TOKYO: 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%.
Data sourced from Japan Marketing; additional content by WARC staff