Expansion of the Smartphone Advertising Market and Diversification of Advertising Services

「Against the backdrop of society’s digitalisation, demand for video advertising, including vertical video ads on social media, continued to grow in the internet advertising market. Internet advertising expenditure in fiscal 2024 rose 9.6% year on year to ¥3,651.7 billion, according to Dentsu Inc.」

「Internet advertising media spending in 2025 was expected to expand 9.7% year on year to ¥3.2472 trillion.」

「Japan’s Internet advertising market in 2023 grew as demand for video advertising increased amid advancing digitalization and digital sales promotion expanded. Internet advertising expenditure rose 7.8% year on year to ¥3.333 trillion (according to Dentsu Inc.).」

「The Internet advertising market, in which the Group operates, was expected to continue growing, with Internet advertising media spending forecast to expand 8.4% year on year to ¥2.9124 trillion in 2024 (according to CARTA COMMUNICATIONS, Inc., Dentsu Inc., Dentsu Digital Inc. and Septeni Co., Ltd.).」

「The Internet advertising market, in which the Group operates, was expected to continue growing, with Internet advertising media spending forecast to expand to ¥2.7908 trillion in 2023 (according to CARTA COMMUNICATIONS, Inc., D2C Inc., Dentsu Inc., Dentsu Digital Inc. and Septeni Holdings Co., Ltd.).」

「The Internet advertising market, in which the Group operates, was expected to continue growing, with Internet advertising media spending forecast to expand to ¥2.7908 trillion in 2023 (according to Dentsu Inc., Dentsu Digital Inc., CARTA COMMUNICATIONS, Inc., D2C Inc. and Septeni Holdings Co., Ltd.).」

「The Internet advertising market, in which the Group operates, was expected to continue growing, with Internet advertising media spending forecast to expand to ¥2.4811 trillion in 2022 (according to Dentsu Inc., Dentsu Digital Inc., CARTA COMMUNICATIONS, Inc. and D2C Inc.).」

「Internet advertising media spending was forecast to expand to ¥2.4811 trillion in 2022.」

「Demand for video advertising and social media advertising using social media and video distribution platforms was strong, and Internet advertising expenditure in 2021 reached ¥2.7052 trillion, up 21.4% year on year (joint survey and announcement by CCI, D2C, Dentsu Inc. and Dentsu Digital Inc.).」

「Demand for video advertising and social media advertising using social media and video distribution platforms was strong, and Internet advertising expenditure in 2021 reached ¥2.7052 trillion, up 21.4% year on year (joint survey and announcement by CCI, D2C, Dentsu Inc. and Dentsu Digital Inc.).」

「The Internet advertising market, in which the Group operates, was expected to reach ¥2.437 trillion in 2021, up 14.5% year on year, as advertisers shifted to Internet advertising amid growth in e-commerce driven by economic recovery, including stay-at-home demand, and increased use of online shopping (according to Yano Research Institute).」

「Against this business backdrop, Internet advertising media spending was difficult to forecast due to the impact of COVID-19, but was expected to grow to ¥1.8912 trillion in 2021, or 107.7% of the previous year.」

「Although affected by sluggish consumption and reduced advertising placements due to COVID-19, increased opportunities to access social media and video distribution services amid stay-at-home demand and stronger demand for programmatic advertising, centered on major platform operators, drove Internet advertising expenditure to grow substantially in 2020, up 5.9% year on year to ¥2.229 trillion (according to Dentsu Inc.).」

「As demand for social media and video distribution services increased due to stay-at-home demand and demand for programmatic advertising, centered on major platform operators, grew, Internet advertising expenditure in 2020 increased 5.9% year on year to ¥2.229 trillion (according to Dentsu Inc.).」

「The Internet advertising market, in which the Group operates, was expected to grow to ¥2.3 trillion in fiscal 2021 and continue growing steadily (according to Yano Research Institute). In addition, according to the November 2020 Monthly Current Survey of Selected Service Industries, total sales in the Internet advertising industry increased 7.9% year on year, recovering to pre-pandemic levels.」

「According to a survey by Dentsu Inc., Japan’s total advertising expenditure in 2019 was ¥6.9381 trillion, or 106.2% of the previous year. Internet advertising expenditure was ¥2.1048 trillion, or 119.7% of the previous year, exceeding television media advertising expenditure for the first time and maintaining a high growth rate.」

