Decline in demand for traditional advertising due to new media
First written in FY2016. 10 of 14 entries say "Materialised", first in FY2018-Q3. Latest entry: FY2026.
Saylor Advertising moved to the "Worse" side of this theme in 2018, 2 years before the typical company in this theme (2020).
The whole theme swung hardest in 2020: 15 of 27 companies on the "Worse" side.
20 other companies' latest entry also says "Restated".
- FY2026RestatedAnnual report
「If the development of these new media causes demand for advertising using traditional media to decline, this could affect the Group’s financial position and operating results.」
While advancing its response to new media, the company continues to explicitly identify the risk that declining demand for traditional media advertising will affect results. - FY2024RestatedAnnual report
「The group is also focusing on internet advertising through business alliances with subsidiaries and other companies engaged in internet-based advertising activities, obtaining certification as web analysts and holding seminars on web advertising operations. However, if the development of these new media reduces demand for advertising using traditional media, this could affect the group's financial position and operating results.」
While advancing its response to new media, the company continues to explicitly identify the risk of declining demand for traditional media advertising. - FY2023MaterialisedAnnual report
「The group is also focusing on internet advertising through business alliances with subsidiaries and other companies engaged in internet-based advertising activities, obtaining certification as web analysts and holding seminars on web advertising operations. However, if the development of these new media reduces demand for advertising using traditional media, this could affect the group's financial position and operating results.」
While advancing its response to new media, the company continues to explicitly identify declining demand for traditional media advertising as a major risk. - FY2022MaterialisedAnnual report
「Internet/mobile channels」
While sales of internet and mobile advertising increased to ¥1,467 million, or 118.1% of the previous fiscal year's level, sales of traditional and related media, including sales promotion, declined, and demand for traditional advertising continues to fall as media usage shifts. - FY2021MaterialisedAnnual report
「Sales of internet and mobile advertising increased as the company strengthened its ability to propose digital media and customers shifted their marketing strategies toward using digital media.」
While internet and mobile advertising increased to 110.7% of the previous fiscal year's level, sales of traditional media and related advertising, including events, magazines and sales promotion, declined, and the shift in media mix was reflected in lower demand for traditional media. - FY2020MaterialisedAnnual report
「Sales of internet and mobile advertising increased, reflecting efforts to strengthen digital media proposal capabilities and the shift in customers' marketing strategies toward using digital media.」
While internet and mobile advertising increased, sales of traditional media and related advertising, including newspaper inserts, printed materials and events, declined, and the shift in media mix was reflected in lower demand for traditional advertising. - FY2020-Q3MaterialisedAnnual report
「The company worked to strengthen its ability to propose digital media and improve the quality of its services, resulting in steady growth in internet advertising, as well as advertising orders for the year-end and New Year sales season, primarily from retailers, in the third quarter. However, as companies changed their marketing communications strategies, the volume of advertising in printed materials such as newspaper inserts declined. As a result, advertising business revenue was ¥5,962 million, or 98.2% of the year-earlier level, and the segment recorded a loss of ¥51 million, compared with a segment loss of ¥10 million in the same period of the previous year.」
While internet advertising increased, the volume of advertising in printed materials such as newspaper inserts declined, and advertising business revenue was 98.2% of the year-earlier level. The segment loss widened to ¥51 million. The expansion of new media and declining demand for traditional advertising continue to be reflected in results. - FY2020-Q1MaterialisedAnnual report
「As a result, internet advertising increased steadily and the company received event orders from local businesses and government agencies, but orders for printed materials and other products declined」
While internet advertising increased, orders for printed materials and other traditional media declined, and the decline in demand for traditional advertising due to new media continues to be reflected in results. - FY2019-Q3MaterialisedAnnual report
「In addition, strengthened capabilities for proposing digital media led to steady growth in programmatic advertising, search advertising and display advertising. However, advertising business revenue was ¥6,072 million, or 94.1% of the year-earlier level, and the segment recorded a loss of ¥10 million, compared with a segment loss of ¥14 million in the same period of the previous year.」
Although digital advertising increased, advertising business revenue declined to 94.1% of the year-earlier level, and the segment remained loss-making. The expansion of new media and declining demand for traditional advertising continue to occur concurrently. - FY2019-Q2MaterialisedAnnual report
「Although programmatic advertising, search advertising and display advertising increased steadily as a result of stronger digital media proposal capabilities, this was insufficient to offset the decline in business volume for existing media, and advertising revenue for the group was ¥3,971 million, or 94.7% of the year-earlier level.」
While digital advertising increased, spending on traditional media declined, resulting in advertising business revenue of 94.7% of the year-earlier level. The expansion of new media and declining demand for traditional advertising are occurring concurrently. - FY2018MaterialisedAnnual report
「Higher service standards demanded by consumers and increasingly diverse preferences changed customers’ marketing strategies, which surfaced as reductions in event scale, reviews of advertising media and consolidation of advertising budgets, among other developments.」
Changes in media mix, consolidation of advertising budgets and reductions in event scale, driven by new media and diversifying needs, are emerging as factors that are putting pressure on advertising demand and the profitability of orders received. - FY2018-Q3MaterialisedAnnual report
「Investments by advertisers in new promotional campaigns using digital media led to changes in and reviews of media mix, consolidation of advertising budgets and reductions in event scale. These factors also pressured profit margins, resulting in advertising business revenue of ¥6,452 million, or 98.3% of the year-earlier level, and a segment loss of ¥14 million, compared with segment profit of ¥60 million in the same period of the previous year.」
The review and changes to traditional media and the reduction in event scale accompanying the use of new digital media were reflected in an actual decline in advertising business revenue and a segment loss. - FY2017RestatedAnnual report
「If the development of these new media causes demand for advertising using traditional media to decline, this could affect the Group’s financial position and operating results.」
The company continues to identify the risk that the development of new media, including internet and mobile media, will reduce demand for traditional media. - FY2016First statedAnnual report
「If the development of these new media causes demand for advertising using traditional media to decline, this could affect the Group’s financial position and operating results.」
While treating the development of internet and mobile advertising as an opportunity, the company identifies declining demand for traditional media as a risk.