To members of the press
Press release
October 18, 2022
LIVE BOARD, INC.

Brand Lift Up to 50% Compared to Advertisement Non-Viewers
According to Log Analysis
Collaboration with PORTO to Verify the Effectiveness of Digital Signage Advertising in
Increasing App Installation Rates

Brand Lift Raised by Up to 50% Compared to Advertisement Non-Viewers

LIVE BOARD, INC. (Headquarters: Shibuya-ku, Tokyo; President and CEO: Jun Sakurai; hereinafter, “LIVE BOARD”) andPORTO Inc. (Headquarters: Shibuya-ku, Tokyo; CEO: Hiroki Yoshida), a group company of CARTA HOLDINGS, Inc. thatoperates the PORTO integrated marketing platform (https://portodsp.co.jp/) have performed an analysis of the delivery of digital
signage advertising using “docomo data squareTM*1” and confirmed the effectiveness of advertising at the log level using a data
clean room*2. PORTO and LIVE BOARD will continue to strive to create new value for OOH advertising and support the marketing
activities for companies.

*1 docomo data square is a registered trademark of NTT DOCOMO, INC. It is a large-scale data base that protects the privacy of consumers while supportingcorporate marketing activities.
*2 The data clean room provided by NTT DOCOMO. It enables analysis using data from roughly 72 million d POINT CLUB members that have given prior permission.

◆Advertising campaign and analysis overview
Advertiser：Premium Platform Japan, Inc.
Advertised content: Paravi：https://www.paravi.jp/
Advertising period：July 18 to July 25, 2022
Analysis period：July 18 to July 28, 2022
Analysis content：Compared Paravi app download rates and launch rates between advertisement viewers and advertisement
non-viewers
Analysis scope：99,488 advertisement viewers, 99,488 advertisement non-viewers Comment from Tsutomu Ono, Promotion Bureau Chief, Premium Platform Japan, Inc.
Until now, the effectiveness study of advertising on digital signage and other OOH media has been limited to inferring reach or
performing brand lift studies, etc., and visualizing the results of advertising has been a challenge. We have defined app
installation and launch, the main objectives of our advertising, as our KGI, and it was very useful to be able to perform analysis
from various perspectives using a data clean room. We were especially interested in the ability to perform analyses specificallyfocused on dormant users and to perform advertising content-specific and signage area-specific analysis.
We are not going to let our emotions soar or plummet based on each individual result, but instead we hope to establish a baseline by performing multiple analyses based on current results, and to apply the PDCA cycle based on the results of area-specificand advertising content-specific analyses.

◆Log-level analysis by docomo data squareTM
Analysis was performed by using DOCOMO’s location information, etc., and actual activity logs (app download and launch).

◆Comparison of Paravi app download rates between advertisement viewers and advertisement non-viewers
For advertisement viewers as a whole, the app download rates rose by 10% compared to advertisement non-viewers. For
men, the target demographic, the app download rates rose by 15%.

Men and women aged 20 to 69

Men aged 20 to 69

D/L rate

People not exposed to LB ads

D/L rate

People not exposed to LB ads

People exposed to LB ads

People exposed to LB ads

adsads◆App download rates within the target (men) by age
For men in their 50s who viewed ads, the app download rate rose by 50% compared to advertisement non-viewers.
For men in their 20s, however, advertisement exposure did not appear to provide any lift.

App D/L rates by age*The number of samples for people younger than 20 was too small,so they were excluded from the analysis scope

Bar graph
Left bar: People not exposed to LB ads
Right bar: People exposed to LB ads

Men aged 20 to 29

Men aged 30 to 39

Men aged 40 to 49

Advertisement nonviewers

Advertisement
viewers

Men aged 50 to 59

Men aged 60 to 69

◆App download rates among dormant male users in their 20s
For dormant users, app download rates rose by 38% due to advertisement exposure.

Dormant male users* aged 20 to 29
D/L rate

People not exposed to LB ads

People exposed to LB ads*Users who had used the app within the previous six
months but had uninstalled the app at the time of thestart of the ad campaign◆Comparison of app launch rates between advertisement viewers and advertisement non-viewersComparing app launch rates among existing Paravi users on per-frequency usage basis, for the mid-level user bracket, whichlaunches the app roughly once per month, advertising exposure was shown to lift app launch rates.

Launch rate by usage frequency for existing users

Roughly once every three months

Roughly once a month
People not exposed
to LB ads

People exposed toLB ads

Bar graph
Left bar: People not exposed to LB ads
Right bar: People exposed to LB ads

Roughly once or twice per week◆Comparison of app download rates by advertisement distribution area
Digital signage advertising coverage was divided into “Kanto area” and “Areas other than Kanto,” and analysis was performedfor each. Download rates were found to have increased as a result of advertisement exposure in both areas, but this increase
was especially large in areas other than the Kanto.

Kanto (Tokyo and three neighboring prefectures)

People not exposed to LB ads

Areas other than Kanto (Osaka, Fukuoka, Nagoya, Sapporo, Sendai)

People exposed to LB ads

People not exposed to LB ads

ads

People exposed to LB ads
ads◆ About PORTO (https://portodsp.co.jp/)
PORTO is an integrated marketing platform that enables brand advertisers focused onbranding to run advertising at ease. It offers PORTO Premium audio and PORTO Premium
DOOH, etc., which are available for programmatic audio advertising while using the sameformat as offline radio advertisements. This unparalleled integrated marketing platform canbe used to centrally measure, manage, and distribute advertising in diverse formats, bothonline and offline, including audio, in-stream, DOOH, and premium display advertising.

◆About LIVE BOARD,INC.
A digital OOH adnetwork operator achieving data driven targeting andeffectiveness 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 ofdigital OOH throughout Japan, including outdoor, indoor, train, and station OOH ads, we have enabled the deliveryof personalized ads such as targeting by gender and age, which was not feasible with conventional 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

Start of operation /Date of establishment

February 1, 2019

Business areas

DOOH Advertising Distribution Platform Management,Development, DOOH Advertising Space Sales

Websitehttps://liveboard.co.jp/en/

DOOH

Advertising<Inquiries about this release>
Contact: LIVE BOARD PR Office Contact persons: Asakura, Abe
TEL: +81-90-5393-0219 / +81-3-5843-0932 E-mail: info_press@liveboard.co.jp

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