Ad:tech Tokyo looks at how consumers are defining media landscape

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The second Ad:tech Tokyo event took place last week, bringing together marketing and advertising professionals at the Prince Park Tower Hotel. The idea behind the conference is to explore and share ideas on the the advertising and technology sectors – an area in which Japan continues to be a strong global player.

Featuring five 5 keynote speakers, networking events, dedicated discussion sections, workshops and a display floor, the event brought together representatives from major companies around the world, including Google, Adobe, Microsoft and CNN.

Among the topics covered were how consumers are now defining their media landscape, not corporations. Using the automotive industry as an example, Microsoft looked at how marketing campaigns need to go beyond the conventional restrictions to respond to consumers, who continue to evolve daily, as they move across borders and interest areas faster than ever before. Microsoft highlighted a campaign that they ran for Ford Motor Co, inviting people to get involved by having their say on where cars advertising new model releases should go.

Japan, of course, was ahead of the curve in the areas of mobile advertising, social networking and commerce and its consumers have long been regarded as among the most demanding in the world. In recent years, however, it has fallen behind, leading NEC to advise that while the local population continues to decrease, there has been a sudden increase in media channels, and companies need to be more creative in order to respond to digital and social media.