The effectiveness of online display: insights from Japan

Geoffrey Precourt

This report from the Advertising Research Foundation's Audience Measurement conference reports on a presentation from Yahoo Japan which discusses the development of the online advertising market in Japan.

The effectiveness of online display: insights from Japan

Geoffrey Precourt Warc

Despite being the second largest online advertising market in the world, the on-going digital marketing programs in Japan don't seem to attract much attention in the United States.

"We've been making a concerted long-term effort to study how online display advertising can improve branding," Masao Kakihara, Yahoo Japan Researcher and Project Manager, told a session at the 2011 Advertising Research Foundation's Audience Measurement Conference in New York. "We might not be as advanced as the United States, but we face many of the same problems, especially moving beyond...

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