Mobile Leads Online Ad Spend in Japan

• Posted: Wednesday, January 02, 2008
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• Author: pradhana
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• Filed under: Ad Spending, Market Survey, Mobile Advertising

Handsets are primed for marketers.

In 2007, the Japanese online advertising market was estimated to be worth between $3.4 billion (Dentsu) and $4.1 billion (PricewaterhouseCoopers). By 2011, Dentsu projects that Japan’s online ad market value will be $6.8 billion; PricewaterhouseCoopers predicts a somewhat higher $7 billion.

Japan’s leading advertising agency, Dentsu Group, tracks the island nation's online advertising market in three segments: search ads, mobile ads and fixed Internet ads, a category that lumps together banner, e-mail, rich media, streaming video and (non-search) text advertisements.

By Dentsu's reckoning, search spending accounted for 27% of Japan’s online ad marketing in 2007, a figure significantly lower than in the United States (40%) and the United Kingdom (60%). By 2010, Dentsu predicts search will reach just 30% of Japanese online ad spending.

Read more - eMarketer

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