unerry Launches 'Beacon Bank for OOH', a Comprehensive OOH Advertising Effectiveness Measurement Service

unerry, Inc. (Headquarters: Chiyoda-ku, Tokyo; Representative Director and CEO: Hidetoshi Uchiyama; hereinafter 'unerry') has launched 'Beacon Bank for OOH', an out-of-home (OOH) media effectiveness measurement service covering outdoor advertising, transit advertising, and in-store signage (retail media) using its real behavioral data platform 'Beacon Bank'. The service visualizes advertising effectiveness with high precision through visit measurement to destinations and brand lift surveys.

By leveraging unerry's accumulated human flow big data of approximately 850 million IDs (about 240 million IDs domestically) in collaboration with major media partners, this service visualizes metrics that were previously difficult to quantify in OOH advertising, such as 'how much it contributed to visits to a destination' and 'how much it increased purchase intent'. By providing effectiveness measurement with transparency comparable to digital advertising, it helps advertisers maximize their marketing ROI. Furthermore, beyond just measurement, it handles everything seamlessly from media planning to ad placement through collaboration with partner companies.

Background: The Challenge of OOH Advertising - 'Difficulty in Seeing Metrics and Outcomes'

OOH advertising naturally integrates into people's daily routes and is a powerful medium capable of making a final appeal just before store or event visits and purchase timing. However, the metrics that advertisers and ad agencies genuinely want to know—such as 'Did it contribute to store visits or destination arrivals?' or 'Did it lead to improved favorability?'—have not been sufficiently visualized. Compared to digital advertising, which is detailed numerically, the difficulty in seeing metrics and outcomes has hindered its utilization. In addition, because the media are diverse, ranging from outdoor billboards and transit ads on railways and vehicles to in-store signage (retail media) in supermarkets and drugstores, cross-sectional evaluation has been difficult, making it challenging to construct media plans.

unerry has continuously worked on cross-sectional effectiveness measurement of OOH advertising based on human flow big data. This service systematizes that knowledge to develop an environment capable of grasping the effectiveness of OOH advertising by using highly accurate, three-dimensional human flow big data that combines GPS (mainly outdoor) and beacons (indoor and underground spaces where GPS signals struggle to reach). It provides an effectiveness measurement solution that captures behavioral changes in the real world for all OOH advertisements.

About 'Beacon Bank for OOH': Visualizing 'Changes' After Ad Exposure

By utilizing human flow big data, this service compares OOH ad-exposed and non-exposed individuals, visualizing a series of effects from awareness to behavior, and revealing how much the ad actually changed actions. This allows advertisers to place ads while quantitatively understanding the ROI of OOH advertising, and ad agencies can use it for data-based planning and quantifying media value.

1. 'Visit Measurement' to Destinations Determines from human flow data whether ad-exposed individuals actually visited destinations like stores, event venues, or facilities. - Calculation of Visit Lift: Compares exposed and non-exposed individuals to visualize the pure 'visit uplift effect' driven by ad investment. - Cross-Media Analysis: Enables comparison of visit contribution across different media, such as transit ads, outdoor billboards, in-store signage, and mobility ads, using the same metrics. - Scalability: Expandable not only to physical store visits but also to website traffic (Web visits) and 'purchase measurement' linked with purchase data. Achieves end-to-end conversion measurement from offline to online.

2. Contact Log-Linked 'Brand Lift Survey' Enables the distribution of questionnaires to targets determined by contact logs (based on human flow data) to have actually stopped by the OOH ad vicinity (exposed to the ad). - Quantification of Mindset Changes: Quantitatively calculates how much awareness, favorability, and purchase intent improved due to ad exposure. - Engagement Evaluation: Deeply and qualitatively understands the improvement in engagement after ad exposure by digging into elements of the ad content that were attractive to media-exposed individuals, reasons for liking the target brand, and reasons for purchasing the target product.

<unerry's Unique Advantage: Beacon Network Capturing Indoors, Underground, and Inside Stores> 'Beacon Bank' utilizes beacon network technology at 2.25 million locations nationwide in addition to GPS. This allows unerry's beacon network to demonstrate its advantages at major OOH ad touchpoints where GPS signals are hard to reach, such as 'inside stations', 'underground passages', and 'in-store signage'. It enables high-precision measurement of actions difficult with conventional GPS-only methods, such as 'contact with subway signage' or 'detailed floor visits after retail media exposure'.