Navigating OOH Video Advertising In Tokyo
As Tokyo finally bid farewell to the pandemic era earlier this year, the city’s advertising landscape is witnessing a remarkable resurgence in out-of-home (OOH) activations, with prime locations driving impact for brands seeking to reconnect with consumers in real life.
OOH video advertising, in particular, has become a go-to strategy for brands looking to increase their market presence. It has evolved into an indispensable tool for marketers looking to connect with their audience on a visceral level, thanks to its inherent ability to command attention in high-traffic areas as well as its immersive and dynamic storytelling possibilities.
Location-targeting is key
As part of an integrated marketing and communications project for a global personal-care brand, An-yal chose locations in Tokyo's Ikebukuro and Takadanobaba areas this year for three video ad campaigns with 3D animation and original music.
The strategic placement inside Ikebukuro's train and metro station, Japan's second busiest commuter terminal, is adjacent to the grand Seibu Department Store. With its 20 unmissable eye-level screens and daily foot traffic of around 400,000, the placement exemplifies the great potential for brand visibility in Tokyo's vibrant hubs.
Takadanobaba, an ultra-popular student enclave, is a perfect canvas for reaching out to Gen Z, trend-conscious individuals, and early adopters. Takadanobaba attracts around 130,000 daily visitors to its busiest parts due to its energetic environment, which is centered by Waseda University campuses and a dynamic mix of music schools, stores, and cafes.
Getting started: considerations
In the first instance, clearly identifying your campaign's goals, objectives, and expectations is critical. Here are six key points to consider before embarking on OOH video advertising in Tokyo:
1. Location, Location, Location
The magic lies in strategic placement. Tokyo offers a plethora of prime locations, from Ginza's upscale elegance to Akihabara's tech haven. Tailor your video to the specific vibe of the location to create a seamless blend with the surroundings.
2. Cultural sensitivity is key
Tokyo is a melting pot of tradition and innovation. When crafting your video, ensure it resonates with the local culture. Ads in some locations, or those from advertisers in particular industries, are text-heavy and/or use illustrations, symbols or manga-style visuals. These (not so subtle) nods to Japanese aesthetics can go a long way in capturing hearts, minds, and eyes.
3. Timing is everything
Tokyo's rhythm is fast-paced, and so should your ad be. Consider peak hours for foot traffic and ensure your video communicates the message swiftly. As the standard ad play duration is typically 15 seconds at most placements, you’ll need to instantly grab attention, make an impact, and leave a lasting impression.
4. Mobile Integration
Pedestrians and commuters are often glued to their smartphones. Leverage QR codes or interactive elements in your video to seamlessly bridge the gap between offline and online experiences. Make it easy for them to connect with your brand beyond the streets.
5. Embrace the neon lights
Tokyo by night is a kaleidoscope of neon. Ensure your video shines brightly amidst the city's dazzling lights. Vibrant colors and dynamic visuals will make your ad stand out in the Tokyo skyline.
6. Test and iterate
Tokyo is a city of constant change. Regularly analyze the performance of your OOH video and be ready to tweak elements. Adaptability is key to staying relevant in this dynamic advertising landscape.
Based in Tokyo, An-yal is the leading independent advertising agency for global lifestyle brands in Japan and worldwide. Contact us to get ahead with your integrated marketing and creative needs.
