Mobility Advertising (Ad Truck) Achieves 56.4% Ad Reach Rate, 61.8% Ad Interest Rate. Survey on the Effectiveness of Mobility Advertising Running in City Streets

ohpner Inc. (Shibuya-ku, Tokyo, Representative Director: Ken Doi), which operates an offline marketing business, conducted a survey on the impact of mobility advertising (ad trucks) on recognition and interest. This survey targeted men and women aged 20-49 residing in the Tokyo metropolitan area and three surrounding prefectures (Kanto region). It analyzed ad reach rate, ad interest rate, and usage/purchase consideration rate, as well as the impact of ad exposure on recognition and interest, and impressions of mobility advertising. This survey revealed that mobility advertising creates natural contact in urban areas and forms an advertising experience that leads not only to recognition but also to interest and purchase consideration. - Ad Reach Rate: 56.4% / More than half recognized the advertisement - Ad Interest Rate: 61.8% / Effective in stimulating interest in products/services - Usage/Purchase Consideration Rate: 55.7% / Positive impact on behavioral intent after recognition - Ad-aware individuals compared to non-ad-aware individuals: Product recognition approximately 4.7 times higher / Product interest approximately 5.1 times higher / Purchase consideration approximately 8.1 times higher [Survey Overview] Target Audience Men and women aged 20-49 residing in Tokyo, Kanagawa, Chiba, and Saitama Survey Method Internet research (screening + main survey integrated) Survey Period February 13, 2026 - February 18, 2026 Number of Responses 3978s Target Conditions Residents who visit any of the following areas at least once a week: - Shinjuku - Shibuya - Ikebukuro - Akihabara - Marunouchi - Harajuku - Omotesando - Ginza - Roppongi - Akasaka - Shimbashi - Yokohama Target Advertisements 5 mobility advertisements that actually ran in the target areas Survey Company Cross Marketing Inc. [Survey Results] More than half recognized mobility advertising, achieving high recognition in urban areas. When asked about the recognition rate of the target advertisements, a total of 56.4% of respondents answered, "I definitely saw it" or "I think I saw it," confirming that more than half recognized the advertisements. Mobility advertising, due to its characteristic of creating contact while moving through the city, is naturally easily seen during daily commutes, such as waiting at traffic lights or walking. These survey results also suggest that the accumulation of such continuous exposure leads to high ad recognition. Effective in stimulating interest after ad exposure. Ad interest rate 61.8%, usage/purchase consideration rate 55.7%. Regarding the products/services of the target advertisements, 61.8% of respondents answered, "I am interested" or "I am somewhat interested," and 55.7% answered, "I want to consider using/purchasing" or "I want to somewhat consider it." In addition to the result that more than half recognized the advertisements, high figures were also confirmed for stimulating interest in products/services and for usage/purchase consideration. These results suggest that mobility advertising not only gains recognition but also leads to subsequent interest and usage/purchase consideration. Furthermore, it is thought that the characteristic of mobility advertising, where repeated exposure occurs in urban areas, contributes to the formation of product/service impressions and memory retention. Ad-aware individuals show significantly higher interest and purchase consideration for products. We also analyzed the impact of ad exposure on recognition and interest by comparing ad-aware individuals with non-ad-aware individuals. As a result, ad-aware individuals showed: - Product recognition: Approximately 4.7 times higher - Product interest: Approximately 5.1 times higher - Purchase consideration: Approximately 8.1 times higher Since a clear difference was observed not only in recognition but also in interest and purchase consideration, these results suggest that mobility advertising effectively functions in attitude change. Consumer impressions of mobility advertising. In addition to numerical data, we also conducted a free-response survey on consumers' impressions of mobility advertising. As a result, many positive comments were observed, such as "naturally catches the eye," "leaves an impression due to sound," and "becomes a topic for social media or conversation." There were also comments about how repeated exposure in the city makes it memorable, and how it becomes a trigger for conversations with friends and social media posts, suggesting a unique contact experience specific to mobility advertising. Specifically, the following comments were received: Comments like "naturally catches the eye in the city." Due to its characteristic of creating ad contact while moving through the city, many comments were received about it "naturally catching the eye even without conscious effort." "I often notice it when waiting at a traffic light." (30s, Tokyo) "It unconsciously enters my mind when I'm spacing out." (30s, Kanagawa Prefecture) "It's often the case that ads I casually see stick in my memory." (50s, Kanagawa Prefecture) Comments like "leaves an impression due to sound and visuals." Also, due to large poster wrapping and sound effects, it differs from regular outdoor advertising.