GRAND Original Survey: Office-Building Media Targets the Wealthy, With 53% of Viewers Holding Over 10 Million Yen in Personal AssetsA · FULL TRANSLATION
- Mitsubishi Estate Group's GRAND releases an original survey
- 53% of viewers hold over 10 million yen in personal assets
- Office-building media targets wealthy-segment products in finance, insurance and real estate
- Reinforces precise-ad value for high-priced brands
Mitsubishi Estate Group's office-building media GRAND disclosing that 53% of its viewers hold over 10 million yen in personal assets is itself a precise ad-sales pitch, centered on selling the scarce asset of affluent attention.
The logic is clear: in an era of digital-ad saturation and soaring reach costs, offline venues that precisely target high-net-worth audiences gain value. Office-building elevators and lobbies naturally filter for high-earning white-collar workers in finance and real estate, exactly the audience that finance, insurance and luxury-goods advertisers crave. By quantifying who is watching into asset data, GRAND effectively reprices its own ad inventory.
When attention becomes the most expensive commodity, precisely reaching the wealthy is itself a good business.
GRAND Inc. (headquarters: Shinjuku, Tokyo; president and representative director: Hitoshi Sakagami / Mitsubishi Estate Group), which operates the office-building media GRAND, has released an original survey revealing the asset profile of its media audience for high-priced, wealthy-segment advertisers in finance, insurance, real estate, luxury goods and education.
The survey shows that 53% of GRAND's viewers hold over 10 million yen in personal assets. In an era of digital-ad saturation and soaring reach costs, offline venues that precisely target high-net-worth audiences gain value; office-building elevators and lobbies naturally filter for high-earning white-collar workers in finance and real estate.
By quantifying who is watching into asset data, GRAND effectively reprices its own ad inventory, underscoring that precisely reaching the wealthy is itself a good business.