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7368 東証二部(サービス業)

表示灯

新規上場会社紹介レポート

(公開日 2021.04.09)

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HYOJITO(7368 TSE 2nd Section)

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Original business model with public nature

Main Advertisement Business Posting Store Information on Vicinity Maps in Public Facilities
HYOJITO conducts the Navita business, in which multiple sponsors post advertisements on vicinity maps developed by the company as advertisement media placed in public facilities such as railways, local government facilities and hospitals. In addition, it also conducts the ad promotion business, in which it handles transportation media (vehicles and stations), mass media (television, radio, newspapers and magazines) and outdoor media (signs and boards), as well as the sign business, in which it handles the design and construction of advertisements, signs, guideboards, etc.

The Navita business, ad promotion business and sign business respectively account for 64.8%, 17.4% and 17.8% of its net sales for the fiscal year ended March 2020, and most of the profit is from the Navita business.

Navita Business
Navita is a combination advertisement using vicinity maps developed by the company as a base media, and is a media with high public nature that includes map information, public facility information, and information on evacuation sites in the time of disasters.

It is classified into “station Navita” that are placed in train stations and tram stops nationwide, “city Navita” that are placed in local government offices, etc., and “public Navita” that are placed in police boxes, police stations, driver’s license centers, etc. The Navita business is a business model that benefits three parties, which are the owners of the location it is placed, advertisers and users.

Owners of the locations where they are placed can enhance the convenience for the facility users and can receive compensation from HYOJITO for placed Navita.

Advertisers receive the benefits of low advertisement fees. The number of sponsors has reached around 78,000 in total as of the end of January. The advertisement posting contract for Navita is a three-year contract, but HYOJITO receives advertisement fees every year.

Users can benefit from the convenience of the ease in understanding the locations to which they want to go, and depending on the location where they are placed, there is the advantage of crime prevention effects as the entire guideboards are lit up with LED lights.

概要(レポートから抜粋)

表示灯(以下、同社)は鉄道、自治体、病院などの公共施設へ設置された自社開発の周辺案内図を基礎媒体とした連合広告事業である「ナビタ事業」、交通媒体(車内・駅構内)、マス媒体(テレビ・ラジオ・新聞・雑誌)、屋外媒体(看板・ボード)による広告を取り扱う「アド・プロモーション事業」、広告・看板・案内板などの設計・施工を行う「サイン事業」を行っている。

20/3期の売上構成比はナビタ事業が64.8%、アド・プロモーション事業が17.4%、サイン事業が17.8%となっており、利益の大半がナビタ事業によるものである。

当初はナビタ事業のみを行っていたが、周辺領域である交通広告や屋外広告をカバーするためにアド・プロモーション事業を開始し、更に広告の設置工事まで内製化するためサイン事業を手掛けるようになった。今では企画立案から設置工事まで一気通貫で対応できる体制となっている。

ナビタとは自社開発の周辺案内図(地図)を基礎媒体とした連合広告である。全国の鉄道駅や路面電車の電停、自治体庁舎、交番・警察署、運転免許試験場などに設置されており、地図情報、公共施設情報、災害時の避難場所情報を盛り込んだ公共性の高い媒体である。

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