Expansion of the Internet Advertising Market and Intensifying Competition in Programmatic and Video Advertising

「Internet advertising media expenditures have maintained double-digit growth at ¥3,309.3 billion, or 111.8% of the previous year's level, and the market has remained solid. Meanwhile, the rapid spread of generative AI and AI search is changing how users gather information in the internet media industry.」

「Internet advertising media spending maintained double-digit growth at ¥3.3093 trillion, or 111.8% of the previous year's level, and the market remained firm.」

「According to “Advertising Expenditures in Japan 2024” (Dentsu Inc.), Japan's advertising market grew on the back of strong corporate earnings, increased consumer appetite, global events, inbound demand, and rising demand for video advertising. Internet advertising media expenditures achieved double-digit growth, reaching ¥2,961.1 billion, or 110.2% of the previous year's level.」

「Internet advertising media expenditures in 2023 totaled ¥2,687.0 billion, or 108.3% of the previous year's level.」

「Internet advertising media expenditures in 2022 totaled ¥2,480.1 billion, or 115% of the previous year's level, marking the second consecutive year of double-digit growth.」

「Internet advertising media expenditures in 2020 totaled ¥1,756.7 billion, or 105.6% of the previous year's level, of which programmatic advertising expenditures totaled ¥1,455.8 billion, or 109.7%. Although growth slowed due to sluggish consumption and a decline in advertising placements resulting from the COVID-19 pandemic, the market began to recover earlier than other media, including television and newspapers.」

「According to “Advertising Expenditures in Japan 2020” (Dentsu Inc.), internet advertising media expenditures in 2020 totaled ¥1,756.7 billion, or 105.6% of the previous year's level, while programmatic advertising expenditures reached ¥1,455.8 billion, or 109.7% year on year, maintaining positive growth for the second consecutive year.」

「Regarding the internet advertising market to which our content marketing platform business (CMP business) belongs, according to “Advertising Expenditures in Japan 2019” (Dentsu Inc.), internet advertising media expenditures in 2019 totaled ¥1,663.0 billion, or 114.8% of the previous year's level, while programmatic advertising expenditures reached ¥1,326.7 billion, or 115.2% year on year, maintaining high growth for the second consecutive year.」

「According to “Advertising Expenditures in Japan 2018” (Dentsu Inc.), internet advertising media expenditures in 2018 totaled ¥1,448.0 billion, or 118.6% of the previous year's level. Programmatic advertising expenditures accounted for ¥1,151.8 billion, or 122.5% year on year, representing a high growth rate.」

「Internet advertising expenditures in 2017, excluding media production costs, totaled ¥1,220.6 billion, or 117.6% of the previous year's level, and continued to perform strongly following the previous year, when they exceeded ¥1 trillion for the first time.」

「According to “Advertising Expenditures in Japan 2017” (Dentsu Inc.), internet advertising expenditures in 2017, excluding media production costs, totaled ¥1,220.6 billion, or 117.6% of the previous year's level, and continued to perform strongly following the previous year, when they exceeded ¥1 trillion for the first time.」

「Internet advertising expenditures, excluding media production costs, exceeded ¥1 trillion for the first time, reaching ¥1,037.8 billion, or 112.9% of the previous year's level. Programmatic advertising expenditures reached ¥738.3 billion, or 118.6% year on year, driven mainly by the growing number of advertisers placing importance on data and technology and increased attention to programmatic advertising that enables data integration. By device, the shift to mobile continued, while PC portal-based advertising and ad-network advertising trended downward.」

「According to “Advertising Expenditures in Japan 2016” (Dentsu Inc.), internet advertising expenditures in 2016, excluding media production costs, totaled ¥1,037.8 billion, or 112.9% of the previous year's level, exceeding ¥1 trillion for the first time. Of this amount, programmatic advertising expenditures totaled ¥738.3 billion, or 118.6% year on year. The main factors behind the strong performance of programmatic advertising included the growing number of advertisers placing greater importance on data and technology, increased attention to programmatic advertising that enables data integration, and the ability of more sophisticated systems to cover functions such as reach and branding. Demand for video advertising also continued to expand across the market. Social networking services (SNS), which are driving the expansion of the video segment, are primarily programmatic. As display advertising gained weight relative to traditional search advertising, including search-linked advertising, video advertising, particularly in-feed advertising on smartphones, became a new growth area, intensifying competition in programmatic display advertising. As demand among advertisers for data management platforms (DMPs) increased, programmatic advertising evolved as a method of meeting that demand and continued to drive the overall internet advertising market.」