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Japan Online Advertising Industry Growth

Posted by Leo on February 21, 2012 in Online Advertising with No Comments


Japan Online Advertising Industry Growth and Forecast 2016

Article by Bharatbook

Bharatbook added a new report on ” Japan Online Advertising Industry Growth and Forecast 2016 ” which gives an overview, Demand, Supply Trends and industry analysis reports.In 2010, the advertising industry accounted for around 34.4% of the total service sector revenues and online/ digital advertising is a major part of this industry. advertising industry is being driven by the increasing broadband penetration, education, income, rising number of internet users as well as popularity of social networking websites. During the recent economic slowdown, a reduction in marketing expenditure by companies was witnessed, of which advertising cost was the highest and marketers began opting for low cost and effective advertising mediums, thereby, driving the growth of the online/ digital advertising market. The industry is of various forms, but the most popular are digital search advertising, followed by display and classified advertising.

The industry has been in existence in Japan for around ten years and has grown to become larger than many traditional formats of advertising such as print, radio, etc. Although, in 2009, the industry registered a slowdown in growth, in 2010 the Japanese internet advertising started registering recovery and the market grew 8.30%. Japanese online ad market is at a major point of transition, in 2005 while the display category accounted for more than 50% of the market share, it is predicted that in coming years, the search and mobile will take a greater share of the market.

Among the various segments, search engine advertising has continued to register growth, due to ad spend by companies in the finance, real estate, travel and distribution sector. On the other hand, display advertising saw a decline in expenditure in 2010, due to reduction in public sector ad budgets and increased competition among the industry players. Mobile advertising segments in terms of growth is keeping pace with the advertising, due to increased adoption of smartphones, rapid growth of advertisers on SNS sites and ad placements by content providers.

When compared to 2009, in 2010, industries that spent the highest in online advertising were household products, information and communications, apparel, accessories and personal items, energy/materials and machinery, home appliances, cosmetics and toiletries, food and other services, as well as finance and insurance. Prior to recession, real estate, financial services and automotives were the three largest segments. Sectors that have reduced ad budgets include companies in the public sector, hobby and sporting goods, pharmaceutical industry, automotive industry, beverages and tobacco. Japan’s market is currently dominated by Yahoo! Japan and Google.

The report on “Japan Advertising Industry Growth and Forecasts 2016″ includes a detailed study of the global advertising as well as Japanese industry. We have also analyzed the industry and its various categories/ segments and trends prevailing in the market. The report also includes the industry, present performance and forecast of its various segments. Additionally, we have discussed cause and effect relationship of macroeconomic and industry factors on the industry providing the basis for the future outlook.

Key Findings

? In 2007 & 2008, Japan’s advertising market registered a small growth and in 2009, the industry was worth an estimated USD ~ billion.? In 2010, the expenditure on increased 8.30% YTY, to USD ~ billion. Internet advertising placements increased 10.17%, despite the slowdown in growth in 2009 due to the global economic downturn.? In 2010, web advertising (PC-based Internet) grew 8.80% compared to 2009, to USD ~ billion (including search engine advertising)? in 2010 display spending was USD 3.35 billion compared to USD 2.56 billion search advertising revenues.? Expenditure on search engine advertising has continued to rise, increasing 16.37% to USD ~ billion. The market continued to record a steady growth due to ad spend by companies in the finance, real estate, travel and distribution sector.? Mobile advertising in 2010, increased 19.47% from 2009, to USD ~ million (including mobile search engine advertising),? Japan’s market is currently dominated by Yahoo! Japan and Google. Yahoo accounts for ~% of the overall market, followed by Google ~%.? During 2011 and 2012, advertising revenues is expected to be low while showing a positive trend and soon it is expected to recover from the economy losses made by recession and then Tsunami and Earth quake.? Online video advertising is an emerging segment and expected to grow with a CAGR 4.60% and generate more revenues in the coming five years. E-commerce is also expected to become a major driving factor behind online advertising growth in Japan.? The overall online advertising industry is expected to grow at CAGR 4.51% from 2011-2016,

TABLE OF CONTENT:

1. Global Advertising Industry1.1. An Overview1.2. Japan Industry: Overview2. Japan Market Size2.1. by Category2.1.1. Search Advertising2.1.2. Display Advertising2.1.3. Mobile Advertising2.2. demand by Industry3. Industry Trends and DevelopmentsDentsu and Skype to launch display advertising offering in JapanPopularity of Mobile internet in JapanIndustry CompetitionJapan’s Online Display Advertising Leaders4. Growth Drivers4.1. Rising Number of mobile Phone users and demand for Mobile Advertising4.2. Internet users4.3. Broadband connections4.4. Japan Ecommerce Market5. Macro Economy Factors5.1. Gross Domestic products5.2. Population5.3. Import/Export5.4. Annual Household Income6. ForecastSearch AdvertisingDisplay AdvertisingMobile Advertising7. Industry Players7.1. Dentsu Inc.7.1.1. Business overview7.1.2. Financial Performance7.1.3. Business Developments7.2. ASATSU-DK Inc.7.2.1. Business Overview7.2.2. Financial Performance7.2.3. Business Developments8. Forecast MethodologyData Collection MethodsApproachReasons for the Selection of Independent VariablesMulti Factor Based Sensitivity ModelFinal ConclusionDisclaimer

LIST OF FIGURESFigure 1: Global Advertising Revenues (2006-2015F)Figure 2: Global Online Advertisement Spending (2006-2015F)Figure 3: Advertising Expenditure by Media Categories in 2010Figure 4: Online Ad Spending in Japan (2006-2010)Figure 5: Online Ad Spending by Segments in Japan (2006-2010)Figure 6: Online Search Advertising Spending (2006-2010)Figure 7: Online Display Advertising Spending (2006-2010)Figure 8: Online Mobile Advertising Spending (2006-2010)Figure 9: Global Adoption of Smart phones in 2010Figure 10: Japan Market Leaders, share in % (2010)Figure 11: Japan Total Population (2006-2010)Figure 12: Japan Industry Revenue Forecast (2010-2016)Figure 13: Japan Online Search Advertising Industry Revenue Forecast (2010-2016) Figure 14: Japan Online Display Advertising Industry Revenue Forecast (2010-2016) Figure 15: Japan Online Mobile Advertising Industry Revenue Forecast (2010-2016)

For more information kindly visit :http://www.bharatbook.com/detail.asp?id=216618&rt=Japan-Online-Advertising-Industry-Growth-and-Forecast-2016.html

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Bharat Book BureauTel: +91 22 27578668 / +91 22 27579438Fax: +91 22 27579131Email: info@bharatbook.comWebsite: http://www.bharatbook.com

Bharat Book Bureau, the leading market research information aggregator provides company profiles, country reports, newsletters, and online databases for the past twenty four years to corporate, consulting firms, academic institutions, government departments, agencies etc., globally, including India. Our market research reports help global companies to know different market before starting up business / expanding in different countries across the world.

How the online ad world works, and where Google fits into it all. We’ll look at the major trends and then look more closely at Google Search, the Display Network, YouTube, Google Places, and mobile advertising.

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