To members of the press
Press release (research release)
February 16, 2022
LIVE BOARD, INC.

Survey on Digital OOH Aims and Applications
We Asked Advertisers: What Do You Use as an
Effectiveness Indicator (KPI/CV)?
LIVE BOARD, INC. (Headquarters: Shibuya-ku, Tokyo; President and CEO: Jun Sakurai; hereinafter, “LIVEBOARD”) has conducted a survey among men and women between the ages of 20 and 69 who work forcompanies across Japan. The survey focused on people with experience placing digital OOH ads and asked them
about their intentions for using digital OOH and how they imagined they will use it. Many advertisers responded
that they were very uncertain about which indicators should be used to measure digital OOH. In this survey, we
conducted a questionnaire to find out which kind of effectiveness indicators (KPI design or CV measurement)
are used by advertisers who have experience placing OOH ads.

◆ What are the KPIs for digital OOH ad distribution during the COVID-19 pandemic and for the postpandemic era?
We found that most respondents measure digital OOH distribution effectiveness using reach, ad recognition,and purchases as KPIs. In addition to ad recognition and reach, many respondents indicated that they would
use KPIs such as changes in attitude or behavior after the pandemic. These included purchases, store visits,
and site visits—distinctive features of outdoor advertising which will be used to target higher footfall.

◆ What are the CV measurement indicators for digital OOH ad distribution?
For CV measurement at the time of digital OOH distribution, actions such as store visits, purchases,
downloads of applications, and site visits were used as CV measurement indicators, as they can be analyzed
by combining them with other data, which enables a location data driven approach, etc. The following results
are summarized by industry:

However, some advertisers expressed uncertainty about what kinds of indicators are most appropriate formeasuring digital OOH. This suggests there will be a need to work with advertisers to create indicators for
effective KPIs and CV designs based on how each issue is addressed.

◆LIVE BOARD,INC.
A digital OOH ad network 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 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," evenduring 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 rangeof digital OOH throughout Japan, including outdoor, indoor, train, and station OOH ads, we have enabled thedelivery of personalized ads such as targeting by gender and age, which was not feasible with conventional
OOH.

LIVE BOARD, INC.
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 /February 1, 2019

Date ofestablishment
Business areas

WebsiteDOOH Advertising Distribution Platform Management, DOOH Advertising MediaDevelopment, DOOH Advertising Space Sales
https://liveboard.co.jp/en/<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