JAAA Video Advertising Forum
The Japan Advertising Agents Association (JAAA) held the "JAAA Video Advertising Forum 2016" at Yakult Hall in Minato Ward, Tokyo, on February 15.
Themed "The Impact of Video Advertising You Need to Know Now and Preparing for the Near Future," this forum aimed to deepen understanding of video advertising within the rapidly evolving advertising industry and explore the future of television and video advertising businesses.
At the outset, Tetsuya Sakurai (Managing Executive Officer, Hakuhodo DY Media Partners), Chairman of the JAAA Television Subcommittee, stated: "The era of smart TVs, where viewers can enjoy broadcasts, timeshifted viewing, and various paid/free video streaming services side-by-side, is almost upon us. If internet video distribution enters smart TVs, broadcasters should also actively engage in video distribution, adapt to the various ways TV programs are viewed, and monetize all of them."
The forum consisted of five parts. In the keynote titled "The 'Now' and 'Future' of Japan's Video Advertising Market," Tetsuo Kawamura (Business Development Director, Media Business Development Center, Hakuhodo DY Media Partners) stated that building a healthy foundation for the video market requires understanding the entire video advertising landscape, including TV, establishing data and metrics, and monetizing it. He emphasized that the video business should be significantly developed by providing optimal solutions leveraging this market.
Mr. Mitsufumi Abe (Creative Director, Creative Planning Division 4, Dentsu Inc.) and Mr. Tenpei Shikama (Interactive Producer, Planning 1 Department, Media Planning Office, MC Planning Bureau, Dentsu Inc.) presented on "Creating 'Can't Help But Watch!' Pull-Type Video Communication." They discussed the importance of pull-type video communication and the necessity of PR utilizing SNS and media starting from the production stage.
Next, Tomoyo Kimura (Panasonic CMJ Headquarters, Communications Department, WEB Section) took the stage. Her presentation, "Approaches to Digital (Video) Marketing," introduced various communication case studies, interspersed with screenings of the company's own video advertisements.
The panel discussion, moderated by Hisaya Suga (President and CEO, Presentcast), featured panelists from diverse perspectives: Toshiyuki Dobashi (Director, Toyota Marketing Japan), Masamine Ryuhou (General Manager, General Development Division, TBS-HD), Kunio Hara (Executive Officer and Head of Sales Division, Google), and Yoshihisa Chiga (Head of Digital Bureau, Media Division, McCann Erickson). They exchanged views on the theme "Exploring the Future of Video Advertising Business! What Are the Top Runners Thinking?"
In his presentation summarizing "Video Advertising and the Near Future of Advertising," Mr. Yuji Uemura (Assistant General Manager, Digital Business Bureau, Dentsu Digital Inc.) stated that the role of "deeply resonating with emotions," traditionally associated only with television, is now being demanded of online and digital video advertising. He emphasized that it is necessary for the entire advertising industry, not just the creative departments, to think together about this.
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