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CM prompted search – survey in Japan

Many CMs aired in Japan now mention a keyword phrase, some even show a phrase being typed in the search window on commercial.

According to Internet.com and goo Research, 52% of the Internet users who responded to the survey have responded that they remembered seeing such CMs, and 30% of them also responded that they’ve actually used the keyword phrase to search.

The survey also shows that keywords work better than URLs to be remembered by CM viewers.

Q: Which do you remember better, keyword or URL?
– Keyword 82.85%
– URL 4.01%

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Motoko Hunt

President & Search Marketing Strategist at AJPR
Motoko Hunt manages the SEO for all of Adobe's properties in Japan and the APAC region. Prior to joining Adobe, Motoko established AJPR in 1998; she has been providing search marketing consulting services targeting Japan and Asia to companies around the world. Her services have made a big impact on the search marketing campaigns of some of the world's most popular multi-national brands. A number of her articles have been published on industry websites and printed media including MultiLingual Computing and the International Journal of Localisation. She also writes about the Japanese online market on her blog at AJPR and contributes to several online magazines in Japan and Asia. She served as a member of the board of directors of SEMPO in 2010-2012, and is a chairperson of the SEMPO Asia-Pacific Committee.

2 Responses to CM prompted search – survey in Japan

  1. Motoko Hunt says:

    Hi Andy, yes, I meant CMs as TV commercials.

  2. Motoko – I presume CMS means ‘commercials’ as in TV commercials? Not an abbreviation I’ve come across before?

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