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Series「Special Discussion: "Japan's Advertising Expenditures"」

#TV #advertising expenses #DENTSU SOKEN INC.#Internet #Dentsu Inc. Media Innovation Lab #Japan's advertising expenditure

2025/03/19

What's the true intent behind the "Declaration to Quit Mass Media"? The current state of local media. Special Discussion: "Japan's Advertising Expenditures in 2024"

Japan's advertising expenditure in 2024 reached a record high of 7.673 trillion yen. While growth in internet advertising is driving overall ad spending, advertising budgets for traditional media, known as the "four major media," continue to decline. To understand the current state of regional media this year, Dentsu Inc.'s Toshiyuki Kitahara spoke with Tsuyoshi Oishi of Shizuoka Shimbun and Shizuoka Broadcasting System.

dentsu Media Innovation Lab, Toshiyuki Kitahara, Oishi Tsuyoshi

Special Discussion: "Japan's Advertising Expenditures"[10]

2024/04/17

Interview with Nobuyuki Sakuma: The "Atmosphere" of Each Media. Special Discussion on "2023 Japan Advertising Expenditures"

In 2023, Japan's advertising expenditure reached a record high of 7.3167 trillion yen. Internet advertising, in particular, is driving this growth. Dentsu Inc.'s Ritsuya Oku spoke with renowned producer Nobuyuki Sakuma—who has produced numerous hit TV shows and a successful YouTube channel—about the current state of various media.

Ritsuya Oku, dentsu Media Innovation Lab, Nobuyuki Sakuma

Special Discussion: "Japan's Advertising Expenditures"[10]

2023/04/11

Interview with CyberAgent President Shun Fujita: The State of Advertising Today. Special Discussion on "2022 Japan Advertising Expenditures"

In 2022, Japan's advertising expenditure reached a record high of 7.1021 trillion yen, a 4.4% increase from the previous year. Of this, 3.0912 trillion yen was spent on internet advertising. Dentsu Inc.'s Ritsuya Oku spoke with CyberAgent President Susumu Fujita, who continues to challenge the world of internet advertising.

Ritsuya Oku, dentsu Media Innovation Lab, Shin Fujita

Special Discussion: "Japan's Advertising Expenditures"[10]

2022/04/05

Special Discussion: "Japan's Advertising Expenditures in 2021." The Era of DX and Advertising's Social Responsibility

From 2020 to 2021, Japan's advertising expenditure saw a significant recovery. It also marked a milestone year where internet advertising expenditure surpassed the total advertising expenditure of the four mass media for the first time. Tatsuya Kurosaka, CEO of Kuwadate Inc. and a distinguished professor at Keio University's Graduate School of Media and Governance, who is knowledgeable about telecommunications and broadcasting, was interviewed by Ritsuya Oku of Dentsu Inc.

Ritsuya Oku, dentsu Media Innovation Lab, Kurosaka Tatsuya

Special Discussion: "Japan's Advertising Expenditures"[10]

2021/03/25

Special Discussion: "2020 Japan Advertising Expenditures" The Convergence of Online and Offline Accelerates. How Will the Role of Media Change?

In 2020, the year struck by the pandemic, Japan's advertising spending declined across the board, excluding internet advertising. Against this backdrop, what changes are emerging in Japan's media landscape? We examined the survey results with Professor Hitoshi Mitomo, who specializes in Digital Economy and Digital Society Theory at Waseda University Graduate School.

Ritsuya Oku, dentsu Media Innovation Lab, Hitoshi Miyoshi

Special Discussion: "Japan's Advertising Expenditures"[10]

2020/03/16

"2019 Japan Advertising Expenditures" Special Discussion What is necessary for the growth of mass media advertising today?

Mr. Ritsuya Oku of Dentsu Media Innovation Lab interviewed Mr. Makoto Koide, Managing Director of the Japan Advertisers Association, about perspectives on mass media, the potential of digital advertising originating from the four major media outlets, and the future outlook for television.

Ritsuya Oku, dentsu Media Innovation Lab, Makoto Koide

Special Discussion: "Japan's Advertising Expenditures"[10]

2019/04/03

Special Discussion: "2018 Japan Advertising Expenditures" The Digital Shift of Mass Media and Advertising's New Role

"Japan's Advertising Expenditures in 2018" exceeded the previous year's figures for the seventh consecutive year, with internet advertising spending in particular driving overall growth with five consecutive years of double-digit growth. Professor Tsunehisa Shishido of the University of Tokyo Graduate School of Law and Politics, an expert in constitutional law with deep knowledge of media, spoke with Dentsu Inc. Media Innovation Lab...

Ritsuya Oku, dentsu Media Innovation Lab, Shishido Tsunehisa

Special Discussion: "Japan's Advertising Expenditures"[10]

2018/03/14

Special Discussion: "2017 Japan Advertising Expenditures" - The More Digitalization Advances, the Higher the Value of Analog Experiences

"Japan's Advertising Expenditures in 2017" exceeded the previous year's figures for the sixth consecutive year. Internet advertising expenditures, growing at double-digit rates for four straight years, are driving the overall increase. Professor Nobuko Kawashima of Doshisha University, an expert in cultural economics and content industry theory who also serves as a specialist committee member for the Ministry of Internal Affairs and Communications' Information and Communications Council, spoke with Dentsu Inc...

Ritsuya Oku, dentsu Media Innovation Lab, Nobuko Kawashima

Special Discussion: "Japan's Advertising Expenditures"[10]

2017/03/22

With the widespread expansion of the internet, all media are being forced to adapt for the next generation.

"2016 Japan Advertising Expenditures" reflects the media landscape that continues to evolve. Professor Takashi Uchiyama of Aoyama Gakuin University, an expert in video content and media industry theory, and Ritsuya Oku of DENTSU SOKEN INC. discuss key future points for each media type and university students' media...

Ritsuya Oku, dentsu Media Innovation Lab, Takashi Uchiyama

Special Discussion: "Japan's Advertising Expenditures"[10]

2016/03/14

Special Discussion: "2015 Japan Advertising Expenditures" Precisely because we are in an era led by the internet, media must establish their brands.

"2015 Japan Advertising Expenditures" saw double-digit growth in internet advertising spending, leading to a fourth consecutive year of year-on-year increases. Associate Professor Hiroyoshi Sunagawa of Rikkyo University, specializing in broadcast media and journalism, and Ritsuya Oku of DENTSU SOKEN INC. discuss the future of advertising and media in the internet era...

Ritsuya Oku, dentsu Media Innovation Lab, Hiroyoshi Sunagawa

Special Discussion: "Japan's Advertising Expenditures"[10]

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