「Against a market backdrop in which Internet advertising expenditure exceeded television media advertising expenditure in fiscal 2019 (according to Dentsu Inc.), steady performance, particularly among major platform operators, was expected to continue. However, the impact of an overall decline in advertising expenditure due to COVID-19 required close monitoring.」

「Internet advertising expenditure in fiscal 2019 exceeded television media advertising expenditure for the first time and surpassed ¥2 trillion (according to Dentsu Inc.). Although steady performance, particularly among major platform operators, was expected to continue, the impact of reviews of advertising budgets due to the COVID-19 pandemic required close monitoring.」

「The Internet advertising market, in which the Group operates, was expected to exceed ¥2 trillion in fiscal 2020 and continue growing steadily. By device, smartphone advertising was expected to account for slightly more than 70%, with video advertising continuing to expand as an advertising format (according to Yano Research Institute).」

「Against this backdrop, while advertisers remained highly concerned about brand safety and measures against ad fraud, rising demand for video advertising and other formats was expected to drive the Internet advertising market above ¥1.896 trillion in 2019 (estimate by Yano Research Institute).」

「The Internet advertising market, in which the Group operates, was expected to continue growing strongly. Mobile advertising expenditure, centered on smartphones, was expected to exceed ¥1.2 trillion in 2019 (according to Dentsu Inc.), while in the video advertising category, the distribution of video content online was expected to expand further as 5G accelerated communications, supporting continued high growth.」

「The Internet advertising market, in which the Group operates, is expected to continue growing steadily in an environment where mobile advertising expenditure, centered on smartphones, exceeded ¥1 trillion in 2018 (according to Dentsu Inc.), with the expansion of video advertising delivery, particularly on video platforms, expected to drive the market.」

「The Internet advertising market, in which the Group operates, is expected to continue growing steadily. As devices, led by increasingly widespread smartphones, diversify, the expansion of smartphone advertising, particularly video advertising on video platforms, is expected to drive the market compared with advertising for PC browsers.」

「According to a survey by Dentsu Inc., Japan’s total advertising expenditure in 2017 was ¥6.3907 trillion, or 101.6% of the previous year. Internet advertising expenditure, including media spending and advertising production costs, was ¥1.5094 trillion, or 115.2% of the previous year, and continued to grow at a high rate.」

「The Internet advertising market, in which the Group operates, is expected to continue growing steadily, while the market for related services and solutions continues to expand as devices, led by increasingly widespread smartphones, diversify.」

「The Internet advertising market, in which the Group operates, is expected to continue growing steadily. The use of new advertising methods is expected to expand, including through the growth of smartphone-based services and the expansion of video advertising accompanying increased user adoption.」

「The Internet advertising market, in which the Group operates, is expected to continue growing steadily. As devices, led by increasingly widespread smartphones, diversify, the expansion of smartphone video advertising and the use of new advertising methods are expected to drive the market.」

「The Internet advertising market, in which the Group’s core businesses operate, expanded through the growing adoption of video advertising and new advertising delivery enabled by ad technology, reaching ¥1.31 trillion in 2016, up 13.0% year on year (according to Dentsu Inc.).」

「The Internet advertising market, in which the Group’s core businesses operate, continues to benefit from growth in the smartphone advertising market. Japan’s smartphone penetration rate was 71.8%, representing more than half of the population (Ministry of Internal Affairs and Communications, “2016 Communications Usage Trend Survey”), and continued growth was expected in advertising for web browsers and apps, driven by an increase in companies entering video advertising and the expansion of native advertising.」

「The Internet advertising market, in which the Group’s core businesses operate, continues to show strong growth potential, supported further by growth in the smartphone market. Japan’s smartphone penetration rate had risen to 72.0%, representing a majority of the population (Ministry of Internal Affairs and Communications, “2015 Communications Usage Trend Survey”), and as smartphones became an important promotional method, the market was expected to continue growing, driven by an increase in companies entering video advertising and the expansion of native advertising.」

「The Internet advertising market, in which the Group’s core businesses operate, continues to show strong growth potential. As advertising on smartphones has become an even more important promotional method, the market is expected to continue growing, driven by an increase in companies entering video advertising and the expansion of native advertising.」

「In 2015, the smartphone advertising market grew 23.6% year on year to ¥371.7 billion, as smartphones became established as indispensable information devices in users’ daily lives and smartphone advertising became an important promotional channel.」

「While the shift to smartphones in Japan is settling, the smartphone advertising market is expanding rapidly, and Internet advertising services, including video distribution and new advertising delivery services, are diversifying.」