[PeterisP]

I haven't been to Tokyo, however, could it depend on the local focus of the ads?

I.e. I'd consider visual advertising that draws attention to stuff that is right there (e.g. suggesting to visit the store, bar or show behind the door that's below the advert) as completely different as the same size ad for something that's not relevant to physically being then and there (e.g. a car or insurance).