The fixture reportedly marks the first time for electronic paper to be used to create a suspended transit poster. Trains on both lines, which run through the city’s major business and shopping districts, carried the work through February 2009.
This campaign marked just the beginning of E-Paper advertising, as now many Japanese printing companies started to offer advertisers moving pictures accompanying their printed paper ads. Not only in trains but also on stations electronic paper posters appeared which can display different ads at a given interval or simply show a moving pictures show. The latter one is proven to attract more views and interests, especially in the beginning of this technology when passengers walking-by will simply be amazed recognizing the picture they just saw changed.
But also for the advertiser the E-Paper ad holds a bundle of advantages as he can change the picture shown easily from his office desk. The system is, that you rent the ad space, which is connected the PHS phone network through the wall connections. Thus you can easily change the ad via the internet from wherever you are.
It is considered easier to conceive for the eye since the picture is a stable one and doesn't need to refresh itself constantly. The only problem which still needs to be solved is,that so far only black and white pictures can be produced. But even without colours are moving picture advertisings definitely a medium of tomorrow.