【LIVE BOARD 6th Anniversary Webinar】
LIVE BOARD FY2025 Outlook

Established on February 1, 2019, LIVE BOARD celebrates its 6th anniversary this year.

Here is a content report on our past and future outlook.

▼Speaker

LIVE BOARD, INC.

President ＆ CEO

Tomohiro Takagi

▼CONTENTS

■OOH market in 2024

‐About Global Markets

  The global OOH market from 2019 shows that OOH media sales fell in 2020 due to the Corona disaster, but sales recovered the following year and exceeded pre-Corona sales in 2019 in 2022. The percentage of OOH budgets in the advertising market is also increasing. Looking at the DOOH budget and programmatic share, the programmatic DOOH share of the DOOH budget continues to grow, increasing by +7 points to 8.5% in 2024 compared to 2020.

‐Japan's OOH Market

　The DOOH market in Japan continues to grow steadily, as does the global market. According to “Advertising Expenditures in Japan in 2023” by Dentsu, total advertising expenditures in Japan reached a record high in 2023. Regarding the domestic OOH market trends, advertising expenditures for large and prominent OOH media, as well as outdoor visions, continue to increase. In addition, network-type DOOH media, which distribute a single material to various locations, are growing significantly as they are being used in a wide variety of industries. 

　Also noteworthy is “retail media” in OOH trend topics. According to a joint study on the retail media advertising market by Carta Holdings and Digital Infact, focusing on digital signage figures among store operators, the market size in FY2024 is expected to be 14.7 billion yen, or about 160% of the previous year's level. With a number of major retailers entering the advertising business, and new media appearing in convenience stores, supermarkets, and drugstores, growth is expected to continue.

■LIVE BOARD in 2024 

　Thanks to the understanding and support of our stakeholders, in FY2023 we achieved approximately 3.7 billion yen in sales, 330 advertisers, and significant growth in DSP and demand-side platform sales. Further growth is expected in FY2024.

　The LIVE BOARD network continues to expand year after year, and already covers more than 60,000 pages nationwide, with MAUs and monthly active users totaling 29 million MAUs, on a par with major digital platform companies. Especially in the Kanto region, we have been able to visualize the strength of the network among Generation Z and businesspersons, and we are receiving an increasing number of requests from them because we can approach targets that are difficult to reach with other media. 

*As of March 2025

‐New Topics in 2024

●Strengthening the company's own aspects
　With the return to profitability, the company has established a base from which it can take time to consider new installation surfaces, and in FY2024, it installed a new large-screen “GINZA GATE BOARD” in front of Shinbashi Station. The company will continue to promote the scrap-and-build of its own facilities, aiming for further growth in FY2025. 

●Audio output
　The default specification for LIVE BOARD's own screens has been no audio output, but in order to meet the needs of our customers, we are gradually increasing the number of screens that can output audio, from the “Shibuya Miami Building” and “Shinjuku Naganoya Building” in Tokyo to all of our own screens nationwide. 

●Expanding LIVE BOARD Network
　In February 2024, Live Board Marketplace was connected to 11,500 screens of “THE TOKYO TAXI VISION GROWTH,” one of the largest cab signage media in Tokyo, operated by News Technology. In the area of transportation advertising, a number of new media have started to be connected, and from April 2025, “SATSUEKI VISION,” which is managed and operated by JR Hokkaido Solutions and installed in JR Sapporo Station, will also be connected. This will enable the company to connect to four JR Group companies (Hokkaido, Tokai, Nishinihon, and Kyushu), including those already connected and those newly connected. In addition, the number of airports will be expanded, and linkage with the Yokohama Municipal Subway and outdoor signage in Omiya will also begin in March. Another key point is the expansion of the Kansai area. Hanshin Electric Railway, Nankai Electric Railway, Kobe Municipal Subway, which is in the Kobe area for the first time, and outdoor signage in the Namba area are increasing their influence in the Kansai area.

●Promotion of content collaboration
　As a media company for outdoor advertising, LIVE BOARD works with a variety of content to disseminate valuable information to consumers. 2024, Live Board concluded an “Official Supportership of TEAM JAPAN” with the Japan Olympic Committee. A PR video was aired in preparation for the Paris 2024 Games. It has also concluded an official partnership agreement with FC Tokyo and an official supplier agreement with Sun Rockers Shibuya.

●  Insight Data
　The “Demonstration Survey for Visualization of Advertising Effectiveness of TV x Web x DOOH,” which had been conducted since September 2023, has been completed. The first step in the verification study was to visualize the characteristics of DOOH contact persons. This enabled multifaceted DOOH targeting by adding profiles to location information. Furthermore, the verification results showed that DOOH can be expected to be highly effective for all funnels by increasing targeting accuracy.
　The TV x Web x DOOH effect measurement frame and DOOH effect were verified. Targeted DOOH was confirmed to have a clear effect as a complementary media to “awareness,” and the middle funnel effect of “triple media including DOOH” was clearly demonstrated in the media mix effect. In the future, DOCOMO will conduct demonstration experiments utilizing location information, application usage logs, and data on DOCOMO's economic zone accumulated by “docomo data square®*7 ” and consumer profile information owned by Video Research. We would like to establish a system to demonstrate the value of DOOH with a sense of conviction.

●Received national and international advertising awards
　The content, which was created in collaboration with an advertising company, won the “World Out of Home Organization Awards 2024” and “Digital Signage Awards 2024”. We will continue to use various technologies to win many more awards in the future.

■Prospects and Initiatives for 2025

　The four keywords “Measurements,” “Media Portfolio,” “Content,” and “Insights” will be set as key initiatives for FY2025. 

●  Measurements
　Live Board is also participating in the “Preparatory Committee for Standardization Study of Japanese OOH Measurements,” which was established in April 2023 to formulate a Japanese OOH measure that will serve as a common industry indicator, and is aiming to provide the “Japanese OOH Measurements” during FY2025. We believe that 2025 will be a turning point for the OOH industry and LIVE BOARD. We believe it will be an important year for the OOH industry and the LIVE BOARD.

●Media Portfolio
　Thanks to many media companies, we were able to expand our reachable surface in FY2024. On the other hand, we believe that we need to evolve into a “sought-after media” rather than stop at the end of our reach. In addition to our past activities, we will continue to collaborate with “retail media” to create more opportunities to be seen and to evolve into more accessible advertising that is easier for advertisers and advertising companies to plan for. 

●Contents
　Since we are doing business by renting space in the city, we also place importance on contributing to the city and society, and have supported many organizations in their social contribution activities to date. In addition to supporting social contribution activities, we have begun collaborating with content that attracts the attention of consumers, such as real-time reports, and will continue these efforts in FY2025. 

●Insights
　As mentioned above, the verification experiment to visualize advertising effects in the triple media (TV x Web x DOOH) that began in September 2023 with Video Research, Inc. and others has been completed, and in FY2024, Live Board reach will be installed and provided in the planning tools of advertising agencies, We will continue to work toward the state-of-the-art of triple media. 

　Finally, we would like to work together with advertisers, advertising companies, media companies, and all other stakeholders to accelerate the further rise of the OOH market.

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