What exactly are these micro-moments everyone's talking about?

Previously on AdWeek

Izawa learned that Advertising Week (AdWeek, referred to as "AdWeek" in this series) would be held for the first time in Japan over four days starting May 30th. Following his interview with Yoshihiko Kasamatsu (CEO of Ignite), the Secretary General of AdWeek Asia, he directly interviewed Shintaro Tabata of LINE, a sponsor of the event. Inspired by Mr. Tabata's encouragement to redefine "advertising" for the modern era at AdWeek, Izawa was fired up. He headed to Roppongi to meet the next key person.

Meeting spot: Near AdWeek's main venue

Ikegami: Ahh... Senior Izawa, is he here yet...? When the weather's this nice, I just get sleepy... ZZZ...

Izawa: Ikegami-kun, sorry to keep you waiting! Wait, wait, Ikegami-kun!! I-ke-ga-mi-ku-n!

Ikegami: (...Huh!) Ah, Izawa-senpai, I've been waiting forever.

Izawa: No way, you were totally sleeping just now! This is why I can't stand young people these days...

Ikegami: If you're starting to use that catchphrase, Izawa-senpai, you're getting...

Izawa: What did you say?! (angry)

Ikegami: Now, now. Alright, this is Roppongi, the main venue for Adowi. Let's go straight to today's key person!

Izawa: Ah, that person over there?

Ikegami: Um, could that possibly be Mr. Tetsu Ishii?!

Izawa: (After LINE, now there's a character here at the office entrance too!) And that's Android-kun!

Mr. Ishii: Nice to meet you, hello. Yes, I'm Tetsu Ishii from Google. And this is, as you know, the Android character. It's a pleasure to meet you today.

Izawa: The pleasure is all mine. Let's dive right in—tell us about AdWii Asia!

Google's Three AdWords Events

Mr. Ishii: Google serves as a partner company for both the original AdWords event in New York and AdWords Europe in London. Colleagues from around the world told me AdWords is an excellent platform to widely disseminate messages as one of the world's largest advertising festivals. When I heard it would be held in Japan this time, I decided I absolutely had to participate.

Izawa: So you're already collaborating with them? My apologies for not knowing that! What kind of work have you been doing up until now?

Ishii: At AdWords events overseas, keynote speeches often feature Senior Vice Presidents discussing Google's company-wide initiatives or broader perspectives like YouTube's current state and how the relationship between users, brands, and the platform is evolving.

Ikegami: I see. Will that kind of presentation be the main focus at AdWise Asia this time too?

Ishii: This time, we have three main components planned. First, similar to overseas events, we have a keynote speech. Karim Temsamani, Vice President and head of the business side for the Asia-Pacific region, will be speaking.

Ikegami: Wow, that sounds really compelling.

Ishii: The second is a session. We'll delve into how companies and brands have built engagement (empathy and support) with users through Google's platforms and technology. We'll invite our business partners—that is, representatives from companies and brands who utilize Google—as guest speakers. They'll share their experiences on how leveraging Google's platforms has evolved their marketing and advertising activities.

Izawa: Hearing specific case studies sounds fascinating!

Ikegami: Are the specific companies and brand representatives who will be speaking still a secret?

Ishii: Well, I can't reveal that yet. But we have multiple sessions planned, so please look forward to them.

Ikegami: Bummer! But I'm looking forward to it!

Izawa: What's the third and final one?

Ishii: We're planning entertainment themed around YouTube, provided by Google. It's designed for visitors to experience the world of YouTube and enjoy it in a more intuitive, right-brain kind of way. There might even be performances by YouTubers.

Ikegami: That sounds great! It seems like something visitors of all ages could enjoy.

Ishii: AdWise Asia's theme, "Creativity excites the industry," is very broad, so I hope we can provide content with a wide perspective without narrowing it down too much.

Google's mission lies at the core of the sponsorship.

Izawa: What is the significance of Google sponsoring an "advertising" festival? How do you perceive "advertising"?

Ishii: Do you know Google's mission? Google explicitly states its mission is "to organize the world's information and make it universally accessible and useful." The reason Google is Google lies in how it organizes information to make it accessible, ensuring people can get what they need when they need it. The significance of sponsoring Adwi also stems from this mission.

Izawa: So you're saying "advertisements" are just one type of "information" among many?

Mr. Ishii: Exactly. Even if it's an "advertisement," if it can be presented when the person needs it, that "advertisement" should become highly useful "information."

Izawa: I see. But is there actually a way to deliver "ads" as "information" precisely when they're needed?

Mr. Ishii: The clue lies right here: mobile devices and your thumbs.

Ikegami: What do you mean?

"Micro-moments" are the key to everything

Ishii: Mobile devices have become incredibly widespread recently, and Japan stands out as a particularly advanced mobile nation. That means I believe the "micro-moments" when users try to do something using their mobile devices are crucial.

Izawa: Micro-moments???

Ishii: It's that "instant" when each individual thinks "I want to do something," "I want to go somewhere," or "I want to solve this," and reflexively takes action using the device right in front of them. With mobile now so widespread, countless people are constantly swiping their thumbs, searching for answers on their mobile devices. And it's precisely in that "moment" – that instant when someone seeks something and takes action – that companies and brands have the chance to build engagement with users.

Izawa: I see! When that feeling of "I want to do this" arises, most people today search on their smartphones. So, the moment they search is precisely when that information becomes "needed," right?

Ikegami: And at that moment, presenting the right "information"—including "ads"—is Google's role... (nods deeply).

Ishii: Exactly. Micro-moments hide individual "intentions" and "desires" like consumers' needs and requests. If companies or brands can capture that "moment" and present something precise that aligns with the consumer's "intent" or "desire," it becomes an opportunity to deepen their relationship with the consumer. Even "advertising" isn't solely for delivering messages about companies or products. By capturing micro-moments, it can become entertainment or a tool to solve specific problems. The moment a user smoothly moves their thumb and taps is precisely the opportunity.

Izawa: I see. Nowadays, it's not just text; you can also deliver videos as search results through platforms like YouTube. Companies and brands should prepare diverse advertising styles as "information content"...

Ikegami: And Google supports how to deliver ads that leverage these micro-moments, right?

Ishii: Exactly. Google creates "opportunities" to show ads when people's intentions shift. As mobile becomes more widespread, the number of moments to respond to users' sudden thoughts or flashes of inspiration—their "needs"—increases. It would be foolish not to capitalize on those moments. As a platform provider, we want to help make that happen.

Izawa: So these micro-moments accumulate, gradually closing the gap between consumers and corporate brands. Using search behavior as an opportunity for branding... I'm truly impressed!!

Ikegami: Ha ha ha ha ha!!!! (bows deeply)

Ishii: We look forward to your continued support of Google!

Ikegami: The pleasure is all ours! Thank you for always solving our micro-moments!

Izawa: We look forward to continuing our partnership!!

Next time, we'll be catching up with a heavyweight in the advertising industry who will be leading AdWii's flagship session!

If you're interested in joining AdWii Asia, click here.

http://www.advertisingweek.asia/register/