When brands begin formulating their marketing approach in Japan, they typically employ a balanced attack of search and social. The usual media mix includes Google, LINE, Meta, maybe even Rakuten ads. However, it’s seldom that many consider utilizing Taboola in Japan.
For those that do, Taboola is often seen as an afterthought, which can be a costly error.
In This Article
There are reasons for this. Internationally, Taboola can be a mixed bag depending on industry, target audience, etc. In Japan, however, the platform can play a very different, much more strategic role in your Japanese marketing strategy. We’ll outline why you should take a closer look at Taboola, and how it can supercharge your campaign.
How Taboola Ads Work
Taboola is a native advertising platform where ads receive placement on high-traffic publisher websites. Ads appear as “promoted content” below news articles or in sidebar widgets of these sites.
Taboola ads are designed to look like articles to increase engagement. The most effective Taboola ads are those that are the most relevant to the surrounding content (which is where the “native” terminology comes into play).
How Taboola Ads in Japan Differ from the West
Taboola has gained a reputation as a traffic tool with mixed results in some Western markets, but its native advertising format makes it a better fit for the Japanese market’s cultural expectations.
Google Display ads tend to be interruptive, and Facebook Ads can oftentimes become so heavily repeated that they create ad burnout. Japanese audiences tend to avoid pushy sales tactics. Native advertising emphasizes subtlety, which more closely appeals to consumers who largely find this style of advertising more engaging.
That said, dedicated time and care are necessary to maximize your Taboola strategy. Done correctly, you can expect a significant boost in awareness, quality traffic and hihger potential for conversions.
Available Taboola Ad Formats
Taboola ads come in a variety of formats to meet your target audience wherever they are in the customer journey. Whether it’s awareness or action, you can tailor your advertising to be the most effective.
Content Recommendations – This is the most common format used, with sponsored ads shown as “You may also like” or “Recommended for you” beneath news articles on publisher sites like Yahoo! Japan News. This is a great awareness play; send readers to relevant content or product pages on your blog/site.
High-Impact Placement – This ad format is the optimal choice for better visibility. These ads place your brand in the most premium spaces on top news and lifestyle sites where your audience is already reading and engaging.
Think of this as the digital-era equivalent of a prime-time TV ad slot or magazine spread.
Video Ads – This is a great opportunity to tell your brand story. Unlike on platforms such as YouTube, your video plays alongside brand-safe editorial content, not random user uploads. Not only are you reaching people with interests that are more relevant to your brand identity, but you’re capturing them at a time when they’re actively ingesting information.
With over 500 million daily active users across the Taboola publisher network, the potential for reach is massive.
Still Not Sold on Taboola? More Points to Consider
As stated before, Taboola can be hit-or-miss in the West, but key factors make it a more viable option in Japan. Let’s dive a little deeper.
Japan’s Affinity for Open-Web Content
Portal sites, like Yahoo! Japan, Nikkei and Asahi Shimbun, remain prevalent in Japan for news consumption. Consequently, Taboola ads don’t feel so out of place or click-baity. In fact, thanks to Taboola’s strategic partnerships with these trust Japanese publishers, visitors are more receptive to this type of branded content.
Low Programmatic Competition
Japan’s adoption of programmatic advertising has been…slow, to say the least. But that’s great news for foreign brands seeking premium ad space with little competition and low cost.
Direct Relationships = Stronger Credibility
In the US, for example, most programmatic ad buying is automated. It’s convenient, for sure, but it also allows for a lot of junk ads. Japanese publishers take steps to vet and build long-term relationships with advertisers, using Taboola as a trusted “middleman.” This approach directly affects consumer perception of brands positively.
Choose an Agency with Taboola Japan Ads Experience
If there’s one theme you should take notice of throughout this article, it’s one of relationships—between brands, advertising partners, and especially the consumer. But first, you need to establish a relationship with the right marketing agency.
Why? Because, while Japan is a great market with high purchasing power, it can also be hard to break into digitally. At iCJ, we’ve partnered with brands to bring their message to the Japanese market through Taboola advertising on brand-safe, premium Japanese sites with great results. We achieve this by getting companies into trusted ad spaces they couldn’t otherwise penetrate alone.
Contact iCJ today to put our advertising know-how to work for you.
