From the Marketers' Perspective: The Interactive Media Situation in Japan

This chapter provides insights into the Japanese interactive media situation from the marketers‧ point of view. In this field, because most service companies rely on advertising revenue models, understanding the marketers‧ perspective is one of the keys to success. For a background, I will begin by explaining some unique facts about the Japanese media situation, compared to the US market. Then I will describe the “AISAS®” framework advocated by Dentsu, Inc., which will clarify the marketers‧ point of view. Finally, I will conclude with a presentation of some interesting IPTV and user-generated content companies in Japan.