Electronic paper advertising in the wild

Japanese commuters guinea pigs for new animated ads

Now that it's all grown up and mature, electronic paper is stating to get out a bit more and enjoy life. Its latest sortie sees it appearing on train station ticket gates as a variety of advertising posters.

The trial scheme is being conducted - where else? - in Japan by Fujitsu, Hitachi and the marketing arm of the JR East railway company. From Monday, commuters at Ebisu station in central Tokyo will be exposed to the results.

Low demands

The Fujitsu-Hitachi e-paper ads appear at two spots on the automatic ticket barriers in the station, displaying adverts that change every six minutes on a feed from a networked PC. Each can display 512 colours, measures 21 x 10.5cm and has a resolution of 800 x 400 pixels.

The wide viewing angle and low power requirements of e-paper - it consumes electricity only when the display changes - seem certain to guarantee it a place in the advertising firmament if the trial goes well, so look out for some animated ads at a station near you soon.

Article continues below