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Japanese teenagers' interest in watching video ads

Video advertisements generally are regarded much as television commercials in Japan. Nowadays, people are exposed to video advertising through a wide range of platforms, including YouTube, Facebook, Yahoo, GYAO (one of Japan’s top premium video services), and TVer (an Internet streaming service jointly launched by five Tokyo-based television stations that lets users watch their favorite programs from each station).
The content and length of video ads, as well as the type of viewing device that can be used, all differ depending on the platform used. Some platforms even allow ads to be skipped. Thus, to determine whether viewing conditions affect the degree to which viewers are willing to watch video ads, and to what extent they do so, the Dentsu Innovation Institute surveyed people’s receptivity to video advertising.
The results of the poll provided various new insights, but here we will focus on the degree of openness to watching video ads and their preferences as displayed by Japanese teenagers (those aged between 15 and 19).

Japanese teenagers' interest in watching video ads

How receptive are people to video ads in varied viewing states?

To measure the effect of various viewing conditions on the receptivity of viewers to watching video ads, Dentsu’s researchers created a model for video advertising receptivity by applying conjoint analysis.

Japanese teenagers' interest in watching video ads

The statistical technique of conjoint analysis reveals how consumers value the attributes (specifications, capability) of a given product or service. Important factors and their optimum combinations become clear and can be examined once survey participants, after having been given patterns comprising combinations of various factors, rank the patterns in order of preference.
By applying conjoint analysis to video advertising, Dentsu’s researchers have been able to measure how much the receptivity of viewers to ads is affected by various factors related to the conditions of viewing platforms, and then conduct a comparative analysis.

Japanese teenagers' interest in watching video ads


Viewing conditions were based on nine factors (each with three levels) in three categories—content viewing context, methods of displaying ads, and types of ads displayed.
The survey participants used a ten-point scale to evaluate the degree to which they would be open to watching a video ad when viewing content.
By presenting the survey participants with viewing condition patterns based on the nine factors and 27 levels, the researchers measured the degree that each factor and level had on the receptivity of the participants to watching video advertising.

Do teenagers avoid watching ads that can’t be skipped?

The following graph shows that the surveyed viewers’ receptivity to watching ads differs according to the viewing device used, and is above or below average relative to the base value of zero, the average rating across all viewing platforms.
Comparison of the results for all survey participants (gray) with those for male (blue) and female (pink) participants aged 15 to 19, reveals some of the characteristic attitudes of the teenage cohort.

Japanese teenagers' interest in watching video ads

The results for all survey participants indicate that openness to watching ads is highest for those watching television, followed by those using personal computers. It is lowest (- 0.17) for those watching video ads when using a smartphone to watch content. This suggests that a scheme to encourage users to view more ads is needed if advertising via smartphones is to increase.
Among male teenagers, the effect of smartphones on their openness to watching ads is negligible (- 0.02). Among female teenagers, the effect of personal computers was greater than that of television which, in turn, was about the same as that of smartphones.
This shows that, much like all survey participants, teenagers find it only natural to watch video ads on a smartphone. It also reveals the strong degree to which teenagers are attached to their smartphones.

Japanese teenagers' interest in watching video ads

The graph above indicates that the openness to watching video ads is affected by the availability of the option of watching, or not watching, the ad. The results for all survey participants indicate that, if no such option is available, the value indicating openness to watching ads was 0.28 and 0.29 of a point below the values when the option is available—either by skipping or ignoring it, respectively.
This tendency was more pronounced among the teenage cohort: when no option was available, values were 0.39 and 0.43 of a point below the values for skipping and ignoring, respectively, for males, and 0.35 and 0.43 of a point, respectively, for females.
Nowadays, viewers of video content have grown used to having the option of immediately skipping ads, such as is the case for TrueView video ads shown on YouTube. It follows that such viewers would feel some irritation when the option of not viewing an ad is not available.



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