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Digital in-feed ad spending on social media sites in Japan totaled nearly twice the amount spent on in-feed ads for news and curation apps and portals in 2016, according to a February 2017 report from CyberAgent.
Advertisers spent nearly ¥90 billion ($743.5 million) on social in-feed ads, while about ¥45 billion ($371.7 million) was allocated to the same format on news and curation platforms.
In total, ¥140.0 billion ($1.20 billion) was spent on digital in-feed ads in Japan in 2016.
CyberAgent’s report projects higher spending in years to come, with social continuing to attract the majority of in-feed ad dollars in the country.
In 2017, in-feed ad spending on social media will reach ¥120 billion ($991.3 million), and ads of the same format on news and curation apps and portals will account for nearly ¥58 billion ($475 million) in expenditures. Total digital in-feed ad outlays in Japan this year will be ¥187.5 billion ($1.55 billion).
A June 2016 AdRoll survey found that 10% of marketers in Japan plan to do retargeting on in-feed media—such as Antenna, Gunosy or SmartNews—in the next three years.
This is the latest installment in an ongoing series of quarterly video ecosystem overviews focusing on monetization, audience, platforms and content. Our goal is to provide a summary of key developments each quarter on a need-to-know basis.
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