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Digital video ads are about awareness, according to advertisers in Japan.
August 2015 research for CyberAgent by Digital InFact (DIF) found that more than nine in 10 advertisers in Japan who currently use digital video advertising have awareness and recognition as a goal for the placements. That was far ahead of any other response; 50.0% looked to digital video ads to drive site traffic, the No. 2 answer.
Only a minority of advertisers in Japan have placed digital video ads, according to the survey: 37.8% this year, up from 20.0% in 2014. It appears the main reason may be related to its assumed purpose.
The difficulty of measurement is the most likely thing to be holding back advertisers who are not currently participating in digital video. They say the ads’ effectiveness is unknown—and typically, advertisers have found branding-related metrics more difficult to determine than direct-response ones. For an ad channel most likely to be seen as branding-oriented, that can mean the connection to ROI is difficult to make.
According to Millward Brown and On Device Research, mobile users in Japan are not particularly receptive to digital video ads. Just 23% said they were, putting them toward the bottom of the list among markets in Asia-Pacific.
Internet users in Asia-Pacific also reported, according to Nielsen, placing placing significantly less trust in digital video ads than in TV commercials. And respondents in Japan were less likely to trust digital video ads than those in any other APAC market except South Korea.
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