Japanese consumers are making their preferences clear: contextually relevant ads, delivered alongside content viewers are consuming, are their preferred choice. Furthermore, with privacy becoming an increasing concern, ads that respect consumer data are now seen as more trustworthy.
GumGum’s Digital Advertising Pulse Check, which polled 1,000 Japanese respondents, provides critical insights into these trends. Concerns about data privacy were a dominant theme with more than four-fifths (81%) of Japanese respondents saying that protecting personal data while being served ads is either extremely (56.8%) or somewhat (24.4%) important.
When asked about their impressions of ads, over one-third (37%) said they would pay more attention to ads that are contextually relevant. Trust in contextually relevant ads was significantly higher, with more than three times as many respondents indicating increased trust in these ads compared to ads relying on personal data.
The report also highlighted widespread discomfort with traditional cookie-based advertising. Over one-third (36.6%) of respondents expressed a negative view of cookies, with 24.1% stating they create discomfort and 12.5% believing they disrespect consumers.
“These results reflect the evolving preferences of Japanese consumers, who increasingly expect brands to respect their data privacy while also delivering relevant content,” said Kenzo Selby, Managing Director, Japan, at GumGum.
Japanese consumers also expressed significant unease with ads that feel overly personal or intrusive. When confronted with ads that seemed to know too much about their personal life, 31.9% felt more resolved to protect their data, and 17.9% questioned how brands had acquired so much of their information.
Ads targeting sensitive topics such as relationships or health were especially problematic, with 38.9% finding them invasive or annoying. More than half (58.4%) of respondents also said they would be somewhat (35.4%) or very likely (23%) to stop using a brand’s services if they encountered intrusive advertising.
“It’s a wake-up call for advertisers,” said Niall Hogan, General Manager, JAPAC, at GumGum. “Consumers expect respectful, relevant advertising that does not compromise their privacy. Brands that fail to adapt risk alienating their audience.”
“Context is clearly king,” Hogan added. “Marketers now have a golden opportunity to create meaningful connections by delivering ads that really resonate with consumers. By leaning into contextual advertising, brands can achieve a competitive edge while maintaining consumer trust.”
Research Methodology
The Japan Digital Advertising Pulse Check was conducted by Censuswide, surveying 1,000 consumers in Japan aged 18 and above between 25 October 2024 and 28 October 2024.
