What is the overall NPS for Japan's OOH advertising industry in this tracker?

There is no single blended score; digital landmark inventory leads at 59, transit/station inventory follows at 44, and street furniture/billboard trails at 27 as of Q2 2026.

Which OOH media owner leads top-of-mind recall in Japan?

JR East and its media subsidiary jeki lead with 24 percent of first mentions among media planners, followed by LIVE BOARD at 19 percent and Dentsu's OOH division at 17 percent.

Where is the biggest gap in OOH's brand funnel among advertisers?

The steepest drop-off occurs between repeat bookings (45 percent) and active programmatic/DOOH adoption (33 percent), pointing to measurement and attribution as the primary adoption barrier.

What are OOH's strongest and weakest perception attributes versus other media?

Brand impact (82) and trust/credibility (79) are OOH's strongest attributes versus the all-media average; audience targeting (58) and measurement/attribution (54) are the clearest gaps.

Is this report based on a published, syndicated brand tracker?

No; it is a modeled, illustrative brand health tracking report built on a standard funnel/NPS/perception framework, grounded in publicly available Japan OOH market data since no unified proprietary industry NPS panel exists.

Japan OOH Advertising Industry: Brand Health Tracking Report

Consumer/Advertiser Perception, Top-of-Mind, Awareness, and NPS Analysis — Q2 2026