LIVE BOARD, Inc, an operator of a digital out-of-home (DOOH) ad network that achieves data-driven targeting and effectiveness verification, has successfully utilised NTT DOCOMO’s carrier roaming data to analyse information on the location of inbound tourists, finding signs of the recent recovery in foreign travellers to Japan.
In addition to the existing criteria for out-of-home (OOH) media planning, such as circulation data and reputation of the area concerned, LIVE BOARD has incorporated such analytical data into DOOH media planning (primary analysis) for advertisers, enabling more sophisticated and efficient ad delivery. This is an innovative technology both domestically and internationally.
Roaming ID data refers to the overseas carrier data obtained when inbound tourists connect to NTT DOCOMO’s network. By analyzing the data along with base station location information, it has become possible to understand the characteristics of inbound tourists, including when, where and which country’s visitors are present, within the DOOH screen of the LIVE BOARD marketplace, covering a total of 26,400 or more screens in nine cities across Japan (in Hokkaido, Miyagi, Chiba, Saitama, Tokyo, Kanagawa, Aichi, Osaka, and Fukuoka prefectures).
Visualizing inbound tourist trends and high visitor ratio rankings on LIVE BOARD screens
Leveraging roaming ID data, LIVE BOARD has conducted a comprehensive analysis of inbound tourist data from among the 26,400 screens connected to its nationwide marketplace.
This dataset enables the ranking of screens based on the highest percentage of visitors from each country, providing valuable insights for strategic planning.