Marketers in Japan: 'Shorten Those Video Ads' - eMarketer
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Marketers in Japan: 'Shorten Those Video Ads'

For effectiveness, shorter is better, survey finds

March 28, 2017 | Advertising

Marketers in Japan have a suggestion for making video ads more effective: keep ’em short.

Methods Used to Keep Viewers from Disliking Digital Video Ads According to Digital Marketers in Japan, Dec 2016 (% of respondents)

Around 40% of digital marketers in Japan surveyed by Digital InFact (DIF) and Macromill in December 2016 said that one method to keep viewers from disliking digital video ads was to shorten the length of said ads.

Another 39.5% of respondents said that enabling viewers to skip video ads might stop them from disliking video ads.

eMarketer estimates there will be 68.4 million digital video viewers in Japan this year, representing 54.1% of the overall population. That’s relatively low: By comparison, the US penetration rate will be 67.9% in 2017.

The low penetration rate in Japan might suggest rapid growth, but that is not happening. eMarketer estimates the number of digital video viewers in Japan will grow just 2.1% this year.

Part of the slow growth may be a reluctance to view video on mobile devices. An October 2016 survey of mobile device users by the Office of Communications (Ofcom) – UK found that only 19% of respondents in Japan had streamed or downloaded video or films via mobile app in the past 12 months. In the US, the figure was 36%.

Ben Clague

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