Majority of Digital In-Feed Ad Spending in Japan Goes to Social - eMarketer
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Majority of Digital In-Feed Ad Spending in Japan Goes to Social

Nearly ¥90 billion ($743.5 million) spent in 2016

March 15, 2017 | Media Buying

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.

Digital In-Feed Ad Spending in Japan, by Channel, 2015-2022 (billions of ¥)

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.

Ben Clague

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