The Japan OOH Measurement Standardization Preparatory Committee, established to continuously provide measurement data as a common foundation for the OOH industry and contribute to its development, has formulated and released the "Japan OOH Measurement Standardization Preparatory Committee RFP Version 1.0." This RFP aims to solicit companies and organizations capable of providing "Japanese OOH Measurement and its Measurement System."
The committee is currently preparing to establish JIC (Joint Industry Currency), an organization that will provide measurement data. JIC will collect, integrate, and model diverse and complex data sources, taking into account the characteristics of Japanese OOH media while complying with various domestic and international guidelines. It will create and provide objective, reliable estimated data serving as metrics for targeted OOH advertising. According to the committee, "It is crucial that the estimated data represents the number of viewers, factoring in the movement patterns and number of people in the OOH advertising environment, combined with visibility rates." It further states that it aims to "contribute to building a foundation for OOH advertising transactions, planning, and evaluation, striving for robustness, accessibility, and broad understanding among advertisers."
■Press release regarding this matter is available here
[Japanese OOH Measurement Standardization Preparatory Committee]
This project was launched in April 2023, initiated by JAAA (Japan Advertising Agents Association), in response to demands from advertisers to address challenges that rapidly surfaced due to the COVID-19 pandemic. It involves six advertising agencies, six OOH media companies, and one observer organization.
〈Advertising Agencies〉
・ADK Marketing Solutions
・NKB
・Oricom
・Kyōritsu Advertising
・Dentsu Inc.
・Hakuhodo DY Media Partners
〈Out-of-Home Media Companies〉
・MC2
・JR East Planning
・Tokyu Agency
・Pass Communications
・Metro Ad Agency
・LIVE BOARD
〈Observers〉
・Digital Signage Consortium
【Contact】
Japan OOH Measurement Standardization Preparatory Committee Secretariat
ooh@jaaa.ne.jp
