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Digital Ad Spending Up in Japan, Study Found

Lion’s share of digital goes to mobile

April 25, 2017 | Media Buying

Digital ad spending in Japan continues its shift toward mobile, according to an April 2017 report from Cyber Communications Inc. (CCI) and D2C Inc.. Total digital ad spending is estimated to reach nearly ¥1.159 trillion ($10.65 billion) in 2017.

Digital Ad Spending in Japan, by Device, 2012-2017 (billions of ¥)

Of that total, over ¥801 billion ($7.36 billion) will be spent on mobile advertising, with ¥357.9 billion ($3.29 billion) going to desktop/laptop ads.

These investments are interesting when considering a November 2016 study from consciously view digital ads on a frequent basis, while 37% said they do so occasionally.

Despite internet users’ seeming indifference to digital advertising, China is the only country in the Asia-Pacific region where marketers spend more on digital ads, according to a March 2017 eMarketer estimate.

eMarketer predicts there will be $41.7 billion in total media ad spending in Japan in 2017. Of that, we estimate slightly higher digital ad spending than CCI and D2C, at $11.8 billion—roughly 28% of total media ad spending.

Ben Clague

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