David Blecken
Feb 23, 2018

Mobile and video drive Japanese adspend growth: Dentsu

Digital advertising now accounts for nearly a quarter of total spending.

Mobile and video drive Japanese adspend growth: Dentsu

Japanese advertising spend rose 1.6% year-on-year to almost 6.4 trillion yen (US$59.8 billion) in 2017, according to a report by Dentsu.

Dentsu said total spending increased for a sixth consecutive year, supported by a strengthening domestic economy. The OECD points to 1.5% growth in Japan in 2017, and forecasts growth of around 1% for the next two years.

Digital media gives the most cause for optimism. Spending on online channels was up 15.2% to 1.5 trillion yen ($14 billion), with performance and mobile-oriented video advertising especially strong, Dentsu said. The increase marks the fourth straight year of growth. Dentsu said internet advertising accounted for nearly 24% of total spending.

At the same time, traditional media spending continued to decrease, falling 2.3% overall. Spending on TV fell by 0.9%; newspapers by 5.2%; and magazines by 9%. Promotional media spending also fell 1.5%.  Radio grew marginally for a second consecutive year (0.4%). 

The home appliances sector cut spending the most (11.4%). But despite the downward trend, six out of 21 industry sectors, including automotive, spent more on traditional media.

Campaign Japan

Related Articles

Just Published

8 hours ago

Behind Spotify's new Southeast Asia campaign

EXCLUSIVE: Campaign talks to Jan-Paul Jeffrey, Spotify’s head of marketing, on the streamer's latest regional campaign for Indonesia, Thailand and Philippines.

9 hours ago

Tech MVP 2022: Sunil Naryani, Dentsu

MOST VALUABLE PROFESSIONAL: Chief product officer Sunil Naryani has been instrumental in elevating the product offerings from Dentsu and driving radical collaborations across market product leaders.

10 hours ago

Why purposeful creativity is more important than ...

Why do we still rush to come up with a once-in-a-lifetime brilliant stroke of genius that had zero impact on anyone’s life or business, and then proudly stand on a stage receiving accolades for our achievements? MediaMonks' APAC ECD ponders this question and more.

13 hours ago

Here's Google's plan to to help advertisers manage ...

David Temkin, senior director of product management, ads privacy and user trust at Google, who is leading the charge on preserving ad targeting and measurement while tracking restrictions loom, discusses these shifts.