The digital posters have been set up in the internal concourse on the
first floor of Tokyo Station's Yaesu South Entrance, on the way to the
Keiyo Line platforms in front of the Yaesu South Ticket Gate for the JR
Tokai Shinkansen. Attaching square frames to five of the existing
columns, which are about 150cm in diameter, the 65-inch LCDs have been
hung on two different faces of each column facing the flow of the foot
traffic.
A total of ten LCDs are in use. The LCD panels are Sharp Corp's "PN655R," a 65-inch business-use LCD information display with 1920 x 1080 resolution.
In this digital signage experiment, the companies will evaluate the advertising effects of still image ad posters using large LCD panels displayed in a relatively busy gateway. Advertisers during the test period include six firms and the screen images will be switched every minute (they were switched every 15 seconds at the press conference on July 14).
The posters will be displayed between 5:00 to 24:00, almost the same as the period between the first and last trains. Other than minor effects when switching the screen display, there is no video or audio being used in the test.
A total of ten LCDs are in use. The LCD panels are Sharp Corp's "PN655R," a 65-inch business-use LCD information display with 1920 x 1080 resolution.
In this digital signage experiment, the companies will evaluate the advertising effects of still image ad posters using large LCD panels displayed in a relatively busy gateway. Advertisers during the test period include six firms and the screen images will be switched every minute (they were switched every 15 seconds at the press conference on July 14).
The posters will be displayed between 5:00 to 24:00, almost the same as the period between the first and last trains. Other than minor effects when switching the screen display, there is no video or audio being used in the test.
Our take:
We're scratching our heads trying to figure out why this company would limit themselves to just showing a series of still images when those giant, high-def screens they've installed (indoors) could just as easily be showing the full-motion, dynamic content customary on most dynamic signage networks. Aside from that, it would seem that this network is well-placed. It would be interesting to learn if the company plans to introduce sound or video later on (after establishing the effectiveness of the still imagery), or whether the use of stills is in an attempt to reduce visual clutter and prevent visitors from employing their ad avoidance techniques to intentionally ignore the more potentially-annoying video spots.
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