Special Discussion: "2015 Japan Advertising Expenditures" Precisely because we are in an era led by the internet, media must establish their brands.

Future Direction of Internet Advertising

Sunagawa: Given that, we really need to start thinking about how to define online advertising. Advertising in the four mass media outlets is easy to visualize, but with the internet, I think the issue is how to establish metrics or standards.

Oku: Indeed, even on social media, ads appearing in timelines—so-called ad-integrated content—often blur the line between article and advertisement.

Sunagawa: Another point is that while online ads are effective for selling products, they often don't necessarily translate into ads that gain social recognition or enhance brand image.

Oku: When it comes to boosting brand awareness online, I think it's strongly influenced by things like someone recommending a product on social media or making it a topic of conversation.

Traditionally, the basic approach was using the four major media: conveying the image through TV spots and detailing it in newspapers. But how do we adapt when media consumption patterns change?

Online advertising is particularly effective for further engaging consumers who already have some interest. The challenge has been how to provide accurate information to consumers who aren't interested. I believe that's why video is gaining attention. Going forward, I think we'll see a demand for media development focused on how to improve awareness rates and brand image.

Sunagawa: Advertising often has a strong element of killing time, but using the internet itself also has a significant time-killing aspect, right?

Oku: If you're seeking answers or solutions, you turn to search-based platforms. But when it comes to killing time, video comes into play. "Flipping through channels" is an old-fashioned way of putting it (laughs), but back then, you'd flip through channels looking for your favorite show.

But today's young people watch videos on YouTube and similar platforms, continuously viewing other videos suggested by recommendation engines. While they might perceive this as active viewing, anything not recommended by the engine might as well not exist. That's a major challenge.

The Reliability of Sought-After Information

Sunagawa: Unfortunately, advertising spending on the four mass media has fallen below 100%. But the truth is, the source for online news is newspapers. Various information spreading online also often originates from newspapers when traced back.

Oku: Recently, situations where it's unclear whether the internet or mass media is nested within the other are increasing. There are traditional, mass media-style one-to-many models, like users feeling sympathy for a charismatic blogger's posts online. But there are also cases where writers and readers intermingle, creating a many-to-many state. Communication progresses without clarity on what's original and what's copied.

It's become harder to pinpoint the source of information, or perhaps more accurately, awareness of the original source has grown faint.

The same phenomenon is occurring on television. In surveys asking "What programs do you watch?" or "What were you doing at this time?", when respondents are asked "Which channel was that program broadcast on?", older individuals can name specific broadcasters, but younger people increasingly answer "I don't know."

In the past, "channel number" equated to "such-and-such TV station." But now, with transmission routes via the internet, the source becomes less distinct. It's the same story: people can't, or won't, trace back to the original.

Sunagawa: In terms of information reliability, newspapers are extremely high. Yet, because they aren't leveraging that reliability effectively, users are drifting away. To halt this trend, it's essential to maintain reliability and quality while delivering news that isn't condescending.

Now more than ever, media must establish their brand.

Oku: The reality is that while many people read newspaper-originated information online, only the content itself gets taken online. The actual reporting and effort behind it become invisible.

When considering attribution—what ultimately drove sales or attracted audiences—the original source was often television or newspapers, yet this contribution is becoming hard to see. This is a tremendous waste, and I believe existing media must re-establish their brands.

Sunagawa: We need to make people more aware that even when they're accessing online information, they're actually reading newspaper sources.

In recent years, I feel the situation facing advertising media varies significantly by generation. At the same time, each medium possesses a unique texture that only it can deliver. In that sense, the four mass media must also seriously study how to utilize the web. What's happening now is about how to integrate with the web and translate that into advertising value.

Web and mass media collaboration generates advertising power

Oku: There are many challenges, but trials are starting at various levels. Honestly, it's faster to just try things than to debate endlessly. If it doesn't work, you can always try again. It's about that internet mindset – not demanding 100% certainty, but starting with a 50/50 chance and building results incrementally.

Sunagawa: It's not about waiting for a proposal to be finalized before starting. If we don't proceed with a hands-on, field-based approach, endless meetings become pointless. Historically, television, radio, and even magazines have always engaged in challenges akin to what we now call internet-style experimentation.

Oku: The line between advertising and communication, or even promotion and advertising, is becoming increasingly blurred. Until now, each medium prioritized self-sufficiency, but lately, we're seeing more cases of collaborating across different arenas.

Sunagawa: The advertising figures from 2015 clearly suggest that existing media must seriously consider how to collaborate with the internet.

Oku: From the perspective of those whose domain is the internet, the challenge lies in how to incorporate the advertising functions of existing mass media and develop a trustworthy environment.

Sunagawa: I believe that if both sides pool their wisdom, the total advertising budget will increase.
Oku: Thank you for your time today.