How should ad copy be modified to account for the character limitations on mobile devices given the prevalent use of mobile search in Japan?

Given the prevalent use of mobile search in Japan and the limited screen space, ad copy needs to be significantly modified to be effective. Concise and impactful language is essential. The first modification involves prioritizing key information and benefits. Only the most compelling aspects of the product or service should be highlighted. Replace longer phrases with shorter, punchier alternatives. This necessitates careful word choice. Using Katakana for emphasis can sometimes save space. Another modification concerns the use of abbreviations and commonly understood acronyms. While this should be done cautiously to avoid confusion, well-known abbreviations can help convey more information within character limits. For example, 'smartphone' could be abbreviated to 'スマホ (sumaho)' if the target audience is familiar with the term. Careful use of symbols and emojis (when allowed and appropriate for the brand) can also visually communicate information and save characters. Ensure they are culturally relevant and don't detract from the message. Finally, consider A/B testing different ad copy variations specifically for mobile to determine which concise messages resonate best with users on smaller screens. If promoting a sale on clothes, replace 'Limited time offer on all clothing' with 'Clothing SALE - limited time'. The latter is shorter and more impactful.