Picture, banner ads and mobile e-mail ads topped the list for respondents who were interested in using mobile ads. Those who had used mobile ads in the past were even more likely to say they would like to use these three formats.
Although the number of companies NARI surveyed was low enough that results should only be considered for directional purposes, they did echo findings from the 2007 version of the survey. Among Japanese firms surveyed last year that advertised to mobile users, nearly three-quarters said they sent picture ads. Six out of 10 sent text ads, and 40% sent mobile e-mail ads.
One reason for the focus on simple ad formats is that most mobile marketers are using the medium for direct response. Integrated campaigns involving mobile are still fairly new.
"This is not a result of reluctance on the part of brands and their agencies to inject more brand-oriented messaging into mobile advertising," said John du Pre Gauntt, senior analyst at eMarketer. "It is a direct result of the simple fact that mobile media in Japan seem more effective for sales promotion and direct response right now."
Those who do use mobile ads in Japan are beyond the experimental budget phase, judging by May 2008 Seed Planning data. The company said that mobile ad spending in Japan would reach ¥250 billion ($2.7 billion) in 2011, up from ¥100 million ($964 million) this year.
For all of Asia-Pacific, mobile ad spending will reach $5.3 billion in 2011, most of which will be spent on text messages.