This week, three of our leaders participated in Advertising Week Asia 2017 in Tokyo along with some of the brightest minds across the marketing, advertising, technology and entertainment industries.
Kosuke Yamada, Director of Nielsen Digital, kicked off Nielsen’s presence in a session exploring “The Next Era of Programmatic Advertisement.” On stage with him were Tetsuya Shintani, Country Manager of Trade Desk, and Makoto Nagata, Chief Editor of DIGIDAY Japan. Together they explored what is required for programmatic ads to drive the next wave of mobile advertising, what marketers should do to improve targeting and their expertise, and what is necessary to measure the age of programmatic advertisement.
在会议期间，Kosuke 强调了为什么在程序化广告时代，来自第三方的测量更为重要。"并非所有媒体都能基于相同的受众数据提供定向。因此，有必要通过独立测量来确认其是否基于对正确受众属性信息和属性的理解，以及是否以正确的方式进行了受众扩展，"Kosuke 解释道。"你需要了解整个活动的表现以及媒体之间的表现差异。"
On day three, Nielsen Japan Digital President Jun Miyamoto hosted an Adweek Data Track session on the topic of transparency in digital ads. Makoto Koide of Shiseido Japan and Toru Takada of Yahoo Japan joined him on the stage to discuss efforts for transparency from the advertiser’s point of view, as well as the media perspective.
最终，三人一致认为，必须由中立的第三方进行测量，以确保透明度。至于测量的类型，则需要基于个人的测量，而不是 cookie 或广告 ID 测量。此外，衡量不仅需要了解可视性，目标到达率也很重要。
"数字广告指标的标准化和跨媒体广告效果的验证非常重要，"淳说。"未来，数字以及电视的广告指标标准化也很有必要。"
On the last day of the conference, Satoshi Imada, Senior Analyst of Nielsen Digital, headed to the technology stage as part of the MarTech track. In the session, “Digital Trends 2017,” Satoshi talked about five points to keep in mind when it comes to designing communication about digital for consumers in Japan.
"了解消费者行为的准确数据是沟通的第一步，"聪解释道。"重要的是要覆盖日本全国的数据，并利用这些数据来把握整个数字环境的使用趋势，而不偏向于某一特定设备、操作系统或用户群"。
虽然智能手机和应用程序是最优先考虑的问题，但 Satoshi 提醒说，它们仍然需要与个人电脑和浏览器兼容。在日本，60% 的人使用个人电脑上网，而在旅游等类别中，使用个人电脑的人更多。营销人员需要根据目标和目的制定设备战略。
In Japan, communication is divided according to the purpose and context of consumers. For example, a 20-34-year-old male frequently uses movies and curation services on a smartphone, while women often use cosmetics, cooking and free market services. When it comes to demographics, however, it’s important to think beyond typical segments. Not only are there differences among generations, but also the services used are different even in the same generation.
For marketers, it’s also important to grasp new services as they appear, and that requires understanding where people gather and spend time, as well as what their specific consumer does with their time. As of October 2016, the greatest numbers of users of new services are on Pokémon GO (11.26 million), SNOW (3.82 million), and AbemaTV (3.8million).
最后，Satoshi 强调了在智能手机上观看电影日益增多的时代，应对数字广告变化的重要性。在美国，订阅视频点播（SVOD）的使用率为 50%，而在日本仅为 14%。广告商需要根据这一形势的发展迅速做出调整。
