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Japanese teenagers' interest in watching video ads

Male teens dislike ad breaks; female teens dislike ads when online with friends

Japanese teenagers' interest in watching video ads

The graph above indicates that video ads appearing during the display of content adversely affect the openness of viewers to watching the ad. For all survey participants, the value indicating the receptivity to watching an ad shown immediately before content was 0.09 of a point higher than the respective value for an ad shown during the display of content. This is the same as the values indicated for ads shown both before and during content.
Among male teenagers, however, the value indicating the receptivity to ads shown during content was comparatively low, at minus 0.12. Generally, viewers seem more open to ads shown before content compared to ads shown during content, but male teenagers appear to have a particularly strong aversion to watching video ads that interrupt content.

Japanese teenagers' interest in watching video ads

The graph above shows the effect of the degree of interest in a product or service featured in an ad. For all survey participants, the value indicating the receptivity to watching a video ad, when there is no particular interest in the product or service, was 0.79 of a point below the respective value for having an interest and considering purchase.
While this indicates that consumers are keenly aware of the usefulness of information included in ads, the tendency is even more pronounced among male teenagers, for which the respective difference was 1.05 points. This suggests that young people today tend to be highly selective about the information they receive, viewing only what they want to view, while avoiding things in which they are not interested.

Japanese teenagers' interest in watching video ads

The graph above shows how the openness to watching an ad is affected by the source of the content being viewed. For all survey participants, the value indicating the receptivity to watching a video ad when viewing content from a professional producer, such as producers of television programs, music videos, and newspaper and magazine articles, was 0.12 of a point above.
In contrast, the respective value was minus 0.09 when viewing content from popular users of video sharing sites. It was minus 0.03 when viewing content created by friends or acquaintances.
When engaging with content created by friends and people with whom one is familiar, it would thus seem that viewers are inclined to avoid being interrupted by ads.
Meanwhile, viewers appear more open to watching ads when viewing content created by professional producers, suggesting that professionally produced content is more highly regarded as a place for displaying advertising.
The results for female teenagers are interesting. This cohort had the lowest level of receptiveness to watching an ad when viewing content created by friends or acquaintances, represented by a value of minus 0.11. Given this finding, advertisers may need to pay extra attention when attempting to attract these consumers through social networking services, which are like lifelines for teenage girls.

Do teens select video ads reflecting preferences and moods?

Overall, while the survey results for males and females were distinctly different compared with those of all survey participants, results for the teenage cohort were significant because they indicated a highly self-centered attitude toward video advertising. With the growing popularity of video platforms, a typical teenager tends to select desired content depending on his or her mood, watching what he or she wants, when and where he or she likes. This new style of viewing is becoming more common in Japan.
For people who have grown up with television, video ads (i.e. commercials) broadcast on TV are watched out of habit, or simply tolerated, like a rainy day. For the teenage smartphone generation, however, even advertising is seen as something that should be chosen as a viewing option, depending on one’s personal preference at any given time.
If producers of video advertising do not consider the attitudes of these teenage consumers, they may fall into unforeseen traps. As video advertising becomes increasingly diverse, it may not be enough for advertisers to just produce ads efficiently, they may also be required to have expertise in creating environments that help make targeted consumers more receptive to video ads.

Overview of the video ad receptivity survey

Date of survey: April 26, 2016
Survey method: Online poll
Targeted group: Males and females across Japan, aged 10–59, who for several days per month engage in the following viewing activities at home (those with an average of less than one day per month viewing were excluded from the survey)
Activities: Watch real-time television broadcasts, recorded television programs, video content on personal computers, and/or video content on a smartphone
Sample size: 2,117 individuals from a total of 2,400 individuals surveyed (submissions with arbitrary responses were excluded)

Project member

Japanese teenagers' interest in watching video ads

Shota Ogura

Research Director
Media Innovation Research Department
Dentsu Innovation Institute
(On July 1, 2016, he was transferred to the MC Planning Division,
Dentsu Inc.)

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