Japanese consumers shun brands in ‘low-quality’ environments

A study suggests Japan is particularly sensitive to context when it comes to online advertising.

Advertisers in Japan need to pay special attention to the quality of the environment in which they appear online, research by Integral Ad Science (IAS) suggests. The Ripple Effect study by the company, which specialises in areas such as brand risk and the effectiveness of digital advertising placements, found that 65% of Japanese internet users are likely to stop using a brand if it appears in a ‘low quality’ environment.

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