Internet the Shining Star of Japan's Ad Market - eMarketer
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Internet the Shining Star of Japan's Ad Market

Internet ad spending in the country to grow nearly 10% this year

The ad market in Japan grew 4.0% in the fiscal year ending in March 2014, according to research from the Nikkei Advertising Research Institute and the Japan Center for Economic Research (JCER). And the brightest spot by far is internet advertising.

Traditional* and Total Media Ad Spending Growth in Japan, FY 2010-FY 2014 (% change)

Traditional ad spending in Japan dipped in fiscal 2011 and since then has grown sluggishly at less than 2% per year. Meanwhile, growth expected this year in internet advertising is nearly 10%.

TV is still growing its ad dollars, according to the research, but by a meager 2.2% this year. Aside from transit advertising, predicted to grow 0.2% in FY 2014, that’s the only source of ad spending growth outside the internet—leaving TV as the only medium categorized as “traditional” that’s actually growing.

Newspaper, radio and magazine advertising are all expected to go down this year, though not by much, and spending on fliers and direct mail is expected to remain stable.

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