Providing common media trading metrics (Joint Industry Currency [JIC]) for Out-Of-Home (OOH) advertising in Japan
On September 18, 2025, the “Japan OOH Audience Measurement Association” (JOAA) was established as a cross-industry organization comprising advertisers, advertising agencies, and media owners. The association aims to provide the standard metrics (JIC) for evaluating and trading OOH advertising, based on a transparent & rigorous methodology for measuring OOH advertising exposure. By developing and providing these industry-standard common trading metrics through transparent and reliable measurement of OOH ad exposure, JOAA seeks to create an environment in which advertisers can confidently allocate their campaign budgets to OOH advertising.
At its founding, the association welcomed one director each from the Japan Advertisers Association (JAA) and the Japan Advertising Agencies Association (JAAA), orchestrate to deliver industry-standard metrics agreed upon by advertisers, agencies, and media owners.
Background of Establishment
In Japan’s OOH advertising market, each company has historically operated with its own data standards, resulting in inconsistencies in evaluation criteria among advertisers and media owners. This has posed challenges for reliable decision-making and optimal transactions. Meanwhile, the introduction of common OOH advertising trading metrics is accelerating the growth of the OOH advertising market, with numerous examples demonstrating the success of visualizing OOH advertising value in major overseas markets. There is a growing need in Japan for transparent and comparable data infrastructure.
With the recovery of mobility post-pandemic, OOH advertising is once again drawing attention for the following reasons:
- Repeated ad exposure along daily routines such as commuting and school routes
- High visibility and impact
- Flexible targeting and approaches based on area and time
To accurately communicate these values to the market, it has become essential to establish cross-industry metrics and data infrastructure that can be jointly utilized by advertisers, agencies, and media owners.
Mission
JOAA will develop and provide audience data that can be used based on common standards by advertisers, agencies, and media owners, supporting the following areas related to OOH advertising:
- Optimization of campaign planning
- Transparency in the media buying and trading
- Visualization and tracking of campaign effectiveness
As a neutral third-party organization, JOAA will ensure fair and sustainable operations, contributing to enhanced reliability of OOH advertising.
Objectives
- Continuously provide OOH advertising measurement data
- Promote and educate transparent OOH advertising transactions and establishment of internationally recognized, common industry-standard metrics
- Develop and accelerate a robust OOH advertising industry that contributes to society
Business Activities
- Research related to OOH advertising measurement
- Collection, analysis, and utilization of data including OOH advertising evaluations
- Construction and management of necessary databases
- Information dissemination and policy proposals related to OOH advertising
- International exchange and cooperation regarding OOH advertising
- Other activities necessary to achieve the association’s objectives
Founding Members (13 members, in no particular order)
- •ADK Marketing Solutions Inc.
- NKB Inc.
- ORICOM Co., Ltd.
- Kyoritz Advertising Agency Co., Ltd.
- Dentsu Inc.
- Hakuhodo Inc.
- MCDecaux, Inc.
- JR East Marketing & Communications, Inc．
- Tokyu Agency Inc.
- PAS.Communications Inc.
- Metro Ad Agency Co., Ltd.
- LIVE BOARD, INC.
- Video Research Ltd.
Interested in becoming a member?
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