatives are alreadyunderway to reduce CO2 emissions, including not only energy-saving OOH, but also greening the roofs of bus
shelters, or installing beehives at bus stops. This trend will spread to Japan as well, with advertisers booking
environmentally friendly screens for their ads.

-Increasing the relative value of OOH media.
The relative value of OOH compared to other media will increase due to factors such as the lack of interest in TV
among younger generations, the slowing growth of online media, the recovery of audience flows, including theincrease in the number of foreign visitors, the growth of DOOH in multiple environments including outdoor, indoor,and in-store, and a high affinity with SNS services.

As a pioneer in the Japanese OOH industry, LIVE BOARED is committed to providing useful information toadvertisers, including research and verification, in order to stimulate the industry.

◆About LIVE BOARD, INC.
An operator of a digital OOH ad network that achieves data-driven targetingand effectiveness verification.
LIVE BOARD is the first company in Japan to achieve impression-based
advertisement delivery in OOH. We deploy advertisement delivery and billingsystems in accordance with actual conditions that are based on the estimatednumber of viewers "at that time, in that place, and for that specific ad," even during the COVID-19 pandemic,
when people’s movement patterns are prone to change. In addition, by combining big data from Japan's largest

carriers with our own network, which includes a wide range of digital OOH across Japan, including outdoor,indoor, train, and station OOH ads, we have been able to deliver personalised ads, such as targeting by genderand age, that was not possible with traditional OOH.

Company NameLIVE BOARD, INC

Representative

President and CEO: Jun Sakurai

Location

7th Floor, Daiwa Aoyama Building, 3-1-30, Jingumae, Shibuya-ku, Tokyo

Capital

2.5 billion yen

Date of Establishment

February 1st, 2019

Business Details
WebsiteDOOH Advertising Distribution Platform Management, DOOH Advertising Media Development,
DOOH Advertising Space Sales
https://www.liveboard.co.jp＜Media Contact＞
LIVE BOARD PR Office: Asakura, Abe
TEL：090-5393-0219 / 03-5843-0932 E-mail：info_press@liveboard.co.jp