Dentsu reports continued declines in Japanese ad spend, but online continues to grow
In a year when Japan suffered a catastrophic earthquake, tsunami and nuclear crisis, total ad spending dropped by 2.3%, according to a February 2012 report from Dentsu, the largest ad agency in the country. The decrease was slightly worse than the one in 2010, but much better than the precipitous drop of 2009, which saw spending fall 11.5%.
However, internet ads were a bright spot in the market. Internet advertising reached ¥806.2 billion ($10.1 billion), an increase of 4.1% over 2010’s total, helping to grow the internet’s share of total advertising to 14.1% in 2011.
Dentsu is bullish on online ads in its home country, and doubly so for social media. In March 2012, the company issued a press release announcing it signed an extension to continue operating as “the official representative of Facebook’s sales and marketing support to advertisers in Japan” through 2012. Dentsu will provide consultation and support for Japanese companies that want to develop Facebook pages and marketing campaigns that leverage the premium ad platform on the social network.
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Check out today’s other articles, “Digital Coupons Rival Print Counterparts in Effectiveness” and “Mobile Powers UK Internet Usage Growth.”