David Blecken
Mar 1, 2019

Japanese online spend inches closer to TV: Dentsu

In its assessment of Japanese advertiser activity in 2018, Dentsu sees more efforts to integrate online and offline, and a rise in performance and video advertising.

Advertiser spending on internet advertising in Japan grew 16.5% to 1.759 trillion yen $15.8 billion last year, according to new figures from Dentsu. The figure is just behind that for terrestrial TV, which was 1.785 trillion yen $16.1 billion.

Within the digital segment, Dentsu noted an increase in performance-based and video advertising, which were used more widely on social channels.

Dentsu put total advertising spend at 6.53 trillion yen $58.9...

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