Japan’s advertising expenditure in 2018

On February 28, Dentsu announced the total advertising expenditure by medium and industry for 2018.
According to the report, total advertising expenditure in 2018 was 6.53 trillion yen, 102.2% compared to the previous year, showing a gradual increase for the seventh consecutive year of growth. However, this does not mean
that each media is growing overall, and only “internet advertising” is growing. “Mass media-related advertising” such as newspapers and television, “promotional advertising” such as transportation advertising and POP all showed declines compared to the previous year,

meaning that digital advertising is the sole winner

The industry predicts that internet benin whatsapp data advertising will continue to grow significantly in the future, while other media will gradually decline, but what is the reason for this? We considered this while looking at the details of Dentsu’s advertising expenses this time.

2018 Advertising Spending Summary

Total advertising expenditures in 2018 were 6.53 trillion yen, 102.2% of the previous year, a gradual increase.
Breaking down total advertising expenditures, “advertising expenditures on the four mass media” was 2.7026 trillion yen, 96.7% of the previous year, a decrease for the fourth consecutive year.
Conversely, “internet advertising” has grown for five consecutive years, at 1.7589 trillion yen, 116.5% of the previous year. “Promotional media advertising” (advertising for outdoor, transportation, inserts, direct mail, free papers, etc.) was 2.685 trillion yen, 99.1% of the previous year.

Looking at the breakdown of “advertising what does computer forensics study? expenses for the four mass media,” “newspaper advertising expenses” was 478.4 billion yen (92.9% compared to the previous year), “magazine advertising expenses” was 184.1 billion yen (91.0% compared to the previous year), “radio advertising expenses” was 127.8 billion yen (99.1% compared to the previous year), and “television media advertising expenses (terrestrial television + satellite media related)” was 1,912.3 billion yen (98.2% compared to the previous year), all of which were decreases. This is due to a decrease in the number of copies of newspapers and magazines published, while radio advertising saw its first decrease in three years. Terrestrial television and satellite media were also expected to increase due to

the expanding economy, but the result was negative growth.

The breakdown of “Internet advertising expenditure” is “Internet advertising media expenditure” of 1,448 billion yen, an increase of 118.6%, and “Internet advertising production expenditure” of 310.9 billion yen, an increase of 107.7%, with Internet advertising showing steady growth, mainly in programmatic advertising. Internet
advertising has grown by double digits for five consecutive years, at 118.6% (1,758.9 billion yen), and its composition ratio has increased by 3.3 points from the previous year to 29.6% of total advertising expenditure, approaching television advertising expenditure (1,912.3 billion yen).
Looking at advertising expenditure on a global scale, Internet advertising expenditure has already overtaken television advertising expenditure, and digital advertising is becoming the mainstream in the advertising world.

The basic principle of advertising is to deliver advertisements

closer to the masses, but we are no canada cell numbers longer in an era where the television generation is leading the way, but rather the Internet generation. For more details on “Internet advertising expenditure,” please see the item.

Finally, looking at the breakdown of “promotion media advertising expenses,” “outdoor advertising” accounted for 99.7% of 319.9 billion yen, “transport advertising” for 101.1% of 202.5 billion yen, “insert advertising” for 93.8% of 391.1 billion yen, “direct mail advertising” for 99.4% of 367.8 billion yen, “free papers” for 94.6% of 202.1 billion yen, POP for 101.3% of 200 billion yen, “telephone directory advertising” for 90.5% of 26.6 billion yen, and “exhibitions and videos” for 105.8% of 358.5 billion yen.
When it comes to promotional advertising, digital signage at airports, stations, and inside trains seems to be doing well.