The Latest Insights from International Online Marketing
Research by Digital InFact and CyberAgent has revealed the online video advertising landscape in Japan.
The study found that the vast majority of marketers who engaged in online video advertising did so to improve awareness and recognition of products and services, with 92% saying this was their goal.
Trailing far behind in second place, 50% said that increasing site traffic was a goal, with brand recall, increasing understanding of products and services, and promoting sales through a website also being given as less common goals.
Only 38% of marketers questioned said they engaged in online video advertising, however, with difficulties in measuring ad effectiveness given as the number one reason putting many advertisers off the medium.
Recent research by Nielsen also revealed that online video ads were not well-trusted in Japan, with people much more likely to trust TV adverts than their online counterparts.