Dentsu has published “Advertising Costs in Japan, 2005” on February 20th, 2006.
The report shows that the total internet advertisement spending in 2005 is 280.8 billion yen (approx. $230mil), which is 54.8% up from the previous year. The total for PPC ads is 59 bil. yen, and the total for mobile ads is 28.8 bil. yen.
The report also shows that the total advertisement spending in 2005 is 5.962 tril. yen, which is 1.8% up from 2004. Dentsu expect the total advertisement spending to even grow in 2006 with the big events such as the world cup soccer.
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Motoko Hunt
President & Search Marketing Strategist at AJPR
Motoko Hunt manages the SEO for all of Adobe's properties in Japan and the
APAC region. Prior to joining Adobe, Motoko established AJPR in 1998; she
has been providing search marketing consulting services targeting Japan and
Asia to companies around the world. Her services have made a big impact on
the search marketing campaigns of some of the world's most popular
multi-national brands. A number of her articles have been published on industry
websites and printed media including MultiLingual Computing and the International
Journal of Localisation. She also writes about the Japanese online market on her
blog at AJPR and contributes to several online magazines in Japan and Asia.
She served as a member of the board of directors of SEMPO in 2010-2012, and
is a chairperson of the SEMPO Asia-Pacific Committee.
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The amount of mobile ad spending is huge (almost half of ppc ad spending) compared to that of the US. Mobile phone usage seems to be far more advanced in Asia, particulary Japan and China. In fact a prediction made by an executive at mInfo is that China mobile ad spending would surpass that of pc spending in 10 years.