Opportunities for consumers to come into contact with digital content are increasing, with the spread of digital devices such as smartphones and the popularity of viewing video media using them. Additionally, as people refrain from going out due to the spread of the new coronavirus, demand and consumption of digital content appears to be increasing.
Under these circumstances, it is thought that the importance of marketing that utilizes video is increasing. GMO Playad, Inc. (a business specializing in video marketing) and GMO Research, Inc. (an internet research business) conducted a survey of marketers’ awareness of the use of video.
Reference source:
Conducted “awareness survey regarding video utilization among marketers” – For effective video utilization, the challenge is to understand the impression received by viewers and their level of understanding, and to secure the man-hours for video production.
More than half of marketers realize the importance of internet advertising
What do marketers think about the future importance of Internet advertising in marketing activities? The results of the responses to the questionnaire are as follows.
Reference source:
Conducted “Awareness Survey on Video Utilization Interviewed with Marketing Managers” – For effective video use, the challenge is to understand the viewer’s impression and level of understanding, and to secure the man-hours for video production.
More than half (56.0%) of those in charge answered that it would become more important.
Furthermore, 78.3% of those who answered that it would become more important cited video advertising as a particularly important type of advertising.
It was found that many marketers recognized that the importance of Internet advertising, especially video advertising, will continue to increase in the future.
I don’t know the impression/understanding of the audience…
Many marketers feel that video advertising is important, but what are the challenges in implementing it?
Regarding concerns regarding the implementation of video advertisements, the following responses were obtained.
Reference source:
Conducted “Awareness Survey on Video Utilization Interviewed with Marketing Managers” – For effective video use, the challenge is to understand the viewer’s impression and level of understanding, and to secure the man-hours for video production.
The most common answer was “There is no way to clearly know the impression the viewers received” at 34.2%, followed by “There is no way to clearly know the level of understanding the viewers had” at 30.2%.
Both have one thing in common: “There is no way to know clearly,” and it seems that there is a need for a yardstick that can quantitatively measure how viewers perceive advertisements.
Internet usage time has increased due to the coronavirus pandemic
Finally, regarding changes in internet usage time during the coronavirus pandemic, the following responses were obtained.
Reference source:
Conducted “Awareness Survey on Video Utilization Interviewed with Marketing Managers” – For effective video use, the challenge is to understand the viewer’s impression and level of understanding, and to secure the man-hours for video production.
The majority of respondents said their time spent on the Internet had “increased.” A survey was also conducted on the amount of time people spend watching TV, and the number of respondents who answered that they had “increased” was 9.9 points lower than the number of people who answered that they spent time watching TV.
Reference source:
https://www.koukoku.jp/release/20200603/