Yahoo
Japan Ads

Customers on Yahoo Japan expect fully localised language, content style, and approach - And are sensitive to sloppy translations and obvious 'Western' approaches to advertising. Therefore it's essential to work with a local copywriter to ensure the text reads correctly to Japanese audiences. Ensure that you don't see Yahoo Japan as 'just another' or 'one of' the ad channels to duplicate Ads across - and create custom content for the platform.

Yahoo Japan offers both display and search campaigns, and both offers pros & cons. It's important to test across both: we typically see display campaigns can have high impressions and are good for brand reach, and for Search campaigns constant tweaking of keywords and targeting is needed. As a mass audience is available on Yahoo Ads, we recommend consistent A/B testing and updating of audience targeting settings, to make sure you reach the right customer.

As a platform that dominated in Japan before Google, most loyal users of Yahoo Japan are now in their 40's and beyond. To reach and engage with this audience, we recommend taking a different approach to users on social media who are typically younger. Audiences on Yahoo Japan may review products and brands in more depth, take more time to learn about a company, and are used to seeing more local Japanese advertising rather than western ads (both in content and design style). Understanding your intended audience on Yahoo Japan should be a key part of your Ad strategy before getting started.