Digiday Research: More than half of Japanese brands are putting ad dollars toward Amazon
This month, we gathered executives from major marketers in Fukuoka, Japan, for Digiday’s inaugural Brand Leaders summit to discuss the future of brand building in Japan and across Asia.
During the summit, we asked speakers and attendees from brands including McDonald’s, Shiseido and New Balance about the hottest topics in marketing, from Amazon’s growing influence on their businesses to the use of influencer marketing.
Amazon on the brain
The hottest topic was Amazon. Attendees expressed enthusiasm and fear about Amazon’s growing influence in their markets. The impetus is clear: Japan is Amazon’s second-biggest market outside the U.S. in terms of country sales, with $10.7 billion in sales, and showed the highest percentage growth last year./span>
“What I like to learn about is how to use Amazon’s innovative ad products like Alexa and Echo,” said one top marketer. “Innovation is paramount for us. We need to educate ourselves better.”/span>
Amazon’s growing ad platform is of particular interest. More than half the executives at the summit said they’re putting some of their ad budget toward ads on Amazon./span>
However, Amazon still takes up a small percentage of actual budget. About 77 percent of marketers said they’re spending less than a fourth of their budget on Amazon, with the rest mostly going to Google and Facebook. However, almost half of respondents said they’d increase the spend over the next year./span>
As one top marketer said, a growing focus is on how agencies are adding services to help clients figure out the e-commerce giant’s various ad platforms. /span>
Influencer marketing is an important and growing piece of the puzzle for marketers in Japan. Marketers are struggling to figure out how to find the right influencers for their brands and how to pay them. Coach Asia divisional vp Lisa Lesman told attendees during a presentation that figuring out influencers’ ROI remains a top priority for the brand.
“We don’t have the capacity to do branding. When you only have a small amount of money to spend, you spend it in a place where you see ROI, like search,” said one brand executive. “Influencers, it’s not that clear.”/span>
Most brands based in Japan and Asia said using influencers is effective or very effective for reaching their campaign goals. /span>
More brands see access to influencers’ networks as being as important as, if not more than, influencers’ cultural savvy in reaching the brands’ target audience. /span>
Google Pixel creates ad campaign to highlight the 50th anniversary of hip-hop
Google Pixel is highlighting the birth of hip-hop with a new, multi-touchpoint ad campaign.
Marketing Briefing: U.S. marketers prepare contingency plans amid potential TikTok ban
The likelihood of a ban is still up in the air, marketers and agency execs say, which is why some are simply taking a wait and see approach while others are preparing contingency plans.
In graphic detail: Gamers are warming up to in-game ads
Comscore questioned gamers about their attitudes toward advertisements in games for its State of Gaming report. Digiday got a sneak peek.
SponsoredIn a cookieless world, publishers are embracing new approaches to personalized UX
Asaf Shamly, CEO and co-founder, Browsi With user experience at the forefront of many publishers’ minds, the eventual deprecation of third-party cookies is bound to wreak havoc for those who haven’t quite figured out how to adjust their ad model to the coming change. The problem is well defined at this point: They can’t afford, […]
WTF is a data clean room?
Platforms use data clean rooms in order to share aggregated audience data versus user-level data.
Digiday+ Research deep dive: Agency spending on TikTok plateaus as brands struggle with what to make of the app
Agency clients' spending on TikTok may have hit a plateau, while brand marketers are still searching for the right answer when it comes to how much confidence they should have in the platform.