Tetsuya Shintani
Jan 10, 2017

Three areas to watch in Japan's online space in 2017

With the infrastructure in place for progress in online advertising, the quality of everything from content, media vehicle, planning, and effectiveness measurements should become key focus areas in 2017.

Tetsuya Shintani

Major developments in online advertising in Japan in 2016 were the local launches of AbemaTV, Spotify, and Radiko. It was a promising year for the future of video advertising, with Japan's outstream video market starting to emerge. It is in light of such advances that I would like to highlight three areas that should attract attention in 2017.
 
1.  Viewability and ad quality
The debate about viewability and...

To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.

Existing users sign in here

Forgotten Password?

Having trouble signing in?

Contact Customer Support at
cs@haymarket.asia
or call+852 2122 5227

Subscribe

Why Subscribe?

  • Campaign Asia-Pacific online premium content* including in-depth monthly focus on key trends and industry issues
  • Unlimited website access*, and an archive of more than 70,000 articles
  • Regular value-added supplements including brand health checks, sector studies, ad critiques and research charts
  • Daily newsletters and breaking story alerts straight to your inbox
  • New weekly feature articles on the latest research, innovation and marketing trends
  • Be the first to hear about industry events

or call +852 2122 5227
or email subscriptions@campaignasia.com

Campaign Jobs

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Premium
Mandate for Change on gender bias sparking wider action on diversity
Premium
4 days ago

Mandate for Change on gender bias sparking wider ...

Agency leaders say their work on equality for women in the workplace is driving more discussions and initiatives about diversity and inclusion in APAC.

Premium
Automotive brands fly the flag for Japan in Interbrand ranking
Premium
4 days ago

Automotive brands fly the flag for Japan in ...

Toyota makes a decade as Japan's most valuable export, according to Interbrand's Best Global Brands ranking.

Premium
Ad smackdown III: Olympics vs Chinese New Year vs Valentine's Day
Premium
4 days ago

Ad smackdown III: Olympics vs Chinese New Year vs ...

The final instalment of our unscientific and rather frivolous advertising face-off. Today's contestants: Shoppee, Alibaba and TNB.

Premium
Chinese New Year videos: Old dog, new tricks
Premium
4 days ago

Chinese New Year videos: Old dog, new tricks

Nick Erskine-Shaw shares a few tips on how all brands, big and small, can get in on the action as we enter the Year of the Dog.