Technology:
According to an
industrial source, Japan’s outdoor advertising market decreased 6.8% from the
previous year to about 290 billion yen in 2011. This is partly because ad
agencies cannot easily show advertisers how much their ads are effective. A
total of 54 ad agencies including Dentsu and Hakuhodo established standards to
measure how much outdoor ads are effective. With the standards, they can
calculate the rate of visual recognition that shows how many people see the
content of outdoor billboards and explain how much outdoor ads are effective to advertisers. They developed a method to calculate the rate of visual
recognition for such condition as location of the billboard and angle from
which people see the billboard. They wish to stimulate the outdoor advertising
market through industry-wide activities.
They calculate the
rate of visual recognition using five conditions: area of the billboard,
location and angle of the billboard, height of the billboard, existence of
competing billboards, and degree of the illumination of the billboard.
Naturally, a billboard in an intersection where many people wait for the green
signal has a high score. A billboard in the Shibuya intersection that is one of
the most crowded intersections in Tokyo is estimated to have 390,000 viewers
per week. In other crowded areas inside Tokyo, survey on the number of pedestrians
is under way. In the standards, the highest score point is the intersection of
both ways, and the second highest is the corner cutoff of an intersection. The
third is the intersection of one way, followed by the area for pedestrians
other than intersection and the area not for pedestrians other than
intersection.
The billboards in
the most crowded intersection in Tokyo. They have 390,000 viewers per week. A group
of ad agencies established standards to measure how much each of the billboards
is effective to stimulate the outdoor advertising business.
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