Video ads are a rapidly growing and increasingly popular advertising format due to the rise of media and apps that rely on video content. It is no different on LINE – Japan’s largest social media platform. Whether you are a seasoned marketer or just beginning to explore the world of video advertising, it is crucial to understand the billing methods and types of video ads available.
In this article, we dive into the key considerations when implementing video advertisements, including the market size, their advantages and disadvantages, and the types of video ads available.
Video ads always feature video creatives, such as TV commercials and OOH (out of home) video ads (for example on public transport). However, they now mainly refer to ad clips you see on the web. These are usually 15-30 seconds and pop up before streaming players (e.g. Youtube).
Just like in the West, video ads are an advertising format growing in demand in the Japanese market. In March 2021, research by Dentsu revealed that the share of video advertising reached 20% of Internet advertising media expenditure. Furthermore, the results of the survey showed that it recorded a 121% growth rate compared to the previous year.
To maximise the effectiveness of video ad distribution, it is important to understand the different billing methods and types of video ads. Then to use them appropriately based on your advertising goals. Video ads can be divided into three billing modes:
There are many pros and cons marketers should consider before deciding to run video ads.
Advantages:
Disadvantages:
There are several types of video ads. Below, we discuss the characteristics of the three main types in detail:
Many digital media platforms, like LINE, YouTube, TikTok, Instagram, as well as the GDN (Google Display Network) or YDA (Yahoo! Display Ads) networks, offer video ads to marketers. YouTube and TikTok are video-centric at their core, so in-stream ads are the most popular ad types on those platforms.
As technology continues to evolve, the use of video advertisements is expected to grow, providing even more opportunities for businesses to reach their target audience.
With over 93 million users, LINE is the most widely-used messaging app in Japan – making it the perfect platform to promote products and services.
A LINE Official Account allows businesses to build a loyal fan base, grow brand awareness, and communicate directly with customers through a variety of features and LINE-exclusive promotions. The LINE Ads Platform allows marketers to utilise its powerful network of connected services and deliver video ads to a wide demographic of users.
As certified LINE partners, we can help you open and manage a LINE Official Account, as well as navigate you through the ads platform. Get in touch with us here, and schedule a free consultation with one of our LINE experts.