The outlook for the Japanese advertising market looks rosy as market conditions improve: a digital advertising survey by a Dentsu Group subsidiary points to adspend rebounding in the first half of 2021, with four out of ten respondents predicting an increase in advertising campaign spending during this period.

Why it matters

The digital advertising market survey by Cyber Communications Inc found that out of ten industries in Japan, three expect the first half of 2021 to be upbeat: fashion accessories; household appliances and audio-visual devices; and finance and insurance.

Takeaways

• Looking ahead, revenge spending is likely to drive adspend in...