Wall Street Journal has recently reported that in Japan taking a break during a television commercial has become tricky and complicated as they have started placing ‘context linked’ ads. Recently, Japan’s second largest advertising agency Hakuhodo DY Holdings and Yomiuri Telecasting have teamed up to launch a round of TV ads that are difficult to be distinguished from the actual running show.
Context-linked commercials are the new form of advertising that are actually designed to interweave the commercials and the content. The need of fresh innovations was desperately felt when the advertisers started opting for online, cell phones, and other ad investment avenues in place of TV. This can be verified with studying the latest advertising trend in Japan, in last two years overall ad expenditure kept increasing while expenditure on TV ads remained almost flat.