Digital Advertising Spend In Japan Increased 15.2% in 2017, According To Dentsu Report

According to Japan’s largest advertising agency, digital advertising in Japan in 2017 accounted for $14.07 million (1.5 billion Japanese Yen) which is a Year on Year increase of 15.2% (Markezine reported February 22, 2018).

Digital Advertising Accounts For Growth In Advertising Industry In Japan

 

According to Japan’s largest advertising agency, digital advertising in Japan in 2017 accounted for $14.07 million (1.5 billion Japanese Yen) which is a Year on Year increase of 15.2% (Markezine reported February 22, 2018).

 

Advertising expenditure in Japan has grown for the last 6 straight years, with different industries accounting for the growth with YoY growth in 2017 totaling 1.6% growth. Other forms of advertising decreased YoY or stayed constant. Digital advertising is accountable for all of the growth in the advertising industry in Japan. TV is still the dominant form of advertising in Japan accounting for $18.3 million (1.9 billion JPY).

 

What does this mean for foreign mobile games studios?

 

As we explored before in talking about how to launch your mobile game in Japan,┬áJapan is a lucrative if competitive market. Ensuring you have an adequate share of voice is difficult if you’re not aware of the bombardment the average Japanese consumer faces every day. However, digital advertising is the equalizer in Japan. Other forms of media can be difficult to break into as a foreign company (unless you’re one of the big guys like running TV ads in Japan).

 

The fact that the advertising grew overall but all of the growth came from digital advertising suggests that advertisers in Japan are still trying to figure out the best mix of media. It will be interesting to see in 2018 if advertising revenue in Japan increases for the 7th year in a row and if digital advertising spend grows again. I wouldn’t bet against it.

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