In this session...
The number of digital video viewers in Japan is expected to grow to 77 million in 2022, and expectations are rising for the advertising effectiveness of "digital video." IAS conducts consumer surveys to understand the usage of video distribution and the actual state of advertising experience. From the results, it became clear that 74% already prefer "advertising experience with video distribution" to TV, and "multiple concrete measures" contribute to the improvement. In this session, we will explore media quality vulnerabilities as well as insights that marketers can use in their video advertising campaigns.
In the 2022 trend survey conducted by IAS for people involved in the digital advertising industry, "digital video" was listed as the most important media environment after the mobile environment. Experts believe that by shifting advertising budgets to digital video as consumers move, they can effectively deploy their advertising campaigns as the content sources used diversify. Meanwhile, media experts predict that as inventories of video with ads increase, the threat of ad fraud and brand risk will increase, and advertisers will continue to pursue the positive advertising benefits of digital video. It is necessary to simultaneously promote countermeasures against possible negative events. In this session, we will give you important insights that can give you hints based on the survey results.
What You'll Learn from This Session...
- Actual conditions of use of digital videos by domestic consumers
- Most used video distribution service without ads
- Differentiating factors that separate the advertising experience of TV and video distribution
- Key points to enhance the advertising experience with video distribution services
- Measures against brittleness of video media