It is said that more than 500 hours of video content are uploaded to YouTube every minute, and according to Think with Google , the number of monthly active users in Japan is over 65 million (as of September 2020), and according to the Official YouTube Blog , the number is 2 billion globally.
According to a survey report on the attitudes of Japanese internet advertising professionals released in January 2021 by Integral Ad Science (IAS), a global leader in digital advertising panama phone number resources verification , the top three media to watch in 2021 are "social media," "digital video and OTT," and "mobile web," with YouTube listed as the social media with the highest priority, following Facebook.
In addition, according to a survey report conducted by the company on April 14, 2021, targeting more than 1,000 U.S. CTV users , YouTube is the most popular ad-supported streaming service viewed on CTV.
Source: IAS_YouTube_CTV_Research
However, YouTube also tops the list of platforms most likely to have their spending adjusted due to a lack of transparency into media quality. While technological advances have accelerated the creation of video content and raised expectations for it as a marketing tool, concerns about brand risk in video advertising remain strong, and brand safety is becoming even more important.
The Media Quality Report (MQR) H2 2020 published by IAS on April 18, 2021 , provides quantitative data showing a global increase in brand risk in video advertising, one of the impacts of the spread of the coronavirus on the digital ecosystem.
The increase in video content consumption due to people refraining from going out has been correlated with an increase in brand risk in video advertising, with desktop video advertising seeing the largest increase in brand risk, with the global average increasing by 1.4 points year-on-year to 7.7%.
