Transit Advertising Day

What Is Transit Advertising Day?

May 2nd is "Transit Advertising Day" in Japan. Transit advertising is a general term for ads displayed through public transportation such as trains, buses, and stations, and it is used throughout Japan as a way to reach a large number of people.

The Origin of Transit Advertising Day

Transit Advertising Day was established in 1993 by the Kanto Transit Advertising Council, an organization founded on the basis of a council of eight private railway companies in the Kanto region. The date comes from Japanese wordplay: "5" (ko) and "2" (tsu) can be read as "kotsu," meaning "transportation."

Features of Transit Advertising

Transit advertising is closely tied to everyday activities like commuting to work or school and getting around town. It comes in many forms, including station posters, in-car ads, and digital signage. Ads hanging from the ceiling of a train car are called "nakazuri" (hanging-in-the-middle ads), while those placed above the windows are called "madoue" (above-the-window) or "gakumen" (framed) ads -- names that reflect the industry's own terminology. In recent years, more and more trains and stations have replaced paper posters with video ads shown on LCD screens.

Fun Facts About Transit and Advertising Days

• Different prices: Among in-car ads, the hanging "nakazuri" ads are generally said to cost more to place than the "gakumen" (above-the-window) ads.
• Other advertising days: In Japan, May 28 is "Utility Pole Advertising Day," July 14 is "Job Advertising Day," September 10 is "Outdoor Advertising Day," October 20 is "Newspaper Advertising Day," and November 5 is "Magazine Advertising Day."
• Rooted in Kanto railways: The Kanto Transit Advertising Council, which established the day, is said to have been founded on the basis of a council of private railway companies in the Kanto region.

Tips for Spending Transit Advertising Day

On this day, try paying a little more attention to the transit ads you usually see without thinking.

• On your commute, look at the ads in stations and train cars in terms of their content, design, and amount of text
• Notice local ads and posters promoting public manners, and think about their role and the creativity behind them
• Compare digital signage with paper posters and consider the strengths of each
• Use an ad that catches your eye as a starting point to learn more about a company or service

Turning your daily travel time into a chance to notice how information is communicated and designed can help you rediscover the role and appeal of transit advertising.