Global OOH Conference "OOH Tokyo Conference" Held in Japan for the First Time

The international conference "OOH Tokyo Conference 2025 In Association with WOO" (hereinafter referred to as OTC), hosted by the World Out of Home Organization (WOO)—the world's only global OOH (Out-Of-Home) advertising industry association with over 200 member companies from 100 countries—was held on Thursday, February 20, 2025, at Tokyo Midtown Hall. This marks the first time a WOO event has been held in Japan.

OTC centered on the theme "From Japan to the World, From the World to Japan," discussing the latest technologies and trends in OOH advertising, new possibilities for collaboration with overseas OOH markets, and the creation of sustainable business models. The event featured an opening keynote message, 20 sessions, and a networking dinner, with a total of 44 OOH-related experts taking the stage. The venue was attended by numerous professionals involved in OOH, including media companies, advertising agencies, and corporations.

The event began with a keynote by Tom Goddard, CEO of WOO. Sessions addressed the necessity of measurement metrics in Japan. This was followed by sharing examples of advanced measurement initiatives overseas and progress within Japan. Advertisers also shared their expectations and perceived need for measurement, providing a valuable opportunity for the entire Japanese OOH industry to reconsider measurement metrics. Discussions also covered digital OOH (DOOH), which has driven the OOH market in recent years, and programmatic DOOH, which is expected to grow significantly. Towards the end of the sessions, several creators took the stage to discuss creative methods for OOH.

Sessions featuring speakers from Dentsu Inc. and Dentsu Group companies are listed below.

Session ③
"Efforts Toward Introducing OOH Measurement in Japan: Background and Objectives"
Moderator: Mamoru Miyamoto (General Manager, Digital Signage Promotion Center, JR East Planning)
Panelists: Yoko Watanaka (Marketing Director, Marketing Department, M-seed Co.), Ojiro Nagumo (Senior Researcher, R&D Group 3, Marketing & Technology Center, Hakuhodo DY Holdings), Haruki Fujii (General Manager, OOH Business Office, Dentsu Inc.), Yasushi Yasuyoshi (Director and Managing Executive Officer, Sales Division and Cultural Business Division, Pass Communications)

Session 8
"Frontiers of Cross-Media Measurement: Next-Generation Media Strategy Pioneered by Japan's OOH and Integrated Planning"
Moderator: Shogo Fujimori (Group Manager, Business Design Group, Business Design Unit, Video Research Ltd.)
Panelists: Sakiko Arichi (Producer, Dentsu Inc. OOH Business Office), Toshihiro Sahara (Media Planner, AaaS Account Promotion Division 4, Integrated Account Production Bureau, Hakuhodo DY Media Partners)

Session 11
"Why Programmatic Holds the Future of Japan's OOH"
Moderator: Akira Miura (Director and Executive Officer, Hakuhodo DY Outdoor; Head of Digital Production Department)
Panelists: Tomohiro Takagi (President & CEO, LIVE BOARD), Takahiro Owada (Manager, Business Promotion Department, MASTRUM Promotion Center, Media Solutions Division, JR East Planning), Kazumichi Hoshino (Manager, Business Strategy Department, Tokyu OOH Media Business Bureau, Business Co-creation Division, Tokyu Agency)

Session 20
"Reevaluating OOH Creativity and Impact: Will Analog OOH Make a Comeback?"
Panelists: Shunsuke Kaga (Creative Director, Dentsu Inc. zero), Yusuke Kitani (President and CEO, Kaibutsu)

Session 21
"Futuristic Japan OOH"
Moderator: Naoki Tanaka (Chief Creative Officer, Dentsu Lab)
Panelists: Ryo Suetomi (Creative Technologist/Art Director, Dentsu Lab Tokyo), Momoka Nakayama (Creative Technologist, Dentsu Lab Tokyo)

Event details here: https://oohtokyo2025.com/