Digital will account for a quarter of total media ad spending in Japan for the first time this year, according to eMarketer’s latest estimates of worldwide ad spending.
Advertisers in Japan will increase their investments in digital placements by 9.0% this year to $9.50 billion. Almost half of that—48.1%—will be mobile.
Increases in digital ad spend are expected to slow each year through the end of our forecast period, when spending will rise just 6.0% annually to $12.63 billion. By that point, more than 30% of all paid media spending in Japan will go toward digital formats, including all advertising served to internet-connected devices.
And mobile will make up a growing share of digital spending in turn. As recently as 2014, less than a third of digital ad spending in Japan went toward mobile. This year, the share approaches half, and by 2020 nearly three-quarters of all digital ad spending in Japan will be mobile.