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Japan's online ad spend overtakes magazines
Date: 11/09/2008
Earlier this year when Dentsu published its annual analysis of adspend in Japan, few were surprised to learn that internet advertising expenditure grew at a faster pace than any other medium.
Online adspend grew 24% from 2006 to 2007, and for the first time, exceeded expenditures on magazine advertising. As for other media, here's a resume of how spending declined or increased:
TV: - 0.9%
Newspapers: - 5.2%
Magazines: - 4%
Radio: - 4.2%
Billboards/outdoor: +2.4%
Train/bus ads: +2%
Inserts: - 1.7%
Direct mail: +3.1%
Free newspapers/magazines: +9.7%
Phone directories: - 12.1%
Internet: +24.4%
But despite the rise and rise of online advertising, it will clearly be some while before internet ads dominate overall spending.
In 2007, online media buys accounted for just 6.5% of total ad/promotion costs, whereas TV commercials grabbed 28.5% and newspaper ads 13.5%.
Source: WARC.com
WFA collates data on global ad spend and media trends to help members understand market conditions and communications investment around the world. For more information please contact [email protected]
