Content has reached an oversaturation all-time high for today’s digital consumer, to the point where newsletters are being rapidly unsubscribed from and social accounts deleted because there is not enough time to absorb and retain all necessary information. But what information is necessary? How do we determine who the most trustworthy influencers of digital content really are and how they shape our daily lives? Presented by fluct, “Cut Through the Clutter: Engaging with Digital Consumers” provides the answers to the question of how to drive better engagement with users. Four speakers on the session panel – Risa Aihara (CEO at Ai-LAND Co., Ltd.), Hiroshi Terada (Director at NKB Inc.), Takahiro Nagayama (Sales Head Office Manager at DWANGO Co., Ltd.), and Kazuyuki Furuya (CEO at fluct, Inc.) – will share insight into case studies on how digital content aligns with the daily life of the modern consumer.
“Viewability’s Impact on Digital Advertising and Media” is a seminar presented JIAA (Japan Interactive Advertising Association) that recognizes viewability – along with tracking its progress and proving its value – now topples served impressions as the highest online currency. For the highest level of viewability, measurement tools must be developed to compare the value of media outlets. Three speakers – Akura Tsuji (Chairperson at JIAA and President and CEO at Hakuhodo DY Digital Inc.), Rahman Aniq (President at MOAT), and Masahiro Ajisawa (Chairperson at JIAA and Director of Development for East Asia at Twitter) – join us to reflect on the viewability’s current landscape and future for brand marketers’ ad effectiveness.
In Japan, it’s the establishment, and major enterprises, that are the real MVPs. What about ad agencies? Where do they fit in when it comes to innovation? Mitsuru Takamatsu, President and CEO at QUANTUM Inc., hits the stage to explore how agencies like TBWA and HAKUHODO put their resources to work alongside major enterprises in “The Establishment Strikes Back: Major Enterprises and Ad Agencies Drive Japan-Specific Innovation.”
It’s the question every client will ask – or demand in some cases – from their agency: How do I go viral? How can my content go viral? Koichiro Shima, CEO at Hakuhodo Kettle, believes it is better to skip the viral aspect and ask yourself how your content can attract the attention of audiences and endears them to your brand. Presented with Hakuhodo DY Group “Creating Content That Excites” explores the kind of content that wins over the hearts and minds of millions. Shima will also be interviewing Yohei Sadojima and Nobuyuki Sakuma, both successful in the TV and anime industries, on their storytelling tactics and the future of new media.
Two ad industry legends take the stage together for a session that will leave audiences breathless (with hands exhausted from tweeting their sound bites at the speed of light) in “Kashiwa Sato Meets Hiroshi Sasaki.” Kashiwa Sato, Art Director at Samurai designs the public images of business and society while Hiroshi Sasaki, Creative Director at Shingata Co., Ltd., has made a substantial career of creating ads that transcend advertising and make waves with consumers. The duo will be discussing – what else? – the future of creativity, as presented by Advertising Week Asia.
1917 marked the year the first animation film was released and Japan is celebrating its 100th anniversary with a panel discussion dedicated to “100 Years of Anime Fever.” Joining us to reflect on the frenzied dedication fans have for the anime subculture and where the future of Japanese animation will head next are Yasuo Miyakawa (President and CEO at SUNRISE), Yoshiaki Sawabe (Executive Experience Director at 1-10 Holdings Inc.), and Operating Officers at ADK Kenji Ohshiba and Tetsuya Hisano.
Patrick Rona, Chief Digital Officer at McCann Worldgroup APAC, is just as curious about today’s selfie generation as you are – and maybe “in defense of” all those listicles in defense of millennials. Presented by McCann, “Connecting with Asia’s Youth” goes right to the heart of today’s youth with thoughtful insights shared on millennials, along with a panel featuring clients that target millennials and the challenges – and opportunities – ad agencies and brands are confronted with in marketing to Asia’s youth.
