Office Building Advertising GRAND | Creative Design for Office Ads Based on '15 Seconds or Less × L-Shaped Banner' to Retain Company Names

GRAND Co., Ltd. (headquartered in Shinjuku, Tokyo; President & CEO: Hitoshi Sakagami / Mitsubishi Jisho Group), which operates the office building media platform 'GRAND', announces an update to its media guidelines for B2B advertisers and advertising agency planners, focusing on creative design for elevator advertising.

Elevator advertising is a touchpoint where viewers may join mid-video during a 30–60 second ride, and viewing ends as soon as the doors open. To address this, GRAND proposes the '15 Seconds or Less × L-Shaped Banner' format as the standard: condense key messages into 15 seconds or less, display the company name in the first 2 seconds, include a call-to-action (CTA) in the final 2 seconds, and continuously show the company name via an L-shaped banner. With an ad reach rate of 64.6% (approximately 1.7 times higher than JR transit advertising's 37.6%, based on BLS measurement) and 99% of viewers being business professionals, GRAND introduces three practical approaches to ensure messaging is effective regardless of when viewers join.

Why Elevators Are 'Viewed Midway' — The Rationale Behind the '15 Seconds or Less × L-Shaped Banner' Format

The elevator viewing environment differs significantly from TV commercials or smartphone videos. Ride times typically last 30–60 seconds, viewing ends when doors open, and passengers may join the video at any floor. However, elevators are part of the daily commute for virtually all office workers. By deploying ads across all units within the same office building, GRAND enables repeated exposure to the same audience each time they commute to work. Rather than conveying everything in one long exposure, GRAND's creative philosophy emphasizes brevity, clarity, and repetition.

Key Point: Keep the main content within 15 seconds, place the company name at the beginning (first 2 seconds), and the CTA at the end (last 2 seconds). Additionally, continuously display the company name and the prompt 'Search for [Company/Service Name]' in the L-shaped banner to ensure the company name remains visible regardless of when viewers join.

Three Ways to Implement the '15 Seconds or Less × L-Shaped Banner' Format

Method 1: Main Content Within 15 Seconds — Company Name at Start, CTA at End

Create content between 6–15 seconds, with the company name (logo) fixed in the first 2 seconds and the CTA in the final 2 seconds. Elevators have minimal competing audio, making them one of the few DOOH (Digital Out-of-Home) environments where audio-enhanced experiences can be designed. Combining visuals and sound helps reinforce brand name retention even in short formats.

Method 2: The L-Shaped Banner Rescues 'Mid-Ride Viewers'

Design the screen with an L-shaped layout, continuously displaying the company name and 'Search for [Company Name]' in the vertical and bottom bars. The first 2 seconds of the main video may not reach viewers who board mid-ride. By permanently displaying the company name in the L-shaped banner, viewers will always see the company name regardless of when they join.

Method 3: Standardize CTA as 'Search for [Company/Service Name]'

Inside a moving elevator, scanning QR codes is impractical. Standardize the CTA as a single line: 'Search for [Company/Service Name]', and display the same search term uniformly in the final 2 seconds and the L-shaped banner. With 99% of viewers being business professionals, this creates a seamless path to branded search at their desks after exposure. Effectiveness can be verified by comparing branded search volume and traffic before and after the campaign.

Sources & Background

Confirmed Data (GRAND internal survey / BLS measurement)

GRAND Ad Reach Rate: 64.6% (approximately 1.7 times higher than JR transit advertising's 37.6%)

BLS = Brand Lift Survey, included free of charge with all plans (310 contact samples / 5 metrics / delivered within 15 business days post-campaign)

Media Specifications: 6,200 units installed / 1,700 buildings / 28,000 reachable tenant companies / 3.1 million monthly unique users

Media Characteristics

Ride time typically 30–60 seconds; videos may be viewed mid-way depending on boarding floor

Full-unit deployment = simultaneous delivery across all terminals in the same office building, enabling pre-campaign visibility into target audience (Reach Visualization)

One of the few DOOH platforms capable of audio delivery

Main Plans (Q3 2026 / BLS included free with all plans)

Plan

Duration / Length

Price (excl. tax)

Standard

1 week / 15 seconds

From ¥3,000,000

Premium

1 week / 30 seconds

From ¥4,500,000

1-Month Bulk ★Popular

4 weeks / 15 seconds

From ¥10,000,000

Free Spot

3 months, 3 slots / 15 seconds

¥6,300,000

Additional Boost Standard

Same-day add-on

+¥600,000/day

Additional Boost Premium

Same-day add-on

+¥900,000/day

※ Application Deadline: Up to 8 business days before campaign start / BLS (Brand Lift Survey) included free with all plans

Creative Consultation & Inquiries

For media kit downloads, creative production and submission inquiries, or confirmation of which buildings and tenant company segments are reachable (Reach Visualization), please contact us via the links below.

▶ Download Media Kit: https://box.tokyo-grand.jp/p/grand/ms2607_09

▶ Inquiries & Creative Consultation: https://tokyo-grand.jp/contact

About the Office Building Media 'GRAND'

'GRAND' is an advertising platform targeting corporate business professionals, deployed on elevators and digital signage in major office buildings across Tokyo. With 6,200 units installed across 1,700 buildings, it reaches 28,000 tenant companies and 3.1 million unique users monthly. 99% of viewers are business professionals, with over 60% employed at large or listed enterprises. Leveraging full-unit deployment, GRAND offers 'Reach Visualization'—knowing exactly which companies will be reached—and is widely used for B2B high-value product awareness, branded search acquisition, and sales support.

Company Overview

Company Name: GRAND Co., Ltd. (Mitsubishi Jisho Group)

Address: 6F, Yotsuya Yasuda Building, 3-3-1 Yotsuya, Shinjuku-ku, Tokyo 160-0004

President & CEO: Hitoshi Sakagami

Business: Operation of the office building media platform 'GRAND'

URL: https://tokyo-grand.jp/