2018 Japan Advertising Expenditures Internet Advertising Media Expenditures Detailed Analysis

The text of the Dentsu Inc. news release distributed on March 14 is as follows.

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March 14, 2019

D2C Inc./CCI/Dentsu Inc. Jointly Conduct Detailed Analysis of Internet Advertising Media Costs

Three Dentsu Group Companies (D2C Inc./CCI/ Dentsu Inc. have announced the "Detailed Analysis of Internet Advertising Media Expenditures in Japan for 2018" (hereinafter referred to as this survey). This analysis examines the breakdown of internet advertising media expenditures from the findings of the "2018 Advertising Expenditures in Japan" survey released by Dentsu Inc. in February 2019. It analyzes the data by advertising type, transaction method, device, and other perspectives, and includes projections for 2019.

Of Japan's total advertising expenditure of ¥6.53 trillion in 2018, "Internet Advertising Expenditure" accounted for 26.9% of the total, amounting to ¥1.7589 trillion (116.5% year-on-year). Excluding "Internet Advertising Production Costs," "Internet Advertising Media Costs" reached ¥1.448 trillion (118.6% year-on-year), continuing steady growth.

This survey has been jointly estimated since 2017 by three companies within the Dentsu Group that operate in the internet advertising sector.

Key Points from "2018 Japan Advertising Expenditures: Detailed Analysis of Internet Advertising Media Costs"

1. By advertising type in 2018, search-linked ads and display ads accounted for approximately 80% of the total.
By advertising type, search-linked ads (39.4%) and display ads (38.9%) together accounted for approximately 80% of the total, followed by video ads (14.0%). By transaction method, performance-based advertising accounted for approximately 80% of the total.

2. Mobile advertising expenditure surpasses ¥1 trillion for the first time
Breaking down the ¥1.448 trillion in "Internet Advertising Media Expenditure" for 2018 by device, mobile advertising expenditure accounted for 70.3% of the total (¥1.0181 trillion), surpassing ¥1 trillion for the first time.

3. 2019 Internet Advertising Media Expenditures Projected to Grow to 1.6781 Trillion Yen
Driven by robust mobile advertising growth, 2019 internet advertising media expenditures are projected to reach 1.6781 trillion yen, a 115.9% increase year-on-year. The breakdown is: mobile advertising ¥1,249.3 billion (122.7% YoY), desktop advertising ¥428.8 billion (99.8% YoY).

4. Video advertising expenditure is ¥202.7 billion, projected to expand to ¥265.1 billion in 2019
Video advertising expenditure, experiencing rapid growth, reached ¥202.7 billion in 2018. It is projected to expand to ¥265.1 billion in 2019, a 130.8% increase year-on-year. Mobile advertising is expected to show particularly strong growth, rising 139.3% year-on-year and driving overall expansion.

 

 

For further details, please refer to the Dentsu Inc. News Release [PDF].

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Dentsu Inc. News Release
http://www.dentsu.co.jp/news/release/2019/0314-009774.html